Question 1

The concept of ____________ helps public relations people in communicating from the standpoint of their client's values while interpreting their publics' cultures back to the client.

Accepted Answer

A)   Cultural anthropology
B)   Cultural convergence
C)   Cultural media
D)   Cultural divergence B

Question 2

Richard Edelman, founder of a PR firm, tweeted about the new American Cancer Society's campaign. News Channel 5 picked up the tweet and reported the campaign in a positive way. The role Channel 5 played is called ____________.

Accepted Answer

A)   Fourth-party credibility
B)   First-party credibility
C)   Second-party credibility
D)   Third-party credibility D

Question 3

Stemming from Marxism, __________ occurs when a ruling class imposes its social, political or economic ideals on subordinate groups in society at the expense of cultural diversity, such as the appearance of Starbucks in many countries outside the U.S.

Accepted Answer

A)   Cultural complexity
B)   Cultural divergence
C)   Cultural convergence
D)   Cultural hegemony D

Question 4

Andrea is trying to decide which media outlet is more cost effective for reaching the most number of potential customers for her pet store. She uses the cost per thousand (CPM) metric. Which of the following media outlets give Andrea the LOWEST (and therefore, more cost-effective) CPM?

Accepted Answer

A)   $2,500 ad to reach 25,000 people
B)   $2,500 ad to reach 250,000 people
C)   $3,000 ad to reach 25,000 people
D)   $3,000 ad to reach 350,000 people

Question 5

Good public relations means recognizing both the _____________ and _____________ of advertising, marketing, and public relations.

Accepted Answer

A)   Risks and rewards
B)   Creativity and fun
C)   Differences and commonalities
D)   Cost and investments

Question 6

Shrina is working on a marketing plan for a new line of cookbooks. In addition, she has a broader vision of getting more adults to eat healthy home-cooked meals instead of junk food. In this way, Shrina is marketing not just her product, but also _______________.

Accepted Answer

A)   Recipes and menus
B)   Ideas and behaviors
C)   Gadgets and utensils
D)   Exercise routines and apparel

Question 7

When it comes to content marketing, one of the best examples is Red Bull. The company's web site is full of video entertainment, engaging photography, well-written feature stories, and inspiring blogs. But, to find information on the site about ________, customers have to seek it out.

Accepted Answer

A)   The products it sells
B)   The company's financials
C)   The events it holds
D)   The company's contests and promotions

Question 8

Jonathan is a PR specialist at a multiservice public relations agency. His client, Budweiser, hires him to produce an ad that is part PR and part advertising featuring the iconic Clydesdale horses. He works with the advertising departments in both Budweiser and his own agency to develop a plan. This cooperation between disciplines is known as ____________.

Accepted Answer

A)   Climbing the corporate ladder
B)   Professional divergence
C)   Load reduction
D)   Professional convergence

Question 9

Tessa is working on a marketing plan for a new meal preparation delivery service that focuses on time - she knows her customers do not have time to research recipes, build a shopping list, buy ingredients, and then prepare and cook them into a cohesive meal. Tessa's emphasis on time is another way of looking at ___________ to the customer.

Accepted Answer

A)   Constance
B)   Conscience
C)   Communication
D)   Cost

Question 10

Omnicom is a global advertising, marketing, and communication services conglomerate that owns firms providing services in advertising, strategic media planning, digital marketing, direct marketing, and public relations. This is known as ____________.

Accepted Answer

A)   Economic convergence
B)   Economic divergence
C)   Too big to fail
D)   Big busines

Question 11

Procter & Gamble (P&G) found great success when it assembled a joint team from several creative agencies to produce its 2018 Super Bowl LII Tide ad. It even formed a new, standalone agency that includes employees from several different ad agencies. This is an example of what type of convergence?

Accepted Answer

A)   Cultural convergence
B)   Dynamic convergence
C)   Economic convergence
D)   Technological convergence

Question 12

Vincent conducts public relations for a leading medical device company. Though he works in PR, he often purchases _________________ so he can raise awareness about his company as a whole rather than focusing on specific products.

Accepted Answer

A)   Influencer mentions
B)   Media databases
C)   Institutional advertising
D)   Bylined articles

Question 13

Olivia spotted a nice outfit on the Loft's Pinterest pinboard. She saw the same message on Loft's Facebook page and decided to buy the outfit. What persuasive technique is being used by Loft?

Accepted Answer

A)   Advertising
B)   Integrated marketing communication
C)   Public relations
D)   Bait and switch

Question 14

Economic convergence presents a contradiction, because while agencies are diversifying services, building networks, and opening more offices to serve more clients, the overall number of major corporate players is ___________.

Accepted Answer

A)   Pivoting
B)   Lingering
C)   Expanding
D)   Dwindling

Question 15

Yahoo, Bing, and Google sell sponsored results that appear when users search for certain keywords. For example, a search for "yogurt" will reveal yogurt ads and links prominently displayed at the top of the results. This is an example of ____________.

Accepted Answer

A)   Search advertising
B)   Search public relations
C)   Search divergence
D)   Search convergence

Question 16

Proctor & Gamble's advertising department needed to know how many good reviews were posted about their new toothpaste. This is an example of ____________.

Accepted Answer

A)   Keywords
B)   Analytics
C)   Practical ethics
D)   Synthesis

Question 17

Elton developed and branded a new Bluetooth-enabled door lock. He analyzed the product life cycle and found it to be easy to use and effective. This is an example of which one of the marketing mix basics?

Accepted Answer

A)   Product
B)   Price
C)   Place
D)   Promotion

Question 18

Instead of having to buy goods at a bricks-and-mortar store, today, customers have more options. Thanks to online delivery, in-store pick up, and mobile apps, companies are making it more ____________ than ever to do business.

Accepted Answer

A)   Convenient
B)   Low cost
C)   Complex
D)   Collaborative

Question 19

Lars oversees marketing, including a pricing strategy, for new noise-cancelling wireless headphones. He intends to use the strategy of _________ so he can price the products higher when eager customers are willing to pay a premium for the cool new product, and then lower the price to appeal to a broader range of customers later.

Accepted Answer

A)   Pricing skimming
B)   Market skimming
C)   Pricing maturity
D)   Market maturity

Question 20

Bob Lauterborn called for marketers to recognize the changing nature of communication between organizations and their customers. He advises organizations using integrated communications to use an approach that starts with __________.

Accepted Answer

A)   Products rather than price
B)   People rather than products
C)   Promotion rather than people
D)   Price rather than promotion

Exam 3: Convergence and Integrated Communication