Public Relations
Exam Materials
Course Introduction
Public Relations is a comprehensive course that explores the principles, strategies, and practices essential for effective communication between organizations and their publics. Students will examine the role of public relations in shaping public perception, managing organizational reputation, and navigating crises. The course covers media relations, strategic planning, campaign development, ethical considerations, and the impact of digital platforms on communication. Through case studies and practical assignments, learners will develop skills in writing press releases, designing communication plans, and engaging diverse audiences, preparing them for professional roles in corporate, non-profit, and governmental settings.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 15th Edition by William F
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Page 2
Chapter 1: Advertising and IMC Today
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) What is advertising?
Answer: Advertising is a paid,mediated form of communication from an identifiable source,designed to persuade the receiver to take some action,now or in the future.
Q2) B2B advertising rarely uses consumer mass media and is typically invisible to consumers.
A)True
B)False
Answer: True
Q3) A TV ad for a soft drink falls under the category of _____ advertising.
A) business
B) professional
C) farm
D) corporate
E) consumer
Answer: E
Q4) What are the three literary forms used in advertising messages?
Answer: Advertising messages typically use one or a blend of three literary forms: autobiography,narrative,or drama.
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Page 3
Chapter 2: The Big Picture: The Evolution of Advertising and Imc
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Sample Questions
Q1) Canada is a popular tourist destination.Many tourists visit the country because of its scenic beauty.This spate of visitors every year has led to the possibility of ecological disasters in the area.In response,government officials and environment protection groups are currently trying to check the number of tourists visiting the country.They could use a(n)_____ strategy to accomplish this objective.
A) diversification
B) eco marketing
C) market segmentation
D) demarketing
E) relationship marketing
Answer: D
Q2) Advertising has been a major factor in improving the standard of living in the United States and around the world.
A)True
B)False
Answer: True
Q3) Which is the first U.S.publication for ad profession?
Answer: Printers' Ink is the first U.S.publication for ad profession.
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Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Sample Questions
Q1) Which of the following is an instance of stereotyping in advertising?
A) The depiction of cigarette as a product with high social costs
B) The depiction of women as homemakers
C) The depiction of women as multitasking professionals
D) The depiction of aged people as versatile, energetic, and enthusiastic
E) The depiction of men as caregivers
Answer: B
Q2) Limitation of freedom of commercial speech threatens every legal business in America primarily because any limitation on the freedom to advertise:
A) automatically provides huge, monopolistic advantage to the category leaders.
B) increases economic inequities among consumers.
C) fuels price wars.
D) hinders the dissemination of complete information.
E) leads to deceptive advertising.
Answer: A
Q3) Avoiding negative stereotypes is the same as ignoring cultural diversity.
A)True
B)False
Answer: False
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Chapter
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Sample Questions
Q1) An ad agency in Atlanta,Georgia,buys a quarter-page ad in a golfing magazine for a travel agency that specializes in preparing all-inclusive,hassle-free golf travel packages,on a 15 percent commission basis.The cost of the ad is $300.How much money should the agency pay the publication?
A) $255
B) $285
C) $300
D) $315
E) $345
Q2) Which of the following statements is true about general consumer agencies?
A) They provide advertising for products that are used in the manufacture of consumer products.
B) They concentrate on institutional advertising accounts.
C) They concentrate on consumer accounts.
D) They derive much of their income from nonadvertising functions.
E) They do not operate internationally.
Q3) Which are the two basic management structures that large advertisers tend to use?
Q4) What are the disadvantages inherent in establishing an in-house ad agency?
Q5) Explain how art studios and web designers help advertisers.
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Chapter 5: Marketing and Consumer Behavior
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Sample Questions
Q1) _____ are needs that we learn during our lifetime.
A) Values
B) Wants
C) Attitudes
D) Motives
E) Habits
Q2) Which of the following is true of mental files?
A) Memory is not affected by a person's biases.
B) It is important that advertisers understand what is in the consumer's mental files.
C) Memory is an unlimited resource.
D) Advertisers cannot modify consumers' mental files.
E) Information in mental files is stored randomly.
Q3) What are government markets?
Q4) _____ refers to the underlying forces that contribute to our actions.
A) Exchange
B) Utility
C) Habit
D) Motivation
E) Attitude
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Chapter 6: Market Segmentation and the Marketing Mix
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Sample Questions
Q1) A home building company specializes in constructing houses for old people.The houses are constructed with doors wide enough for wheelchairs to pass through,lever-operated door handles,roll-out shelves,and raised toilet seats.Which of the following types of market segmentation does this company employ?
A) Demographic segmentation
B) Psychographic segmentation
C) Geographic segmentation
D) Behavioristic segmentation
E) Volume segmentation
Q2) Distinguish between primary demand and selective demand.
Q3) Psychographics enables marketers to view people as individuals with feelings and inclinations.
A)True
B)False
Q4) Marketers can obtain lists of companies in particular NAICS divisions for direct mailings.
A)True
B)False
Q5) Define direct distribution.
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Chapter 7: Research
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Sample Questions
Q1) To get a general impression of the market,the consumer,or the product,marketers typically start with quantitative research.
A)True
B)False
Q2) In order to determine the acceptance rate of a new vaccine developed by a pharmaceutical company,a marketing research agency accessed hospital databases to find out the number of patients that were administered the vaccine.The information gathered from these databases is an example of _____.
A) qualitative information
B) primary data
C) projective data
D) perceptual information
E) secondary data
Q3) Which of the following is the final step in the marketing research process?
A) Analyzing the situation and defining the problem
B) Conducting informal research
C) Establishing research objectives
D) Interpreting and reporting the data
E) Conducting secondary research
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Page 9
Chapter 8: Marketing and Imc Planning
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Sample Questions
Q1) When developing an IMC budget,an IMC focus helps to remind us that advertising is just one component of IMC.
A)True
B)False
Q2) In terms of IMC strategy,which of the following depicts the degree and the kind of involvement a consumer brings to the purchase decision for different products?
A) Kim-Lord grid
B) Johari window
C) Forming-Storming-Norming-Performing model
D) BCG matrix
E) Six Sigma model
Q3) In the _____ method of developing an IMC budget,companies allocate dollars according to the amounts spent by major competitors.
A) percentage of sales
B) percentage of profit
C) share of market/share of voice
D) objective/task
E) competitive parity
Q4) What are the functions of a marketing plan?
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Chapter 9: Planning Media Strategy
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Sample Questions
Q1) The purpose of _____ is to conceive,analyze,and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.
A) media planning
B) psychographics
C) intensive distribution
D) personal communication
E) direct marketing
Q2) Media objectives translate the advertising strategy into goals that media can accomplish.
A)True
B)False
Q3) The advertising response curve indicates that:
A) incremental response to advertising increases with repeated exposures.
B) too much ad exposure results in message spillover.
C) incremental response to advertising actually diminishes with repeated exposures.
D) effective frequency decreases as effective reach increases.
E) continuity diminishes as effective frequency increases.
Q4) What are the reasons for media planners to use a mixed-media approach?
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Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) Marketers use _____ appeals that are directed at the consumer's practical,functional need for the product or service.
A) scarcity
B) brand
C) emotional
D) rational
E) snob
Q2) Creatives in the _____ must accomplish two major tasks: searching for the big idea and then implementing it.
A) Judge's role
B) Artist's role
C) Creator's role
D) Warrior's role
E) Explorer's role
Q3) Describe the role of the Judge in the creative process.
Q4) For clients,recognizing a big idea and evaluating it is easier than coming up with one.
A)True
B)False
Q5) Briefly describe the two dimensions of great advertisements.
Page 12
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Chapter 11: Creative Execution
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Sample Questions
Q1) Ads for Lloyd and Reid Insurance feature an umbrella representing the insurance cover provided by the company.This image was chosen because it would be readily understood in most countries despite differences in language and culture.In this example,the umbrella can be called a(n):
A) icon.
B) logotype.
C) seal.
D) hook.
E) kicker.
Q2) In print ads,the key layout elements are the visual(s),headlines,subheads,body copy,slogans,seals,logos,and signatures.
A)True
B)False
Q3) One purpose of an ad layout is to:
A) convert symbolic components into verbal components.
B) serve as a blueprint of the ad.
C) decode the message of the ad.
D) give the client an intangible item that can be viewed but cannot be changed.
E) create a rough drawing without details of the different elements of the ad.
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Page 13
Chapter 12: Print, Electronic, and Digital Media Production
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Sample Questions
Q1) Which of the following is used by traffic and production managers during the print production process to decide when each step of the work must be completed?
A) Closing dates
B) Kerning
C) Leading
D) Platemaking
E) Special effects
Q2) Briefly describe the learning phase and the planning phase during the development of a Web site.
Q3) What are the four classic management functions performed by producers?
Q4) For full-color ads,it's often wise to overprint text in black ink because when ads or brochures reprint,advertisers often make type changes.
A)True
B)False
Q5) The blueline is a less expensive form of the Chromalin with relatively thick plastic sheets that can be lifted up.
A)True
B)False
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Chapter 13: Using Print Media
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Sample Questions
Q1) In terms of innovations in magazine advertising,cosmetic manufacturers insert _____ samples of eye shadow,blush,lipstick,and other makeup that readers can try immediately.
A) pop-up
B) 3-D ad
C) gatefold
D) color strip
E) fragrance strip
Q2) _____ editions of magazines reach readers who share traits such as age,income level,or professional status.
A) Horizontal
B) Demographic
C) Industrial
D) Trade
E) Geographic
Q3) For a magazine,cost per thousand (CPM)is computed by dividing the cost of a full-page ad by the number of thousands of subscribers.
A)True
B)False
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Page 15
Chapter 14: Using Electronic Media
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Sample Questions
Q1) Explain the process of selecting programs for buys.
Q2) Hattiesburg,Mississippi has a quarter-hour listenership of 44,800.If a radio station has an average quarter hour listenership of 8,400,what is its average quarter-hour rating?
A) 11.25 percent
B) 18.75 percent
C) 46.7 percent
D) 53.3 percent
E) 81.25 percent
Q3) As audiences fragment,network advertising becomes an increasingly popular adjunct or alternative to syndicated programs.
A)True
B)False
Q4) Mention one advantage of sponsorship.
Q5) Define cume rating.
Q6) How does broadcast TV reach its audience?
Q7) Television has been overtaken by radio as the medium to create awareness and image advertising.
A)True
B)False
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) List an advantage of mobile advertising.
Q2) A centralized network is characterized by many different hubs and links,which allows continuous communication even if some connections stop working.
A)True
B)False
Q3) As Web advertising tools,banners take up less space than buttons.
A)True
B)False
Q4) Which of the following is true about third-party ad servers?
A) Third-party ad servers can deliver ads from multiple sources across multiple Web domains.
B) Third-party ad servers cannot deliver ads from a single source.
C) Third-party ad servers can deliver ads from one central server across multiple Web domains.
D) Third-party ad servers are restricted to delivering ads to a single Web domain.
E) Third-party ad servers cannot control the rotation and distribution of their advertisements.
Q5) List three important distinctions between the Internet and traditional media.
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Chapter 16: Social Media
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Sample Questions
Q1) _____ is the term used by tweeters to describe what people are talking,or tweeting,about on Twitter.
A) Browsing
B) Poking
C) Trending
D) Pinging
E) Posting
Q2) Blogs are not opinionated in nature.
A)True
B)False
Q3) An online platform,Click Your Way,is typically designed for people to share their lives with their friends through pictures.This platform is an example of a(n):
A) affiliate marketing program.
B) third-party ad server.
C) banner.
D) button.
E) social networking site.
Q4) Define social media.
Q5) Why is it not enough to classify social media as we do other media?
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Chapter 17: Using Out-Of-Home, Exhibitive, and Supplementary Media
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Sample Questions
Q1) In the business-to-business specialty arena,companies use more structured promotions to improve their goodwill standing over competitors.
A)True
B)False
Q2) The spectacular is less costly per unit and is the basic outdoor advertising structure.
A)True
B)False
Q3) What are exhibitive media?
Q4) Which of the following is a type of transit advertising?
A) Spectaculars
B) Junior posters
C) Standard billboards
D) Terminal posters
E) Product placement
Q5) Exhibitive media is a cross between traditional billboards and transit advertising.
A)True
B)False
Q6) Explain the process of buying transit advertising.
Page 19
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Chapter 18: Relationship Building
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Sample Questions
Q1) One of the drawbacks of direct marketing is that it does not offer precision to cost-sensitive marketers.
A)True
B)False
Q2) Which of the following is an example of a trade promotion?
A) A magazine carries a shampoo sachet as a sample for customers to try out before buying more of the product.
B) A restaurant sends its customers a direct mail about food festivals and discounted meals that they can avail at the restaurant.
C) A newspaper carries freestanding inserts about discounts customers can avail at a movie theatre.
D) A clothing brand provides consumers coupons with which they can avail a discount on the woolen line of clothing.
E) A manufacturer offers a department store a buyback allowance for a line of cosmetic products that it hasn't sold.
Q3) What are the two processes used when working with a marketing database?
Q4) What is a premium? Why do marketers offer premiums?
Q5) Describe folders and broadsides,two types of direct-mail formats.
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Chapter 19: Relationship Building
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Sample Questions
Q1) For a majority of companies,it's easier to create an event of their own than buy into an existing event.
A)True
B)False
Q2) The primary goal of community involvement is to increase efficiency levels of an organization.
A)True
B)False
Q3) Greyward Bank established a name for itself when it offered the city of Rhodia 50 million dollars for the naming rights of a soon-to-be built football stadium.The city accepted the offer and the stadium was named the Greyward Football Stadium.In this scenario,Greyward Bank undertook _____.
A) event marketing
B) people marketing
C) cooperative advertising
D) ambush marketing
E) venue marketing
Q4) What is press agentry?
Q5) What is philanthropy?
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