Public Relations Study Guide Questions
Course Introduction
Public Relations is a comprehensive course that explores the fundamental theories, principles, and practices involved in managing communication between organizations and their publics. Students will examine the strategic role of public relations in building and maintaining relationships, shaping public perception, and responding to challenges and opportunities in both traditional and digital media landscapes. The course covers key topics such as media relations, crisis communication, campaign planning, ethics, and social responsibility, equipping students with practical skills for crafting effective press releases, managing events, and utilizing various communication tools to achieve organizational goals.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 7th Edition by Kenneth
Available Study Resources on Quizplus
15 Chapters
2969 Verified Questions
2969 Flashcards
Source URL: https://quizplus.com/study-set/1127
Page 2
E. Clow
Chapter 1: Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/22135
Sample Questions
Q1) An integrated marketing communications program should be viewed as an overall organizational process rather than a marketing plan or marketing function.
A)True
B)False
Answer: True
Q2) Standardization would be an effective GIMC tactic in the Middle East because of the variety of religions and cultures.
A)True
B)False
Answer: False
Q3) In terms of integration of media platforms, social spider-webbing occurs when consumers share content or information across multiple devices.
A)True
B)False
Answer: True
Q4) Describe brand parity.
Answer: Brand parity is the situation in which all products are basically equal in terms of the benefits they deliver.
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: Corporate Image and Brand Management
Available Study Resources on Quizplus for this Chatper
200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/22136
Sample Questions
Q1) Which type of brand name reveals what a company does?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
Answer: A
Q2) When customers purchase only one brand and consider no other brand, regardless of price differences, which exists?
A) brand involvement.
B) brand specialty.
C) brand loyalty.
D) brand parity.
Answer: C
Q3) A product's package is the first opportunity for a brand to make an impression on a consumer before a purchase is made.
A)True
B)False
Answer: False
Q4) What are the four types of brand names?
Answer: Overt names, implied names, conceptual names, iconoclastic names.
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Buyer Behaviors
Available Study Resources on Quizplus for this Chatper
204 Verified Questions
204 Flashcards
Source URL: https://quizplus.com/quiz/22137
Sample Questions
Q1) Selling to both consumers and businesses is known as dual-channel marketing.
A)True
B)False
Answer: True
Q2) The higher the perceived benefit a consumer receives from an external search for information, the less likely he or she will be to spend time searching for information.
A)True
B)False Answer: False
Q3) The gatekeeper is the individual in the business buying center who makes the eventual purchasing decision.
A)True
B)False Answer: False
Q4) The affect referral model of evaluating alternatives best fits with high involvement purchase situations.
A)True
B)False Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: The IMC Planning Process
Available Study Resources on Quizplus for this Chatper
191 Verified Questions
191 Flashcards
Source URL: https://quizplus.com/quiz/22138
Sample Questions
Q1) An auto parts supplier divides repair shops into those with the lowest, medium, and highest potential levels of sales and profits, which means the ________ segmentation approach is being used.
A) industry
B) geographic
C) customer value
D) usage
Q2) The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:
A) marketing dollars may not be spent efficiently.
B) there is little flexibility in how marketing dollars can be spent.
C) when sales go down, so does spending.
D) it shows a lack of commitment to marketing.
Q3) The NAICS/SIC code program is used in which type of business-to-business segmentation?
A) Industry
B) Company size
C) Geographic
D) Benefit
Q4) What are the major consumer market segments?
Page 6
To view all questions and flashcards with answers, click on the resource link above.
Chapter 5: Advertising Management
Available Study Resources on Quizplus for this Chatper
232 Verified Questions
232 Flashcards
Source URL: https://quizplus.com/quiz/22139
Sample Questions
Q1) A recent trend in media selection is to:
A) put media planners on the creative team.
B) use account planners to work with advertising agencies in designing advertising campaigns.
C) involve media companies in the latter stages of advertising campaign design.
D) involve media companies in the early stages of the advertising design process.
Q2) An advertising account planner is the key go-between for the advertising agency and the client company.
A)True
B)False
Q3) If a company's marketing manager says, "I have a good feeling about working with this advertising agency," chemistry is probably present.
A)True
B)False
Q4) A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set when making a purchase decision.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Advertising Design
Available Study Resources on Quizplus for this Chatper
282 Verified Questions
282 Flashcards
Source URL: https://quizplus.com/quiz/22140
Sample Questions
Q1) The goal of a humorous ad is to have consumers:
A) pause, remember, and act.
B) watch, laugh, and remember.
C) concentrate on the funny part.
D) ignore the musical element.
Q2) Cognitive message strategies are a common approach to developing a strong brand name.
A)True
B)False
Q3) Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish. For this type of ad, Rachel would be considered which type of endorser?
A) Celebrity
B) CEO
C) Expert
D) Typical person
Q4) A generic message is a direct promotion of a good or service without any claim of superiority.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Traditional Media Channels
Available Study Resources on Quizplus for this Chatper
209 Verified Questions
209 Flashcards
Source URL: https://quizplus.com/quiz/22141
Sample Questions
Q1) A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.
A)True
B)False
Q2) Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.
A)True
B)False
Q3) The three-exposure hypothesis suggests that consumers have selective attention processes as they consider advertisements.
A)True
B)False
Q4) If effective reach and/or effective frequency are too low:
A) the company needs a larger advertising budget.
B) the company has not spent all of its advertising budget.
C) some of the company's budget may be wasted on extra exposures.
D) the company will fail to attain its intended objectives.
Q5) What are the primary benefits of radio advertising? The primary problems?
Q6) What are the primary benefits of magazine advertising? The primary problems?
Page 9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Digital Marketing
Available Study Resources on Quizplus for this Chatper
231 Verified Questions
231 Flashcards
Source URL: https://quizplus.com/quiz/22142
Sample Questions
Q1) What is search engine optimization and how is it achieved?
Q2) According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities except:
A) identify the one word that describes the brand.
B) develop an SEO strategy.
C) choose the best communication channels.
D) cultivate an attitude of giving.
Q3) Samsung's marketing team wants to increase impressions and enhance ad recall. The best position for Samsung's video ads is:
A) pre-roll.
B) mid-roll.
C) post-roll.
D) either mid-roll or post-roll.
Q4) The majority of all web traffic begins at a(n):
A) company's front page.
B) individual's email site.
C) neutral site.
D) search engine.
Q5) Describe the characteristics of a successful e-commerce site.
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Social Media
Available Study Resources on Quizplus for this Chatper
180 Verified Questions
180 Flashcards
Source URL: https://quizplus.com/quiz/22143
Sample Questions
Q1) Niche social networking sites:
A) focus on a specific interest, hobby, or demographic group.
B) are broadly based and are designed to appeal to all demographics.
C) focus on developing business relationships.
D) allow individuals to share bookmarks of websites.
Q2) Social bookmarking sites:
A) focus on a specific interest, hobby, or demographic group.
B) are broadly based and are designed to appeal to all demographics.
C) focus on developing business relationships.
D) allow individuals to share bookmarks of websites.
Q3) Social media is any digital tool or venue that allows individuals to socialize on the web or in person.
A)True
B)False
Q4) A Coca-Cola study found a positive relationship between social buzz and sales of the brand.
A)True
B)False
Q5) Explain the differences in the terms social media, social network, and social media marketing.
11
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: Alternative Marketing
Available Study Resources on Quizplus for this Chatper
196 Verified Questions
196 Flashcards
Source URL: https://quizplus.com/quiz/22144
Sample Questions
Q1) Retailers prefer digital interactive point-of-purchase displays that consumers will notice and that have the capability of changing the message.
A)True
B)False
Q2) Which is associated with guerilla marketing rather than traditional marketing?
A) Measure success by sales
B) Grows by adding customers
C) Grows through existing customers and referrals
D) Aims messages at large groups
Q3) All of the following would be considered alternative media except:
A) local and state government facilities.
B) billboards.
C) escalators.
D) shopping bags.
Q4) An advantage of advertising in online video games is that ads can be targeted to specific demographic groups, location profiles that match where the person is playing, and specific types of game players.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Database and Direct Response Marketing and Personal Selling
Available Study Resources on Quizplus for this Chatper
200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/22145
Sample Questions
Q1) Typical goals for frequency or loyalty programs include all of the following except:
A) build brand parity.
B) induce cross-selling to existing customers.
C) differentiate a parity brand.
D) preempt the entry of a new brand.
Q2) When promotional materials are only sent to customers who have given their approval, the program is called:
A) direct mail.
B) internet marketing.
C) permission marketing.
D) a frequency program.
Q3) The sales presentation approach that resembles a joint-venture is the problem-solution approach.
A)True
B)False
Q4) The most common form of direct marketing is email.
A)True
B)False
Page 13
Q5) Identify and describe the three primary types of data-driven marketing programs.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 12: Sales Promotions
Available Study Resources on Quizplus for this Chatper
202 Verified Questions
202 Flashcards
Source URL: https://quizplus.com/quiz/22146
Sample Questions
Q1) For some products, such as automobiles, increasing the amount of a rebate no longer seems to spur additional sales activity, but discontinuing or reducing the rebate level tends to have an immediate negative impact on sales.
A)True
B)False
Q2) For ongoing products in highly-competitive markets, a bonus pack is an effective method of maintaining brand loyalty and reducing brand switching at a minimal cost.
A)True
B)False
Q3) It is not possible to offer sampling programs over the internet.
A)True
B)False
Q4) Providing a small sample of laundry detergent with the purchase of dryer sheets is ________ sampling.
A) direct
B) response
C) cross-ruff
D) media
To view all questions and flashcards with answers, click on the resource link above.
Page 14
Chapter 13: Public Relations and Sponsorship Programs
Available Study Resources on Quizplus for this Chatper
201 Verified Questions
201 Flashcards
Source URL: https://quizplus.com/quiz/22147
Sample Questions
Q1) A rodeo held in Dallas sponsored by Lee Jeans is an example of event marketing.
A)True
B)False
Q2) If a company uses an apology strategy in a negative crisis situation, it will only work if the public believes the apology is sincere and heartfelt.
A)True
B)False
Q3) Showing a sports star from a team that just won a championship on the cover of a box of Wheaties is an example of using the proactive damage control prevention strategy of enhancement.
A)True
B)False
Q4) A public relations hit can be a positive or negative news story.
A)True
B)False
Q5) Proactive damage control strategies include entitlings, enhancements, and crisis management.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Regulations and Ethical Concerns
Available Study Resources on Quizplus for this Chatper
184 Verified Questions
184 Flashcards
Source URL: https://quizplus.com/quiz/22148
Sample Questions
Q1) The Wheeler-Lea Amendment (1938) of the Federal Trade Commission Act prohibits false and misleading advertisements.
A)True
B)False
Q2) Occasionally the FTC bypasses its typical process and uses the court system to stop an unfair marketing practice. Of the following, which would be the most likely to trigger this type of action?
A) A company violates an FTC cease and desist order
B) A full commission of the FTC is not available to hear a case
C) A company violates a consent order
D) A company appeals a consent order
Q3) If Isabelle contacted a local Better Business Bureau about a particular landscaping service, she would receive a:
A) detailed report of all complaints filed against the company.
B) report about any complaints that were filed against the company by individuals.
C) copy of all communications the BBB had with the particular firm.
D) carefully worded report about any complaints that have been filed with the BBB against the company.
To view all questions and flashcards with answers, click on the resource link above.
Page 16
Chapter 15: Evaluating an Integrated Marketing Program
Available Study Resources on Quizplus for this Chatper
153 Verified Questions
153 Flashcards
Source URL: https://quizplus.com/quiz/22149
Sample Questions
Q1) PACT stands for position advertising copytesting.
A)True
B)False
Q2) When copytesting print ads, researchers often use which type of approach?
A) Portfolio test
B) Theater test
C) Regulatory test
D) Cognitive neuroscience
Q3) Position advertising copytesting (PACT) was designed originally to assist in the evaluation of digital ads.
A)True
B)False
Q4) In addition to copytesting, many advertising research firms such as Millward Brown also provide advertising agencies with emotional reaction charts that show how viewers feel about an advertisement as they are watching it.
A)True
B)False
Q5) What behavioral measures of advertising effectiveness are possible?
Q6) Describe advertising research tracking and what it can be used to evaluate.
Page 17
To view all questions and flashcards with answers, click on the resource link above.