MKTG 123 midterm practice questions

In 2012, the Public Relations Society of America reached a common definition for public relations. Which of the following was the winning definition?

"Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."

What is the difference between the PRSA definition of PR and the author's definition of PR?

the author's definition adds elements of planning, listening through 2 way communication and the elements of character/ethics and performance.

Which of the following distinguishes the R-O-S-I-E formula from other formulae that summarize the PR process?

Encompasses a more managerial approach

To effectively communicate with a public, it is important to recognize that ___________.

All publics have their own special needs and require different types of communication.

Internal Publics

inside the organization: supervisors, clerks, managers, stockholders and the board of directors

External Publics

Not directly connected with the organization: the press, government, educators, customers, suppliers, and the community

Which publics can most help or hinder and organization's efforts?

Primary publics

A major difference between public relations and marketing or advertising is that ____________.

Marketing and advertising promote a product or a service. Public relations promotes an entire organization.

Which of the following statements apply to the practice of public relations?

Public relations cannot succeed if an organization's actions are unethical

What is the communication goal that relates to understanding a group in opposition?

To build mutual understanding

Public Relations professionals who encode a client's message must understand all the following:

1. words are always changing
2. discriminatory language is particularly sensitive
3. understanding semantics is important
4. they are an interpreter

According to the "content is the message" theory, __________. (most important of the 3 theories)

what the message says is the most important

Characteristics that influence attitudes include all of the following except:

Heredity

The "silent majority" refers to ____________.

people who are in the muddled middle

What does social judgement theory suggest?

people may have a range of opinions on a certain subject, that IS anchored by a clear attitude, and communicators can work within a person's "latitude of acceptance"

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

False - we take a central route

Classic persuasion theory indicates that a person who carefully considers an argument alertly, actively and creatively is in a ___________ mode.

Systematic

From classic persuasion theory, we learn that a person who skims the surface is in __________ mode.

Heuristic

All of the following definitions of ethics are valid EXCEPT __________.

Being ethical means doing what the law requires

What is the cardinal rule of ethics?

Never, ever lie

Which of the following is NOT a factor in a person's ethical construct and approach?

Politcal Background

Professional ethics is often called ___________.

Applied ethics

________ and _________ are at the heart of public relations.

Honesty, Fairness

How does advice to clients from lawyers differ from the advice given to clients by PR practitioners?

PR advisors counsel clients what they should do to defend themselves in the court of public opinion

A word, symbol or slogan used alone or in combination to identify a product or sponsor is ________.

Covered under trademark law

Why is it obligatory to begin any public relations campaign with research?

Managers want proof that what we advise is based on logic and clear thinking

Which of the following is an element of a survey?

A sample

The sample is the __________.

Selected target group

Which type of sample do journalists use to elicit ideas and points of views from other people on the street?

Convenience Sample

Types of interviews include all of the following except __________.

communication audits

Which of the following involves researchers delivering short questionnaires to people they approach in shopping malls or retail outlets?

Intercept Interviews