Deck 15: Controlling Content With Brand Journalism and Corporate-Produced Materials

Question 1

Brand journalism falls into the category of uncontrolled media.

Answer 1

False

Question 2

List five required/optional components of a white paper.

Answer 2

See pages 388 to 389. Title page; acknowledgements; table of contents; introduction; body copy; conclusion; references; about the organization.

Question 3

Which term is used for paid-for content that blends into the online platform's physical layout and editorial, unlike disruptive banner ads and pop-ups on websites?

A) Advertorials
B) Native advertising
C) White papers
D) Uncontrolled media

Answer 3

B

Question 4

____ are written to appear like editorial copy, but they are identified as paid-for placements.

A) Native advertising
B) White papers
C) Advertorials
D) Newsletters

Question 5

Which printing process is more expensive but can ensure consistent coloration?

A) Saddle stitching
B) Digital printing
C) Offset printing
D) Perfect binding

Question 6

Which term describes the printing process in which the pages of a brochure are stapled in the middle?

A) Perfect binding
B) Saddle stitching
C) Spiral binding
D) Offset printing

Question 7

____ is the printing term for an adhesive binding process that holds pages together at the spine.

A) Saddle stitching
B) Offset printing
C) Calipers
D) Perfect binding

Question 8

Which printing term describes the thickness of a sheet of paper?

A) Coating
B) Caliper points
C) Pantone
D) Stock

Question 9

What is the other term for a white paper?

A) Positioning paper
B) Legacy media
C) Leaflet
D) Native advertising

Question 10

Coca-Cola ""Journey"" and Cisco's ""The Network"" are examples of ___.

A) native advertising
B) white papers
C) branded online newsroom content
D) newsletters

Question 11

The layout and design of translated brochures may need to be reconfigured dramatically based on the language.

Question 12

The finish of paper stock is called caliper.

Question 13

Pantone® is considered the industry standard worldwide for color selection, ensuring accuracy of color.

Question 14

Posters work effectively to promote events, such as festivals and performances, that are time sensitive.

Question 15

White papers are excellent platforms for including advertisements and news releases.

Question 16

Online newsrooms should never contain self-produced stories.

Question 17

Newsletters also can be produced in different English-language editions and translated into other languages.

Question 18

The Furrow magazine by John Deere, which began in the late 19th century and has grown to print and digital editions in multiple languages, is an example of an organizational-produced magazine.

Question 19

List three reasons why PR writers may consider brand journalism in local or global campaigns.