Question 1

The technique of attempting to influence elected government officials by working through their constituents is known as

Accepted Answer

A)   direct lobbying
B)   indirect or grassroots lobbying
C)   kiosk lobbying
D)   special interest lobbying
E)   political partnerships B

Question 2

The Securities and Exchange Commission requires publicly held corporations to report financial information to their stockholders through

Accepted Answer

A)   video news releases
B)   position statements
C)   news conferences
D)   quarterly and annual reports
E)   guest commentaries D

Question 3

A recent study found that 72 percent of consumers are more likely to purchase a product or service if the company that manufacturers the product or provides the service is involved in a social cause that is also important to the buyer. The study also found that figure increases to 80 percent under which of the following conditions?

Accepted Answer

A)   the cause is related to health and fitness
B)   the cause involves children
C)   the consumer's employer also uses and endorses the product or service
D)   the product is endorsed by a political candidate
E)   all of the above B

Question 4

Of the following implementation tactics, which is an example of two-way communication?

Accepted Answer

A)   bill and statement stuffers
B)   product placements
C)   newspaper and magazine advertising
D)   1-800 customer assistance lines
E)   none of the above

Question 5

An unstaffed electronic booth or station that provides information about your company or organization in locations such as shopping malls and hotel lobbies is known as a

Accepted Answer

A)   distance-learning program
B)   kiosk program
C)   remote news station

Question 6

One drawback of corporate sponsorships and other projects in which corporations become involved in the school system is that

Accepted Answer

A)   many efforts turn out to be a violation of PRSA and IABC codes of ethics
B)   many efforts result in fraud and the loss of company money and property
C)   many efforts are prohibited or limited by school board rules and policies
D)   many efforts fail to produce any results
E)   all of the above

Question 7

Items bearing your organization's logo and/or messages such as hats, T-shirts, cups, and key chains) are known in public relations and marketing work as

Accepted Answer

A)   product placements
B)   specialty items
C)   point-of-purchase giveaways

Question 8

"Cause marketing" is

Accepted Answer

A)   prohibited by the American Marketing Association
B)   marketing that causes additional public relations problems for an organization
C)   another fancy name for advertising
D)   promotion of a company's products on the Internet
E)   promoting a company by addressing a social need

Exam 8: Implementation: Non-Media Channels