MKTG 123 Exam 2

Which of the following does NOT pertain to the inverted pyramid ?

• the climax of a story is at the beginning

• it is a useful exercise in creative writing

• the writer provides details in descending order of importance

it is a useful exercise in creative writing

when it comes to improving a website’s visibility and ranking on search engines like Google, what does SEO stand for?

• sales enjoyment optimization

• search engine optimization

• search engine options

• sales employment opportunities

search engine optimization

Among the primary forms of public relations research, ____ often reveal differences in the ways management and target audiences view communications materials, media, messages, and methods

• surveys

• published company accounts

• unobtrusive audits

• communication audits

communication audits

A story that touches on an emotional experience uses the ____ angle.

• impact

• oddity

• crisis

• human interest

human interest

An ombudsperson typically is _______

• a community representative responsible for arbitration between two parties

• an official whom consumers can contact to seek redress of grievances

• a consumer advocate who works at a community center

• a person charged with investigating complaints made by supervisors against employees

an official whom consumers can contact to seek redress of grievances

A news outlet wants to gather public opinions on a local issue quickly. They decide to interview people at a popular shopping center. Which type of sampling method best described this approach?

• drop-off interview

• intercept interviews

• focus groups

• Delphi panels

intercept interviews

Analyzing news coverage is an example of the type of research known as _______.

• content analysis

• attitudinal research

• Q&A research

• semantic differential

content analysis

Edelman, a leading public relations firm known for its expertise in strategic communication, often engages in projecting website hits based on competitive data. When a public relations professional and her team, like those at Edelman, undertake this task, what are they doing? Please choose the most appropriate option from the following.

• determining benchmarks

• establishing objectives

• selecting a measurement tool

• determining criteria

determining benchmarks

“Statistically significant” results are considered

• none of the above

• reasonably attributed to chance

• too large to be attributed to chance

• too large to be valid

too large to be attributed to chance

According to Rudolf Flesch, keys to making writing more readable include all of the following EXCEPT_______.

• use brief, clear sentences

• use language readers understand

• cover only one item per paragraph

• demonstrate your knowledge of technical terms

demonstrate your knowledge of technical terms

What are the four elements of surveys ?

sample, questionnaire, interviews, analysis

Random samples require ______ & _______

equality and independence

What are some examples of nonrandom samples?

convenience samples, quota samples, volunteer samples

What are four examples of interviews?

• random people or Delphi panels

• focus groups

• telephone interviews

• email interviews

Measurement of Public Relation Outcomes

• awareness and comprehension measurement

• recall and retention measurement

• attitude and preference measurement

• behavior measurements

Process of improving the visibility of a website or web page in a search engine’s algorithmic search results

Search Engine Optimization

Examples of social media metrics

• blogger outreach

• twitter analytics

• Facebook analytics

• YouTube and other video sites

More than 1.7 billion people worldwide belong to “_______ class”

consumer

The wealthiest ______% of the world accounts for more than three-quarters of the world consumption

20

What are some examples of consumer relations objectives ?

• keeping old customers

• attracting mew customers

• marketing new items or services

• expediting complain handling

• reducing costs

Consumer generated media gives consumers what?

• voice

• publishing platform

• forum where their collectives voices on products and services can be heard, shared, and researched

What are some examples of where online consumer WOM originates from?

• social/review sites

• blogs

• message boards and forums

• discussions and forums on large email portals

• online opinion/review sites and services

• online feedback/complain sites

What percentage of dissatisfied customers actually complain ?

4%

Prewritten, generic response that is not desirable when handling consumer complaints

Bedbug letter

Which President proposed the consumer bill of rights ?

John F. Kennedy

What does the consumer bill of rights entail?

• right to safety

• right to be informed

• right to choose

• right to be heard

What readability formula is this:

1. Use contractions such as it’s and doesn’t

2. Leave out the word that whenever possible

3. use pronouns such as I, we, they and you

4. Refer back to a noun with a repeat of the noun

5. Use brief, clear sentences

6. Cover one item per paragraph

7. Use language the reader understands

Flesch readability formula

What formula entails the following:

• climax of the news story comes at the beginning

• lead, first 1 - 2 paragraphs of a story, includes the most important facts

• paragraphs are written in descending order of importance

• lead answers who, what, why, when, where and occasionally how

Inverted Pyramid Simplicity

What are Five Newsworthy Topics for News Releases?

• Impact

• oddity

• conflict

• known principal

• proximity

• human interest stories

major announcement that affects organization, community, society

impact

unusual occurrence, milestone

oddity

significant dispute or controversy

conflict

the greater the title of individual making announcement, the greater the chance it will be used

known principal

how localized the release is or how timely it is, relative to the news of the day

proximity