Question 1

The more __________ decision makers are within an organization, the more effective the organization will be in relating to various publics.

Accepted Answer

A)  Flexible 
B)  Diverse 
C)  Politically correct 
D)  Structured

Question 2

Chipotle Mexican Grill endured one of the toughest restaurant food-safety crises in U.S. history when they were investigated for ____________.

Accepted Answer

A)  Mad cow disease 
B)  Hiring practices 
C)  Money laundering 
D)  E. coli outbreaks

Question 3

Ruben knows launching a new diversity initiative for his company needs more than window dressing. He needs to go beyond being politically correct and instead, focus on ________ to the people affected by his organization's decisions.

Accepted Answer

A)  Payment 
B)  Loyalty 
C)  Honors 
D)  Honesty

Question 4

Whenever you see the words "sponsored content" or "you may also like" on a web page or in an app, you are very likely looking at ___________. However, tricking people into thinking they are seeing third-party news, reviews or editorial content is a bad idea if a brand is trying to build and sustain trust with its publics.

Accepted Answer

A)  Syndicated advertising 
B)  Native advertising 
C)  Subliminal advertising 
D)  Editorial advertising

Question 5

Andy enjoys writing newsletters, emails, and scripts for advertisements because he can develop and produce them exactly how he wants and guarantee where and to whom the messages are sent. Andy prefers _________.

Accepted Answer

A)  Written words over images 
B)  Earned media over paid media 
C)  Controlled media over uncontrolled media 
D)  Working independently over teamwork

Question 6

An Australian teeth-whitening product company called HiSmile budgeted approximately $10 million for an annual Snapchat advertising budget, including ___________, which are sponsored videos that display along with posts from professional media in Snapchat's "Discover" section.

Accepted Answer

A)  Sponsored replays 
B)  Story Ads 
C)  Lenses 
D)  Filters

Question 7

__________ include newspapers, TV and radio news, and external websites, as well as blogs and social media that are not produced internally.

Accepted Answer

A)  Uncontrolled media 
B)  Controlled media 
C)  Static media 
D)  Mainstream media

Question 8

Sue Dodsworth, the vice president and chief diversity officer of Kimberly-Clark with brands like Huggies, Kotex, and Kleenex, discovered that although 85% of its customers were female, only 17% of its upper-level employees were women. What course of action did she take to create more balance?

Accepted Answer

A)  She protested at corporate meetings 
B)  She implemented a strategy that focused on career development for women 
C)  She threatened to sue Kimberly-Clark for discrimination 
D)  She tried to change the balance, but eventually quit her job

Question 9

In traditional media, __________ channels include newsletters, corporate video, brochures, direct mail, and even voicemail messaging systems.

Accepted Answer

A)  Indirect 
B)  Owned 
C)  Paid 
D)  Shared

Question 10

Pet suppliers and meal preparation services have found success by cutting out the intermediary sellers and retailers and working directly with customers. This __________ model allows the companies to maximize their margins, but requires them to weigh the costs and benefits across all available media channels to reach customers.

Accepted Answer

A)  Direct-to-door 
B)  Mail order 
C)  Online shopping 
D)  Direct-to-consumer

Question 11

LinkedIn sells ads that appear on profile pages, in users' inboxes, on search results pages, and in LinkedIn group pages. Instead of charging the sponsor a flat, space-based fee, they calculate the advertising fee depending on how often the ad is viewed. This is an example of ______________ advertising.

Accepted Answer

A)  Spyware 
B)  Native 
C)  Pay-per-click 
D)  Stealth

Question 12

The Wells Fargo Stories share everyday happenings at the bank with Wells Fargo customers. If a customer uses a Wells Fargo ATM, they will find some of those stories showing on the ATM screen. The ATM will even print the story out so the customer can take it with them and share it with someone else. Wells Fargo Stories are an example of __________.

Accepted Answer

A)  Virtual technology 
B)  Shared media 
C)  Owned media 
D)  Point-of-sale media

Question 13

Organizational action is the foundation of credible communication. In other words, organizations must "walk the talk." This speaks to the idea that the implementation of solid public relations programs requires the management of organizational action. Communication that is not based on meaningful action is an example of ___________.

Accepted Answer

A)  Ethical behavior 
B)  Political correctnessss 
C)  Diversion 
D)  Spin

Question 14

A key step in the process of ethical decision making is identifying the diverse parties who will be affected by a decision and defining the organization's loyalty to each party. Loyalty is an example of ___________.

Accepted Answer

A)  An optional value of public relations 
B)  A core value of public relations 
C)  A value not listed in the PRSA Code of Ethics 
D)  Political correctness

Question 15

GoPro is a company that makes high-definition waterproof cameras. Their primary communication strategy is letting users provide some of the content and dominate discussions. In this case, sharing media means GoPro is _____________.

Accepted Answer

A)  Giving up some control 
B)  Moving the needle 
C)  Polishing its image 
D)  Being nice

Question 16

When Robert implements his client's public relations programs, he considers his client's actions and effects on its publics, what his client is communicating, and __________.

Accepted Answer

A)  How his client aspires to be positioned 
B)  What others are saying about his client 
C)  How he can tap into new technologies 
D)  What are the best influencers for his audiences

Question 17

Annika is writing ________ for a beauty magazine. She has read several issues of the magazine so she can be sure what she writes fits in with the rest of the magazine. Even though she has paid for the space, what will appear will look like editorial content, and not an advertisement.

Accepted Answer

A)  An article 
B)  An advertorial 
C)  A byline 
D)  A feature

Question 18

Abbie designs a paid media message for AT&T that will appear on the giant video display. No specific product or service will be mentioned, only a series of vignettes promoting the company as a whole. Her approach is known as __________.

Accepted Answer

A)  Brand advertising 
B)  Corporate advertising 
C)  Qualitative advertising 
D)  Native advertising

Question 19

Stuart, a PR practitioner, for his client Target, developed a campaign where Target bought all the ad space in the August issue of The New Yorker. The idea of utilizing this type of __________ media was to attract attention by uncluttering the ad environment.

Accepted Answer

A)  Owned 
B)  Earned 
C)  Shared 
D)  Paid

Question 20

Internal newsletters or television ads are thought of as ___________ because communicators may write and edit, or create and produce, messages exactly how they want them.

Accepted Answer

A)  Uncontrolled media 
B)  Controlled media 
C)  Unbounded media 
D)  Independent media

Exam 7: Implementation