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Title: MKT 578 Final Exam

MKT 578 Final Exam
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1) Archaeologists inform us that public relations
has roots in A. Iraq, where bulletins informed
farmers how to grow more food B. England, where
18th century bulletins hailed the coming of the
British Industrial Revolution C. Rome, where
tablets paid tribute to new rulers D. China,
where during the Ming Dynasty peasants wrote
messages on the Great Wall   2) The
word propaganda originated with A. the Creel
Committee during World War II B. Pope Gregory XV,
who established a College in 17th Century Rome to
spread the word about Catholicism C. Sophists,
who walked around telling citizens of Rome who to
vote for. D. the farmers who grew grapes in
ancient Italy
3) The growth of public relations as an accepted
business-like practice in the United States of
America stems from A. the British Industrial
Revolution B. the American Industrial
Revolution C. the efforts of people like Samuel
Adams and Amos Kendall D. the hype of P.T.
Barnum   4) Applying the widely repeated
definition of public relations developed by the
late Denny Griswold to serve an organization
properly, practitioners ought to serve as A.
counsels to chief legal officers B. honest
brokers to management C. advisers to human
resources directors D. consultants to directors
of marketing
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5) To effectively communicate with a public, it
is important to recognize that A. all publics
have the same needs B. all publics are most
interested in the technology you use C. all
publics have their own special needs and require
different types of communication D. all publics
have overlapping organizational needs   6) If you
target experiencers, youre likely using
________ to segment a public. A. geographics B.
demographics C. values and lifestyles D.
7) Employees would trust management more if
they A. were less visible B. didnt seek to
empower the workforce C. communicated more
frequently and earlier D. avoided sharing bad
news 8) One major reason to do an in-depth
interview of top management and communicators
before designing an effective employee
communications program is to A. minimize the
discontinuities between what each group thinks
the other wants. B. ignore what communicators
think management wants from them C. ignore what
management thinks it wants from communicators D.
to minimize groupthink   9) As arbiters of
communications in organizations, its been the
charge of public relations people since the 1960s
to A. deal in an enlightened manner with the
realities of a multicultural society B. sensitize
the rest of the world to multicultural needs of
Americans C. make an impact on renewing the
energies of various ethnic communities D. enhance
the power of the disenfranchised  
10) A typical goal of consumer relations is to
keep former customers because A. most product
complaints are made by new customers B. most
service complaints come from new customers C.
most requests for product upgrades come from
prospective customers D. most sales are made to
established customers 11) How does advice to
clients from lawyers differ from advice given to
clients by public relations practitioners? A.
Lawyers advise clients what they should do,
within the letter of legal requirements, to
defend themselves in the court of public
opinion. B. Public relations practitioners advise
clients what they must do to defend themselves in
a court of law. C. Lawyers advise clients what
they should do to act ethically and socially
responsible. D. Public relations practitioners
advise clients what they should do to defend
themselves in the court of public opinion.
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12) Litigation public relations can best be
defined as A. attempting to influence a potential
jury prior to the beginning of a case B.
attempting to gain buy-in from the legal teams
associated with the case C. attempting to settle
the case out of court D. attempting to manage the
media process during the course of a legal
dispute so as to affect the outcome or its impact
on the clients reputation   13) An
organizations social responsibility image is
often determined by A. its desire to earn a
profit above all else B. its focus on being the
number one patron of the arts C. its attention to
be ethical and to improve the quality of life for
people D. its focus on looking good rather than
doing the right thing 14) The success of public
relations in the 21st century is likely to depend
heavily on A. following the Code of Ethics
published by the Society of Professional
Journalists B. following regulatory standards set
forth by the Federal Communications Commission C.
how the field responds to the issue of ethical
conduct and preserves its credibility D.
remaining vigilant regarding a persons right to
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15) Reasons why print media are number one with
public relations professionals include A.
decreased opportunities for network radio and TV
placements B. about 50 percent of the public
considers them accurate C. many journalists at
newspapers and magazines still use news
releases D. they are publishing 24/7   16) Since
the end of the 1990s, magazine readership A. has
declined overall B. has remained stable,
especially in the specialty category C. has
increased, with specialty magazines leading the
way D. has declined, with specialty magazines
leading the way   17) Which of the following is
good advice for public relations people who want
to know how to deal effectively and ethically
with people representing the various types of
media? A. Treat them first and foremost
professionally and with respect B. Treat them
like all other journalists in any medium C. Treat
their skepticism with skepticism D. Treat them
like a salesperson selling a product to a customer
18) To achieve placement of a written release,
which of the following should you avoid? A.
Directing a release to a specific beat
reporter B. Frequently using exclusives C.
Determining how best to contact a reporter or
editor by asking them for their preference D.
Calling a reporter or editor yourself, rather
than have an assistant make the call   19) The
use of video news releases has been criticized
for A. excessive cause-related marketing B.
presenting advertising as news C. supporting
advocacy advertising campaigns D. deliberate
misrepresentation of facts 20) Like corporate
public interest advertising, the public service
announcement (PSA) is aimed at providing an
important message. However, a key distinction is
that the PSA A. can only be used by government
organizations B. can only be used in emergency
situations C. is strictly reserved for nonprofit
organizations D. differs greatly in format and
21) A 30-second radio spot would usually be
expected to consist of approximately A. 25
words B. 45 words C. 65 words D. 125
words   22) Which of the following web-based
communications vehicles are appropriate for
public relations practitioners to distribute
content easily? A. Podcasting B. RSS C. Second
Life D. Wikis 23) When they use the Internet to
communicate, practitioners can A. engage in more
focused, targeted, one-on-one communication with
consumers B. design more self-promotions C.
increase time spent searching for data D.
decrease time spent on responding to market
24) If public relations professionals expect to
benefit from their website, they A. should strive
to make it as easily navigable as possible B.
should strive to make it static C. should strive
to deliver the maximum depth and breadth of
information available D. should strive to limit
the use of news clips and publications   25) Which
of the following is true in regards to
texting? A. Allows for sending messages of 160 or
more characters B. Common application in
business-to-business communication C. Not a
common application for person-to-person
messaging D. Is the most widely used mobile data
service 26) Public relations practitioners have
found that Twitter can be A. a vehicle to direct
Twitter users to websites B. a vehicle to direct
Twitter users to products C. a means to do some
cybersquatting D. an editorial calendar check
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 27) Which of the following pertain to CEO
Blogs? A. They have received rave reviews from
various publics. B. They typically turn negative
public relations positive almost instantly. C.
They are among the newest phenomena in the
blogosphere. D. They are the vehicle of choice
among most public relations practitioners for
disseminating news.   28) Among the most
essential steps in the public relations
management process is A. the ability to set
overall organizational objectives B. the ability
to set overall organizational strategies C. the
ability to define a public relations problem or
an opportunity D. the ability to research overall
organizational problems 29) PERT and Gantt are
tools that can help public relations
practitioners to A. visualize tasks to be
performed in a campaign or project B. designate
whos responsible for each task in a campaign C.
chart costs of various tasks D. determine whether
all goals and objectives are being
met   30) Planning for a public relations program
is important, but principally a program is
assessed in terms of its A. publicity value and
practice B. performance and publicity value C.
actions and performance D. programming and
publicity value
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