MKT 578 Final Exam

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 To score well in MKT 578 Final
Exam, read out these Questions.

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
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. sociometrics
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.

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
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 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 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 cybersquatting
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 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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