mmktg 123 final exam review

According to "the content is the message" theory, __________.
A) what the message says is most important
B) the medium of the message becomes integrated with the content
C) how people feel about the message is most important
D) the speaker's words, face, and body language influence the listener

A) what the message says is most important

The "silent majority" refers to __________.
A) people who are strongly committed
B) people who are strongly uncommitted
C) people who are in the muddled middle
D) people who have cognitive dissonance

C) people who are in the muddled middle

Characteristics that influence attitudes include all of the following EXCEPT __________.
A) religion
B) social class
C) education
D) heredity

D) heredity

According to the elaboration likelihood model of motivation, if we're interested and focused enough on a message, we take a "peripheral" route to a decision. T/F

Answer: False

Classic persuasion theory indicates that a person who carefully considers an argument alertly, actively, and creatively is in a __________ mode.
A) heuristic
B) cognitive dissonance
C) systematic
D) differentiation

Answer: C) systematic

All of the following definitions of ethics are valid EXCEPT __________.
A) ethics has to do with my religious beliefs
B) ethics consists of the standards of behavior our society accepts
C) ethics are related to what my feelings tell me is right or wrong
D) being ethical means doing what the law requires

D) being ethical means doing what the law requires

Which of the following is NOT a factor in a person's ethical construct and approach?
A) political background
B) educational background
C) religious background
D) cultural background

A) political background

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, within the letter of legal requirements.

C) Lawyers advise clients what they should do, within the letter of legal requirements.

Under copyright law, owners of copyright have the exclusive right to __________.
A) determine fair use
B) authorize electronic copies
C) refuse others who wish to prepare derivative works
D) reproduce and authorize others to reproduce their work

Answer: D) reproduce and authorize others to reproduce their work

A word, symbol, or slogan used alone or in combination to identify a product or sponsor is __________.
A) protected under copyright law
B) covered under trademark law
C) not protected under trademark law
D) eligible for copyright after 17 years

Answer: B) covered under trademark law

Which type of sample do journalists use to elicit ideas and points of views from people on the street?
A) a convenience sample
B) a volunteer sample
C) a quota sample
D) a cluster sample

Answer: A) a convenience sample

Types of interviews include all of the following EXCEPT __________.
A) focus groups
B) Delphi panels
C) communications audits
D) drop-off

C) communications audits

Which of the following involves researchers delivering short questionnaires to people they approach in shopping malls or retail outlets?
A) drop-off interviews
B) Delphi panels
C) intercept interviews
D) focus groups

C) intercept interviews

In 2012, the Public Relations Society of America reached a common definition for public relations. Which of the following represents the winning definition?
A) "Like beauty, the definition of 'public relations' is in the eye of the beholder."
B) "Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication."

Neither, "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics"

Which of the following distinguishes the R-O-S-I-E formula from other formulae that summarize the PR process?
A) encompasses more clear objectives
B) encompasses a more managerial approach
C) encompasses more implementation of a predetermined plan
D) encompasses more scientific evaluation

Answer: B) encompasses a more managerial approach

To effectively communicate with a public, it is important to recognize that __________.
A) most publics have the same needs
B) many 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

Answer: C) all publics have their own special needs and require different types of communication

A major difference between public relations and marketing or advertising is that __________.
A) marketing and advertising promote an organization
B) public relations promotes an entire organization, including its people, products, and services
C) marketing and advertising promote an organization's individuals rather than its products or services
D) public relations promotes only a

Answer: B) public relations promotes an entire organization, including its people, products, and services

Which of the following statements apply to the practice of public relations?
A) "Spin" can help a person or organization cover up the truth.
B) If management errs, good public relations can solve the problem.
C) Public relations cannot succeed if an organization's actions are unethical.
D) Luckily, the public will quickly forgive an organization's mistakes.

Answer: C) Public relations cannot succeed if an organization's actions are unethical.

What is the communication goal that relates to understanding a group in opposition?
A) to build mutual understanding
B) to motivate
C) to persuade

Answer: A) to build mutual understanding

Public relations professionals who encode a client's message must understand all of the following EXCEPT __________.
A) the significance of words on the message conveyed to the ultimate receiver
B) that words and phrases quickly change meaning and drop out of favor
C) the true meaning of words that make up the message
D) that "spinning" the message may be

Answer: D) that "spinning" the message may be

Which of the following is NOT one of the six fundamental values that the PRSA believes are vital to the integrity of the public relations profession? A) Advocacy B) Loyalty C) Profitability D) Independence

C) Profitability

The concept of corporate social responsibility involves: A) Maximizing shareholder value at all costs B) Managing business processes for a positive societal impact C) Avoiding engagement with local communities D) Focusing solely on legal compliance

B) Managing business processes for a positive societal impact

Under the fair disclosure (FD) law, if material information is shared with an analyst, the company is obligated to: A) Issue a news release within 48 hours B) Notify the SEC within 72 hours C) Issue a news release within 24 hours D) Maintain confidentiality indefinitely

C) Issue a news release within 24 hours

In the context of copyright law, which of the following is NOT a factor in determining fair use? A) The purpose and character of the use B) The amount and substantiality of the portion used C) The effect on the potential market for the copyrighted work D) The nationality of the creator of the copyrighted work

D) The nationality of the creator of the copyrighted work

A research method that captures real communications and can refute assumptions is: A) Surveys B) Focus groups C) Communication audits D) Delphi panels

C) Communication audits

The most fundamental way to reach a journalist, beyond the news release, is through: A) A pitch letter B) A tweet C) A Facebook post D) An Instagram story

A) A pitch letter

Which of the following is NOT a characteristic of an effective website? A) Clearly identifiable "media" icon B) Frequent use of jargon C) Regular content updates D) Easy navigation

B) Frequent use of jargon

The proliferation of blogs is primarily due to: A) Increased government regulation B) Shifting audience preferences C) Declining interest in traditional media D) Higher advertising revenues for bloggers

B) Shifting audience preferences

Which social media platform is known for allowing users to pin pictures on a virtual bulletin board? A) LinkedIn B) Twitter C) Pinterest D) Snapchat

C) Pinterest

In the context of social media measurement, which of the following is a qualitative measure? A) Reach and impressions B) Opinion and advocacy C) Engagement rates D) Follower counts

B) Opinion and advocacy

The inverted pyramid style of writing a news release involves: A) Starting with the least important information B) Placing the climax of the story at the beginning C) Equally distributing information throughout the release D) Saving the most important facts for the conclusion

B) Placing the climax of the story at the beginning

When pitching a story to a journalist, which of the following is NOT a fundamental element for success? A) Doing thorough research B) Using a generic, mass-mailed approach C) Localizing the story when possible D) Being polite and honest

B) Using a generic, mass-mailed approach

The concept of "figures lie, and liars figure" suggests that: A) All research should be blindly believed B) Research can be manipulated to support any conclusion C) Figures and statistics are always accurate D) Liars never use figures to support their arguments

B) Research can be manipulated to support any conclusion

In the context of writing for listening, which of the following is the most appropriate approach? A) Using industry-specific jargon B) Crafting long, complex sentences C) Employing a formal tone throughout D) Utilizing contractions and simple words

D) Utilizing contractions and simple words

When editing public relations writing, the editor should: A) Make only minor, superficial changes B) Avoid altering the original structure C) Focus primarily on grammar and punctuation D) Use bold strokes and carefully consider each element
Copy

D) Use bold strokes and carefully consider each element

According to the slides, how many people worldwide belong to the "consumer class"? A) More than 500 million B) More than 1 billion C) More than 1.7 billion D) More than 2 billion

C) More than 1.7 billion

The wealthiest 20% of the world accounts for what percentage of world consumption?A) More than half B) More than two-thirds C) More than three-quarters D) More than 90%

C) More than three-quarters

Which of the following is NOT mentioned as an important consumer relations objective? A) Keeping old customers B) Attracting new customers C) Marketing new items or services D) Increasing advertising budgets

D) Increasing advertising budgets

Consumer-generated media does NOT originate from which of the following?A) Social/review sites B) Traditional print newspapers C) Blogs D) Online opinion/review sites

B) Traditional print newspapers

An ombudsperson typically does which of the following? A) Responds to consumer complaints B) Acts as a company spokesperson C) Manages the company's social media D) Conducts market research surveys

A) Responds to consumer complaints

Integrated marketing communications is a synthesis of which of the following?A) Advertising only B) Marketing only C) Public relations only D) Advertising, marketing and public relations

D) Advertising, marketing and public relations

Which of the following is NOT one of the two key differentiators of public relations mentioned in the slides? A) PublicityB) Third-party endorsement C) Sponsored content D) Earned media

C) Sponsored content

According to the slides, to build a differentiable brand, marketing should do all of the following EXCEPT: A) Be early B) Be memorable C) Use a future-oriented appeal D) Create a personality

C) Use a future-oriented appeal

Which of the following is an example of traditional integrated marketing? A) Social media marketing B) Television brand integration C) Article reprints D) Buzz marketing

C) Article reprints

The fastest growing category of advertising in the 21st century is: A) Print B) Television C) Radio D) Digital

D) Digital

Which of the following is NOT one of the three types of media discussed in the slides? A) Paid media B) Owned media C) Earned media D) Shared media

D) Shared media

Earned media is often considered the most _________ format. A) Controllable B) Credible C) Costly D) Predictable

B) Credible

According to the slides, objectivity in media means: A) Always agreeing with official statements B) Distorting views to make a story interesting C) Fairness with the intention of remaining neutral D) Reporting only positive news about organizations

C) Fairness with the intention of remaining neutral

The slides suggest that when dealing with media, public relations professionals should: A) Consider reporters the enemy B) Expect journalists to accept the official view without question C) Treat journalists professionally D) Try to manipulate media coverage

C) Treat journalists professionally

Which of the following sectors is immune from crises, according to the slides? A) Government B) Business C) Education D) None of the above

D) None of the above

Issues management involves all of the following EXCEPT: A) Anticipating emerging issues B) Ignoring potential vulnerabilities C) Planning from the outside in D) Having a bottom-line orientation

B) Ignoring potential vulnerabilities

When communicating risk, it's important to remember that: A) More complex messages are better B) People can miss most of a message's content when stressed C) Negative messages should be avoided entirely D) The public always understands scientific data easily

B) People can miss most of a message's content when stressed

Which of the following is NOT one of the "7 Instant Warning Signs of Crisis" mentioned in the slides? A) Increased outside scrutiny B) Escalating events C) A clear and simple solution D) Insufficient information

C) A clear and simple solution

Consumer class

The global socioeconomic group characterized by disposable income, access to goods and services, and a lifestyle focused on consumption.

Consumer relations

The practice of dealing persuasively with customers and prospects to build an agreeable consumer experience.

Consumer-generated media

Online content created and shared by consumers about products, services, or brands.

Word-of-mouth marketing

A marketing strategy that relies on consumers to share their experiences with a product or service.

Buzz marketing:

A promotional strategy focused on maximizing word-of-mouth potential and creating a "buzz" around a product or service.

Ombudsperson

An individual who investigates and responds to consumer complaints on behalf of an organization.

Consumer Bill of Rights:

A set of principles advocating for consumer protection, including the right to safety, information, choice, and to be heard.

Integrated marketing communications (IMC):

The strategic coordination of advertising, marketing, and public relations to promote products, services, and brands.

Public relations:

The strategic communication process that builds mutually beneficial relationships between organizations and their publics.

Advertising

Paid, non-personal communication used to promote or sell a product, service, or idea.

Marketing:

The process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Publicity:

Unpaid promotion of an organization, product, or service, often earned through media coverage.

Third-party endorsement:

When an objective, credible source outside of an organization promotes or validates its products or services.

Brand building:

The process of creating and maintaining a unique and memorable identity for a product, service, or organization.

Cause-related marketing:

A promotional strategy that links a company's product or service to a social or charitable cause.

Social media marketing:

The use of social media platforms to promote a product or service and engage with customers.

Brand integration:

The incorporation of a brand or product into the content of entertainment media, such as television shows or movies.

Infomercials:

Long-form television advertisements that provide detailed information about a product or service.

Product placement:

The strategic incorporation of a product or brand into entertainment content, such as movies, television shows, or video games.

Media relations

The practice of managing an organization's interactions and relationships with media outlets and journalists.

Print media

Physical media, such as newspapers and magazines.

Electronic media:

Media that uses electronics or electromechanical means to access content, such as television and radio.

Internet media:

Digital media accessed through the internet, including websites, blogs, and online publications.

Social media:

Interactive digital platforms that facilitate the creation and sharing of user-generated content.

Paid media:

Media exposure gained through paid advertising or sponsorship.

Owned media:

Media channels controlled and operated by the organization itself, such as websites or social media accounts.

Earned media:

Media coverage earned through publicity efforts, rather than paid advertising.

Objectivity:

Fairness and neutrality in reporting, without bias or prejudice.

Journalistic standards:

The principles and guidelines that govern professional journalism, including accuracy, fairness, and transparency.

Media interviews:

Interviews conducted by journalists with organization representatives, often used to gather information or provide commentary on a specific topic.

Crisis management:

The process of preparing for, responding to, and recovering from a crisis event that threatens an organization's reputation or operations.

Issues management:

The proactive process of identifying and addressing potential issues before they escalate into crises.

Risk communication:

The process of communicating information about potential hazards or risks to stakeholders.

Message mapping:

A framework for organizing and communicating key messages during a crisis.

Crisis planning:

The proactive development of strategies, protocols, and resources to manage potential crisis situations.

Crisis communication:

The strategic dissemination of information to stakeholders during a crisis event.

Media relations in crisis:

The management of media interactions and communications during a crisis to ensure accurate and timely information is provided.

Crisis management insurance:

Insurance policies designed to cover the costs associated with managing and recovering from a crisis event.

Unplanned visibility:

The heightened public scrutiny and media attention that often accompanies a crisis event.

Perception management:

The process of influencing how stakeholders perceive and interpret a crisis event and the organization's response.

Ethics:

Right vs. wrong, religious beliefs, acceptable standards of behavior. Business ethics involves going beyond what is legally required by law.

Corporate Social Responsibility (CSR)

How companies manage business processes for a positive societal impact. Any social institution is responsible for the behavior of its members and may be held accountable for misdeeds.

Defamation:

An umbrella term that includes libel (a printed falsehood) and slander (an oral falsehood).

Fair Disclosure (FD)

A law requiring companies to widely disseminate any material announcement. If information is shared with an analyst, the company is obligated to issue a news release within 24 hours.

Copyright:

Exclusive rights granted to the creator of an original work, including the right to reproduce, prepare derivative works, and perform or display the work publicly.

Communications Audit:

A research method that captures real communications and can refute assumptions.

Inverted Pyramid:

A style of writing news releases where the climax of the story comes at the beginning, followed by paragraphs in descending order of importance.