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Q:
False advertising and puffery are essentially the same.
Q:
In an ad agency, the account management department typically develops an ads copy and design.
Q:
What is a pseudo-event?
Q:
_____________ advertising employs messages aimed at retailers, and does not necessarily push the product or brand, but promotes product issues of importance to the retailer, such as volume, marketing support, profit potential, distribution plans, and promotional opportunities.
a. Institutional
b. National consumer
c. Trade
d. Retail
Q:
Who wrote the Declaration of Principles for public relations? What was its importance to the profession?
Q:
_____________ advertising is the advertising of products by stores like Sears and Macys. It is typically local, reaching consumers where they live and shop.
a. Institutional
b. National consumer
c. Trade
d. Retail
Q:
What was the contribution of PR pioneer Edward Bernays to how the industry operates?
Q:
___________ refers to the melding of brands and experiences.
a. Murketing
b. Experiential marketing
c. Rich media
d. Corrective advertising
Q:
Five factors have worked to shape the operation of public relations throughout its four stages. What are they, and what was the impact of each on the industry?
Q:
What are the five management functions of PR?
Q:
What are the 14 public relations activities? List and briefly describe each.
Q:
What are the seven departments typically found in a large public relations operation? List and briefly describe each.
Q:
What are the five ways that providers of VNRs help local stations disguise a storys real origins? What are the four ways a viewer can identify a news story that is actually a VNR?
Q:
What is your opinion of video news releases? If you were the news director of a local television station, under what conditions would you allow their use, if at all? Defend your position.
Q:
Describe the four developmental stages of the public relations industry. What major shifts in how the industry operates characterize each, and what social, political, technological, and professional developments shaped each era?
Q:
Public relations, justifiably or otherwise, does not enjoy overwhelming public trust. Why is this? What are the complaints of PR pioneer Edward Bernay and others? If asked, could you mount a defense of contemporary public relations? If you can, how would you do it? If you cannot, explain why.
Q:
The Internet and social media are changing communicationthis can certainly be seen in the PR landscape. What are some ways technology has altered PR? What is the impact on PR professionals? The various publics? In your opinion, what does this mean for the future of PR? What changes have you seen made to PR strategies through your use of social media and the Internet? What changes would you recommend going forward if you were working in this industry?
Q:
The _____________ department is typically headed by an account executive, who serves as liaison between agency and client, keeping communication flowing between the two and heading the team of specialists assigned by the agency to the client.
a. creative
b. administration
c. account management
d. account relations
Q:
Directly interacting with elected officials or government regulators is the public relations activity known as community relations.
Q:
The _____________ department is where the advertising is developed from idea to ad. It involves copywriting, graphic design, and often the actual production of the piece, for example, radio, television, and Web spots.
a. creative
b. administration
c. media
d. account relations
Q:
Short-Answer Questions What are the four historical stages of public relations?
Q:
The _____________ department makes the decisions about where and when to place ads and then buys the appropriate time or space.
a. creative
b. administration
c. media
d. account relations
Q:
Describe the reaction by the public after it was discovered that major companies were paying fake bloggers (flogs) to promote their brand.
Q:
The effectiveness of an ads placement is often judged by its cost per thousand (CPM), or the cost of reaching 1,000 audience members. For example, an ad that costs $20,000 to place in a major newspaper that is read by 1 million people has a CPM of
a. $2.00.
b. $20.00.
c. $200.00.
d. $1,000.00.
Q:
Anticipating, analyzing, and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization are part of PRs ___________ function.
a. lobbying
b. management
c. client-centered
d. ethical
Q:
When PR professionals directly interact with elected officials or government regulators and agents, they are engaging in
a. public affairs.
b. lobbying.
c. promotion.
d. publicity.
Q:
Public affairs work in the communities in which an organization exists is characteristic of which public relations service?
a. community relations
b. lobbying
c. promotion
d. publicity
Q:
When the department store Barneys was beset by numerous complaints of racial discrimination in 2013, it undertook an aggressive PR campaign to speak to those who felt disenfranchised by the events. This is an example of a. community relations. b. lobbying. c. promotion. d. minority relations/multicultural affairs.
Q:
Public relations is a relatively modern development, beginning in earnest with the massive PR campaign to win the publics support for World War I.
Q:
The first corporate public relations department was started by Westinghouse.
Q:
The history of public relations is divided into four stagesearly public relations, the propaganda-publicity stage, early two-way communication, and
a. the modern technological era.
b. advanced two-way communication.
c. the cyberage.
d. the laissez-faire approach.
Q:
The modern era of public relations is characterized by advanced two-way communication.
Q:
In 1896, presidential contenders William Jennings Bryan and _____________ both established campaign headquarters in Chicago, where they issued news releases, position papers, and pamphlets.
a. Wendell Wilkie
b. Abraham Lincoln
c. William McKinley
d. Teddy Roosevelt
Q:
Many PR firms bill clients a fixed fee arrangement, a standard surcharge of 17.65% for handling such things as printing, research, and photographs.
Q:
Around 1920, the beginning of the _____________ era of public relations, PR companies began talking to people and listening to them when they talked backin other words, representing their various publics to their clients, just as they represented their clients to those publics.
a. early public relations
b. propagandapublicity stage
c. early two-way communication
d. modern technological era
Q:
For all intents and purposes, advertising and public relations are the same endeavor.
Q:
The PR strategy that relies on targeting specific Internet users with a given communication and relying on them to spread the word is referred to as
a. spreading the news.
b. interconnecting essential publics.
c. Web-based marketing.
d. viral marketing.
Q:
The writers, graphic designers, artists, and video producers at a PR operation are typically referred to as media specialists.
Q:
There are many publics with whom PR professionals interact, including an organizations _____________; they own the organization (if it is a corporation), and their goodwill is necessary for the business to operate.
a. employees
b. stockholders
c. communities
d. media
Q:
Greenwashing is the PR activity of countering criticism directed at clients by environmental groups.
Q:
PR professionals interact with an organizations _____________, or neighbors, to generate goodwill.
a. employees
b. stockholders
c. communities
d. media
Q:
Early PR practitioner Ivy Lee is credited with changing his industry from one primarily interested in publicity to one more interested in providing information.
Q:
PR professionals interact with the _____________ through press packets and briefings.
a. employees
b. stockholders
c. communities
d. media
Q:
Revenues for American PR firms constitute about half of the worlds total.
Q:
As the voice of the people, which public deserves the attention of any organization that deals with the people?
a. employees
b. the government
c. communities
d. the media
Q:
__________ refers to a fake grassroots organization; that is, one funded in secret by those with a vested interest in the issue at hand.
a. Greenwashing
b. VNR
c. Spin
d. Astroturf
Q:
PR efforts on behalf of charities, relief groups, or other organizations serving publics in need are called
a. do-good PR.
b. cause marketing.
c. viral PR.
d. lobbying.
Q:
________, outright lying or obfuscation, is antithetical to authentic communication and should be avoided by PR professionals, according to executive Roxanne Taylor.
a. Embedding
b. Dissembling
c. Spin
d. Covering up
Q:
The first corporate public relations department was established in 1889 by
a. the New York Central Railroad.
b. the New York World.
c. the Publicity Bureau.
d. Westinghouse Electric.
Q:
The research tool _____________ employs small groups of a targeted public that are interviewed in detail to provide a public relations operation and its clients with feedback.
a. polling
b. one-on-one interviewing
c. focus groups
d. delineating
Q:
The first publicity company, _____________, was established in 1906 to help the railroad industry challenge legislation it opposed.
a. N. W. Ayers & Sons
b. the New York World
c. the Publicity Bureau
d. Lord and Thomas
Q:
Public relations firms with particular skill at countering the PR efforts of environmentalists are said to be good at
a. whitewashing.
b. greenwashing.
c. enviro-manipulation.
d. countermentalism.
Q:
Around 1913, public relations pioneer _____________ issued his Declaration of Principles, which moved the professions focus from primarily dispensing publicity to providing information.
a. Mason Weems
b. George Creel
c. Edward Bernays
d. Ivy Lee
Q:
_____________ is the PR practice of offering clients spokespeople for interview by a worldwide audience via videoconferencing.
a. Video news release
b. Satellite-delivered media tour
c. Internet interviewing
d. Flooding
Q:
President Woodrow Wilson appointed _____________ to head the Committee on Public Information to build public support for U.S. participation in World War I.
a. Mason Weems
b. George Creel
c. Edward Bernays
d. Ivy Lee
Q:
Public relations professionals have ____________ over the placement of their information, and advertising professionals have _____________ over the placement of their information.
a. control; no control
b. no control; control
c. control; control
d. no control; no control
Q:
Around the 1920s, public relations pioneer _____________ began stressing two-way communicationthat is, public relations practitioners talking to people, and in return listening to them when they talked back.
a. Mason Weems
b. George Creel
c. Edward Bernays
d. Ivy Lee
Q:
When a PR firm actively combines public relations, marketing, advertising, and promotion into a more or less seamless communication campaign that is as at home on the Web as it is on the television screen and magazine page, it is engaging in
a. full-service public relations.
b. integrated marketing communications.
c. PR convergence.
d. greenwashing.
Q:
President Franklin D. Roosevelt made impressive use of which medium as a public relations tool to sell his New Deal directly to the people?
a. mass-circulation newspapers
b. mass-circulation magazines
c. radio
d. talking movies
Q:
The Foreign Agents Registration Act of 1938, which required anyone who engages in political activities in the United States on behalf of a foreign power to register as an agent of a foreign power with the Justice Department, was a result of which public relations pioneers contacts with Nazi Germany?
a. Mason Weems
b. George Creel
c. Edward Bernays
d. Ivy Lee
Q:
As a result of the publics distrust of public relations, Congress passed the _____________ in 1946, requiring that those who deal with federal employees on behalf of private clients disclose those relationships.
a. Foreign Agents Registration Act
b. Federal Regulation of Lobbying Act
c. Public Relations Control Act
d. Truth in Publicity Act
Q:
During the 1950s and 1960s, women began to assume prominent roles in public relations. Among the most notable was President Dwight Eisenhowers associate press secretary
a. Leone Baxter.
b. Anne Williams Wheaton.
c. Peggy Lee.
d. Roberta Johndrew.
Q:
Some public relations firms bill clients according to the performance of a specific set of services for a specific and prearranged fee, a method known as
a. Fixed-fee arrangements.
b. collateral materials.
c. flat rate billing.
d. retainer billing.
Q:
Some public relations firms bill clients by adding a surcharge as high as 17.65% for such things as printing, research, and photographs, which are known as
a. fixed fee arrangements.
b. collateral materials.
c. flat rate billing.
d. retainer billing.
Q:
The public relations activity of getting media coverage for clients is called
a. public affairs.
b. lobbying.
c. promotion.
d. publicity.
Q:
The public relations activity of interacting with officials and leaders of the various power centers with whom a client must deal is known as
a. public affairs.
b. financial public relations.
c. promotion.
d. publicity.
Q:
The public relations activity that involves enhancement of communication between investor-owned companies and their shareholders, the financial community (for example, banks, annuity groups, and investment firms), and the public is known as
a. public affairs.
b. financial public relations.
c. promotion.
d. publicity.
Q:
The public relations activity known as _____________ typically uses a large-scale public relations campaign designed to move or shape opinion on a specific issue.
a. public affairs
b. issues management
c. promotion
d. media relations
Q:
What is the significance of Colossus, ENIAC, and UNIVAC?
Q:
A sucker is born every minute was the public relations philosophy of what legendary PR practitioner?
a. P. T. Barnum
b. Mason Weems
c. John Jay
d. Amos Kendall
Q:
What are the Five Internet Freedoms? Briefly describe each.
Q:
Distinguish between LANs and WANs.
Q:
People using the World Wide Web encounter hosts, URLs, browsers, search engines, and home pages. Define each of these terms.
Q:
How has the introduction of new computer technologies changed the issue of privacy in mass communication?
Q:
Why is it inaccurate to speak of the Internets audience?
Q:
What are the primary arguments for and against concern over the digital divide?
Q:
How do the technology gap and information gap differ? How are they related?
Q:
What does A. J. Liebling mean when he says that freedom of the press is guaranteed only to those who own the presses?
Q:
Users of the Internet are worried about their privacy. Explain the Consumer Privacy Bill of Rights and the difference between opt-in and opt-out.
Q:
Supporters of Internet freedom see the mediums anonymity as one of its greatest strengths. Proponents of stricter Internet control see it as one of its greatest threats. Discuss the position of each side in the debate over control of Internet expression and then takeand defendyour own position.