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MKT 578 Final Exam

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1) Archaeologists inform us that public
relations has roots inA. Iraq, where bulletins
informed farmers how to grow more foodB.
England, where 18th century bulletins hailed the
coming of the British Industrial RevolutionC.
Rome, where tablets paid tribute to new rulersD.
China, where during the Ming Dynasty peasants
wrote messages on the Great Wall 2) The
word propaganda originated withA. the Creel
Committee during World War IIB. Pope Gregory XV,
who established a College in 17th Century Rome to
spread the word about CatholicismC. Sophists,
who walked around telling citizens of Rome who to
vote for.D. the farmers who grew grapes in
ancient Italy
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3) The growth of public relations as an accepted
business-like practice in the United States of
America stems fromA. the British Industrial
RevolutionB. the American Industrial
RevolutionC. the efforts of people like Samuel
Adams and Amos KendallD. 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 asA.
counsels to chief legal officersB. honest
brokers to managementC. advisers to human
resources directorsD. consultants to directors
of marketing
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5) To effectively communicate with a public, it
is important to recognize thatA. all publics
have the same needsB. all publics are most
interested in the technology you useC. all
publics have their own special needs and require
different types of communicationD. all publics
have overlapping organizational needs Find the
final exam answers here click MKT 578 Final Exam
Latest 6) If you target experiencers, youre
likely using ________ to segment a public.A.
geographicsB. demographicsC. values and
lifestylesD. sociometrics
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7) Employees would trust management more if
theyA. were less visibleB. didnt seek to
empower the workforceC. communicated more
frequently and earlierD. 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 toA. minimize the
discontinuities between what each group thinks
the other wants.B. ignore what communicators
think management wants from themC. ignore what
management thinks it wants from communicatorsD.
to minimize groupthink
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9) As arbiters of communications in
organizations, its been the charge of public
relations people since the 1960s toA. deal in
an enlightened manner with the realities of a
multicultural societyB. sensitize the rest of
the world to multicultural needs of AmericansC.
make an impact on renewing the energies of
various ethnic communitiesD. enhance the power
of the disenfranchised 10) A typical goal of
consumer relations is to keep former customers
becauseA. most product complaints are made by
new customersB. most service complaints come
from new customersC. most requests for product
upgrades come from prospective customersD. most
sales are made to established customers Want to
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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. 12) Litigation public relations
can best be defined asA. attempting to
influence a potential jury prior to the beginning
of a caseB. attempting to gain buy-in from the
legal teams associated with the caseC.
attempting to settle the case out of courtD.
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
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13) An organizations social responsibility
image is often determined byA. its desire to
earn a profit above all elseB. its focus on
being the number one patron of the artsC. its
attention to be ethical and to improve the
quality of life for peopleD. 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
onA. following the Code of Ethics published by
the Society of Professional JournalistsB.
following regulatory standards set forth by the
Federal Communications CommissionC. how the
field responds to the issue of ethical conduct
and preserves its credibilityD. remaining
vigilant regarding a persons right to privacy
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15) Reasons why print media are number one with
public relations professionals includeA.
decreased opportunities for network radio and TV
placementsB. about 50 percent of the public
considers them accurateC. many journalists at
newspapers and magazines still use news
releasesD. they are publishing 24/7 Want to
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click..?? MKT 578 Final Examination 16) Since
the end of the 1990s, magazine readershipA. has
declined overallB. has remained stable,
especially in the specialty categoryC. has
increased, with specialty magazines leading the
wayD. has declined, with specialty magazines
leading the way
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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 respectB. Treat them like all other
journalists in any mediumC. Treat their
skepticism with skepticismD. 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
reporterB. Frequently using exclusivesC.
Determining how best to contact a reporter or
editor by asking them for their preferenceD.
Calling a reporter or editor yourself, rather
than have an assistant make the call
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19) The use of video news releases has been
criticized forA. excessive cause-related
marketingB. presenting advertising as newsC.
supporting advocacy advertising campaignsD.
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 PSAA. can only be used by
government organizationsB. can only be used in
emergency situationsC. is strictly reserved
for nonprofit organizationsD. differs greatly in
format and style Click here to download the
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21) A 30-second radio spot would usually be
expected to consist of approximatelyA. 25
wordsB. 45 wordsC. 65 wordsD. 125
words 22) Which of the following web-based
communications vehicles are appropriate for
public relations practitioners to distribute
content easily?A. PodcastingB. RSSC. Second
LifeD. Wikis
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23) When they use the Internet to communicate,
practitioners canA. engage in more focused,
targeted, one-on-one communication with
consumersB. design more self-promotionsC.
increase time spent searching for dataD.
decrease time spent on responding to market
changes 24) If public relations professionals
expect to benefit from their website, theyA.
should strive to make it as easily navigable as
possibleB. should strive to make it staticC.
should strive to deliver the maximum depth and
breadth of information availableD. should strive
to limit the use of news clips and publications
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25) Which of the following is true in regards to
texting?A. Allows for sending messages of 160
or more charactersB. Common application in
business-to-business communicationC. Not a
common application for person-to-person
messagingD. Is the most widely used mobile data
service Final Exam Answers just a click away
MKT 578 Final Exam Answers 26) Public relations
practitioners have found that Twitter can beA.
a vehicle to direct Twitter users to websitesB.
a vehicle to direct Twitter users to productsC.
a means to do some cybersquattingD. 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 isA. the ability to set
overall organizational objectivesB. the ability
to set overall organizational strategiesC. the
ability to define a public relations problem or
an opportunityD. the ability to research overall
organizational problems
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29) PERT and Gantt are tools that can help
public relations practitioners toA. visualize
tasks to be performed in a campaign or projectB.
designate whos responsible for each task in a
campaignC. chart costs of various tasksD.
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 itsA. publicity value
and practiceB. performance and publicity
valueC. actions and performanceD. programming
and publicity value
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