Public Relations and Corporate Communications Exam Preparation Guide
Course Introduction
This course explores the fundamental principles and practices of public relations and corporate communications, emphasizing their roles in shaping organizational reputation, managing stakeholder relationships, and facilitating effective internal and external communication. Students will examine the strategic planning and implementation of PR campaigns, media relations, crisis communication, and the ethical considerations central to the profession. Through case studies and real-world applications, the course equips students with the analytical and practical skills necessary to develop persuasive messages, engage diverse audiences, and support organizational goals in a dynamic media landscape.
Recommended Textbook
Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition
Available Study Resources on Quizplus
23 Chapters
2562 Verified Questions
2562 Flashcards
Source URL: https://quizplus.com/study-set/365
Page 2
Chapter 1: An Overview of Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
101 Verified Questions
101 Flashcards
Source URL: https://quizplus.com/quiz/6168
Sample Questions
Q1) Which approach will best serve the customers' information needs and motivate them to purchase the brand?
A) inside-out
B) outside-in
C) top-down
D) bottom-up
E) combination
Answer: B
Q2) One important factor that has led more firms to perform research and acquire data to determine whether implemented marcom decisions have accomplished the objectives they were expected to achieve is _____.
A) increasing demand for accountability
B) rapidly changing consumer tastes and preferences
C) changing economic conditions
D) increasing marcom expenses
E) less reliance on outside agencies to perform the marcom function
Answer: A
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: Enhancing Brand Equity and Accountability
Available Study Resources on Quizplus for this Chatper
103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/6169
Sample Questions
Q1) The effect of marcom,or of its specific elements such as advertising,can be gauged in terms of whether it generates a reasonable _____.
A) return on marketing investment (ROMI)
B) return on customer investment (ROCI)
C) return on equity investment (ROEI)
D) return on brand investment (ROBI)
E) return on sales investment (ROSI)
Answer: A
Q2) Which technique is increasingly being used to assess the relative effect each program element has compared to the effects of other elements?
A) marketing-mix modeling
B) structural equation modeling
C) marketing optimization modeling
D) multidimensional scaling
E) calibration modeling
Answer: A
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Brand Adoption, Brand Naming, and Intellectual Property Issues
Available Study Resources on Quizplus for this Chatper
98 Verified Questions
98 Flashcards
Source URL: https://quizplus.com/quiz/6170
Sample Questions
Q1) The degree to which a product innovation is perceived as better than existing alternatives is termed _____.
A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability
Answer: A
Q2) Marketers are concerned with intellectual property because they wish to protect _____.
A) brand assets
B) actual ideas
C) revenue
D) corporate secrets
E) All of these are correct.
Answer: A
Q3) Distribution is one of the variables that influences the awareness class.
A)True
B)False
Answer: True
Page 5
To view all questions and flashcards with answers, click on the resource link above.
Chapter 4: Environmental, Regulatory, and Ethical Issues
Available Study Resources on Quizplus for this Chatper
103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/6171
Sample Questions
Q1) A material representation involves information that is important to consumers and that is likely to influence their choice or conduct regarding a product.
A)True
B)False
Q2) A number of major corporations,such as General Motors,Amway,and Evian,sponsor or support worthy causes,many of which are environmental causes.Companies are highly motivated to engage in cause-oriented marketing because _____.
A) it is a socially acceptable way of distributing excess profits
B) corporations function better in a healthy environment
C) corporations hope to generate goodwill toward the company and its brands
D) major companies are required by law to support environmentally friendly causes
E) research shows that companies that support the environment do better financially
Q3) Consumer privacy is an ethical issue that transcends all marcom activities.
A)True
B)False
Q4) Name and describe three tests marcom professionals can apply to deal with ethical dilemmas.
To view all questions and flashcards with answers, click on the resource link above.
6
Chapter 5: Segmentation, Targeting, and Positioning
Available Study Resources on Quizplus for this Chatper
145 Verified Questions
145 Flashcards
Source URL: https://quizplus.com/quiz/6172
Sample Questions
Q1) The premise underlying geodemographic targeting is that people who _____ also share demographic and lifestyle similarities.
A) are in the same income category
B) reside in similar areas
C) are of the same age
D) are of the same gender
E) are of the same ethnic group
Q2) Which of the following companies tracks Internet users' surfing behaviors and provides this information to advertisers that wish to target prospective customers based on their online search behavior?
A) Audience Science
B) Tacoda Systems
C) Information Resources Inc.
D) a and b only
E) a, b, and c
Q3) Ailing Outgoers are a good market for planned retirement communities and entertainment services.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: The Communication Process and Consumer Behavior
Available Study Resources on Quizplus for this Chatper
92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/6173
Sample Questions
Q1) Semiotics is the study of _____.
A) meaning and the analysis of meaning producing events
B) languages
C) sound
D) needs
E) attitudes
Q2) Short-term memory serves as the center for current processing activity by integrating information from the sense organs and from long-term memory.
A)True
B)False
Q3) The simplest of all decision heuristics is _____.
A) affect referral
B) compensatory
C) conjunctive
D) lexicographic
E) disjunctive
Q4) Semiotics is the study of meaning and the analysis of meaning-producing events.
A)True
B)False
Q5) Discuss the implications associated with consumer miscomprehension.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: The Role of Persuasion in Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/6174
Sample Questions
Q1) Gina went to a drugstore for a bottle of shampoo.She walked past a point-of-purchase display for Jhirmack shampoos and conditioners,ignored a price-off coupon for Prell,and went directly to the shelf display for the brand she always purchases-Johnson & Johnson's Baby Shampoo.Chances are,Gina's decision is driven most by which attitude component?
A) cognitions
B) affect
C) message arguments
D) peripheral cues
E) opportunity
Q2) The _____ component of attitudes focuses on behavioral tendencies.
A) effective
B) instrumental
C) conative
D) cognitive
E) behavioral
Q3) The cognitive component of an attitude represents one's behavioral tendency.
A)True
B)False
Q4) Explain the significance of the theory of psychological reactance.
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Objective Setting and Budgeting
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/6175
Sample Questions
Q1) The highest percentage of sales devoted to advertising is found in the food products industry.
A)True
B)False
Q2) Which marcom tool is best at encouraging trial purchases?
A) advertising
B) personal selling
C) public relations
D) sales promotion
E) point-of-purchase displays
Q3) Explain the differences between the traditional view and the heretical view for having sales represent the advertising objective.Explain which view you support.
Q4) Marcom objectives should be qualitative and measurable.
A)True
B)False
Q5) Increasing advertising expenditures is guaranteed to have a substantial impact on augmenting a brand's sales volume.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Overview of Advertising Management
Available Study Resources on Quizplus for this Chatper
121 Verified Questions
121 Flashcards
Source URL: https://quizplus.com/quiz/6176
Sample Questions
Q1) Most advertising is undertaken by companies that market their brands to other companies (B2B advertising).
A)True
B)False
Q2) How can companies add value to their offerings?
A) innovating
B) improving quality
C) altering consumer perceptions
D) a and b only
E) a, b, and c
Q3) Which of the following is a basic function performed by full-service advertising agencies?
A) creative services
B) media services
C) research services
D) account management
E) All of these are correct.
Q4) Describe the advertising management process from the advertiser's perspective.
Q5) Describe the various forms of advertising agency compensation.
Q6) List and describe the five functions of advertising.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Effective and Creative Ad Messages
Available Study Resources on Quizplus for this Chatper
97 Verified Questions
97 Flashcards
Source URL: https://quizplus.com/quiz/6177
Sample Questions
Q1) The generic creative style is most appropriate for a company that dominates a product category.
A)True
B)False
Q2) Marian is concerned with the preservation and enhancement of her family and friends.She is honest,loyal,and helpful.She possesses the _____ value.
A) benevolence
B) universalism
C) conformity
D) self-direction
E) security
Q3) Functionally-oriented advertising appeals to consumers' needs for tangible,physical,concrete benefits.
A)True
B)False
Q4) A preemptive creative style is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Endorsers and Message Appeals in Advertising
Available Study Resources on Quizplus for this Chatper
129 Verified Questions
129 Flashcards
Source URL: https://quizplus.com/quiz/6178
Sample Questions
Q1) The three subcomponents of the general concept of attractiveness are _____.
A) intelligence, familiarity, and liking
B) physical attractiveness, familiarity, and intelligence
C) similarity, familiarity, and sense of humor
D) physical attractiveness, respect, and similarity
E) sense of humor, similarity, and liking
Q2) Evidence suggests that the use of explicit sexual illustrations in advertisements may interfere with consumers' processing of message _____ and reduce message _____.
A) appeals; impact
B) arguments; comprehension
C) features; success
D) cues; appropriateness
E) complexity; gestalt
Q3) Humor offers an advantage over nonhumor at increasing persuasion.
A)True
B)False
Q4) Humor enhances source credibility.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Traditional Advertising Media
Available Study Resources on Quizplus for this Chatper
102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/6179
Sample Questions
Q1) Jack owns a chain of bookstores.He has a limited advertising budget and wants to advertise in the medium with the lowest cost per thousand for reaching his target audience.Jack should use _____ advertising.
A) television
B) magazine
C) radio
D) newspaper
E) outdoor
Q2) A limitation of radio advertising is _____.
A) difficulty of buying radio time
B) long lead times
C) high CPMs
D) erosion of radio listening audience
E) that it is not intrusive
Q3) Describe how audiences are measured for magazines,radio,and television.For each medium,be sure the name the company that provides the audience measurement.
Q4) No one specific advertising medium is always best.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Online and Mobile Advertising
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/6180
Sample Questions
Q1) _____ occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.
A) Spamming
B) Phishing
C) Click fraud
D) Behavioral targeting
E) Keyword-matching
Q2) Mobile phones are being called _____ because they are so common.
A) brand in the hand
B) third screen
C) replacement technology
D) minibooks
E) smartphones
Q3) Which is the leading search engine?
A) Google
B) Yahoo!
C) Bing
D) MSN
E) YouTube
Q4) Compare and contrast the concepts of individualization and interactivity.
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Social Media
Available Study Resources on Quizplus for this Chatper
88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/6181
Sample Questions
Q1) Dropbox can be classified as a _____.
A) social network
B) microblog
C) aggregator
D) document manager
E) livecast
Q2) According to the text,users spend an average of _____ hours on Facebook each month.
A) 7
B) 10
C) 20
D) 5
E) 35
Q3) LinkedIn can be classified as a _____ tool.
A) communication
B) collaboration
C) entertainment
D) multimedia
E) All of these are correct.
Q4) Identify three advantages and three disadvantages of social media.
Page 16
To view all questions and flashcards with answers, click on the resource link above.
Chapter 15: Direct Marketing and Other Media
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/6182
Sample Questions
Q1) Efficiency is a distinctive feature of direct mail.
A)True
B)False
Q2) National advertisers place the majority of yellow-pages ads.
A)True
B)False
Q3) Direct mail advertising refers to any advertising matter delivered by the postal service to the person whom the marketer wishes to influence.
A)True
B)False
Q4) The _____ rate is a critical component of net present value analysis.
A) turnover
B) annual percentage
C) referral
D) discount
E) actuary
Q5) Explain why data mining is an important activity for marketers.
Q6) Describe who uses the Yellow Pages and why they use them,and explain how the yellow pages differ from other advertising media.
Page 17
To view all questions and flashcards with answers, click on the resource link above.
Chapter 16: Advertising Media: Planning and Analysis
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/6183
Sample Questions
Q1) What is the frequency of a media schedule in which 20 percent are reached one time,40 percent are reached two times,20 percent are reached three times,and 10 percent four times?
A) 1 B) 2 C) 2.2
3 E) 3.3
Q2) Pulsing and flighting advertising schedules are similar in that they both involve similar levels of advertising expenditures throughout the year.
A)True
B)False
Q3) The specific broadcast programs or print choices in which advertisements are placed are referred to as _____.
A) media
B) vehicles
C) channels
D) conduits
E) delivery mechanisms
To view all questions and flashcards with answers, click on the resource link above.
Page 18
Chapter 17: Measuring Ad Message Effectiveness
Available Study Resources on Quizplus for this Chatper
107 Verified Questions
107 Flashcards
Source URL: https://quizplus.com/quiz/6184
Sample Questions
Q1) Which of the following is a key mechanism for tapping into people's thoughts and feelings and is based on the idea that people understand and experience things in terms of other things?
A) metaphor
B) hypnosis
C) means-end chain
D) laddering
E) analogy
Q2) Measuring respondents' pupil dilation as they view a television commercial or focus on a printed advertisement is done using a _____.
A) galvanometer
B) pupillometer
C) tachistoscope
D) dilameter
E) stethoscope
Q3) The persuasive power of an advertisement declining over time is referred to as wearout.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Page 19
Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
Available Study Resources on Quizplus for this Chatper
149 Verified Questions
149 Flashcards
Source URL: https://quizplus.com/quiz/6185
Sample Questions
Q1) Which of the following statements is true?
A) Push and pull strategies are mutually exclusive.
B) There has been a shift from a primarily push promotion strategy to a primarily pull strategy on the part of manufacturers.
C) There has been a shift from a primarily pull promotion strategy to a primarily push strategy on the part of manufacturers.
D) Push strategies are targeted to consumers.
E) Pull strategies are targeted to the trade.
Q2) Pineway Grocery Stores receive a fee from a soft drink manufacturer for setting up a special display.Pineway receives a(n)_____ from the manufacturer.
A) exit fee
B) slotting allowance
C) spiff
D) off-invoice allowance
E) bill-back allowance
Q3) Diverting occurs when a manufacturer makes a deal available nationally.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 20
Chapter 19: Consumer Sales Promotion: Sampling and Couponing
Available Study Resources on Quizplus for this Chatper
116 Verified Questions
116 Flashcards
Source URL: https://quizplus.com/quiz/6186
Sample Questions
Q1) Anthony picked up a package of paper plates and noticed that there was a coupon stuck onto the package that stated,"Save 50 cents now!" When he went to the checkout,the cashier removed the coupon and gave him the 50 cent discount.Which type of coupon did Anthony receive?
A) on-pack coupon
B) in-pack coupon
C) online coupon
D) shelf-delivered coupon
E) instantly redeemable coupon
Q2) Which of the following is a distribution method used to deliver samples?
A) direct mail
B) newspapers and magazines
C) in-store
D) high-traffic locations and events
E) All of these are correct.
Q3) Promotions are capable of accomplishing more than a single objective.
A)True
B)False
Q4) Describe the coupon redemption process and how misredemption can occur.
Q5) Explain the circumstances when sampling is appropriate.
To view all questions and flashcards with answers, click on the resource link above. Page 21
Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/6187
Sample Questions
Q1) Promotional games are capable of creating excitement,stimulating brand interest,and reinforcing brand loyalty.
A)True
B)False
Q2) A greater percentage of consumers take advantage of free mail-in offer premiums than any other type of premium offer.
A)True
B)False
Q3) A single sales promotion offer contained cents-off coupons for Bryan hot dogs,Heinz ketchup,French's mustard,and Sara Lee hot dog buns.This is an example of a(n)_____.
A) promotion mix
B) tie-in
C) integrated promotion
D) overlay
E) combo
Q4) Phone cards are a type of premium offer.
A)True
B)False
Page 22
Q5) Compare and contrast price-off promotions and bonus packs.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 21: Public Relations,Word-of-Mouth Influence,and Sponsorships
Available Study Resources on Quizplus for this Chatper
127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/6188
Sample Questions
Q1) The rule of epidemics that states that the circumstances and conditions have to be right for a persuasive message conveyed by a connector to have its impact and initiate an epidemic is the _____.
A) law of the few
B) stickiness factor
C) law of interconnects
D) power of context
E) law of conditions
Q2) In general,the most dramatic factors underlying the need for reactive MPR are product defects and failures.
A)True
B)False
Q3) Reaching new market segments is a benefit of cause-related marketing.
A)True
B)False
Q4) Executive-statement releases are typically published in the business section of a publication.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 23
Chapter 22: Packaging, Point-of-Purchase Communications, and Signage
Available Study Resources on Quizplus for this Chatper
146 Verified Questions
146 Flashcards
Source URL: https://quizplus.com/quiz/6189
Sample Questions
Q1) Orange is often described in terms such as active,stimulating,energetic and vital.
A)True
B)False
Q2) Which type of billboard is 6 feet,2 inches high by 12 feet,2 inches wide?
A) 5-sheet poster
B) 8-sheet poster
C) 20-feet poster
D) 30-feet poster
E) 50-feet poster
Q3) A color that has come to stand for environmentally friendly products is _____.
A) yellow
B) white
C) green
D) red
E) brown
Q4) "Noticeability" refers to the ability of a sign to capture attention.
A)True
B)False
Page 24
Q5) Name and describe the four categories of POP materials.
To view all questions and flashcards with answers, click on the resource link above.
Available
Study
Chapter 23: Personal Selling
Resources on Quizplus for this Chatper
106 Verified Questions
106 Flashcards
Source URL: https://quizplus.com/quiz/6190
Sample Questions
Q1) The most important characteristic of effective salespeople today is being able to convince customers with the hard sell.
A)True
B)False
Q2) Describe the differences between antiquated selling and modern selling.
Q3) The modern selling philosophy relies heavily on wining and dining clients,emphasizing the clients are bought rather than earned.
A)True
B)False
Q4) A customer-driven atmosphere in selling is essential to developing long-term growth through customer relationships.
A)True
B)False
Q5) The final step in personal selling is _____.
A) preapproach
B) follow up
C) approach
D) sales presentation
E) close
To view all questions and flashcards with answers, click on the resource link above. Page 25