Question 1

In the twentieth century, the public relations profession was reshaped by one of the following events:

Accepted Answer

A)  the growth of electronic media. 
B)  the split of public relations functions from advertising agencies. 
C)  the rise of the patent medicine industry. 
D)  the decline of mergers and acquisitions in big business. 
E)  the failure of international organizations to codify the practice of public relations. 
A)  the growth of electronic media. 
B)  the split of public relations functions from advertising agencies. 
C)  the rise of the patent medicine industry. 
D)  the decline of mergers and acquisitions in big business. 
E)  the failure of international organizations to codify the practice of public relations. A

Question 2

Which industry gave advertising and public relations a bad reputation in their infancy that they are still trying to overcome today?

Accepted Answer

A)  entertainment. 
B)  railroad. 
C)  meat-packing. 
D)  patent medicine. 
E)  liquor. 
A)  entertainment. 
B)  railroad. 
C)  meat-packing. 
D)  patent medicine. 
E)  liquor. D

Question 3

In 2006 the Walt Disney Parks and Resorts launched a new theme for its integrated global marketing efforts. Which of the following was not identified as an integrated marketing strategy element:

Accepted Answer

A)  Disney used research to gain insight on customer appeal. 
B)  Disney used the theme, "Year of a Million Dreams" in its publicity and promotional materials. 
C)  Disney sent out several messages over a broad a spectrum of media to appeal to the largest number of customers possible. 
D)  Disney positioned itself as a "transformational experience" to all age groups. 
E)  Disney used both qualitative and quantitative research to shape its message. 
A)  Disney used research to gain insight on customer appeal. 
B)  Disney used the theme, "Year of a Million Dreams" in its publicity and promotional materials. 
C)  Disney sent out several messages over a broad a spectrum of media to appeal to the largest number of customers possible. 
D)  Disney positioned itself as a "transformational experience" to all age groups. 
E)  Disney used both qualitative and quantitative research to shape its message. C

Question 4

A small web-design firm has hired a public relations professional to conduct research on business community needs. This information will form the basis of their upcoming strategic public relations campaign and new product development. This is an example of

Accepted Answer

A)  press agentry. 
B)  two-way asymmetrical. 
C)  two-way symmetrical. 
D)  public information. 
E)  promotions. 
A)  press agentry. 
B)  two-way asymmetrical. 
C)  two-way symmetrical. 
D)  public information. 
E)  promotions.

Question 5

If you were to examine a company's business practices to determine if it uses an integrated business communication model, which of the following would not be a consideration:

Accepted Answer

A)  Communication focuses on building lifetime relationships. 
B)  Communication tactics are based on target audience research. 
C)  Messages are integrated across departments. 
D)  Databases are built primarily on sales figures. 
E)  One voice/one message is consistently used for all communication. 
A)  Communication focuses on building lifetime relationships. 
B)  Communication tactics are based on target audience research. 
C)  Messages are integrated across departments. 
D)  Databases are built primarily on sales figures. 
E)  One voice/one message is consistently used for all communication.

Question 6

Which statement is true concerning the role of publics in business communication?

Accepted Answer

A)  Publics, in general, remain constant despite changes in the market. 
B)  Publics can dispel rumours and build positive brand image. 
C)  Internal publics are usually not concerned with the communication style used by management. 
D)  External publics are not concerned with an organization's public performance. 
E)  External publics would include the families of employees. 
A)  Publics, in general, remain constant despite changes in the market. 
B)  Publics can dispel rumours and build positive brand image. 
C)  Internal publics are usually not concerned with the communication style used by management. 
D)  External publics are not concerned with an organization's public performance. 
E)  External publics would include the families of employees.

Question 7

Aristotle developed the rhetoric of persuasion that included ethos, pathos and logos. Ethos refers to

Accepted Answer

A)  emotional appeals. 
B)  logical appeals. 
C)  the power of the speaker. 
D)  knowing the audience. 
E)  intellectual appeals. 
A)  emotional appeals. 
B)  logical appeals. 
C)  the power of the speaker. 
D)  knowing the audience. 
E)  intellectual appeals.

Question 8

In the off-season, a local football team hires a communications expert to set up interviews with the town's newspaper and radio stations. Owners are hoping this effort will increase the team's visibility and encourage more people to attend the games. This is an example of

Accepted Answer

A)  public information. 
B)  two-way asymmetrical. 
C)  two-way symmetrical. 
D)  publicity. 
E)  promotions. 
A)  public information. 
B)  two-way asymmetrical. 
C)  two-way symmetrical. 
D)  publicity. 
E)  promotions.

In the twentieth century, the public relations profession was reshaped by one of the following events:

Which industry gave advertising and public relations a bad reputation in their infancy that they are still trying to overcome today?

In 2006 the Walt Disney Parks and Resorts launched a new theme for its integrated global marketing efforts. Which of the following was not identified as an integrated marketing strategy element:

A small web-design firm has hired a public relations professional to conduct research on business community needs. This information will form the basis of their upcoming strategic public relations campaign and new product development. This is an example of

If you were to examine a company's business practices to determine if it uses an integrated business communication model, which of the following would not be a consideration:

Which statement is true concerning the role of publics in business communication?

Aristotle developed the rhetoric of persuasion that included ethos, pathos and logos. Ethos refers to

In the off-season, a local football team hires a communications expert to set up interviews with the town's newspaper and radio stations. Owners are hoping this effort will increase the team's visibility and encourage more people to attend the games. This is an example of

The Building Blocks of Communication

The Complex World of the Sender

Knowing the Receivers of Your Messages

Breaking Through the Noise

Communication Channels

External Communication: Messaging to Your Publics

Internal Communications: Messaging Within Your Company

The Importance of Effective Communication in the Workplace

Issues of Organizational Leadership

Global Communication Expands

Communication in the New Management World

Emerging Issues Affecting Communication Strategy

New Focus on Responsible Communication

Looking Ahead

Filters

Exam 6: Business Communication, Public Relations and Integrated Marketing Communication

In the twentieth century, the public relations profession was reshaped by one of the following events:

Which industry gave advertising and public relations a bad reputation in their infancy that they are still trying to overcome today?

In 2006 the Walt Disney Parks and Resorts launched a new theme for its integrated global marketing efforts. Which of the following was not identified as an integrated marketing strategy element:

A small web-design firm has hired a public relations professional to conduct research on business community needs. This information will form the basis of their upcoming strategic public relations campaign and new product development. This is an example of

If you were to examine a company's business practices to determine if it uses an integrated business communication model, which of the following would not be a consideration:

Which statement is true concerning the role of publics in business communication?

Aristotle developed the rhetoric of persuasion that included ethos, pathos and logos. Ethos refers to

In the off-season, a local football team hires a communications expert to set up interviews with the town's newspaper and radio stations. Owners are hoping this effort will increase the team's visibility and encourage more people to attend the games. This is an example of

The Building Blocks of Communication

The Complex World of the Sender

Knowing the Receivers of Your Messages

Breaking Through the Noise

Communication Channels

External Communication: Messaging to Your Publics

Internal Communications: Messaging Within Your Company

The Importance of Effective Communication in the Workplace

Issues of Organizational Leadership

Global Communication Expands

Communication in the New Management World

Emerging Issues Affecting Communication Strategy

New Focus on Responsible Communication

Looking Ahead

Filters