What unintended effect did Bernays and Fleischman’s classic “Torches of Freedom” campaign of 1929 have?

     

a. made the tobacco companies     millions of dollars 

    

b. set the stage for a surge in     smoking by women 

    

c. helped to advance feminism in     America 

    

d. changed the way advertising     and PR was done 

Howard was very surprised and impressed that his PR firm’s big announcement went so “viral” so quickly. Literally millions of people had seen the news through various social media sites and portals. This was the true essence of which of the following?

     

a. a webcast 

    

b. the snowball effect 

    

c. live streaming 

    

d. on demand 

One of the main ethical dilemmas facing public relations practitioners is the tension between _________.

     

a. serving the public versus     serving a certain corporation or organization 

    

b. working for a company versus     working for the members or workers of a company 

    

c. working in the private versus     the public sector 

    

d. presenting research in an     unbiased fashion versus creating persuasive products 

Which of the following is TRUE of advertising and direct marketing?

     

a. The PR function sometimes     utilizes one, but never both together. 

    

b. They are integral to the PR     function. 

    

c. They are completely separate     from the PR function. 

    

d. They are not central to the     PR function, per se. 

According to the definition established by early theorists, which of these would be a clear example of propaganda?

     

a. A radio program designed to     answer questions people might have about how the Affordable Care Act is     progressing. 

    

b. A television program launched     by the United States to show farmers in Mexico how to properly harvest     their crops. 

    

c. A radio program launched by     the United States to convince citizens of the Soviet Union to give up on     communism. 

    

d. A Fox News program that     creates on-air conflicts between Democrat and Republican pundits. 

The Bridgestone/Firestone and Ford Motors fiasco became very important for the field of public relations because it ________.

     

a. showed how public relations     did not take into consideration potential problems discovered during a     product’s testing phase 

    

b. showed how little public     relations practitioners knew about the design of the products they     represented 

    

c. showed how corporate public     relations could silence potential whistleblowers from within the company 

    

d. showed how corporate public     relations could keep a dangerous product from being recalled 

The PR firm Magillicutty, Inc. is preparing to stream a series of press conferences to scores of journalists and other interested news-viewing audiences because the press conferences are going to be held in remote jungle locations that few in the press can get to. What technology allows Magillicutty, Inc. to do this?

     

a. editorials 

    

b. webcasts 

    

c. E-mail 

    

d. seminars 

When PR firms do not perform the essential research required for a successful campaign, what is most often their justification for not doing so?

     

a. an indifference to research 

    

b. an unwillingness to change 

    

c. a track record of doing     without 

    

d. a lack of the necessary money     

Press releases and press kits have been the dominant PR tools since the 1900s.

     

a.     True

 

b.     False

The two-way asymmetric model of public relations is most often associated with P.T. Barnum.

     

a.     True

 

b.     False

Which model of public relations is most often seen in newspapers, magazines, radio, and TV?

     

a. the press agentry model 

    

b. the two-way symmetric model 

    

c. the two-way asymmetric model 

    

d. the public information model 

When Juan and Miguela are assigned to handle all publicity and media relations for their PR firm’s new client, they can expect to be doing which of the following?

     

a. assisting or influencing     state, local, or federal government action 

    

b. gaining press coverage     through news releases and press conferences 

    

c. planning and managing     internal or external events aimed at attracting public attention 

    

d. identifying and managing the     big issues that affect institutional success 

Yvette has been put in charge of identifying and managing the foreign competition and other large issues that might affect the institutional success of her PR firm’s number one client, Gillette. What function is she performing in doing so?

     

a. lobbying 

    

b. risk management 

    

c. promotion/selling 

    

d. publicity 

The different audiences that PR practitioners communicate with as part of their daily work are known as _______.

     

a. webcasters 

    

b. communicatees 

    

c. publics 

    

d. relators 

The main difference between how Ivy Lee designed public relations campaigns and the way used by other pioneers was a specific focus on ________.

     

a. using psychoanalytic methods     to understand deeper desires of audiences 

    

b. using government spokespeople     and other experts to endorse certain public figures 

    

c. presenting audiences with     hard facts in order to help them make rational decisions 

    

d. being as honest and     compassionate as possible to audiences 

Pablo has been asked by his supervisor to evaluate the campaign his PR firm has just endeavored. Which of the four stages of the PR campaign are they in?

     

a. the second 

    

b. the third 

    

c. the first 

    

d. the fourth 

The practice of public relations is based first on advertising.

     

a.     True

 

b.     False

Which of the following is TRUE of the PR industry in the more than 100 years between its inception and today?

     

a. It continues to experience     robust growth more than a century into its existence. 

    

b. It has virtually disappeared     compared with its booming beginnings at the turn of the 20th     century. 

    

c. It has slowly tapered down in     size and importance since it began just after 1900. 

    

d. It has steadily stayed the     course in its nearly flat growth as an industry in the last 100 years. 

Which of the following is TRUE of the PR industry in the more than 100 years between its inception and today?

     

a. It continues to experience     robust growth more than a century into its existence. 

    

b. It has virtually disappeared     compared with its booming beginnings at the turn of the 20th     century. 

    

c. It has slowly tapered down in     size and importance since it began just after 1900. 

    

d. It has steadily stayed the     course in its nearly flat growth as an industry in the last 100 years. 

The goal of PR practitioners is to foster positive communication between their clients and the public.

     

a.     True

 

b.     False

What might Bernays and Fleischman do if, after testing their methods to   influence public opinion, they realized they did not work?

     

a. They’d abandon the campaign       for a duration, then retry the same methods again. 

    

b. They’d immediately switch       to the press agentry model. 

    

c. They’d immediately switch       to the two-way symmetric model. 

    

d. They’d tinker with their       message or methods and test it again. 

How do online marketers assure your privacy?

     

a. By voluntarily subscribing to     privacy seal authorities BBBonline and TRUSTe 

    

b. By working with Facebook,     Instagram, and Twitter 

    

c. By utilizing direct mail in     conjunction with the online pieces 

    

d. By contacting you directly     each time you visit a different site 

Ads used by Facebook, Twitter, and other social media outlets are considered to be forms of viral marketing.

     

a.     True

 

b.     False

Which of the following is NOT an element of an advertising plan?

     

a. Positioning statement 

    

b. Objectives 

    

c. Commissions 

    

d. Situation analysis 

Benjamin Day’s The Sun originated the concept of the mass circulation newspaper, or Penny Press, in 1833.

     

a.     True

 

b.     False

Which of the following is NOT one of the ways that online ad exchanges identify website visitors who are likely prospects for buying a product?

     

a. By engaging in extensive     direct mail campaigns 

    

b. By collecting data from     credit card purchases 

    

c. By collating information from     IP addresses and cookies 

    

d. By collecting information     from online transactions 

Database marketing is used when advertisers store information about consumers so that they can personalize messages.

     

a.     True

 

b.     False

Which of the following is TRUE of advertising to children?

     

a. There are no guidelines for     advertising toward children in any of the states in the U.S. 

    

b. Complaints about children’s     advertising should go directly to the company who’s advertising the     products. 

    

c. Advertisers generally do not     target any form of advertisements toward children. 

    

d. The number of commercials per     hour included in children’s programming is limited. 

How do advertisers promote consumer identification with the product?

     

a. By borrowing familiar symbols     in the culture 

    

b. By utilizing direct mailing     pieces and ads 

    

c. By using consumer-generated     content 

    

d. By tracking online and other     media behavior 

Which of the following is demographic segmentation based on?

     

a. Social or personal     characteristics 

    

b. Past and present buying     behaviors 

    

c. Geography, such as city and     state 

    

d. Online site visits and     browsing 

How do advertisers and consumers communicate in relationship marketing?

     

a. Through surrogates such as     vendors 

    

b. Indirectly through television     and radio 

    

c. One-to-one through     personalized media 

    

d. One-way through print media 

If famous MMA fighter Jane Dannity is paid to host 10-, 30-, and 60-minute television ad spots for a nutritional juice blender system, she is being paid to perform in which of the following?

     

a. Direct mail marketing 

    

b. Infomercials 

    

c. Target marketing 

    

d. Relationship marketing 

In advertising, women are consistently underrepresented and are less likely to be depicted in professional occupations.

     

a.     True

 

b.     False

Which of the following is the key difference between the advertising media and research organizations?

     

a. While the advertising media     carry messages to consumers, research organizations compile statistics     about consumers and their habits. 

    

b. While the advertising media     develop the ideas and avenues by which to reach consumers, research     organizations foot the bill. 

    

c. While the advertising media     foot the bill for reaching consumers, research organizations develop the     ideas and avenues used to reach them. 

    

d. While the advertising media     compile statistics about consumers, research organizations carry messages     to those consumers. 

How many advertisements is the average consumer exposed to each day?

     

a. 50 

    

b. 5,000 

    

c. 500 

    

d. 500,000 

Which of the following led to the biggest growth in global marketing?

     

a. Radio 

    

b. The Internet 

    

c. Direct mail 

    

d. Television 

In the late 19th century, George P. Rowell formed what would become the first advertising agency. What would be a typical task performed by someone working in an early advertising agency?

     

a. To relay the client’s wishes     for a new advertisement to publishers 

    

b. To develop a television plan     for clients 

    

c. To help clients lobby for     political support in order to protect their products 

    

d. To act as a middleman between     audiences and clients 

The top categories of advertising expenditures are alcohol, hospitality, and educational.

     

a.     True

 

b.     False

Which of the following is TRUE of the illustration below?

     

a. It is an early example of     enhancing print ads with illustrations. 

    

b. It is an example of an early     European handbill. 

How much of the total annual spending on advertising in the United States   does TV and digital together make up?

     

a. 1/2 

    

b. 7/8 

    

c. 2/3 

    

d. 1/8 

    

c. It is a typical propaganda     piece used by nations in the 1900s. 

    

d. It is an ad type that sought     a direct response.