Kelleher Chapter 7 Implementation Exam Prep

Type: multiple choice question

Title: Chapter 7, Question 1

1) Excellence in the field of public relations is based on ____________.

Page reference: Chapter Introduction

a. Meaningful action

b. Creative gifs

c. Hiring the right people

d. Creating a goal

Type: multiple choice question

Title: Chapter 7, Question 2

2) Organizations must bring something beyond __________ to the relationship with publics.

Page reference: Taking Action

a. Promotion

b. Charts

c. Talk

d. Listening

Type: multiple choice question

Title: Chapter 7, Question 3

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

Page reference: Taking Action

a. Mad cow disease

b. Hiring practices

c. Money laundering

d. E. coli outbreaks

Type: multiple choice question

Title: Chapter 7, Question 4

4) 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.

Page reference: Choosing Channels

a. Uncontrolled media

b. Controlled media

c. Unbounded media

d. Independent media

Type: multiple choice question

Title: Chapter 7, Question 5

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

Page reference: Controlled and Uncontrolled Media

a. Uncontrolled media

b. Controlled media

c. Static media

d. Mainstream media

Type: multiple choice question

Title: Chapter 7, Question 6

6) Montana governor Johnny B. Goode made a campaign appearance with several police officers in uniform lined up behind him. The problem was Montana law prohibits paid public employees from making such appearances while in uniform. At the follow-up press conference, Goode faced tough questions that he tried to answer. But the results were not favorable. What PR dilemma did he face?

Page reference: Controlled and Uncontrolled Media

a. He tried to use salesmanship

b. He tried to control the message in an uncontrolled media environment

c. He tried to control the message by diverting attention

d. He tried to apply the hierarchy of outcomes but it did not work

Type: multiple choice question

Title: Chapter 7, Question 7

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

Page reference: Owned

a. Indirect

b. Owned

c. Paid

d. Shared

Type: multiple choice question

Title: Chapter 7, Question 8

8) Jackson creates his company website using information and images from various traditional media sources produced by his company. This website created from essentially traditional media is an example of __________.

Page reference: Owned

a. Intranet communication

b. Tactical communication

c. Bloatware

d. Brochureware

Type: multiple choice question

Title: Chapter 7, Question 9

9) 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 __________.

Page reference: Paid

a. Brand advertising

b. Corporate advertising

c. Qualitative advertising

d. Native advertising

Type: multiple choice question

Title: Chapter 7, Question 10

10) 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.

Page reference: Paid

a. Spyware

b. Native

c. Pay-per-click

d. Stealth

Type: multiple choice question

Title: Chapter 7, Question 11

11) 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 _____________.

Page reference: Shared Media

a. Giving up some control

b. Moving the needle

c. Polishing its image

d. Being nice

Type: multiple choice question

Title: Chapter 7, Question 12

12) Having a picture of your product pinned on a top Pinterest board, trending on Reddit (“the front page of the Internet”), or showing up at the top of organic search results on Google are all forms of earned media. Which is an example of another form of earned media?

Page reference: Earned Media

a. Publishing a hashtag for comic relief

b. Getting retweeted by a celebrity

c. Buying placement at the top of search results

d. Earning cash flow through hidden charges

Type: multiple choice question

Title: Chapter 7, Question 13

13) In addition to traditional editors and producers, today’s ___________ are social media influencers, everyday media consumers, and even computer algorithms.

Page reference: Earned Media

a. Millennials

b. Campaign directors

c. Media gatekeepers

d. Wikipedians

Type: multiple choice question

Title: Chapter 7, Question 14

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 ___________.

Page reference: Ethics: Loyalty and Diversity in Communication in Action

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

Type: multiple choice question

Title: Chapter 7, Question 15

15) 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?

Page reference: Case Study: Doing Good by Doing Well: Kimberly-Clark’s Efforts to Promote Diversity

Incorrect

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

Type: multiple choice question

Title: Chapter 7, Question 1

16) In the case study, Chipotle’s “Food with Integrity” program outlines the company’s commitment to using only quality ingredients and respecting the welfare of farmers, animals, and the environment. When the issue with contaminated pork arose, what best characterizes their response?

Page reference: Case Study: Pulled Pork: Chipotle’s Challenge to Act on Its Principles

a. They implemented public relations with both action and communication

b. They tried to calm their customers

c. They downplayed the extent of the outbreak

d. They pointed the finger of blame at government

Type: multiple choice question

Title: Chapter 7, Question 2

17) Eva oversees public relations for a regional airline. She is working on a plan to specifically increase the number of mid-week travellers. To decide her communication channels, Eva must first analyze the _____ of various media to make wise and informed decisions.

a. Cost

b. Creativity

c. Timelines

d. Pros and cons

Type: multiple choice question

Title: Chapter 7, Question 3

18) 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 _________.

a. Written words over images

b. Earned media over paid media

c. Controlled media over uncontrolled media

d. Working independently over teamwork

Type: multiple choice question

Title: Chapter 7, Question 4

19) 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 __________.

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

Type: multiple choice question

Title: Chapter 7, Question 5

20) When Electronic Arts Inc. (EA) hosted its EA Play press conference in the summer of 2018, the company hyped up its upcoming videogame releases. However, the news media who attended focused their coverage more on the bumpy production of the press conference itself instead of the new games’ features. This illustrates one of the challenges of working in ____________ media.

Page reference: Controlled and Uncontrolled Media

a. Controlled

b. Live

c. Systematic

d. Uncontrolled

Type: multiple choice question

Title: Chapter 7, Question 6

21) When Aunt Marge is trying to decide what new air fryer to buy, she reads an article in a magazine comparing the different products available. Aunt Marge values the ______________ of the news media instead of the informal opinions of friends and family.

Page reference: Controlled and Uncontrolled Media

a. Third-party credibility

b. Layout and structure

c. Advertising

d. Shared content

Type: multiple choice question

Title: Chapter 7, Question 7

22) Pedro knows that in order to attract visitors to his website, he needs to develop a communication strategy designed to drive people to it because ________________.

a. Websites don’t get delivered to people

b. Websites are not as exciting as other forms of media

c. Websites have too much brochureware

d. Websites are updated frequently

Type: multiple choice question

Title: Chapter 7, Question 8

23) __________ include newer and emerging channels for communication, such as podcasts, webinars, and text messaging systems, but work better when organizations allow for feedback and sharing.

Page reference: Owned media

a. Virtual media

b. Owned media

c. Communication media

d. App-based media

Type: multiple choice question

Title: Chapter 7, Question 9

24) 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.

Page reference: Paid Media

a. Owned

b. Earned

c. Shared

d. Paid

Type: multiple choice question

Title: Chapter 7, Question 10

25) _____________ is paid advertising presented in the form of the media content that surrounds it.

Page reference: Paid Media

a. Native advertising

b. Corporate advertising

c. Syndicated advertising

d. Content advertising

Type: multiple choice question

Title: Chapter 7, Question 11

26) 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.

Page reference: Paid Media

a. An article

b. An advertorial

c. A byline

d. A feature

Type: multiple choice question

Title: Chapter 7, Question 12

27) 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.

Page reference: Paid Media

a. Sponsored replays

b. Story Ads

c. Lenses

d. Filters

Type: multiple choice question

Title: Chapter 7, Question 13

28) 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.

Page reference: Paid Media

a. Syndicated advertising

b. Native advertising

c. Subliminal advertising

d. Editorial advertising

Type: multiple choice question

Title: Chapter 7, Question 14

29) The fast-food restaurant Wendy’s invests a lot of resources in developing content it hopes will be shared. When broad sharing is a goal, the biggest successes are the posts that __________.

Page reference: Shared Media

a. Generate the most comments

b. Are the most creative

c. Go viral

d. Include food

Type: multiple choice question

Title: Chapter 7, Question 15

30) The Associated Press Stylebook’s Twitter feed has its own style that lends itself to ________ by infusing humor into tweets as they convey important information for students and professional writers.

Page reference: Shared Media

a. Sharing

b. Caring

c. Teaching

d. Click bait

Type: multiple choice question

Title: Chapter 7, Question 16

31) When Lockheed Martin engaged in #WorldPhotoDay by tweeting, “Do you have an amazing photo of one of our products? Tag us in your pic and we may feature it…,” what was the response on Twitter?

Page reference: Shared Media

a. Users posted negative images of bomb fragments and violence

b. Users posted images of soaring jets and hi-tech helicopters

c. Lockheed Martin became a trending topic

d. Lockheed Martin saw an uptick in employment applications

Type: multiple choice question

Title: Chapter 7, Question 17

32) A social media director for a fast food restaurant Instagrammed a video of a celebrity eating and having fun at one of its locations. The video was so fun, it was liked by more than 50,000 people and commented on more than 1,000 times. This is an example of ____ media.

a. Earned

b. Shared

c. Owned

d. Paid

Type: multiple choice question

Title: Chapter 7, Question 18

33) Social media and publicity are considered _________ media because social media users, news editors, and producers determine how stories are told and evolve in their respective media.

Page reference: Earned media

a. Inexpensive

b. Ad-hoc

c. Uncontrolled

d. Controlled

Type: multiple choice question

Title: Chapter 7, Question 19

34) The APR Study Guide defines _________ as information from an outside source used by the media because it has news value, and an uncontrolled method of placing messages because the source does not pay the media for placement.

a. News releases

b. Pitches

c. Publicity

d. Editorial

Type: multiple choice question

Title: Chapter 7, Question 20

35) Heidi developed a campaign for Coca-Cola Company. She created the “Share a Coke” campaign where Coke released cans and bottles with people’s names on them. It generated massive amounts of social media with people posting pictures of themselves with the sodas. This is an example of ________.

a. Hyped media

b. Personalized media

c. Earned media

d. Wow-factor media

Type: multiple choice question

Title: Chapter 7, Question 21

36) ___________ is the process of affecting the online visibility of a website or web page in a web search’s natural or organic results. This requires brands to offer useful information, design their site well, and build relationships with other sites that may link back to the brand’s sight.

Page reference: Earned Media

a. Algorithm management

b. Search engine optimization

c. Web credibility

d. Google AdWords

Type: multiple choice question

Title: Chapter 7, Question 22

37) 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.

Page reference: Case Study: Puppies as Publics? BarkBox Marks its Territory Across Owned, Paid, Shared and Earned Media

a. Direct-to-door

b. Mail order

c. Online shopping

d. Direct-to-consumer

Type: multiple choice question

Title: Chapter 7, Question 23

38) What approach did the BarkBox subscription service for dog owners take to attract customers?

a. Focusing solely on earned media for maximum credibility

b. Investing in the right mix of owned, earned, paid and shared media

c. Working with comedians to infuse humor into its paid and owned content

d. Bypassing traditional forms of advertising on radio, TV and print

Type: multiple choice question

Title: Chapter 7, Question 24

39) In 2018, Wells Fargo launched the Re-established campaign to win back trust after a challenging period in its history. How does this play out as real action within the organization?

a. Wells Fargo developed an advertising campaign to make a promise to its customers

b. Wells Fargo has renewed its focus on profits for investors

c. Wells Fargo made foundational changes to identify and fix problems so they do not happen again

d. Wells Fargo partnered with government entities to develop new legislation

Type: multiple choice question

Title: Chapter 7, Question 25

40) 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 __________.

Page reference: Voices from the Field: Rosanna M. Fiske

a. Virtual technology

b. Shared media

c. Owned media

d. Point-of-sale media

Type: multiple choice question

Title: Chapter 7, Question 26

41) 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.

a. Payment

b. Loyalty

c. Honors

d. Honesty

Type: multiple choice question

Title: Chapter 7, Question 27

42) While not mentioned directly in the PRSA Code of Ethics, ________ is an important issue to professional organizations worldwide. PR agencies value this as a priority for both their internal staffing and improving their services.

a. Diversity

b. Loyalty

c. Empathy

d. Mentoring

Type: multiple choice question

Title: Chapter 7, Question 28

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

Page reference: Ethics: Loyalty and Diversity in Communication and Action

a. Flexible

b. Diverse

c. Politically correct

d. Structured

Type: multiple choice question

Title: Chapter 7, Question 29

44) Kori feels stuck at work. Though she received a promotion to account manager, she has been in this role for five years and can’t seem to get promoted to director. Kori is experiencing ___________.

Page reference: Case Study: Doing Good by Doing Well: Kimberly-Clark’s Efforts to Promote Diversity

a. The invisible barrier

b. The glass ceiling

c. The dead end

d. The glass roof

Type: multiple choice question

Title: Chapter 7, Question 30

45) 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 ___________.

Page reference: Summary

a. Ethical behavior

b. Political correctnessss

c. Diversion

d. Spin