Page 1

MKT 578 Entire Course + Final Guide (Updated)

For more course tutorials visit www.newtonhelp.com

MKT 578 Week 1 Key Target Groups (Pfizer) MKT 578 Week 2 Importance of Feedback MKT 578 Week 2 Project PR Issue (Wounded Warrior) MKT 578 Week 3 Tesco bank Campaign Design MKT 578 Week 4 Integrated Marketing Communications MKT 578 Week 4 Media Selection (AIG) MKT 578 Week 5 Media Campaing Part 2 (AIG) MKT 578 Week 6 Is Crisis Management Disgusting MKT 578 Week 6 Final PR Campaign (AIG) MKT 578 Final Exam Guide (New) MKT 578 Week 1 DQs MKT 578 Week 2 Public Relations Learning Team Project Problem Framing Paper MKT 578 Week 2 DQs MKT 578 Week 3 Learning Team Reflection MKT 578 Week 3 Individual Assignment Public Relations Stakeholders Paper MKT 578 Week 3 DQs MKT 578 Week 4 Learning Team Reflection MKT 578 Week 4 Individual Assignment Ethical and Legal Issues Paper MKT 578 Week 4 DQs MKT 578 Week 5 Learning Team Project Public Relations Planning Paper


MKT 578 Week 5 DQs MKT 578 Week 6 Learning Team Project Public Relations Plan PAPER MKT 578 Week 6 Learning Team Project Public Relations Plan Powerpoint. -----------------------------------------------------------

MKT 578 Final Exam Guide (New)

For more course tutorials visit www.newtonhelp.com

1) Archaeologists inform us that public relations has roots in A. Iraq, where bulletins informed farmers how to grow more food B. England, where 18th century bulletins hailed the coming of the British Industrial Revolution C. Rome, where tablets paid tribute to new rulers D. China, where during the Ming Dynasty peasants wrote messages on the Great Wall

2) The word propaganda originated with A. the Creel Committee during World War II


B. Pope Gregory XV, who established a College in 17th Century Rome to spread the word about Catholicism C. Sophists, who walked around telling citizens of Rome who to vote for. D. the farmers who grew grapes in ancient Italy

3) The growth of public relations as an accepted business-like practice in the United States of America stems from A. the British Industrial Revolution B. the American Industrial Revolution C. the efforts of people like Samuel Adams and Amos Kendall D. the hype of P.T. Barnum

4) Applying the widely repeated definition of public relations developed by the late Denny Griswold to serve an organization properly, practitioners ought to serve as A. counsels to chief legal officers B. honest brokers to management C. advisers to human resources directors D. consultants to directors of marketing

5) To effectively communicate with a public, it is important to recognize


that A. all publics have the same needs B. all 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

6) If you target "experiencers," you're likely using ________ to segment a public. A. geographics B. demographics C. values and lifestyles D. sociometrics

7) Employees would trust management more if they A. were less visible B. didn't seek to empower the workforce C. communicated more frequently and earlier D. avoided sharing bad news


8) One major reason to do an in-depth interview of top management and communicators before designing an effective employee communications program is to A. minimize the discontinuities between what each group thinks the other wants. B. ignore what communicators think management wants from them C. ignore what management thinks it wants from communicators D. to minimize groupthink

9) As arbiters of communications in organizations, it's been the charge of public relations people since the 1960s to A. deal in an enlightened manner with the realities of a multicultural society B. sensitize the rest of the world to multicultural needs of Americans C. make an impact on renewing the energies of various ethnic communities D. enhance the power of the disenfranchised

10) A typical goal of consumer relations is to keep former customers because A. most product complaints are made by new customers B. most service complaints come from new customers C. most requests for product upgrades come from prospective customers D.


most sales are made to established customers 11) 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 to act ethically and socially responsible. D. Public relations practitioners advise clients what they should do to defend themselves in the court of public opinion.

12) Litigation public relations can best be defined as A. attempting to influence a potential jury prior to the beginning of a case B. attempting to gain buy-in from the legal teams associated with the case C. attempting to settle the case out of court D. attempting to manage the media process during the course of a legal dispute so as to affect the outcome or its impact on the client’s reputation

13) An organization's social responsibility image is often determined by A. its desire to earn a profit above all else B. its focus on being the number one patron of the arts


C. its attention to be ethical and to improve the quality of life for people D. its focus on looking good rather than doing the right thing

14) The success of public relations in the 21st century is likely to depend heavily on A. following the Code of Ethics published by the Society of Professional Journalists B. following regulatory standards set forth by the Federal Communications Commission C. how the field responds to the issue of ethical conduct and preserves its credibility D. remaining vigilant regarding a person’s right to privacy

15) Reasons why print media are number one with public relations professionals include A. decreased opportunities for network radio and TV placements B. about 50 percent of the public considers them accurate C. many journalists at newspapers and magazines still use news releases D. they are publishing 24/7

16) Since the end of the 1990s, magazine readership A.


has declined overall B. has remained stable, especially in the specialty category C. has increased, with specialty magazines leading the way D. has declined, with specialty magazines leading the way

17) Which of the following is good advice for public relations people who want to know how to deal effectively and ethically with people representing the various types of media? A. Treat them first and foremost professionally and with respect B. Treat them like all other journalists in any medium C. Treat their skepticism with skepticism D. Treat them like a salesperson selling a product to a customer

18) To achieve placement of a written release, which of the following should you avoid? A. Directing a release to a specific beat reporter B. Frequently using exclusives C. Determining how best to contact a reporter or editor by asking them for their preference D. Calling a reporter or editor yourself, rather than have an assistant make the call


19) The use of video news releases has been criticized for A. excessive cause-related marketing B. presenting advertising as news C. supporting advocacy advertising campaigns D. deliberate misrepresentation of facts

20) Like corporate public interest advertising, the public service announcement (PSA) is aimed at providing an important message. However, a key distinction is that the PSA A. can only be used by government organizations B. can only be used in “emergency� situations C. is strictly reserved for nonprofit organizations D. differs greatly in format and style 21) A 30-second radio spot would usually be expected to consist of approximately A. 25 words B. 45 words C. 65 words D. 125 words


22) Which of the following web-based communications vehicles are appropriate for public relations practitioners to distribute content easily? A. Podcasting B. RSS C. Second Life D. Wikis

23) When they use the Internet to communicate, practitioners can A. engage in more focused, targeted, one-on-one communication with consumers B. design more self-promotions C. increase time spent searching for data D. decrease time spent on responding to market changes

24) If public relations professionals expect to benefit from their website, they A. should strive to make it as easily navigable as possible B. should strive to make it static C. should strive to deliver the maximum depth and breadth of information available D.


should strive to limit the use of news clips and publications

25) Which of the following is true in regards to texting? A. Allows for sending messages of 160 or more characters B. Common application in business-to-business communication C. Not a common application for person-to-person messaging D. Is the most widely used mobile data service

26) Public relations practitioners have found that Twitter can be A. a vehicle to direct Twitter users to websites B. a vehicle to direct Twitter users to products C. a means to do some cybersquatting D. an editorial calendar check

27) Which of the following pertain to CEO blogs? A. They have received rave reviews from various publics. B. They typically turn negative public relations positive almost instantly. C. They are among the newest phenomena in the blogosphere. D. They are the vehicle of choice among most public relations practitioners for disseminating news.


28) Among the most essential steps in the public relations management process is A. the ability to set overall organizational objectives B. the ability to set overall organizational strategies C. the ability to define a public relations problem or an opportunity D. the ability to research overall organizational problems

29) PERT and Gantt are tools that can help public relations practitioners to A. visualize tasks to be performed in a campaign or project B. designate who's responsible for each task in a campaign C. chart costs of various tasks D. determine whether all goals and objectives are being met

30) Planning for a public relations program is important, but principally a program is assessed in terms of its A. publicity value and practice B. performance and publicity value C. actions and performance D.


programming and publicity value MKT 578 Entire Course + Final Guide (Updated) -----------------------------------------------------------

MKT 578 Week 1 DQs

For more course tutorials visit www.newtonhelp.com Week 1 DQ 1 Public relations is sometimes be viewed as the process by which and organization's reputation, products and services are enhanced or maintained. Similarly, marketing often serves to enhance an organization's reputation, products and services. In what ways can we distinguish public relations from marketing? Week 1 DQ 2 Provide one example of a company that is pursuing traditional public relations activities. Provide one example of a company that is implementing public relations in a new and broader role. In what ways are these two perspectives different and in what ways are they similar? Week 1 DQ 3 What are some of the unique issues that confront public relations in the 21st century? What may be the primary areas of opportunity for public relations professionals in the years ahead? Be specific in your answer. -----------------------------------------------------------

MKT 578 Week 1 Key Target Groups (Pfizer)

For more course tutorials visit


www.newtonhelp.com

Pfizer Key Target Groups Important Target Groups Engaging Public Relations Public Relations Communications Conclusion -----------------------------------------------------------

MKT 578 Week 2 DQs

For more course tutorials visit www.newtonhelp.com Week 2 DQ 1 Describe the role of marketing research as it pertains to public relations. Compare and contrast primary and secondary research. Is one more important than the other to public relations professionals and their efforts? Why do you think so...or why not? Week 2 DQ 2 What do you understand internal and external stakeholders to be, when considered from the perspective of the Public Relations profession? How would you determine how to classify a stakeholder as internal or external? Provide an example of your classification process from your company or another organization with which you are familiar and share your rationale.


Week 2 DQ 3 Compare and contrast public relations and publicity. How are they different? How are they same? Do you subscribe to the notion that any publicity is good publicity? What do you think this statement implies? What about the potential for and fallout from negative publicity? Please provide at least one example of both good and negative publicity that support your position -----------------------------------------------------------

MKT 578 Week 2 Importance of Feedback

For more course tutorials visit www.newtonhelp.com

MKT 578 Week 2 Importance of Feedback -----------------------------------------------------------

MKT 578 Week 2 Learning Team Project Problem Framing Paper

For more course tutorials visit www.newtonhelp.com Resource: University of Phoenix Material: Public Relations Learning Team Project Write a paper between 1,050 and 1,400 words in which you describe


your approved organization and a problem or opportunity currently confronting it. Discuss the role that public relations appears to play within your selected organization, as well as its importance in the organization’s overall promotional mix. Be sure to do the following: Provide a brief background of the selected organization, including its products, services, and customers. Identify the problem or opportunity at the center of the scenario for which the organization must develop and implement its public relations response or campaign. Identify the stakeholders, target audience(s), and ethical implications related to the campaign. Discuss ethical implications related to the PR issues. Discuss the depth and breadth of research that will have to be conducted during the development of the campaign to ensure its effective implementation. -----------------------------------------------------------

MKT 578 Week 2 Project PR Issue (Wounded Warrior)

For more course tutorials visit www.newtonhelp.com

Wounded Warrior Project PR Issue

Specific Public Relations Issue


Impact of the Issue PR Issue Problem Statement Target Group Goals of Communication Conclusion -----------------------------------------------------------

MKT 578 Week 3 DQs

For more course tutorials visit www.newtonhelp.com Week 3 DQ 1 What are the ethical responsibilities of public relations professionals? How important is the ethical component of the practice of public relations and how does a PR practitioner determine what is ethical and what is not? Week 3 DQ 2 The growth of video news releases (VNRs) has increased significantly. Former President George W. Bush and former California Governor Arnold Schwarzenegger both made use of VNRs during their respective administrations. What are the advantages and disadvantages of using VNRs and what are some of the more significant ethical issues inherent to using a VNR? (minimum 100 words with support) Week 3 DQ 3 Over the years, numerous companies have been accused of exploiting the media, that is, planning and carrying out events that are designed


with the primary if not sole intent to gain publicity. Discuss the shortterm and long-term effectiveness of such tactics. Do you think these events are ethically appropriate? -----------------------------------------------------------

MKT 578 Week 3 Individual Assignment Public Relations Stakeholders Paper

For more course tutorials visit www.newtonhelp.com Resource: Week Two Problem Framing Paper Use the public relations campaign that is the subject of the Learning Team project introduced in Week Two as a reference. Write a paper of 1.050 to 1,400 words describing in detail the full, specific array of internal and external stakeholders (publics) affected by the campaign. Identify the perceived needs of each of the stakeholder categories and critique how well your selected organization addressed the needs of each of those internal and external publics to date. Provide and support your recommendations for anything that might have been done more effectively to this point. Create and include a concept map that illustrates the internal and external stakeholders (publics) affected. -----------------------------------------------------------

MKT 578 Week 3 Learning Team Reflection

For more course tutorials visit www.newtonhelp.com


Discuss this week’s objectives with your team. Your discussion should include the topics you feel comfortable with, any topics you struggled with, and how the weekly topics relate to application in your employment field. Prepare a 350- to 700-word paper detailing the findings of your discussion. -----------------------------------------------------------

MKT 578 Week 3 Tesco bank Campaign Design

For more course tutorials visit www.newtonhelp.com

MKT 578 Week 3 Tesco bank Campaign Design

Tesco Bank Campaign Design

Public Relations Problem Statement SMART Objectives Target Groups Target Groups’ Needs


Ethical Concern Most Impactful Target Group Conclusion -----------------------------------------------------------

MKT 578 Week 4 DQs

For more course tutorials visit www.newtonhelp.com Week 4 DQ 1 Why is feedback critical to the communications process? What common mistakes do most people make when they communicate and what must PR professionals do to insure they receive the feedback they need to continue to work towards mutual understanding? Week 4 DQ 2 What do you think is a more effective approach for introducing your market to new products, advertising, or public relations? Discuss some of the pros and cons inherent to each approach as used in this context.

Week 4 DQ 3 What public relations approach should a company use to respond to problems resulting from product recalls, product failures, product safety and liability, and so forth? What can be done to mitigate the effect of negative publicity? Provide at least one current (within the last year) real-world example. -----------------------------------------------------------


MKT 578 Week 4 Individual Assignment Ethical and Legal Issues Paper

For more course tutorials visit www.newtonhelp.com Resources: The Practice of Public Relations Use available outside research sources from the library and the web to select a company, organization, or government entity that has had to use public relations to address a serious problem or crisisthat emerged unexpectedly. The events described should have occurred within the past 10 years. Identify two public relations messages and two public relations practices that were used to address the crisis. Write a paper of 1,050 to 1,400 words evaluating the legality and ethicality of the public relations messages and practices that you identified. Critique the organization’s public relations implementation and be sure to make recommendations regarding what, in your view, could have been done better. Support your recommendations using information obtained from your required readings, as well as other organizations that could serve as benchmarks. -----------------------------------------------------------

MKT 578 Week 4 Integrated Marketing Communications

For more course tutorials visit www.newtonhelp.com


MKT 578 Week 4 Integrated Marketing Communications -----------------------------------------------------------

MKT 578 Week 4 Learning Team Reflection

For more course tutorials visit www.newtonhelp.com Discuss this week’s objectives with your team. Your discussion should include the topics you feel comfortable with, any topics you struggled with, and how the weekly topics relate to application in your employment field. Prepare a 350- to 700-word paper detailing the findings of your discussion Related Tutorials -----------------------------------------------------------

MKT 578 Week 4 Media Selection (AIG)

For more course tutorials visit www.newtonhelp.com


AIG Media Selection Media Types Effective Communication AIG Customers AIG Sales Representatives US Government Regulatory Agencies -----------------------------------------------------------

MKT 578 Week 5 DQs

For more course tutorials visit www.newtonhelp.com Week 5 DQ 1 The Internet offers numerous advantages for conducting public relations activities. Describe at least two of these advantages and discuss how these approaches differ from traditional methods. Week 5 DQ 2 Social media 2.0 is all about interactivity and developing relationships. In what ways have social media sites increased the ability of companies to create relationships with their publics? What specific social media sites are you familiar with and/or do you use regularly and how do you see these specific facilitating Public Relations efforts, if at all? Week 5 DQ 3 What factors have brought about the need for increased international public relations? What kinds of public relations practices should be


observed by multinational corporations operating in a foreign country? -----------------------------------------------------------

MKT 578 Week 5 Learning Team Project Public Relations Planning Paper

For more course tutorials visit www.newtonhelp.com Resources: University of Phoenix Material: Public Relations Learning Team Project; Week Two Problem Framing Paper Write a paper of 2,100 and 2,450 words describing your proposed public relations plan based on the organizational scenario described in the Week Two Problem Framing Paper.The Public Relations Planning Paper should include the following: The objectives that the public relations campaign is expected to achieve The organization’s internal and external publics A discussion of the public relations tactics (tools) that will likely be used in the plan, including such tools as press conferences, community events, newsletters, direct mail, web-based communiqués, sponsorships, and spokespersons, and your rationale for why they are being considered for this particular situation A well-crafted 200- to 300-word press release—applicable towards the overall assignment word count—written initially for the print media, in which the organization states its initial acknowledgment, response, and position with respect to the selected scenario Adaptations of the same press release for TV or radio Preparation for a hypothetical press conference follow-up to the press release, including selection of venue, spokesperson, format (such as a brief statement followed by a question and answer session), scope of discussion, and duration Anticipated responses likely to emerge from the array of internal and


external publics should be considered in addition to the contingencies (damage control) that might be implemented during the press conference if there is a negative response to the initial press release An evaluation of the possible outcomes of the overall public relations campaign including the most probable risks and benefits for the organization’s business Format your paper consistent with APA guidelines. -----------------------------------------------------------

MKT 578 Week 5 Media Campaing Part 2 (AIG)

For more course tutorials visit www.newtonhelp.com

Research Plan Methods of Communication Media Choice Justification Internet Television/Newspapers Crisis Management Plan Conclusion -----------------------------------------------------------


MKT 578 Week 6 Final PR Campaign (AIG)

For more course tutorials visit www.newtonhelp.com

• • • • • •

Executive Summary Campaign Basis Budget SMART Objectives Control Methods Success of PR Campaign Conclusion

-----------------------------------------------------------

MKT 578 Week 6 Is Crisis Management Disgusting

For more course tutorials visit www.newtonhelp.com

MKT 578 Week 6 Is Crisis Management Disgusting


-----------------------------------------------------------

MKT 578 Week 6 Learning Team Project Public Relations Plan PAPER

For more course tutorials visit www.newtonhelp.com Resources: University of Phoenix Material: Public Relations Learning Team Project; Week Two Problem Framing Paper; Week Three Public Relations Stakeholders Paper; Week Five Public Relations Planning Paper Prepare a plan of 3,500 to 5,000 words based on the organizational scenario described in the Learning Team’s Weeks Two and Five assignments, as well as the Individual assignment for Week Three. This assignment incorporates the prior three project installments, while integrating new information relevant to developing and implementing a public relations response or campaign for the selected scenario. Include the following in the plan: The detail discussed in prior papers, with applicable additions, changes, deletions, explanations per previous feedback, regarding organizational background, the problem or opportunity facing the organization, the publics and target audience(s), the objectives targeted by the campaign, the research requirements, and the public relations tactics Additional public relations messages delivered via web-based and social media A thorough discussion regarding projected costs and how expense will be managed to keep the effort within budgeted constraints A discussion of the crisis management implications inherent to the scenario Contingency plans for potential information that has yet to be disclosed regarding the scenario or another potential event that could compound


the severity of the existing scenario -----------------------------------------------------------

MKT 578 Week 6 Learning Team Project Public Relations Plan Powerpoint

For more course tutorials visit www.newtonhelp.com Resources: University of Phoenix Material: Public Relations Learning Team Project; Week Two Problem Framing Paper; Week Three Public Relations Stakeholders Paper; Week Five Public Relations Planning Paper Additionally, create and submit a 15- to 20-slide Microsoft® PowerPoint® presentation that includes detailed speaker notes that illustrate how the material would be delivered to an audience based on the organizational scenario described in the Learning Team’s Weeks Two and Five assignments, as well as the Individual assignment for Week Three. This assignment incorporates the prior three project installments, while integrating new information relevant to developing and implementing a public relations response or campaign for the selected scenario. Include the following in the plan: The detail discussed in prior papers, with applicable additions, changes, deletions, explanations per previous feedback, regarding organizational background, the problem or opportunity facing the organization, the publics and target audience(s), the objectives targeted by the campaign, the research requirements, and the public relations tactics Additional public relations messages delivered via web-based and social media A thorough discussion regarding projected costs and how expense will be managed to keep the effort within budgeted constraints


A discussion of the crisis management implications inherent to the scenario Contingency plans for potential information that has yet to be disclosed regarding the scenario or another potential event that could compound the severity of the existing scenario -----------------------------------------------------------

MKT 578 Experience Tradition/newtonhelp.com  

For more course tutorials visit www.newtonhelp.com MKT 578 Week 1 Key Target Groups (Pfizer) MKT 578 Week 2 Importance of Feedback MKT 5...

MKT 578 Experience Tradition/newtonhelp.com  

For more course tutorials visit www.newtonhelp.com MKT 578 Week 1 Key Target Groups (Pfizer) MKT 578 Week 2 Importance of Feedback MKT 5...

Advertisement