Question 1

The final step of a public relations plan is usually

Accepted Answer

A)  measurement and evaluation. 
B)  situation analysis. 
C)  devising a strategy. 
D)  executing the plan. 
E)  setting objectives. 
A)  measurement and evaluation. 
B)  situation analysis. 
C)  devising a strategy. 
D)  executing the plan. 
E)  setting objectives.

Question 2

CAA issues a magazine to its members every season to share stories, travel opportunities, and tips on car maintenance. The magazine is an example of a special interest report.

Accepted Answer

A) True 
 B)False

Question 3

When a company finds itself in a crisis situation, __________ play(s) a vital role in reputation management.

Accepted Answer

A)  strategic planning 
B)  public relations 
C)  sales promotion 
D)  marketing departments 
E)  marketing communications 
A)  strategic planning 
B)  public relations 
C)  sales promotion 
D)  marketing departments 
E)  marketing communications

Question 4

The textbook states that "public relations have long been associated with the word 'spin'." Explain this statement and how it impacts PR today.

Accepted Answer

Spin implies that marketers ca

Question 5

When a company wants to measure the amount of exposure a recent story about a new product received in the media, it is measuring the outcome.

Accepted Answer

A) True 
 B)False

Question 6

A public relations plan usually involves five steps, the first of which is

Accepted Answer

A)  implementation. 
B)  establishing objectives. 
C)  devising a strategy. 
D)  a situation analysis. 
E)  evaluation. 
A)  implementation. 
B)  establishing objectives. 
C)  devising a strategy. 
D)  a situation analysis. 
E)  evaluation.

Question 7

Discuss a company that has faced a corporate crisis. How did they use public relations to alleviate the problem? What could they have done differently?

Accepted Answer

Examples will vary. The compan

Question 8

Mazda publishes a magazine called Zoom Zoom semi-annually to all its database customers. This is an example of a(n)

Accepted Answer

A)  booklet. 
B)  brochure. 
C)  media kit. 
D)  annual report. 
E)  Both A and B are correct. 
A)  booklet. 
B)  brochure. 
C)  media kit. 
D)  annual report. 
E)  Both A and B are correct.

Question 9

Social media has shifted the control of the message from the organization to the consumer.

Accepted Answer

A) True 
 B)False

Question 10

According to Steve Rubel, vice-president of client services at PR firm CooperKatz, "Consumers are in control, and consumers are the media." Organizations who disregard this principle

Accepted Answer

A)  face the wrath of the public. 
B)  see the benefit of social media. 
C)  are not on the Internet. 
D)  prefer sales promotions. 
E)  will be sued. 
A)  face the wrath of the public. 
B)  see the benefit of social media. 
C)  are not on the Internet. 
D)  prefer sales promotions. 
E)  will be sued.

Question 11

A corporate blog can be an effective way for a company to deliver its message utilizing even video content.

Accepted Answer

A) True 
 B)False

Question 12

One of the key advantages of public relations is that

Accepted Answer

A)  companies can control public relations. 
B)  public relations is free of cost. 
C)  public relations is easier than advertising. 
D)  public relations is faster than advertising. 
E)  public relations can be seen as being more credible. 
A)  companies can control public relations. 
B)  public relations is free of cost. 
C)  public relations is easier than advertising. 
D)  public relations is faster than advertising. 
E)  public relations can be seen as being more credible.

Question 13

TD Canada Trust was written in the script of the CBC show Little Mosque on the Prairie. This is an example of

Accepted Answer

A)  public affairs. 
B)  publicity. 
C)  product seeding. 
D)  product placement. 
E)  branded content. 
A)  public affairs. 
B)  publicity. 
C)  product seeding. 
D)  product placement. 
E)  branded content.

Question 14

Social media has had a significant impact on public relations practice. Please explain and use an example in your answer.

Accepted Answer

Furthering the evolution is a shift in t

Question 15

The strategic role of public relations should be examined based on how best to reach the opinion leaders well in advance of the public.

Accepted Answer

A) True 
 B)False

Question 16

Toyota in 2010 had to recall 4 million vehicles in North America because of sticky gas pedals. Their handling of this issue was an example of

Accepted Answer

A)  corporate advertising. 
B)  publicity. 
C)  advocacy advertising. 
D)  public affairs. 
E)  reputation management. 
A)  corporate advertising. 
B)  publicity. 
C)  advocacy advertising. 
D)  public affairs. 
E)  reputation management.

Question 17

When Kraft wanted to celebrate the hundredth anniversary of the Oreo cookie it engaged social media, held events, such as flash mobs and concerts, so the press took notice on a global scale. The result is an example of the good use of

Accepted Answer

A)  public affairs. 
B)  mass media. 
C)  publicity. 
D)  advertising. 
E)  corporate advertising. 
A)  public affairs. 
B)  mass media. 
C)  publicity. 
D)  advertising. 
E)  corporate advertising.

Question 18

On top of an annual report, RBC Financial Group issues a Corporate Responsibility Report each year. This is a type of

Accepted Answer

A)  press release. 
B)  special interest report. 
C)  semi-annual report 
D)  product brochure. 
E)  newsletter. 
A)  press release. 
B)  special interest report. 
C)  semi-annual report 
D)  product brochure. 
E)  newsletter.

Question 19

An organization's external publics are

Accepted Answer

A)  made up of only employees. 
B)  communicated with less frequently than internal publics. 
C)  not communicated with by an organization. 
D)  close to the organization. 
E)  communicated with regularly. 
A)  made up of only employees. 
B)  communicated with less frequently than internal publics. 
C)  not communicated with by an organization. 
D)  close to the organization. 
E)  communicated with regularly.

Question 20

One of the major opportunities for a company to generate positive publicity is

Accepted Answer

A)  a new advertising campaign. 
B)  a price change for a product. 
C)  the firing of an employee. 
D)  securing a contract that will create jobs. 
E)  the hiring of a new employee. 
A)  a new advertising campaign. 
B)  a price change for a product. 
C)  the firing of an employee. 
D)  securing a contract that will create jobs. 
E)  the hiring of a new employee.

The final step of a public relations plan is usually

CAA issues a magazine to its members every season to share stories, travel opportunities, and tips on car maintenance. The magazine is an example of a special interest report.

When a company finds itself in a crisis situation, __________ play(s) a vital role in reputation management.

The textbook states that "public relations have long been associated with the word 'spin'." Explain this statement and how it impacts PR today.

When a company wants to measure the amount of exposure a recent story about a new product received in the media, it is measuring the outcome.

A public relations plan usually involves five steps, the first of which is

Discuss a company that has faced a corporate crisis. How did they use public relations to alleviate the problem? What could they have done differently?

Mazda publishes a magazine called Zoom Zoom semi-annually to all its database customers. This is an example of a(n)

Social media has shifted the control of the message from the organization to the consumer.

According to Steve Rubel, vice-president of client services at PR firm CooperKatz, "Consumers are in control, and consumers are the media." Organizations who disregard this principle

A corporate blog can be an effective way for a company to deliver its message utilizing even video content.

One of the key advantages of public relations is that

TD Canada Trust was written in the script of the CBC show Little Mosque on the Prairie. This is an example of

Social media has had a significant impact on public relations practice. Please explain and use an example in your answer.

The strategic role of public relations should be examined based on how best to reach the opinion leaders well in advance of the public.

Toyota in 2010 had to recall 4 million vehicles in North America because of sticky gas pedals. Their handling of this issue was an example of

When Kraft wanted to celebrate the hundredth anniversary of the Oreo cookie it engaged social media, held events, such as flash mobs and concerts, so the press took notice on a global scale. The result is an example of the good use of

On top of an annual report, RBC Financial Group issues a Corporate Responsibility Report each year. This is a type of

An organization's external publics are

One of the major opportunities for a company to generate positive publicity is

Integrated Marketing Communications: an Overview

Strategic Planning Principles

Branding Strategy

Advertising Planning: Creative

Advertising Planning: Traditional Media

Planning for Direct Response Communications

Planning for Online and Interactive Communications

Sales Promotion

Experiential Marketing, Events, and Sponsorships

Personal Selling

Evaluating Marketing Communications Programs

Filters

Exam 9: Public Relations

The final step of a public relations plan is usually

CAA issues a magazine to its members every season to share stories, travel opportunities, and tips on car maintenance. The magazine is an example of a special interest report.

When a company finds itself in a crisis situation, __________ play(s) a vital role in reputation management.

The textbook states that "public relations have long been associated with the word 'spin'." Explain this statement and how it impacts PR today.

When a company wants to measure the amount of exposure a recent story about a new product received in the media, it is measuring the outcome.

A public relations plan usually involves five steps, the first of which is

Discuss a company that has faced a corporate crisis. How did they use public relations to alleviate the problem? What could they have done differently?

Mazda publishes a magazine called Zoom Zoom semi-annually to all its database customers. This is an example of a(n)

Social media has shifted the control of the message from the organization to the consumer.

According to Steve Rubel, vice-president of client services at PR firm CooperKatz, "Consumers are in control, and consumers are the media." Organizations who disregard this principle

A corporate blog can be an effective way for a company to deliver its message utilizing even video content.

One of the key advantages of public relations is that

TD Canada Trust was written in the script of the CBC show Little Mosque on the Prairie. This is an example of

Social media has had a significant impact on public relations practice. Please explain and use an example in your answer.

The strategic role of public relations should be examined based on how best to reach the opinion leaders well in advance of the public.

Toyota in 2010 had to recall 4 million vehicles in North America because of sticky gas pedals. Their handling of this issue was an example of

When Kraft wanted to celebrate the hundredth anniversary of the Oreo cookie it engaged social media, held events, such as flash mobs and concerts, so the press took notice on a global scale. The result is an example of the good use of

On top of an annual report, RBC Financial Group issues a Corporate Responsibility Report each year. This is a type of

An organization's external publics are

One of the major opportunities for a company to generate positive publicity is

Integrated Marketing Communications: an Overview

Strategic Planning Principles

Branding Strategy

Advertising Planning: Creative

Advertising Planning: Traditional Media

Planning for Direct Response Communications

Planning for Online and Interactive Communications

Sales Promotion

Experiential Marketing, Events, and Sponsorships

Personal Selling

Evaluating Marketing Communications Programs

Filters