Question 1

What is the purpose of the PRSA Member Statement of Professional Values?

Accepted Answer

The Member Statement of Professional Val

Question 2

Consumer-generated marketing (CGM) ________.

Accepted Answer

A)  is most effective in non-electronic communication environments. 
B)  emphasizes expensive, well-targeted advertising messages. 
C)  works best in large metropolitan areas. 
D)  relies solely on digital communication outlets. 
E)  encourages consumers to create marketing messages themselves. 
A)  is most effective in non-electronic communication environments. 
B)  emphasizes expensive, well-targeted advertising messages. 
C)  works best in large metropolitan areas. 
D)  relies solely on digital communication outlets. 
E)  encourages consumers to create marketing messages themselves.

Question 3

Public relations played a major role in the successful publication of the final installation of the Harry Potter books by ________.

Accepted Answer

A)  building anticipation for the book's release 
B)  providing the back story on the upcoming film version 
C)  embargoing any hint of the book's plot 
D)  investing heavily in conventional advertising strategies 
E)  limiting supply of the book in its first week of sales 
A)  building anticipation for the book's release 
B)  providing the back story on the upcoming film version 
C)  embargoing any hint of the book's plot 
D)  investing heavily in conventional advertising strategies 
E)  limiting supply of the book in its first week of sales

Question 4

The marketing mix is an assortment of tools that ________.

Accepted Answer

A)  marketers use to manage the consumer purchase process 
B)  public relations agencies employ to conduct public opinion research 
C)  marketers use exclusively to formulate MPR campaigns 
D)  media outlets utilize to measure audience response 
E)  consumers use to make online recommendations 
A)  marketers use to manage the consumer purchase process 
B)  public relations agencies employ to conduct public opinion research 
C)  marketers use exclusively to formulate MPR campaigns 
D)  media outlets utilize to measure audience response 
E)  consumers use to make online recommendations

Question 5

The PRSA ethics code ________.

Accepted Answer

A)  provides public relations practitioners a constructive way to frame ethical issues in their profession. 
B)  is used by the federal government to prosecute ethics violators in the private sector. 
C)  was first drafted by Edward Bernays. 
D)  helps mass media organizations to develop their own editorial policies. 
E)  is merely theoretical and used mostly to teach communication ethics to students. 
A)  provides public relations practitioners a constructive way to frame ethical issues in their profession. 
B)  is used by the federal government to prosecute ethics violators in the private sector. 
C)  was first drafted by Edward Bernays. 
D)  helps mass media organizations to develop their own editorial policies. 
E)  is merely theoretical and used mostly to teach communication ethics to students.

Question 6

What is one critical indication that an MPR campaign is becoming successful?

Accepted Answer

A)  Journalists call for more information. 
B)  Media mentions diminish significantly. 
C)  A firm launches an advertising campaign. 
D)  The media stop reporting your story. 
E)  A firm develops a crisis communication plan. 
A)  Journalists call for more information. 
B)  Media mentions diminish significantly. 
C)  A firm launches an advertising campaign. 
D)  The media stop reporting your story. 
E)  A firm develops a crisis communication plan.

Question 7

Public relations practitioners define a public as a ________.

Accepted Answer

A)  key audience segment in an advertising campaign 
B)  group of people who shop for products based on brand recognition 
C)  media organization responsible for distributing messages 
D)  group that affect an organization and is affected by the organization's activities 
E)  measurement of audience response to a promotional message 
A)  key audience segment in an advertising campaign 
B)  group of people who shop for products based on brand recognition 
C)  media organization responsible for distributing messages 
D)  group that affect an organization and is affected by the organization's activities 
E)  measurement of audience response to a promotional message

Question 8

When the source of conversation about a product is trustworthy, consumers are more likely to purchase the product and, in turn, talk about it.

Accepted Answer

A) True 
 B)False

Question 9

How do word-of-mouth and buzz differ from traditional public relations?

Accepted Answer

Word-of-mouth and buzz are examples of

Question 10

Goods and services ________.

Accepted Answer

A)  constitute two categories of products, along with ideas 
B)  are exclusively promoted through public relations 
C)  exist solely in a market economy 
D)  are used only by consumers, not businesses 
E)  are unlikely to be promoted in an MPR campaign 
A)  constitute two categories of products, along with ideas 
B)  are exclusively promoted through public relations 
C)  exist solely in a market economy 
D)  are used only by consumers, not businesses 
E)  are unlikely to be promoted in an MPR campaign

Question 11

MPR relies on intermediaries to spread the word about a firm's products and brands.

Accepted Answer

A) True 
 B)False

Question 12

The Falcon's Lair wants to increase business by selling more products overseas.

Accepted Answer

A) True 
 B)False

Question 13

Clorox's partnership with the Sierra Club to launch a line of green cleaning products is an example of a firm ________.

Accepted Answer

A)  using advertising to reach a mass consumer audience 
B)  reaching out to various stakeholders to create a positive public impression 
C)  abandoning its traditional consumer base 
D)  launching a new product without need for psychographic testing 
E)  bowing to government pressure 
A)  using advertising to reach a mass consumer audience 
B)  reaching out to various stakeholders to create a positive public impression 
C)  abandoning its traditional consumer base 
D)  launching a new product without need for psychographic testing 
E)  bowing to government pressure

Question 14

Consumer generated marketing is a marketing effort that puts the creation of marketing messages in the hands of consumers.

Accepted Answer

A) True 
 B)False

Question 15

Establishing a direct correlation between ROI and MPR activities is fairly easy.

Accepted Answer

A) True 
 B)False

Question 16

Intermediaries are ________.

Accepted Answer

A)  firms that broker media space and time for advertisers 
B)  organizations or individuals that pass product messages from a firm to consumers 
C)  media measurement firms that rate the satisfaction of online purchasers 
D)  consumers who volunteer to test new product releases 
E)  media representatives who negotiate advertising rates 
A)  firms that broker media space and time for advertisers 
B)  organizations or individuals that pass product messages from a firm to consumers 
C)  media measurement firms that rate the satisfaction of online purchasers 
D)  consumers who volunteer to test new product releases 
E)  media representatives who negotiate advertising rates

Question 17

Describe the marketing mix in detail.

Accepted Answer

The marketing mix is the method by which

Question 18

Explain in complete terms the nine basic rules of MPR.

Accepted Answer

Regardless of the tactics a marketer emp

Question 19

The fact that most U.S. companies do not have a formal MPR process is puzzling because ________.

Accepted Answer

A)  MPR efforts are highly credible and relatively inexpensive to conduct 
B)  MPR is the oldest form of marketing communication in America 
C)  MPR has replaced public relations and advertising as the preferred mode of promotional communication 
D)  MPR is taught in practically every business school 
E)  MPR accounts for every case of successful crisis management 
A)  MPR efforts are highly credible and relatively inexpensive to conduct 
B)  MPR is the oldest form of marketing communication in America 
C)  MPR has replaced public relations and advertising as the preferred mode of promotional communication 
D)  MPR is taught in practically every business school 
E)  MPR accounts for every case of successful crisis management

Question 20

Stakeholders generally include a firm's current customers, but not its prospective customers.

Accepted Answer

A) True 
 B)False

What is the purpose of the PRSA Member Statement of Professional Values?

Consumer-generated marketing (CGM) ________.

Public relations played a major role in the successful publication of the final installation of the Harry Potter books by ________.

The marketing mix is an assortment of tools that ________.

The PRSA ethics code ________.

What is one critical indication that an MPR campaign is becoming successful?

Public relations practitioners define a public as a ________.

When the source of conversation about a product is trustworthy, consumers are more likely to purchase the product and, in turn, talk about it.

How do word-of-mouth and buzz differ from traditional public relations?

Goods and services ________.

MPR relies on intermediaries to spread the word about a firm's products and brands.

The Falcon's Lair wants to increase business by selling more products overseas.

Clorox's partnership with the Sierra Club to launch a line of green cleaning products is an example of a firm ________.

Consumer generated marketing is a marketing effort that puts the creation of marketing messages in the hands of consumers.

Establishing a direct correlation between ROI and MPR activities is fairly easy.

Intermediaries are ________.

Describe the marketing mix in detail.

Explain in complete terms the nine basic rules of MPR.

The fact that most U.S. companies do not have a formal MPR process is puzzling because ________.

Stakeholders generally include a firm's current customers, but not its prospective customers.

Marketing Public Relations and the Marketing Communications Mix

MPR and the Organizations IT Serves

The Mpr Framework

About the Media

Non-Media Connectors and Word-Of-Mouth

Building a Connector List

The Press Kit and Press Release

Selling the Story

Social Media

Events

Experts and Interviews

Crisis Management

Planning and Measuring

Filters

Exam 1: An Introduction to Marketing Public Relations

What is the purpose of the PRSA Member Statement of Professional Values?

Consumer-generated marketing (CGM) ________.

Public relations played a major role in the successful publication of the final installation of the Harry Potter books by ________.

The marketing mix is an assortment of tools that ________.

The PRSA ethics code ________.

What is one critical indication that an MPR campaign is becoming successful?

Public relations practitioners define a public as a ________.

When the source of conversation about a product is trustworthy, consumers are more likely to purchase the product and, in turn, talk about it.

How do word-of-mouth and buzz differ from traditional public relations?

Goods and services ________.

MPR relies on intermediaries to spread the word about a firm's products and brands.

The Falcon's Lair wants to increase business by selling more products overseas.

Clorox's partnership with the Sierra Club to launch a line of green cleaning products is an example of a firm ________.

Consumer generated marketing is a marketing effort that puts the creation of marketing messages in the hands of consumers.

Establishing a direct correlation between ROI and MPR activities is fairly easy.

Intermediaries are ________.

Describe the marketing mix in detail.

Explain in complete terms the nine basic rules of MPR.

The fact that most U.S. companies do not have a formal MPR process is puzzling because ________.

Stakeholders generally include a firm's current customers, but not its prospective customers.

Marketing Public Relations and the Marketing Communications Mix

MPR and the Organizations IT Serves

The Mpr Framework

About the Media

Non-Media Connectors and Word-Of-Mouth

Building a Connector List

The Press Kit and Press Release

Selling the Story

Social Media

Events

Experts and Interviews

Crisis Management

Planning and Measuring

Filters