MKT 578 Final

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MKT 578 Final Exam (Latest)
01.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

02. 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

03. The growth of public relations as an accepted business-like

practice in the United States of America stems from
A. the
B. the
C. the
D. the

British Industrial Revolution

American Industrial Revolution
efforts of people like Samuel Adams and Amos Kendall
hype of P.T. Barnum

04.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
05.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

06.If you target experiencers, youre likely using ________ to

segment a public.
A. geographics
B. demographics
C. values and lifestyles
D. sociometrics

07.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
08.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
09.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.
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.
D. how the field responds to the issue of ethical conduct and
preserves its credibility
E. remaining vigilant regarding a persons right to privacy
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
B. has
C. has
D. has

declined overall
remained stable, especially in the specialty category
increased, with specialty magazines leading the way
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 non profit organizations
D. differs greatly in format and style

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 changes
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 cyber squatting
D. an editorial calendar check
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
B. the ability to
C. the ability to
opportunity
D. the ability to

set overall organizational objectives

set overall organizational strategies
define a public relations problem or an
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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