Public Relations Exam Preparation Guide
Course Introduction
Public Relations is a dynamic course that introduces students to the principles, strategies, and practices of fostering and maintaining positive relationships between organizations and their publics. The course covers the history and evolution of public relations, explores the role of PR practitioners, and examines techniques for effective communication, media relations, crisis management, and ethical decision-making. Through case studies and practical assignments, students gain insight into the planning and execution of PR campaigns, community engagement initiatives, and reputation management in various organizational contexts.
Recommended Textbook
Social Media Marketing 1st Edition by
Tracy L. Tuten
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10 Chapters
1001 Verified Questions
1001 Flashcards
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Page 2
Chapter 1: The Horizontal Revolution
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100 Flashcards
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Sample Questions
Q1) Social media can be used to support ________,which means to offer a free trial of a product.
A) cloud computing
B) crowdsourcing
C) sampling
D) microblogging
E) social shopping
Answer: C
Q2) Amazon reviews and eBay's reputation rankings,which serve as credibility scores for what we can trust online,directly contribute to the ________.
A) horizontal revolution
B) digital native
C) reputation economy
D) network effect
E) perpetual beta
Answer: C
Q3) Twitter is categorized as a microsharing site.
A)True
B)False
Answer: True
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Chapter 2: Strategic Planning With Social Media
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100 Flashcards
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Sample Questions
Q1) Which of the following represents a consequence of social media marketing maturity?
A) Social media marketing activities are consistent with their marketing and marketing communications plans.
B) Social media marketing activities are capable of meeting specific marketing objectives.
C) Social media applications that start as one-time "experiments" often morph into more long-term and carefully thought-out communications pieces.
D) Social media promotions become integrated with the overall promotional campaigns in place to reach customers.
E) All of the above
Answer: E
Q2) Reflect on why establishing a social media policy is necessary for a company.
Answer: While employees may use social media to communicate with friends and access entertainment opportunities (maybe even when they're supposed to be working),there's a good chance they will mention their employers and maybe even vent about office politics or shoddy products.Managing that risk is a must for companies.
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Chapter 3: Social Consumers
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Sample Questions
Q1) ________ segmentation refers to segmenting markets by region,country,market size,market density,or climate.
A) Geographic
B) Demographic
C) Psychographic
D) Benefit
E) Behavioral
Answer: A
Q2) Reflect on the following tidbit: If Facebook were a country,its population would make it the third largest in the world.Do you think this is a good or a bad thing?
Answer: Thousands of people join the online world every day.What's more,their quality of access has improved dramatically.Just a few years ago,you had to dial in to a slow connection to get online,while today most of us have high-speed access via cable modems and DSL-enabled phone lines.We've gotten used to the luxury of seeing pages load in seconds and many of us just assume that we can jump online almost anywhere we travel (even on airplane).
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5
Chapter 4: Digital Communities
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Sample Questions
Q1) Which of the following is an example of social capital?
A) useful information
B) relationships
C) ability to organize groups
D) employment connections
E) All of the above
Q2) How many latent ties have you revived through use of SNS? Reflect on the benefits of using SNS to revive latent ties.
Q3) A ________ is a snippet of cultural information that spreads person to person until eventually it enters the general consciousness.
A) maven
B) meme
C) norm
D) node
E) homophily
Q4) Not all social communities have influencers.
A)True
B)False
Q5) Reflect on what type of culture the Facebook community creates among its users.
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Chapter 5: Social Communities
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Sample Questions
Q1) ________ are online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page.
A) Themes
B) Social ads
C) Synchronous communications
D) Rich media
E) Response devices
Q2) A landing page is the last page that a person sees when he or she clicks through a brand's target site.
A)True
B)False
Q3) ________ occurs when a user is unable to transfer social contacts and content from one social network to another.
A) Social lock in
B) Message internalization
C) Social interaction
D) Statuscasting
E) Stickiness
Q4) Reflect on what makes a social network site personally "sticky" to you.
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Chapter 6: Social Publishing
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Sample Questions
Q1) An article that is written to promote a company's expertise in the field is labeled as a ________ article.
A) counterfeit
B) branded
C) organic
D) dynamic
E) sponsored
Q2) An example of a sponsored conversation is paying bloggers to endorse products.
A)True
B)False
Q3) Which of the following is NOT an on-site search engine optimization tactic?
A) optimizing content value
B) modifying site characteristics
C) optimizing tags
D) publishing related content elsewhere with links to original Linkwheel structure
E) modifying keywords
Q4) Information and news networks are examples of social publishing zone channels.
A)True
B)False
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Chapter 7: Social Entertainment
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102 Flashcards
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Sample Questions
Q1) Which one of the following statements is FALSE regarding ARGs?
A) The ARG story unfolds as a mystery that invites players to solve clues before more of the narrative is revealed.
B) The ARG players are real people.
C) ARG players never feel the need to compete with each other to solve the mystery.
D) ARG stories are fluid and unpredictable.
E) ARG players especially rely on social communities.
Q2) The storefront of Target appears in the game you are playing.This is an example of a(n)________.
A) display ad
B) achievement badge
C) dark ad
D) transactional ad
E) product placement
Q3) Plot placement results in enhanced brand purchase.
A)True
B)False
Q4) What are the key differences between casual and core games?
Q5) Reflect on your opinion about the various types of product placements.
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Chapter 8: Social Commerce
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Sample Questions
Q1) Which of the following social commerce approach characteristics is labeled as advocacy?
A) Acknowledge opinions that were invited, incentivized, or facilitated by the brand.
B) Enable consumers to rate the value of opinions offered on the site.
C) Make it easy for users to share reviews on blogs and social networking platforms.
D) Acknowledge the value of the opinions customers offer.
E) Encourage consumers to contribute posts.
Q2) Which of the following social commerce approach characteristics is labeled as participatory?
A) Acknowledge opinions that were invited, incentivized, or facilitated by the brand.
B) Enable consumers to rate the value of opinions offered on the site.
C) Make it easy for users to share reviews on blogs and social networking platforms.
D) Acknowledge the value of the opinions customers offer.
E) Encourage consumers to contribute posts.
Q3) What products have you (or your friends or family)bought due to the influence tactic of reciprocity?
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Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) The process of monitoring answers all of the following questions EXCEPT:
A) How many times was the search term found?
B) Who else read the search term found?
C) Where was the search term found?
D) Who mentioned the search term?
E) When was the search term found?
Q2) Coca-Cola buys information on its competitors from a syndicated source for a SWOT analysis it is conducting.As defined in this question,this information is:
A) ethnographic research.
B) social media research.
C) secondary research.
D) primary research.
E) observational research.
Q3) Observational research suffers from a high risk of subjective bias.
A)True
B)False
Q4) Create a few sentences regarding your opinions about Walmart and identify the sentiment indicators in the sentences.
Q5) Reflect on the challenges for social media research to define a population.
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Chapter 10: Social Media Metrics
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Sample Questions
Q1) Reach is defined as:
A) the number of people exposed to the message.
B) the average number of times someone is exposed.
C) the ability to draw repeat visits and to keep people.
D) a comparison of how well different creative executions generate a response.
E) the number of people exposed to an online ad who actually select to see it.
Q2) It can be a challenge to identify how many unique blog readers one has.
A)True
B)False
Q3) Which of the following is an example of a question answered by a content loyalty metric?
A) Who is interacting with and utilizing the brand-generated and consumer-generated content?
B) Who is adding to or changing your content by continuing the conversation with response posts?
C) How many consumers have subscribed to branded content with RSS feeds?
D) What is the comment-to-post ratio?
E) Is the number of friends-to-brand profiles growing?
Q4) Reflect on what is so important about measurement of outcomes in social media marketing.
Page 12
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