Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
New electronic media are categorized as ________ media.
1)
A)
regulated
B)
controlled
C)
semicontrolled
D)
uncontrolled
E)
unregulated
2)
What was the strategy used to convince the publics that the green strategy makes sense for the
corporation and the people that it serves as described in the chapter’s opening vignette?
2)
A)
integrated marketing campaign
B)
corporate advocacy advertising
C)
media relations campaign
D)
issue management campaign
E)
public affairs campaign
3)
Which of the following is NOT a way to generate publicity?
3)
A)
press conferences
B)
news releases
C)
pitch letters
D)
media tours
E)
All of the above are used to generate publicity.
Explanation:
4)
Jeep hosts an annual “Jeep Weekend” event in which current Jeep owners are invited to attend a
weekend adventure with fellow Jeep owners. The purpose of this public relations tactic is to
intensify Jeep owners’ involvement with their vehicle and brand and is known as a(n) ________.
4)
A)
stakeholder strategy
B)
change–agent strategy
C)
involvement strategy
D)
customer–relations strategy
E)
public communication campaign
5)
Before revising or developing a new public relations campaign for a new client, Damali is
conducting a formal type of background research to assess the internal and external public
relations environment that affects the organization’s audiences, objectives, competitors, and past
results. She is doing this to ensure that the current campaign is on track and performing as
intended. What does this scenario illustrate?
5)
A)
evaluation audit
B)
gap analysis
C)
SWOT analysis
D)
communication audit
E)
situation analysis
D
6)
The process of planning and delivering programs that encourage sales and contribute to customer
satisfaction by providing communication that addresses the needs and wants of consumers is called
________.
6)
A)
marketing public relations (MPR)
B)
consumer public relations (CPR)
C)
efficient consumer response (ECR)
D)
issue management
E)
public affairs
A
C
7)
A(n) ________ is an event at which a company spokesperson makes a statement to media
representatives.
7)
A)
media tour
B)
speakers’ forum
C)
sponsored event
D)
town hall forum
E)
press conference
8)
________ is a perception based on messages delivered by advertising and other marketing
communication tools.
8)
A)
Equity
B)
Integrity
C)
Goodwill
D)
Image
E)
Reputation
9)
Point–of–view messages are called ________.
9)
A)
image advertising
B)
advocacy advertising
C)
controlled advertising
D)
corporate identity advertising
E)
house advertising
Explanation:
10)
As described in the chapter’s opening and closing vignettes, which of the following was an
objective of GE’s Ecomagination campaign?
10)
A)
generate collective concern
B)
convince customers and other publics that the green strategy makes sense
C)
change people’s eating habits
D)
maximize media exposure for the GE executives
E)
inspire action
11)
What is the greatest asset any organization can have, and creating it is the primary goal of most
public relations programs?
11)
A)
reputation
B)
capital
C)
image
D)
goodwill
E)
equity
D
12)
Which of the following is NOT a marketing communication tool used in public relations?
12)
A)
sales promotion
B)
Internet
C)
direct marketing
D)
advertising
E)
All of the above marketing communication tools are used in public relations.
E
13)
The tendency of consumers trusting media more than they do advertisers is called the ________.
13)
A)
implied third–party endorsement
B)
carryover effect
C)
halo effect
D)
gatekeeping effect
E)
indirect endorsement effect
A
B
Explanation:
14)
Which of the following include booths, racks and holders for promotional literature, and signage?
14)
A)
collateral racks
B)
take–aways
C)
forums
D)
displays
E)
all of the above
15)
________ contain video footage for a television newscast.
15)
A)
Video public relations (VPRs)
B)
Video news releases (VNRs)
C)
Public Service Announcements (PSAs)
D)
Documercials
E)
Live news releases (LNRs)
16)
Which of the following statements is true regarding advertising and public relations?
16)
A)
The public tends to trust advertising more than they do the media.
B)
Public relations strategists have little trouble getting exposure through media.
C)
Consumers do not perceive public relations information any differently than they do
advertising information.
D)
The main goal of public relations is sales.
E)
Public relations and advertising differ in how they use the media, the level of control they
have over message delivery, and their perceived credibility.
17)
Ads for charitable and civic organizations that run free of charge on television or radio or in print
media are known as ________.
17)
A)
house ads
B)
semicontrolled ads
C)
organizational advertising
D)
nonprofit advertising
E)
public service announcements
18)
________ include press releases, press conferences, and media tours.
18)
A)
External media
B)
Controlled media
C)
Semicontrolled media
D)
Uncontrolled media
E)
Internal media
D
19)
An ad prepared for use in its own publication or programming is known as a(n) ________ ad.
19)
A)
house
B)
organizational
C)
institutional
D)
corporate
E)
company
A
20)
Which aspect of public relations carries no direct media costs?
20)
A)
marketing public relations (MPR)
B)
cause marketing
C)
publicity
D)
crisis management
E)
corporate advertising
C
E
21)
Which of the following is an area where public relations and advertising differ?
21)
A)
perceived credibility
B)
media use
C)
level of control over message delivery
D)
A and B
E)
A, B, and C
22)
Which of the following are the primary uses of advertising in public relations?
22)
A)
corporate advertising, spot announcements, and public service announcements
B)
public service announcements, advocacy ads, and institutional advertising
C)
house ads, public service announcements, and corporate advertising
D)
advocacy ads, institutional advertising, and corporate advertising
E)
not–for–profit advertising and corporate advertising
C
23)
The trust on which goodwill is based comes from ________.
23)
A)
what a company says about what it does
B)
having many products
C)
corporate integrity
D)
popular products
E)
what the government says about what a company does
C
E
24)
Ralph Nader has been an outspoken consumer activist for many years, and several organizations
target him and his organizations to influence public opinion. In terms of public relations, Mr.
Nader is considered a(n) ________ because he is an important person who influences the opinions
of others.
24)
A)
gatekeeper
B)
opinion leader
C)
advocacy advertiser
D)
lobbyist
E)
third–party endorser
25)
Which of the following public relations strategies has the purpose of changing the attitudes that
drive behavior?
25)
A)
corporate reputation management
B)
cause marketing
C)
change–attitude programs
D)
change–agent programs
E)
issue programs
D
26)
What is used to assess the internal and external PR environment that affects the organization’s
audiences, objectives, competitors, and past results?
26)
A)
benchmarking
B)
PR audit
C)
marketing audit
D)
SWOT analysis
E)
communication audit
E
B
27)
As in marketing or advertising planning, a public relations plan begins with background research
leading to a(n) ________.
27)
A)
strategy
B)
tactic
C)
evaluation
D)
objective
E)
situation analysis
28)
In which type of advertising does a company focus on its corporate image or viewpoint rather than
selling a particular product?
28)
A)
organizational advertising
B)
corporate advertising
C)
nonprofit advertising
D)
public service announcements
E)
house ads
29)
As described in “A Matter of Practice,” what was the purpose of the MacWorld Expo scheduled by
Steve Jobs?
29)
A)
to announce the iPhone
B)
to encourage tourists to come to San Francisco
C)
to oppose the Consumer Electronics Show
D)
to influence consumers to buy an iMac
E)
to avoid attending the Industrial Computer Meeting
30)
As described in the chapter’s opening and closing vignettes, who was the target audience for the
GE’s Ecomagination campaign?
30)
A)
customers, prospects, shareholders, employees, and media
B)
New Yorkers, shareholders and employees
C)
Families with young children
D)
tree huggers and mountain bikers
E)
Consumers who buy hybrid cars
31)
Which of the following types of programs is used to discourage socially harmful behaviors?
31)
A)
consumer public relations (CPR)
B)
issue management
C)
marketing public relations (MPR)
D)
public affairs
E)
public communication campaigns
E
32)
Benetton has often used ads that send a social message, such as showing AIDS victims dying or
featuring death row inmates, to make people aware of these issues. What type of advertising is
this?
32)
A)
brand advertising
B)
retail advertising
C)
cause advertising
D)
advocacy advertising
E)
controversial advertising
D
A
33)
Which of the following is NOT a skill required for public relations managers or public affairs
specialists as presented in the text?
33)
A)
the ability to take everyone seriously
B)
global perspective
C)
knowledge of how public relations and public affairs support business goals
D)
an aptitude for information technology
E)
the ability to integrate all communication functions
34)
Which of the following could be an objective of public relations?
34)
A)
providing product or brand information
B)
moving a brand to a new market or a global market
C)
creating a corporate brand
D)
positioning or repositioning a company or brand
E)
all of the above
35)
Mini–Case Question. To help rebuild Wendy’s reputation, the corporate office encourages
franchisees to support local organizations in their communities, such as charities and schools. The
practice of companies associating themselves with a good cause, providing assistance as well as
financial support is known as ________.
35)
A)
fund–raising
B)
marketing public relations
C)
public affairs
D)
cause marketing
E)
media relations
36)
A cadre of articulate people in a company who will talk about topics at the public’s request is
known as a ________.
36)
A)
keynote speaker group
B)
public service group
C)
speakers’ group
D)
speakers’ bureau
E)
town hall forum
37)
Which of the following have opened up avenues for public relations activities?
37)
A)
web sites
B)
e–mail
C)
extranets
D)
intranets
E)
all of the above
E
38)
Mini–Case Question. Immediately following this individual’s claim of finding a finger in her chili,
which public relations program would be most valuable to Wendy‘s?
38)
A)
public service announcements
B)
corporate reputation management
C)
public communication campaigns
D)
crisis management
E)
marketing public relations
D
D
39)
In which type of publicity does a traveling spokesperson make announcements and speeches, hold
press conferences to explain a promotional effort, and offer interviews?
39)
A)
town hall forum
B)
speakers’ bureau
C)
media tour
D)
controlled media event
E)
displays and exhibits
40)
A type of advertising that firms use to enhance or maintain their reputation among specific
audiences or to establish a level of awareness of the company’s name and the nature of its business
is called ________.
40)
A)
advocacy advertising
B)
corporate identity advertising
C)
image advertising
D)
controlled advertising
E)
house advertising
B
41)
Which of the following is NOT part of a crisis management plan?
41)
A)
deciding who sets up and runs an onsite the disaster management center
B)
deciding who contacts the various stakeholders who might be affected
C)
lessons learned from previous crises
D)
deciding who speaks to the news media
E)
All of the above are part of an effective crisis management plan.
C
C
42)
Which of the following types of organizations does NOT practice public relations?
42)
A)
media
B)
companies
C)
nonprofit organizations
D)
governments
E)
All of the above are types of organizations that practice public relations.
43)
All the groups of people with which a company or organization interacts, such as employees,
media, community groups, shareholders, and so forth, are known as ________.
43)
A)
shareholders
B)
audiences
C)
contact points
D)
publics
E)
targets
44)
Public relations tools are divided into which two categories?
44)
A)
controlled media and uncontrolled media
B)
controlled contact and uncontrolled contact
C)
internal and external
D)
marketing and corporate
E)
controlled message and uncontrolled message
45)
A ________ measures the differences in perceptions and attitudes between groups or between the
organization and its publics.
45)
A)
gap analysis
B)
benchmark
C)
communication audit
D)
situation analysis
E)
base point
46)
Which of the following is a public relations tool?
46)
A)
publicity
B)
advertising
C)
speakers and photos
D)
publications
E)
all of the above
47)
Melanie works in the public relations department at a major university, and she is the editor of an
internal newspaper, called Update, that is distributed to all faculty and staff working at the
university. The newspaper covers stories about what faculty are doing, grants and awards won by
employees, as well as important information regarding human resource issues, such as open
enrollment information for optional insurance selections. What type of public relations program
does this illustrate?
47)
A)
corporate relations
B)
internal relations
C)
employee relations
D)
house communications
E)
employee affairs
48)
Which of the following is used to facilitate internal marketing and provide an opportunity for
management to make a presentation on some major project, initiative, or issue and invite
employees to discuss it?
48)
A)
town hall forum
B)
“Meet the boss” seminar
C)
press conference
D)
trade show
E)
media tour
49)
Which type of network connects people in one business with its business partners?
49)
A)
intranet
B)
internal web
C)
Internet
D)
extranet
E)
internal network
50)
Another term for publics is ________, which refers more specifically to people who have a stake,
financial or not, in a company or organization.
50)
A)
audience
B)
shareholders
C)
contact points
D)
stakeholders
E)
targets
Explanation:
51)
Which of the following is false regarding online communication?
51)
A)
The Internet, the World Wide Web, is still a controlled medium that does not allow managed
communication directly between organizations and audiences without the gatekeeping
function of other mass media.
B)
Corporate web sites have become an important part of corporate communication.
C)
The Internet presents at least as many challenges to public relations professionals as it does
opportunities.
D)
The Internet makes it possible to present the company’s image and story without going
through the editing of a gatekeeper.
E)
Gossip and rumors can spread around the world within hours.
52)
What do companies provide to the media with all the important background information to
members of the press, either before or when they arrive at a press conference?
52)
A)
feature story
B)
video news release (VNR)
C)
media kit
D)
collateral material
E)
pitch letter
53)
Which type of network connects people within an organization?
53)
A)
extranet
B)
internal network
C)
internal web
D)
intranet
E)
Internet
Explanation:
54)
Which corporate relations program has the overriding goal of strengthening the trust that
stakeholders have in an organization?
54)
A)
image management
B)
reputation management
C)
crisis management
D)
media relations
E)
public affairs
55)
The area of public relations that focuses on developing media contacts is called ________.
55)
A)
public affairs
B)
cause marketing
C)
internal marketing
D)
media relations
E)
lobbying
D
56)
Procter & Gamble is a major consumer packaged goods manufacturer, who for years
has supported the Special Olympics. They feature the athletes in several of their advertisements
and provide assistance and financial support for the event. P&G’s employees assist in the Special
Olympics every year. What type of relationship management program is this?
56)
A)
cause marketing
B)
media relations
C)
corporate relations
D)
public affairs
E)
employee relations
A
B
57)
Important people who influence the opinions of others are known as ________.
57)
A)
opinion influencers
B)
opinion setters
C)
trend setters
D)
trend spotters
E)
opinion leaders
58)
Public relations practitioners track the impact of a campaign in terms of ________.
58)
A)
input and output
B)
impressions and sales
C)
sales and inquiries
D)
awareness and attitudes
E)
output and outcome
59)
What is used to sell editors on ideas for feature stories, which are human–interest stories rather
than hard news?
59)
A)
media kit
B)
pitch letter
C)
feature summary
D)
release statement
E)
personal selling
60)
To get a comprehensive picture of PR’s ________, practitioners evaluate process and outcome.
60)
A)
frequency
B)
impact
C)
reach
D)
contact
E)
exposure
61)
Which type of public relations program anticipates the possibility of a disaster and plans how to
deal with bad news and all the affected publics?
61)
A)
crisis management
B)
corporate reputation management
C)
cause marketing
D)
issue management
E)
public affairs
62)
Customers, labor unions, employees, media, and suppliers are all examples of ________.
62)
A)
key publics
B)
stakeholders
C)
shareholders
D)
internal targets
E)
public audiences
A
63)
Which of the following is a tip given regarding how to write e–mail pitch letters given in the
“Practical Tips” box?
63)
A)
make it personal
B)
be sure to list all recipients in the “To:” line
C)
always follow up on an e–mail pitch by asking, “Did you get it?”
D)
include attachments whenever possible to ensure the media receives complete information
E)
all of the above
A
A