Test Bank

Chapter 9: Audiences and Relationship Management

Multiple Choice

1. Modern public relations acknowledges the fact that audiences arise through ______.

a. creative association

b. solid strategy

c. random assignment

d. co-creation

Learning Objective: 9-1: Distinguish between publics and audiences and between influencers and creators.

Cognitive Domain: Analysis

Answer Location: Introduction
Difficulty Level: Medium

2. Audience segmentation is about identifying ______ within a larger ______ audience.

a. subgroups; target

b. individuals; consumer

c. opportunities; segmented

d. targets; broad

Learning Objective: 9-2: Understand how we identify audiences through segmentation.

Cognitive Domain: Knowledge

Answer Location: Identifying Audiences Through Segmentation
Difficulty Level: Easy

3. How do demographics differ from psychographics?

a. Demographics determine campaign outcomes.

b. Demographics focus on statistical qualities.

c. Psychographics predict occupation.

d. Psychographics focus on race and ethnicity.

Learning Objective: 9-2: Understand how we identify audiences through segmentation.

Cognitive Domain: Analysis

Answer Location: Using Categories for Segmenting Audiences
Difficulty Level: Medium

4. Behavioral segmentation is most useful in developing strategy related to ______.

a. objectives

b. schedule

c. messaging

d. media

Learning Objective: 9-2: Understand how we identify audiences through segmentation.

Cognitive Domain: Comprehension

Answer Location: Behavioral segmentation
Difficulty Level: Medium

5. Applying the principles of audience segmentation, we know that niche audiences are ______.

a. fleeting and difficult to capture

b. the most brand-loyal among consumers

c. a more affluent, older demographic

d. more important than large audiences

Learning Objective: 9-2: Understand how we identify audiences through segmentation.

Cognitive Domain: Application

Answer Location: Using Categories for Segmenting Audiences
Difficulty Level: Hard

6. How does Grunig’s Situational Theory of Publics approach segmentation?

a. demographics, psychographics, and affluence

b. attitudes, opinions, and behaviors

c. problem, constraint, and involvement

d. predisposition, latency, and intention

Learning Objective: 9-2: Understand how we identify audiences through segmentation.

Cognitive Domain: Knowledge

Answer Location: Identifying Audiences Based on Characteristics: Grunig’s Theory
Difficulty Level: Easy

7. Regarding traditional media as a public, which of the following is true?

a. It is adversarial, and must be approached carefully.

b. It is still a primary audience for PR practitioners.

c. It is a reliable but expensive form of paid media.

d. It is no longer relevant, thanks to social media.

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Comprehension

Answer Location: The Media
Difficulty Level: Medium

8. If you are a PR professional wanting recruit brand ambassadors who are the most trustworthy and authentic, you are likely to choose ______.

a. employees

b. social media influencers

c. paid spokespeople

d. journalists

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Application

Answer Location: Fellow Employees, Vendors, and Customers
Difficulty Level: Hard

9. In dealing with customers as an audience, it is best to focus on ______ rather than ______.

a. transactions; relationships

b. the future; the past

c. helping; impressing

d. dialogue; sales

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Analysis

Answer Location: Customers
Difficulty Level: Medium

10. If you were launching a “surprise and delight” campaign for customers, which of the following concepts should steer your efforts?

a. shock and awe, and dream fulfillment

b. brand relationships and over-delivery

c. customer selection and follow-up

d. traditional media and personal connection

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Application

Answer Location: Customers
Difficulty Level: Hard

11. Today’s activists are not only engaged with their causes but will often ______.

a. work for your competition

b. be hired as employees

c. disconnect from issues

d. partner with brands

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Comprehension

Answer Location: Activists
Difficulty Level: Medium

12. Authenticity, relevance, personality, and reach are all key attributes of ______.

a. influencers

b. creators

c. journalists

d. vendors

Learning Objective: 9-1: Distinguish between publics and audiences and between influencers and creators.

Cognitive Domain: Knowledge

Answer Location: Influencers and Creators
Difficulty Level: Easy

13. Of the following, what are the key differences between mega influencers and microinfluencers?

a. age and personality

b. education and expertise

c. risk and expense

d. time and availability

Learning Objective: 9-1: Distinguish between publics and audiences and between influencers and creators.

Cognitive Domain: Analysis

Answer Location: Influencers and Creators
Difficulty Level: Medium

14. If you are considering using nano influencers for your branding campaign, you should know that ______can be an issue in the community.

a. likeability

b. trust

c. affordability

d. age

Learning Objective: 9-1: Distinguish between publics and audiences and between influencers and creators.

Cognitive Domain: Application

Answer Location: Influencers and Creators
Difficulty Level: Hard

15. Creators are considered to be a(n) ______ of influencers.

a. adversary

b. competitor

c. precursor

d. subset

Learning Objective: 9-1: Distinguish between publics and audiences and between influencers and creators.

Cognitive Domain: Knowledge

Answer Location: Creators: A Subset of Influencers
Difficulty Level: Easy

16. If you are weighing the advantages of using influencers versus creators for an upcoming campaign, you should know that ______.

a. creators are perceived more positively

b. influencers are likely to be celebrities

c. creators will probably ask for royalties

d. influencers are weaker than creators

Learning Objective: 9-1: Distinguish between publics and audiences and between influencers and creators.

Cognitive Domain: Application

Answer Location: Creators: A Subset of Influencers
Difficulty Level: Hard

17. When creators behave in a genuine manner and create win-win situations with their audiences, they are generating ______.

a. revenue

b. likeability

c. credibility

d. personality

Learning Objective: 9-1: Distinguish between publics and audiences and between influencers and creators.

Cognitive Domain: Analysis

Answer Location: Creators: A Subset of Influencers
Difficulty Level: Medium

18. What was a major problem that plagued the ill-fated Fyre Festival?

a. airline availability

b. fake influencers

c. demanding vendors

d. client reluctance

Learning Objective: 9-1: Distinguish between publics and audiences and between influencers and creators.

Cognitive Domain: Knowledge

Answer Location: Influencers and Creators: Differences
Difficulty Level: Easy

19. Creators want to ______ with brands, whereas influencers want to ______ from brands.

a. dialogue; benefit

b. partner; detract

c. cooperate; withdraw

d. collaborate; take

Learning Objective: 9-1: Distinguish between publics and audiences and between influencers and creators.

Cognitive Domain: Knowledge

Answer Location: Influencers and Creators: Differences
Difficulty Level: Easy

20. Philip Morris’ promotion of its tobacco products on social media is an example of ______.

a. unethical use of influencers

b. leveraging creators’ influence

c. pay-to-play on Facebook

d. creative use of endorsements

Learning Objective: 9-1: Distinguish between publics and audiences and between influencers and creators.

Cognitive Domain: Application

Answer Location: Influencers and Creators: Differences
Difficulty Level: Hard

21. Which of the following characteristics define a strong community?

a. competition, individuality, and voice

b. uniqueness, flavor, and shareability

c. relevance, exclusivity, and sustainability

d. diversity, tolerance, and respect

Learning Objective: 9-1: Distinguish between publics and audiences and between influencers and creators.

Cognitive Domain: Comprehension

Answer Location: Influencers and Creators: Differences
Difficulty Level: Medium

22. Analyzing relationship management, we know that ______.

a. in recent years, it has given way to stakeholder management

b. advertising and marketing have taken over this practice

c. relationships can only be managed to a limited degree

d. it is the foundation of all professional PR practices

Learning Objective: 9-3: Define relationship management and know how we apply it to audiences.

Cognitive Domain: Analysis

Answer Location: What Is Relationship Management?
Difficulty Level: Medium

23. Applying the principles of relationship management to a branding campaign for a new restaurant delivery service, which aspects would you be concerned with?

a. friends, family, and community

b. personal, emotional, and cultural

c. employees, vendors, and customers

d. psychological, social, and demographic

Learning Objective: 9-3: Define relationship management and know how we apply it to audiences.

Cognitive Domain: Application

Answer Location: Relationships in Public Relations: Personal, Emotional, and Cultural
Difficulty Level: Hard

24. Working with a set of vendors to unveil a new mobile phone product, you want to make sure that you all share an equal amount of power in the rollout process. Here, you are talking about ______.

a. controlling mutuality

b. balance of shares

c. competitive parity

d. strategic negotiation

Learning Objective: 9-3: Define relationship management and know how we apply it to audiences.

Cognitive Domain: Application

Answer Location: Features of Managed Relationships
Difficulty Level: Hard

25. How do we classify the relationship that Adidas established with Beyoncé?

a. exchange

b. win-lose

c. communal

d. participative

Learning Objective: 9-3: Define relationship management and know how we apply it to audiences.

Cognitive Domain: Application

Answer Location: Types of Managed Relationships
Difficulty Level: Hard

True/False

1. Audience segmentation categorizes people based on both broad and narrow criteria.

Learning Objective: 9-2: Understand how we identify audiences through segmentation.

Cognitive Domain: Knowledge

Answer Location: Identifying Audiences Through Segmentation
Difficulty Level: Easy

2. Demographics and psychographics essentially measure the same audience factors.

Learning Objective: 9-2: Understand how we identify audiences through segmentation.

Cognitive Domain: Comprehension

Answer Location: Using Categories for Segmenting Audiences
Difficulty Level: Medium

3. Channel segmentation can tell us which social media accounts our audiences use.

Learning Objective: 9-2: Understand how we identify audiences through segmentation.

Cognitive Domain: Knowledge

Answer Location: Identifying Audiences Through Segmentation
Difficulty Level: Easy

4. James Grunig’s Situational Theory of Publics states that first, a level of audience involvement must be established.

Learning Objective: 9-2: Understand how we identify audiences through segmentation.

Cognitive Domain: Knowledge

Answer Location: Identifying Audiences Based on Characteristics: Grunig’s Theory
Difficulty Level: Easy

5. Even if customers become “haters” on social media, they still must be valued.

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Comprehension

Answer Location: Customers
Difficulty Level: Medium

6. A nano influencer is more important than a micro influencer.

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Knowledge

Answer Location: Influencers: Celebrity, Mega, Micro, and Nano
Difficulty Level: Easy

7. If we want an influencer who is truly influential, they must first be authentic.

Learning Objective: 9-3: Define relationship management and know how we apply it to audiences.

Cognitive Domain: Comprehension

Answer Location: Influencers: Celebrity, Mega, Micro, and Nano
Difficulty Level: Medium

8. Mega influencers, although powerful, require considerable coaching and preparation.

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Comprehension

Answer Location: Influencers: Celebrity, Mega, Micro, and Nano
Difficulty Level: Medium

9. Creators are considered a subset of influencers.

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Knowledge

Answer Location: Creators: A Subset of Influencers
Difficulty Level: Easy

10. Being an influencer should bring you positive acclaim within every community.

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Comprehension

Answer Location: Influencers and Creators: Differences
Difficulty Level: Medium

11. In order for a community to be strong, it must be exclusive.

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Knowledge

Answer Location: Influencers and Creators: Differences
Difficulty Level: Easy

12. Relationship management as a whole is based upon unequal advantage.

Learning Objective: 9-3: Define relationship management and know how we apply it to audiences.

Cognitive Domain: Comprehension

Answer Location: What Is Relationship Management?
Difficulty Level: Medium

13. Communal relationships are considered to be more equal than exchange relationships.

Learning Objective: 9-3: Define relationship management and know how we apply it to audiences.

Cognitive Domain: Knowledge

Answer Location: Types of Managed Relationships
Difficulty Level: Easy

Essay

1. Analyze the differences between influencers and creators. Explain the significance of those differences.

Learning Objective: 9-1: Distinguish between publics and audiences and between influencers and creators.

Cognitive Domain: Analysis

Answer Location: Influencers and Creators: Differences
Difficulty Level: Medium

2. You are a PR professional launching an outdoor clothing brand aimed at affluent, middle-aged consumers. You want to segment them more precisely according to the channels they interact and engage with. What are some questions you need to ask to focus your thinking?

Learning Objective: 9-2: Understand how we identify audiences through segmentation.

Cognitive Domain: Application

Answer Location: Using Categories for Segmenting Audiences
Difficulty Level: Hard

3. Analyze Grunig’s Situational Theory of Publics and identify its key features.

Learning Objective: 9-2: Understand how we identify audiences through segmentation.

Cognitive Domain: Analysis

Answer Location: Identifying Audiences Based on Characteristics: Grunig’s Theory
Difficulty Level: Medium

4. As team leader for a major hospitality account at your agency, you can see that relationships with customers are being mismanaged. Surveys indicate that many have stopped trusting the hotel chain and no longer feel committed to the brand when traveling. A small number of customers added that they no longer trust the hotel to deliver a quality experience for their families. You are puzzled by all of this until you remember a helpful study on relationship management by your past professor James Grunig and his colleague Linda Hon. What kind of relationships would they advise you to build in order to save your hotel client, and how would those relationships look?

Learning Objective: 9-3: Define relationship management and know how we apply it to audiences.

Cognitive Domain: Application

Answer Location: Features of Managed Relationships
Difficulty Level: Hard

5. Since attending a branding conference last month, your boss has been excited about the idea of inspiring employees to become brand ambassadors. She tells you she wants to launch such an initiative at your corporation and that you are in charge of building the program from the ground up. What steps should you take to successfully launch it?

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Application

Answer Location: Employees
Difficulty Level: Hard

6. Categorize the major elements of a successful community that is invested in a particular issue, brand, or organization, and explain how these elements work together.

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Analysis

Answer Location: Influencers and Creators: Differences
Difficulty Level: Medium

7. Analyze the significance and current state of the media as a key audience for PR practitioners.

Learning Objective: 9-4: Understand our relationships with clients, and their relationships with stakeholders and other audiences.

Cognitive Domain: Analysis

Answer Location: The Media
Difficulty Level: Medium