Test Bank Chapter 3 Convergence And Integrated Communication

Type: multiple choice question

Title: Chapter 3, Question 1

1) One day, all of our media sources might be merged into one device. Jenkins calls this possibility ____________.

Page reference: Technological Convergence

a. The back-to-the-future box

b. The black-box fallacy

c. The next Apple invention

d. The next Google invention

Type: multiple choice question

Title: Chapter 3, Question 2

2) ____________ brings together formerly separate technical capabilities and media content.

Page reference: Technological Convergence

a. Technological conflux

b. Technological divergence

c. Technological focusing

d. Technological convergence

Type: multiple choice question

Title: Chapter 3, Question 3

3) 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.

Page reference: Cultural Convergence

a. Cultural anthropology

b. Cultural convergence

c. Cultural media

d. Cultural divergence

Type: multiple choice question

Title: Chapter 3, Question 4

4) 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 ____________.

Page reference: Economic Convergence

a. Economic convergence

b. Economic divergence

c. Too big to fail

d. Big busines

Type: multiple choice question

Title: Chapter 3, Question 5

5) 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 ____________.

Page reference: Professional Convergence

a. Climbing the corporate ladder

b. Professional divergence

c. Load reduction

d. Professional convergence

Type: multiple choice question

Title: Chapter 3, Question 6

6) If you place a ____________ in a paid TV ad, TV viewers can jump platforms from their TVs to other screens.

Page reference: Professional Convergence

a. Subliminal message

b. Hashtag

c. Photo

d. Data mining bug

Type: multiple choice question

Title: Chapter 3, Question 7

7) In traditional mass media, ____________ is the paid media space that sponsors use to persuade audiences.

Page reference: Divergence - Advertising

a. Marketing

b. Public Relations

c. Advertising

d. Propaganda

Type: multiple choice question

Title: Chapter 3, Question 8

8) 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 ____________.

Page reference: Divergence - Advertising

a. Search advertising

b. Search public relations

c. Search divergence

d. Search convergence

Type: multiple choice question

Title: Chapter 3, Question 9

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

Page reference: Divergence – Advertising

a. Keywords

b. Analytics

c. Practical ethics

d. Synthesis

Type: multiple choice question

Title: Chapter 3, Question 10

10) 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?

Page reference: Divergence – Marketing, Product

a. Product

b. Price

c. Place

d. Promotion

Type: multiple choice question

Title: Chapter 3, Question 11

11) 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 ____________.

Page reference: Divergence – Marketing, Promotion

a. Fourth-party credibility

b. First-party credibility

c. Second-party credibility

d. Third-party credibility

Type: multiple choice question

Title: Chapter 3, Question 12

12) 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?

Page reference: Integrated Marketing Communication

a. Advertising

b. Integrated marketing communication

c. Public relations

d. Bait and switch

Type: multiple choice question

Title: Chapter 4, Question 13

13) In content marketing, organizations develop media content to attract audiences and interact with publics. The goal is to make it interesting and engaging enough that people will seek it, consume it, and share it for its own information or entertainment value rather than see it as an interruption to some other media experience. Which is the best example of this kind of media content?

Page reference: Hybrid Functions

a. Spam filter

b. Pop-up blocker

c. Embedded YouTube video

d. Embedded malware

Type: multiple choice question

Title: Chapter 3, Question 14

14) Marketing and advertising are primarily concerned with promoting an organization’s products. Public relations also promotes the products, but more important, public relations promotes the organization as a ____________.

Page reference: How Public Relations Is Different at Its Core – Organization (Beyond Offerings) a. Whole

b. Part of the whole

c. Complex organization

d. Profit center

Type: multiple choice question

Title: Chapter 3, Question 15

15) Madison is a media relations specialist at Eastman Chemical. Her job is to inform the public of the organization’s mission, policies, and practices in a positive and credible manner. Unlike advertising, which pays for it, she must develop relationships with all sorts of publics. She has learned that in public relations ____________.

Page reference: How Public Relations Is Different at Its Core – Relationships (Beyond Sales) a. Maintaining relationships is an end in itself

b. Sometimes it helps to slip a $20 bill

c. Maintaining relationships is not critical

d. Maintaining relationships keeps critics from lodging complaints

Type: multiple choice question

Title: Chapter 3, Question 1

16) Kelci has been working with a new video platform that allows her to overlay videos with texts and hyperlinks, making what was once a passive video into an interactive experience. __________ has allowed multiple forms of media content to mix and expand.

a. Augmented reality

b. Technological convergence

c. Virtual reality

d. Marketing convergence

Type: multiple choice question

Title: Chapter 3, Question 2

17) 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.

a. Cultural complexity

b. Cultural divergence

c. Cultural convergence

d. Cultural hegemony

Type: multiple choice question

Title: Chapter 3, Question 3

18) Hudson loves working in public relations, in part, because it is so interactive. He appreciates our _____________ culture in which citizens and publics are as likely to produce and share content as they are to consume. This makes his job easier as he can better listen to his audience and engage with them.

Page reference: Cultural Convergence

a. Participatory

b. Viral

c. Hashtag

d. Video

Type: multiple choice question

Title: Chapter 3, Question 4

19) 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 ___________.

Page reference: Economic Convergence

a. Pivoting

b. Lingering

c. Expanding

d. Dwindling

Type: multiple choice question

Title: Chapter 3, Question 5

20) 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?

Page reference: Economic Convergence

a. Cultural convergence

b. Dynamic convergence

c. Economic convergence

d. Technological convergence

Type: multiple choice question

Title: Chapter 3, Question 6

21) Ariella works as an account executive for a global public relations agency. Her client also has agency teams for advertising, analytics, and content marketing. Ariella has found it difficult to understand how her job fits into her client’s larger mission, and how to work with these other agency teams to best service her client. Ariella’s challenge is common when facing _____________.

Page reference: Professional convergence

a. Professional competition

b. Professional convergence

c. Professional ethics

d. Professional exchanges

Type: multiple choice question

Title: Chapter 3, Question 7

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

Page reference: Professional convergence

a. Risks and rewards

b. Creativity and fun

c. Differences and commonalities

d. Cost and investments

Type: multiple choice question

Title: Chapter 3, Question 8

23) When buying ads to run in newspapers or magazines, Carlton can either pay for space based on the portion of pages used (half, full, quarter), or he can pay based on the number of ___________ across and inches in length.

a. Influence

b. Inches

c. Demographics

d. Columns

Type: multiple choice question

Title: Chapter 3, Question 9

24) Benjamin runs a PR firm in a small Midwest city. The owner of a local BBQ restaurant, The Porkulicious Pig, contacts him to help promote his business. The restaurant is not part of a chain. Benjamin researches the target audience for this restaurant and decides the most effective advertising would be buying an ad in ____________.

a. The Wall Street Journal

b. The Los Angeles Times

c. The local newspaper

d. USA Today

Type: multiple choice question

Title: Chapter 3, Question 10

25) 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?

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

Type: multiple choice question

Title: Chapter 3, Question 11

26) Diana’s supervisor is pressuring her to figure out a value for publicity she earned. Why should she not use the advertising value equivalency (AVE) metric?

a. Proper evaluation of PR requires more careful thinking about the effects of communication than figuring out what media coverage would have cost if you paid for the space it occupies.

b. Some publications are not honest about reporting the costs and circulations of their outlets, so this is not a trustworthy metric.

c. The calculations required would be too time consuming to provide useful insight.

d. The cost per thousand metric is more universal for measuring public relations value and something every PR professional uses instead.

Type: multiple choice question

Title: Chapter 3, Question 12

27) Jill and Chelsea must calculate the click-through rate for their client’s banner ad. If 1,000 people viewed the banner ad and 15 of them clicked on it, the click-through rate is ____________.

a. 15 percent

b. 150 percent

c. 1.5 percent

d. .05 percent

Type: multiple choice question

Title: Chapter 3, Question 13

28) Online, advertisers can buy banner ads, which display ads on a portion of web pages, or ___________, which is a commercial video ad displayed for a few seconds before the desired video is shown.

Page reference: Divergence - Advertising

a. Overt advertising

b. Viral advertising

c. Pre-roll advertising

d. Pop-up advertising

Type: multiple choice question

Title: Chapter 3, Question 14

29) Professor E. Jerome McCarthy introduced “the marketing mix” to help explain the concept of marketing. McCarthy’s marketing mix is comprised of:

Page reference: Divergence - Marketing

a. Advertising, public relations, face-to-face and events

b. Print, TV, word of mouth and images

c. Produce, price, place and promotion

d. Consumer, cost, convenience, and communication

Type: multiple choice question

Title: Chapter 3, Question 15

30) 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 _______________.

Page reference: Divergence – Marketing, Product

a. Recipes and menus

b. Ideas and behaviors

c. Gadgets and utensils

d. Exercise routines and apparel

Type: multiple choice question

Title: Chapter 3, Question 16

31) Lucy oversees marketing for a wide range of lawn-care products. She knows she has to market her new products differently from one product that is more mature in its __________. _____________.

Page reference: Divergence – Marketing, Product and Price

a. Lifecycle

b. Reputation

c. Consumption

d. Innovation

Type: multiple choice question

Title: Chapter 3, Question 17

32) Lisa is working on the pricing strategy for a new line of organic baby food. She knows if it is __________, the food may be perceived as cheap; if it is ______, no one will buy it.

a. Too high; too low

b. Too economical; too flashy

c. Too flashy; too economical

d. Too low; too high

Type: multiple choice question

Title: Chapter 3, Question 18

33) 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.

Page reference: Divergence – Marketing, Pricing

a. Pricing skimming

b. Market skimming

c. Pricing maturity

d. Market maturity

Type: multiple choice question

Title: Chapter 3, Question 19

34) Lance tries to make it as easy as possible for his customers to buy the compact blenders he markets so he chooses a wide variety of __________.

Page reference: Divergence – Marketing, Place

a. Package designs

b. Distribution channels

c. Internet marketplaces

d. Apps

Type: multiple choice question

Title: Chapter 3, Question 20

35) Which of the following is an appropriate comparison between publicity and advertising when viewed through the lens of the sales-focused marketing mix?

a. Advertising costs marketing dollars, but publicity is completely free

b. Advertising is only focused on products, where publicity is only focused on the organization

c. Advertising is guaranteed paid media space, where publicity entails unpaid media coverage

d. Advertising guarantees credibility, where publicity guarantees control over the message.

Type: multiple choice question

Title: Chapter 3, Question 21

36) Emmett works in marketing for a chewing gum company. He came up with the idea of printing the brand’s social media handles on the wrappers for each individual piece of gum to encourage social sharing about the product. In this way, Emmett is hoping to spur ________________.

a. Low-cost publicity

b. Brand advocacy

c. Responsible packaging

d. Word-of-mouth promotion

Type: multiple choice question

Title: Chapter 3, Question 22

37) In some cases, the distinction between marketing and public relations is blurred as brands use multiple channels and content types to engage with audiences. Regardless of the number of channels and ways of engaging, it is most important for a brand to _________________.

a. Speak with one consistent voice

b. Use creative and attention-grabbing techniques

c. Stay within budget constraints

d. Remain politically correct

Type: multiple choice question

Title: Chapter 3, Question 23

38) 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 __________.

a. Products rather than price

b. People rather than products

c. Promotion rather than people

d. Price rather than promotion

Type: multiple choice question

Title: Chapter 3, Question 24

39) 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.

a. Constance

b. Conscience

c. Communication

d. Cost

Type: multiple choice question

Title: Chapter 3, Question 25

40) 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.

Page reference: Integrated Marketing Communication - Convenience

a. Convenient

b. Low cost

c. Complex

d. Collaborative

Type: multiple choice question

Title: Chapter 3, Question 26

41) 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.

a. The products it sells

b. The company’s financials

c. The events it holds

d. The company’s contests and promotions

Type: multiple choice question

Title: Chapter 3, Question 27

42) Sophia creates a blog about food specialties and how to make them at home. In one session she shares a recipe from her grandmother in Italy about making genuine Neapolitan pizza. In the blog, she inserts various links to products she has for sale, like pizza peels, tomato sauce, etc. This is an example of effective ____________.

a. Inbound marketing

b. Outbound marketing

c. Circular marketing

d. Conductor marketing

Type: multiple choice question

Title: Chapter 3, Question 28

43) Lucas is hired by General Motors to set up an internal newsroom and create a narrative about the company. His goal is to produce news content to communicate directly with Ford’s publics without going through a third-party news organization. His job is classified as _________.

a. Public journalist

b. Publicist

c. Newspaper writer

d. Brand journalist

Type: multiple choice question

Title: Chapter 3, Question 29

44) 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.

a. Influencer mentions

b. Media databases

c. Institutional advertising

d. Bylined articles

Type: multiple choice question

Title: Chapter 3, Question 30

45) Vera is surprised about the high volume of emails she’s receiving from social media companies asking her to review and agree to terms and data policies. The sudden influx of these notices is a result of the ____________ that protects individuals’ privacy by giving them more control of their personal data.

Page reference: Ethics: Free Flow of Information and Data Protection

a. Global Data Protection Registry

b. General Data Protection Regulation

c. General Data Preventative Registry

d. Global Data Preventative Regulation