Communication Campaigns
Mock Exam
Course Introduction
This course explores the strategic planning, development, and execution of communication campaigns across various media platforms. Students will examine theoretical models and practical approaches to crafting persuasive messages that effect change in public opinion, behavior, or policy. The curriculum covers audience analysis, message design, channel selection, evaluation of campaign effectiveness, and ethical considerations in campaign work. Through case studies and project-based learning, students will gain hands-on experience in designing, implementing, and assessing campaigns for commercial, political, and social purposes.
Recommended Textbook
Public Relations Strategies and Tactics 11th Edition by Dennis L. Wilcox
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21 Chapters
619 Verified Questions
619 Flashcards
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Page 2
Chapter 1: What Is Public Relations
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31 Verified Questions
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Sample Questions
Q1) Which of the following terms is generally associated within the accepted definitions of public relations?
A) promotion
B) management
C) profitability
D) mutually beneficial outcomes
Answer: B
Q2) Public relations is a worldwide industry.While it is most developed in the U.S.,what country is considered the "new frontier" for public relations?
A) Japan.
B) United States.
C) South Africa.
D) China.
Answer: D
Q3) A flack is an endearing term for a public relations practitioner that describes a hardworking,entrepreneurial type.
A)True
B)False
Answer: False
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Page 3
Chapter 2: The Evolution of Public Relations
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Sample Questions
Q1) In 1900,Henry Ford obtained coverage of the Model T automobile by demonstrating it to a reporter from the Detroit Tribune newspaper.
A)True
B)False
Answer: True
Q2) Which term best describes new innovations such as YouTube and MySpace?
A) social media
B) news media
C) direct media
D) symmetrical media
Answer: A
Q3) Women constitute about 70 percent of all public relations practitioners.
A)True
B)False
Answer: True
Q4) Moss Kendrix was known for the saying "What the public thinks counts!"
A)True
B)False
Answer: True
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Chapter 3: Ethics and Professionalism
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Sample Questions
Q1) Fairness is a core value stipulated by PRSA.
A)True
B)False
Answer: True
Q2) What is the best-known think tank for public relations?
A) The Institute for Public Relations
B) PRSA
C) IABC
D) The PR Management Database
Answer: A
Q3) In terms of gender,PRSA's membership is now primarily male
A)True
B)False
Answer: False
Q4) When is it ok to say "no comment," along with an explanation?
A) No comment is always a viable option
B) When there are mitigating circumstances surrounding an event
C) When there is now way to be honest
D) When the practitioner is trying to hide something
Answer: A
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Chapter 4: Public Relations Departments and Firms
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30 Verified Questions
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Sample Questions
Q1) You are the public relations director for an organization.The company has never outsourced before,and you've been in charge of communications for more than a decade.However,the company is undergoing some changes,and is planning to launch a major new campaign.Your supervisor,the director of marketing,suggests that you outsource the campaign to a nearby firm with a good reputation for special events and launches.Do you see this is a wise move? Do you believe that you should have a say in the matter,and to what extent? What should your role be,specifically,if the campaign is outsourced? How would you bring the firm up to speed about your company/mission?
Q2) "Turf battles" between public relations personnel and human resources managers are relatively non-existent because the two areas rarely overlap.
A)True
B)False
Q3) A good source of information about public relations counseling firms is the A) PRSA guidebook
B) The National Book of Lists
C) The Council of Public Relations Firms
D) the local phone book
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Chapter 5: Research
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Sample Questions
Q1) A typical "margin of error" for a sample of 100 people is
A) 1 percent.
B) 10 percent.
C) 3 percent.
D) 8 percent.
Q2) An intercept interview would most likely occur in a
A) stealth, front-group campaign.
B) political campaign.
C) pairing with ethnographic procedures.
D) shopping mall.
Q3) What is a problem with Web and e-mail surveys?
A) cost
B) time
C) self-report bias
D) low response rate
Q4) An "intercept" interview usually involves the cross-pollination of ideas among related departments,such as marketing and advertising,in order to intercept key ideas of like stakeholders.
A)True
B)False
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Chapter 6: Program Planning
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31 Verified Questions
31 Flashcards
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Sample Questions
Q1) A strategy is basically:
A) measuring objectives.
B) how objectives are met/achieved.
C) a situation analysis.
D) tactical response.
Q2) A useful way to organize the timing of a campaign is
A) tactics by media category
B) tactics by objective
C) tactics by length of implementation
D) list strategies and then fill in tactics
Q3) Systematic planning can prevent haphazard,ineffective communication.
A)True
B)False
Q4) The lion's share of any public relations budget is earmarked for staff and administrative time.
A)True
B)False
Q5) A Gantt chart is often used in compiling timetables for campaigns.
A)True
B)False
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Chapter 7: Communication
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31 Verified Questions
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Sample Questions
Q1) According to Rogers,these individuals are often skeptical and somewhat resistant but eventually bow to peer pressure.
A) early adopters
B) late majority
C) laggards
D) early majority
Q2) Mass media have the most influence in what stages of the adoption process?
A) awareness and interest
B) awareness and trial
C) evaluation and trial
D) interest and evaluation
Q3) Wilbur Schramm's communication model was later adapted to include the concept of"Shared experience."
A)True
B)False
Q4) The goals of communication are to persuade passive publics,with "mutual understanding" being a lesser emphasis for the practitioner.
A)True
B)False
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Chapter 8: Evaluation
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Sample Questions
Q1) Using databases and computer software to analyze content of media placement is quite common with this technique.
A) benchmarking
B) systematic tracking
C) day-after-recall
D) environmental scanning
Q2) Pretesting an audience is usually involved with a(n)
A) comment card.
B) organizational audit.
C) split message technique.
D) pilot test.
Q3) In systematic tracking,some practitioners take the approach of calculating the cost of advertising for the same amount of space,and then multiplying that total three to six times to reflect that a news story has higher credibility than an ad.
A)True
B)False
Q4) Quantitative analysis should be avoided in evaluating the success of a meeting.
A)True
B)False
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Chapter 9: Public Opinion and Persuasion
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29 Verified Questions
29 Flashcards
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Sample Questions
Q1) The selection of certain facts,themes,and treatments to shape a story is known as A) transfer.
B) propaganda.
C) agenda setting.
D) framing.
Q2) Once self-interest is involved,opinion is
A) adaptable.
B) not easily changed.
C) based on current events/issues.
D) usually made public.
Q3) Aristotle's concept of "ethos" deals with notion of credibility.
A)True
B)False
Q4) Which of the following is an informal opinion leader?
A) Brad Pitt
B) the governor of Kansas
C) the president of Ford Motor Company
D) the head of the Sierra Club
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Chapter 10: Conflict Management: Dealing With
Issues,Risks,and Crises
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Sample Questions
Q1) The more complex a situation,the higher the perception of risk.
A)True
B)False
Q2) Muscular public relations is primarily associated with
A) fair play and competition.
B) persistence and passion.
C) strength and steadiness.
D) networking and positioning.
Q3) Which of the following is a way to reduce offensiveness in a conflict?
A) mortification
B) compensation
C) persuasion
D) denial
Q4) Which is NOT a strategy (from Benoit)for image restoration?
A) mortification
B) caution
C) denial
D) reduce offensiveness
Page 12
Q5) Cite a recent example where an organization has used "muscular" public relations.What tactics (they used)buttress your arguments?
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Chapter 11: Reaching Diverse Audiences
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Sample Questions
Q1) What 2012 event demonstrated the importance of reaching out to different demographic groups?
A) the Olympics
B) newspaper circulation drop
C) a tsunami in Malaysia
D) the presidential election
Q2) Which is NOT indicative of the Hispanic audience?
A) Like most young people, they are heavy social media users.
B) They listen to radio more than other audiences.
C) They are more likely to read American press than Hispanic-based publications.
D) Television programs do especially well in the 18-34 demographic.
Q3) Which is typical of the GLBT community?
A) They are offended by ads that specifically target a gay/lesbian audience.
B) Their combined purchasing power is about $750 million.
C) They exhibit low brand loyalty.
D) "One size fits all" messaging works with this group.
Q4) Cite an organization that has been "visionary" and proactive in targeting the Hispanic market.Note specific tactics and examples and what research may have been involved in the planning process.
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Chapter 12: Public Relations and the Law
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31 Verified Questions
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Sample Questions
Q1) Which is a concept inherent with "green" marketing?
A) bottom-line objectives
B) philanthropy
C) "low-carb" promotion
D) lowering gas prices
Q2) Most lawsuits and complaints involving employee newsletters are usually the result of
A) feature articles about employee hobbies.
B) misappropriation of personality.
C) "personals" columns.
D) use of employee pictures without signed releases.
Q3) Part of a copyrighted article that may be quoted directly,but brief in relation to the original work,refers to
A) fair comment.
B) disclosure.
C) fair use.
D) trademark.
Q4) Press releases are not considered commercial speech.
A)True
B)False
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Chapter 13: The Internet and Social Media
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19 Flashcards
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Sample Questions
Q1) Individuals using smartphones spend most of their time:
A) texting
B) talking on the phone
C) accessing various apps
D) downloading material
Q2) Bloggers are different from other journalists in that:
A) you can give them more information than traditional media.
B) they can get away with publishing non-verified information.
C) it is easier to form relationships with them.
D) there is no difference in how you should treat them.
Q3) Organizations enter the blogosphere to achieve real-time communication with key stakeholders.
A)True
B)False
Q4) Many organizations are setting up their own blogs as a means of answering critics.
A)True
B)False
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Chapter 14: Preparing Materials for Mass Media
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Sample Questions
Q1) What is integral to photo composition?
A) emphasize entire scenes
B) headroom.
C) include a number of key individuals to enhance publishing chances
D) no gaps between individuals and objects
Q2) The purpose of a corporate profile is different than that of a product fact sheet.
A)True
B)False
Q3) The key to a successful news release when sent by e-mail:
A) using Word attachments.
B) including more details than the print release version.
C) to get to the point quickly.
D) accompanied by artwork/photography.
Q4) Reporters don't appreciate confidence and humor.
A)True
B)False
Q5) The best media pitches follow a standard format.
A)True
B)False
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Chapter 15: Radio and Television
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31 Verified Questions
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Sample
Questions
Q1) What are the key elements that should be included in a public service announcement for television? What are the most important elements that should be addressed regardless of time constraints (i.e.,15-second spot),and what elements should be elaborated upon or added for longer versions (30 or 60 seconds)? Cite specific examples of how times and "formats"/versions varied.
Q2) Which is a guideline for a successful satellite media tour?
A) pitch the SMT to just a few organizations
B) do not send promotional items to stations
C) accompany them with media alerts
D) resist follow-up calls to producers
Q3) What is a major difference between an audio news release and print version?
A) writing style
B) ANRs are usually more like advertisements
C) ANRs can be longer
D) ANR is less concise
Q4) B-roll footage is often associated with and accompanies video news releases.
A)True
B)False
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Page 17
Chapter 16: Meetings and Events
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Sample Questions
Q1) Individuals attending a meeting or event are more emotionally involved in the process since they use all five of their senses-hearing,sight,touch,smell,taste.
A)True
B)False
Q2) A consideration when planning a trade show booth is:
A) make display booth visually attractive.
B) avoid noisy videos or slide shows.
C) to make it understated.
D) to have the CEO available at all times.
Q3) Open houses are customarily:
A) held after normal business hours.
B) half-day events.
C) held to reveal the personality of the CEO.
D) One-day events.
Q4) On the day of an event,you should:
A) get a final count of reservations.
B) confirm the menu in writing.
C) organize a phone committee.
D) discuss the nature of the speaker's talk.
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Chapter 17: Corporations
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Sample Questions
Q1) Employers should delay a bit in informing laid-off employees because of psychological factors.
A)True
B)False
Q2) Yoplait yogurt's support of the breast cancer research (donating 10 cents for each pink Yoplait lid customers send in)is a form of
A) cause-related marketing.
B) consumer activism.
C) product placement.
D) corporate sponsorship.
Q3) Which of the following is a key social issue in the workplace?
A) sexual harassment
B) networking/pressures
C) diversity
D) stealing
Q4) The newest trend in product publicity is product placement.
A)True
B)False
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Page 19
Chapter 18: Entertainment, Sports, and Tourism
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Sample Questions
Q1) A steady output of information about a movie or television production is called
A) press agentry.
B) viral marketing.
C) mainstreaming.
D) the drip-drip-drip technique.
Q2) For publicity of plays,it is important to:
A) establish partnerships with other arts organizations
B) use an established call or mailing list
C) never extend special invitations to journalists
D) write prepared feature stories or "readers"
Q3) A problem in tourism promotion is:
A) who pays for the journalist's trip?
B) appealing to seniors.
C) getting a journalist's attention.
D) dealing with embassies.
Q4) An exciting twist for travel and tourism publicity is the use of the Internet.
A)True
B)False
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Page 20
Chapter 19: Politics and Government
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Sample Questions
Q1) The federal government spends several hundred million dollars a year on:
A) advancing the objectives of government officials.
B) public service advertising.
C) influencing the voting of the general public.
D) changing public policy.
Q2) Grassroots lobbying includes the use of websites and advocacy ads.
A)True
B)False
Q3) A popular and long-running "localization" effort by government relations specialists is the
A) recruiting through middle-school visits.
B) Mayors' Coalition for Freedom.
C) partnering with local grocery stores for publicity initiatives.
D) distribution of hometown releases by the military.
Q4) One of the largest spenders on lobbying in Washington is Google.
A)True
B)False
Q5) PIOs provide routine information to the public on policies and programs.
A)True
B)False
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Chapter 20: Global Public Relations
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Sample Questions
Q1) Religious involvement is stressed in the "World Citizens Guide."
A)True
B)False
Q2) Today,almost every global public relations firm has an office in
A) Boston.
B) Budapest.
C) Bangkok.
D) Beijing.
Q3) Which of the following is a basic objective for U.S.firms working for foreign governments?
A) change attitudes and behaviors of dissident factions
B) to change public opinion
C) increase nationalism
D) decrease trade tariffs
Q4) A major reason why foreign corporations retain public relations counsel in the U.S.is to support expansion of their markets.
A)True
B)False
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Page 22
Chapter 21: Nonprofit, Health, and Education
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Sample Questions
Q1) The most rich source for donations in higher education is generally considered to be A) alumni.
B) sports fan.
C) state legislators.
D) lottery funds.
Q2) The chief public relations officer of a college of university is the A) provost.
B) communications director.
C) president.
D) chairperson of the board of trustees.
Q3) Does (or did)your high school have a "formal" public relations office or structure,and who is responsible for working with key publics? Cite instances in which a trained practitioner could have aided in a situation that turned into a problem or even a major crisis.
Q4) Most large educational institutions have abandoned seeking money from government.
A)True
B)False
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