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Q:
The Gutenberg printing press was an advance over earlier printing presses because it
a. produced books in a widely understood language.
b. used metal type and was designed for the production of large numbers of volumes.
c. was developed in central Europe, giving more people access to it.
d. used steam power.
Q:
Communication is best defined as
a. the transmission of a message from a receiver to a source.
b. conversation between two or a few people.
c. the process of creating shared meaning.
d. the product of large media industries.
Q:
Feedback is
a. the response to a given communication.
b. distortion typically attributed to electronic equipment.
c. sometimes present in communication.
d. rarely present in communication.
Q:
Communication between two or a few people is
a. mass communication.
b. feedback.
c. interpersonal communication.
d. reciprocal communication.
Q:
When messages are transformed into an understandable sign and symbol system by a participant in the communication process, _____________ is said to have occurred.
a. noise
b. encoding
c. decoding
d. feedback
Q:
When signs and symbols are interpreted by a participant in the communication process, _____________ is said to have occurred.
a. noise
b. encoding
c. decoding
d. feedback
Q:
Anything that interferes with successful communication is said to be
a. noise.
b. encoding.
c. decoding.
d. feedback.
Q:
In communication, the means by which messages are carried is
a. the feedback loop.
b. encoding.
c. decoding.
d. the medium.
Q:
The process of creating shared meaning between the mass media and their audiences is
a. mass communication.
b. feedback.
c. interpersonal communication.
d. encoding.
Q:
In mass communication, feedback is typically
a. instant and direct.
b. quite powerful.
c. absent.
d. delayed and inferential.
Q:
Large, hierarchically structured organizations are typical of
a. mass communication.
b. feedback.
c. interpersonal communication.
d. noise.
Q:
Ongoing and reciprocal messages are characteristic of
a. mass communication.
b. feedback.
c. interpersonal communication.
d. noise.
Q:
Communication is a symbolic process whereby reality is produced, maintained, repaired, and transformed is
a. the cultural definition of communication.
b. a sophisticated definition of feedback.
c. interpersonal communication when it works well.
d. the biological definition of communication.
Q:
The communication scholar credited with developing the cultural definition of communication is
a. James Carey.
b. Marshall McLuhan.
c. Wilbur Schramm.
d. Harold Lasswell.
Q:
Culture is
a. opera, theater, and symphonic music.
b. communication between two or a few people.
c. the learned behavior of members of a given social group.
d. the improvement of public tastes.
Q:
The culture that seems to hold sway with the majority of a given people is the
a. primary culture.
b. bounded culture.
c. dominant culture.
d. transformed culture.
Q:
The products of a timed publication of a book soon after a well-publicized event is known as a. trade books. b. instant books. c. e-books. d. pulp novels.
Q:
(p.439)When Ringling's star animal trainer, Mark Oliver Gebel, was accused by two animal rights activists of abusing an elephant in his care, the world-renowned Ringling Bros. Circus decided the time had come to take a stand. The circus management immediately decided that the use of the criminal justice system to target Gebel as part of a campaign against using animals in entertainment represented a new low. The circus instituted long-term _____ to let circus-goers know that their animals were well-treated.
A.negative publicity coercion
B.reputation management
C.marketing public relations
D.manipulative communications
E.image reduction management
Q:
(p.439)_____ is the generation of news about a product, person or service that appears in broadcast or print media.
A.Public relations
B.Proactive news management
C.Reactive news management
D.Publicity
E.Communications distribution
Q:
(p.439)Mashti Malone's Ice Cream Shop's ice cream flavors Mashti and Mehdi Shirvani are made up of ingredients like rosewater, orange blossom and ginger. The California-shop never advertised as its co-owners were happy with word-of-mouth. But when the Food Network got a whiff of its exotic delights and decided to run a piece on the ice cream shop, its sales quadrupled. The Food Network provided _____ for the ice cream shop.
A.public relations
B.proactive news management
C.reactive news management
D.publicity
E.communications distribution
Q:
(p.439)Paparazzi may be the scourge of Hollywood stars, but Fraser Ross appreciates the mob of photographers. Ross, owner of the celebrity-friendly L. A. Boutique Kitson, said paparazzi shots of stars like Halle Berry shopping at his Robertson Boulevard store have helped to triple sales in the past year. Kitson is benefiting from:
A.public relations.
B.proactive news management.
C.reactive news management.
D.publicity.
E.communications distribution.
Q:
(p.440)Which of the following statements about publicity is true?
A.Public relations are a subset of publicity.
B.When publicity is run, the media bills the organization for the space or time.
C.Publicity is usually thought of as "free".
D.Publicity need not be newsworthy to be effective.
E.All publicity is good for the company being publicized.
Q:
(p.440)To be picked up by the media, publicity must be:
A.non-controversial.
B.unplanned.
C.non-political in nature.
D.newsworthy.
E.contentious.
Q:
(p.440)Press agentry refers to the:
A.gathering of marketing research to determine the best public relations strategy.
B.reciprocal arrangements established between publicists and the press.
C.planning of activities and the staging of events to attract attention and to generate publicity.
D.maintenance of good relationships with the people who control what does and does not get media coverage.
E.act of publishing a publicity piece.
Q:
(p.440)In 2003, the Boston Catholic diocese reported an annual deficit of $10 million in the fund, which covers administrative costs and other centralized spending in the archdiocese. Later, the Boston Globe reported the deficit was actually $20 million. Then the diocese reported an unfunded pension liability of $80 million. The financial problems, a decline in the number of priests and demographic trends that were emptying out a lot of the urban parishes and overfilling some of the suburban parishes, required the Boston diocese to engage in:
A.image management.
B.negative publicity reduction.
C.press agentry.
D.crisis management.
E.contingency management.
Q:
(p.440)At the turn of the millennium, Slim-Fast was a leading weight-loss brand with a catchy name and heralded by celebrity endorsements. Then in 2004, comedienne Whoopi Goldberg, the then its spokeswoman, made some very derogatory remarks about President Bush at a New York City Democratic party fund-raiser. This speech produced negative publicity for Goldberg and the company she represented. The makers of Slim-Fast found it necessary to use _____ to restore its tarnished image.
A.image management
B.negative publicity reduction
C.press agentry
D.crisis management
E.contingency management
Q:
(p.439)What is the first function performed by the public relations professional?
A.Develop press releases for all conceivable events
B.Differentiate himself/herself from the advertising professional
C.Plan and execute the company's public relations program
D.Develop a crisis-management plan
E.Convince the organization's public of his or her value to the company
Q:
(p.439)To gauge consumer response to the admission by Jack-in-the-Box fast food restaurant chain that it failed to heed a Washington state health department rule change that could have prevented a serious food-poisoning, Jane, a PR practitioner at Jack-in-the-box, spoke to people on the street about their feelings about the chain and what had occurred. In other words, Jack-in-the-Box used:
A.non-metric-multidimensional scaling.
B.quotas.
C.random block designs.
D.opinion sampling.
E.demographics.
Q:
(p.439)Which of the following statements about publicity is true?
A.Publicity is always unintentional.
B.Unintentional publicity is an unplanned message.
C.Publicity is free.
D.Publicity is synonymous to public relations.
E.To attract media attention, publicity must be paid.
Q:
(p.439)Reputation management:
A.is a subset of promotional planning.
B.produces a short-term change in public opinion.
C.includes publicity and press agentry.
D.is a tactic rather than a strategy.
E.is a part of crisis communications management.
Q:
(p.439)When a news item on cable television misrepresented the FedEx's earnings and suggested that FedEx was not meeting Wall Street's expectations, FedEx's stock dropped by nearly two dollars. Most companies deal with such coverage by demanding a correction the next day. A proactive way of dealing with such false statements and the way that impact a company is:
A.negative publicity coercion.
B.reputation management.
C.marketing public relations.
D.manipulative communications.
E.image reduction management.
Q:
(p.439)Baseball Commissioner Allan H. (Bud) Selig authorized an investigation into alleged steroid use by Major League Baseball players. The scandal, which revolved around certain baseball superstars enhancing their abilities with the illegal substance, necessitated MLB's need for _____ as a way to maintain its popularity with fans.
A.negative publicity coercion
B.reputation management
C.marketing public relations
D.manipulative communications
E.image reduction management
Q:
(p.454)What are the various forms of advertising that may be included in corporate advertising?
Q:
(p.456)What is the function of corporate identity advertising?
Q:
(p.437)_____ is the promotional function that focuses on the relationships and communications those individuals and organizations have with other groups.
A.Human resources management
B.Image management
C.Public relations
D.Corporate identity advertising
E.Relationship management
Q:
(p.437)Call in Europe, a new international phone company, threw a party at a New York nightclub. It drew 70 reporters from outlets like Financial Times, the New York Times, ABC News and PC magazine. The company hoped to garner press for its 39-cent-per-minute rate for calls from France to the U.S. So it plied its guests with drinks and hors d'oeuvre. Each reporter was handed a Motorola MotoFone and SIM card. What did it get for the $50,000 it paid for this shindig? Not a single column inch of copy. And fewer than 10 percent of the reporters activated the free cell-phone service by the January 31 deadline. The reporters even though did not respond as hoped are still one of the phone company's:
A.publics.
B.image resources.
C.customer sources.
D.feedback base.
E.cause marketers.
Q:
(p.437)One of the goals of public relations (PR) is to develop and maintain:
A.control on its publics.
B.dispassionate relationships with all the publics it encounters.
C.goodwill with most, if not all, of its publics.
D.personal details of all publics no matter how large or small.
E.reciprocity with all publics no matter their location or status.
Q:
(p.438)One of the main advantages of public relations is that:
A.it is highly credible.
B.it is a paid form of communication.
C.it is extremely precise.
D.it is easy to quantify.
E.the results are not dependent on the skills and experience of the people executing it.
Q:
(p.438)How does advertising differ from public relations?
A.Advertising reaches its audience through media the advertiser pays for and public relations does not.
B.Advertising is non-personal and public relations are not.
C.Advertising is usually ethical and public relations are often not.
D.Advertising is a recognized business function and public relations are not.
E.Advertising is less precise than public relations.
Q:
(p.438)How do advertising practitioners view public relations?
A.As a tool of marketing to be used to promote sales of the company's products or services.
B.As a job that can be avoided until the company receives bad publicity.
C.As an umbrella process that the companies should use to manage their continuing relationships with their various publics.
D.As an activity to be used in combination with other types of sales promotion.
E.As a task that can be performed only by a professional public relations expert.
Q:
(p.438)When public relations activities are used for marketing purposes, the process is called:
A.relationship marketing.
B.corporate promotion.
C.ambush marketing.
D.marketing public relations (MPR).
E.joint promotion.
Q:
(p.439)Coca-Cola monitors any Web sites in which it is mentioned. Some of these Web sites do contain communications that is malicious and some of their information is wrong. When such a site is discovered, Coca-Cola has its _____ personnel respond to set the record straight without using legal jargon or highly technical communication.
A.human resources
B.administrative
C.public relations
D.advertising
E.sales
Q:
(p.442)Why do public relations (PR) practitioners often engage in speechwriting?
Q:
(p.445)Who can write a feature article?
Q:
(p.446)Why do the editors of the journals like featured articles?
Q:
(p.447)Respond to the following statement: "Sponsorship is the same thing as philanthropy".
Q:
(p.452)What are the two methods a company can use to engage in sponsorship?
Q:
(p.438)What is the function of marketing public relations (MPR)?
Q:
(p.454)When should a company use a form of corporate advertising?
Q:
(p.440)What is crisis management? What are the various steps (activities) that might possibly be necessary to handle a crisis'?
Q:
(p.441)What is the goal of community involvement?
Q:
(p.446)Admittedly, house organs are extremely expensive. Why do companies continue to produce them?
Q:
(p.447)Why are video news releases considered controversial?
Q:
(p.450-451)What is ambush marketing and how is it used?
Q:
(p.453)How can a sponsoring company measure the results of its relationship building effort?
Q:
(p.454)What are the various functions of institutional advertising?
Q:
(p.455)Responding to the various criticisms of corporate advertising, corporations now design their corporate advertising to achieve specific objectives. What are they?
Q:
(p.436)What is the primary role of public relations?
Q:
(p.440)What is press agentry?
Q:
(p.454)Corporate advertising is a much narrower category of advertising than public relations advertising.
Q:
(p.454)Recruitment advertising is a form of corporate advertising.
Q:
(p.455)The primary media used for corporate advertising are trade journals.
Q:
(p.456)Corporate identity advertising is used when a company changes its name or its logo.
Q:
(p.437)Define public relations. Briefly explain its role in the marketing mix.
Q:
(p.442)Public affairs usually requires a specialist.
Q:
(p.444)A media kit is the most widely used public relations (PR) tool.
Q:
(p.445)You are likely to find feature articles in trade journals.
Q:
(p.446)A house organ is a publication about happenings and policies at the company.
Q:
(p.447)A video news release is prepared by the company and offered free to television stations.
Q:
(p.448)Cause marketing occurs when Avon donates part of its profits to breast cancer research.
Q:
(p.448)One main benefit of sponsorship is that it is widely accepted by the public.
Q:
(p.450)One of the benefits with co-sponsorships is the absence of clutter.
Q:
(p.450)Ambush marketing occurs when a company's name is on the stadium in which the event sponsored by it is occurring.
FALSE
Q:
(p.452)Venue marketing is a having a relatively small amount of influence on sports marketing.
Q:
(p.453)An event that is suitable for sponsorship should evoke in some way a key attribute of the product sold by the sponsoring company.
Q:
(p.438)To date, most companies are public relations oriented since their main focus is on the bottom-line.
Q:
(p.439)An article about how fashion retailer Vanity Stores has launched a text messaging-based sweepstakes to promote singer and actress Mandy Moore's new album is an example of publicity.
Q:
(p.440)Most public relations people engage in press agentry.
Q:
(p.441)The goal of community involvement is to create a positive corporate image.
Q:
(p.453)Which of the following describes one method that can be used to effectively measure the results from sponsoring a marathon?
A.To count the number of people who attended the event assuming they were all exposed to the company's name.
B.To count the total number of advertisers participating in the event and dividing by the length of the event.
C.To measure spending equivalencies between free media exposure and comparable advertising space or time.
D.To take a survey of event attendees and ask if they recall seeing the company's name.
E.To calculate the cost per thousand of putting up the billboards across the entire marathon area.