ddvernsing Pubac

Rapter
Principles and Pracnch lie (Moriarty et al)
MC:Relations

Wiech IMC tool belgs

)both? an orgamizatan and itn pubhes zelate to each other tio the bezeft of

A) adrertisng
Peroual sel
) publieity

ARSWer
Learning Objectire 3.1: Explain what pubic relations is
Difieulry: Easy
) All the groups of people with whicha company or organization interactiuch as employees,
media, community groups. stockholders, and so forthenown as
A) targets
pubues
aen
E) contact points
Answer
Learning Objectre 31: Explain what publie relations i
Diffieulty: Easy

which refers more specifícally to people who hare an

)nterest,
Another term for publics is
nancial or not, n a company or organizati0

aret
) takebolder

shareholders
E) conet poins

Answer 3.1:Ezpain what pbic relations is.

ILeaming
e y Easy
Objectire

)A Whuch of the following

BeCAster
in NOT a media gatekeaper?
B) newspaper eator

ordinater
E) publie relations write
E
nswer 3.1: Explazn what publie relations is.
Learning Objectire:
DibeultyModerate

Capyrigh1& 2019 Pearson Education 1nc

5) Wheh of thbe following is the term that describes twhat a goup of people who share a common
interest think about a parteulr ssue
A) pubc opinon

D) brainstornm
eputaton
Answer A S.1: Explain what publice relations is.
Leamung Objecte
Ey

) Important people who nfiuence the opmons of others are known as

AJ atereepers
) Tend
spoures
n d o rers
E) benchmark

Ansr 3 1: Explain what public relations is.

Learning Objectre
Ditieulty Easy

) According to the text, what is the greatest asset an organization can hare
A) captal
puDie good
p o r a t e history

equity
Anser: E
3.1: Explain what publie relations is.
Leaming Objectre:
Difieulty: Moderate

5) The trust on which goodrill is based comes from

A POpular products
3) otterng mADy proau
waata coEDpany says about what E does
E y
rermment says about what a company does
Answer
Learning Objecte 31: Explain what publie relations is.
Difbeulty. Moderate

Copyrighr2019 Peazon Education lac

 wuch of the tolewng is a core value of conduet spelled out in the Public Relations Society
Aln Ehie
B) fairness
) compenion
D) image
utro
earning Objective: 3.1: Explain what publie relations is
Difieulty Moderare
AACSB: Ethical understand1ng and reasonng

_ i s a perception baved on messages delirered by adrertising and other marketing

6ased on an organizanon s acnual behavior.
omnicatiou toois, TDereas
o o d . ntegrity
5) Integriry. Emage

DIReaon: imare
E) Equity. reputation
Learming Objectre: 3.1: Explain what publie relstions is

ACSB Ethical mderstanding and reasonin

11) Which of the following is an
area in which public relations and adrerising difrer
to otAnd perceptons.
AOly
B) Only
aersmg conti butes
aimis at
supninicantiy
adretising seles .
ity
D) Public relations has peater perceited credibal1ty.
E) Only pubiuc relations ams at seiected targers
Answer 3.1: what relations
Learning Objectire Explain pabic

12) Which of the follawing statements about publie relanons is FALSE

Public reianons 15 used to generate goodwll ot an o*panAD

BPubie relstsous 15 praetced bya derane ot orgaLzatnons

Publhetn and purblie relanionz are synonymous terms
E) A corporation's publáes may be external and internal
Answer
Learmning Objectire 31: Explan what pubie relations is
Dirtieulry: Dieuit

E 019 PRAFNOn Educado Inc

Cop
 TRUE?
regarding advertising and publie relations
13) Which of the following statements is

B) The publie tends to trust adrertsm more than publhc relatons

Publie reianons strategss hare e Touble eng exposure t L media.
Onsumers do not percere pubie reiatons ntormation and adrermsung intormatnon 2s the
same
E) The main goal of publie relations is sales
Anser
5.1: Explan what publie reations 5.
Learning 0byectre
Ditheulryoderne

Which
14) aspect of publie relations most lhkely cames no direct media costs?
A coporre aarems
B) csis mADagenent

C)pubieity -1iism

E) cause marketing
Answer 5.: Explam what public relations is.
Learmng Objecte:
Difheulty Moderate

15) The tendency of consumers to trust the media more thaa they do adrertisers is called the

A) implied thrd-party endorsement tactor

B) halo etfect
fect
D)indirect endorsemmt effect
E) Cayorer eifect

.l: Eplan what public relations

Learnng Objecte is

AACSB Written and oral commmication

0 ne sing populanty ot blogging has pared the way for new careers that combune
C r e i a n o n s and consun
anons
anons
C) mablie relatio
D) drect marketing and adrertising
E) direct marketing ana jourmala

Anser . .

3 1 : Expiain what publie relations

Diffeulty Moderate
AACSB: nformation technology

Copymhr&2019 Persen Edncation ac

 ou
copany. n terms of public relations, what
1exaco
A) brand advocate

ntence
C) decisionmmakar

imn leader
Answer
Learming Objectme . : Expiain what public reiations is.
Diicuity Moderate
y ucal thinking

18) Ralph Nader has been an outspoken consuner actirist for many years, and servera
and to Intiuence pusne opnlon. u e n s or puoue
organiranons target him is oFanizatsons
Telations, Mr Nader is coBsidered a ( n ) _

ev adeertise
C) brand journalist
D Enird-paTty endorser
E) ph1lantarop

Learning Objectire: 31: Explain what public relations

s
Diffieulty: Moderate
AALSB Analyical thunking

19) Akou works behund the scenes at Chicago's most populat radio talk show, scheduling
newsworthv guests to appear on air. In this role,
A opiniOn leader
B) adrocacy adrvrtiser

) gatekeepr
) ph
Answer: C
Learning ObjJectre: 1: Explan whar public relatnons 15.
Dificulry Moderate
AACSB: Analyical tnunking

Copytight&2019 Pearsos Educason. lac

eanta oaonno Teceved apres releave anoncin a bet APple Store
photo of the long lines of eager customers waiting for the store to open on its first day. n this
cenano, the Atamta Journal Consirution ftiunctioned as a(a)
ad*ertiser

D) mplhed thrd-party endorver

pailanthropist
D
Answer
Learnng 0byecte1 Explain what publie relations is.
AACSB: Analytical thinking

A mamuacturer ot toilet ussue ent its brand mascot to help refurbish restrooms at
targrounds aross the eountry. As part of thit project, each restroom was to provide fairgoers
And
toiler ticen s , costr t e n a n c e , premium

xanple of
A) corporate adtertismg
B) caue z

D) Duhhe
E) sponsarshp
Answer
Learing ject l Expiain what public relations is.
AACSB Analyical thinking
***

9 which ot the tollomIng best explains wby publhc relations and adrertising need to find

coinon gTound nd utegrate their ettorts?

ubitire.
C) Public relations specialsts lack the skills necessary to create produetive campaigns

DD puoue reuaions and adrerti sing need to complement each other to

B a s estabiushed laws that L Ake adrertisng more and more difficult.

3.1: Exgplin what public relations

Learming Objectre
ifñeulty Moderate
is.

AACSB Applacation of knowledge

Copyzight8 2019 Pearson Education lac

3) The area o publie Telations that tocuses on detelopmg media contacts 1s called_

A) mtemal markering
)media relatians
puoue a
narketmg
E) lobbyia
Answer
Learing Objectre2:
Descrnbe bow publue relations works
Difbeulty: asy
24) Programs that commumicate information to employees axre called_

A) media relations
3) public affairs

C) cause mankeu
D) ep .ations
Answer E
32: Desenbe bew publc relations works
Learning Objectire
Difficulry: Easy
AACSB Wten and oral communcatio

25) Communication efforts aimed at informing employees about marketing programs and
toer
suPpOrt are known as

eo nt
A) mediaeoBs
pubeaaurs ine

D) employ marketing
E) mtemal marke

Answer E
Learning Objectire: 32: Descnbe bow public relations works

AACSB W Titten and oral coumnication

26) All the commnic ation efforts aimed at the financial community are refered to a

A.ADCa Teianons
C) external relations
D) tinancal markeng
E) finance pubiic relnous

Objectite 32: Deseribe relatons

how public rork
Diffieulty: Easy
AACSB: WTitten and oral communication

Copyrighr 8 2019 Pearsoa Education. Inac

corparate communieation
Ana
programs targeted to the gorerument and the publie orn issues
are called
eiaredt oeent reguaton

awtemal publie relations

cause marketing
)pubuc as
) corporate relanous

Tearnine O Describe how pubie relations works

Objectre2:
Diffeulty Easy
AACSB: Written and oral communication

o aT roetoaion to legiiators in order to get their suppart and rote on a

) bribery
lobbyinE
copoaeeatous
ptekeping

Answer: B
: Describe bow publie relatioas wroks.
Learing becte
Difheulty: Easy

9) Which
o f the following is a way that a company ean demonstrate its social responsibilty by
proriding financial support to a good cause?
A) recrutment
B) lobbyn
C) caue mar
ations
)2ssue manarama

Anser
Learning Objeete Desenbe how pubhe relations works

Ditb
AACSB Ethical understanding and reasoning

30) The public relations function of proactirely managing concerns to prerent escalation to a

Bl eorporate ralations
C9 155ue management
D) eause nmake
E) issue r

Answer
ingObject32 Deseribe bow public relatons warks.
Diffieulry: Moderate
Wten and oral communicaiou
AACSB:

opyTipht 2019
Pearvon Educatio. Inc
31) Which of the following is another term for fund-raisingE?
A) cause markenng
B) public service marketing

E) social responsib1lity

Learning Objectre 2 Desenbe bow pubhe relatons works

which publc relatons function focuses on an organization's mage and reputatiou

ACopore reianio
B)empioye reanoa
ement
E) media relations
Answes A 32: Describe how pubic relations wosks
Learning Objectire:
AALSB: WTitten and oral communication

the trust that

3) Which corporate relations program has the ovemding goal of strngthening
stakeholders hare in an
organlauon
anaement
media relations
DFeputatso managemen
E) pubic attais

Objectire 32: Desenbe

bow publie relations works.
Diffieulty Easy
AACSB:Wntten and oral commmcanon

of publie the possibility of a disaster and plans hov

34) Which type relations proam ancipates
to deal with bad news and all the affected publies?
copoate repufation management

B) criss managen
pubiie ata
E) issue management

Answer 32: Deseribe how publhe relatons works.

aning Objectire
AACS Writen and oral communication
AACSB

2019 lac
Copytigki Penrson Educatoz
35) Which of the following is NOT part of a crisis management plan'
A) deciding who contaets the rarious stakebolders who ught be affecte
) deciding who ets up an onsite disaster management center
D) deciding who corers up erents leading to the crisis
E) analyzing the potentnal tor an ener ging cnsi
Learning Objectire: 3.2: Devernbe bow publie relations works.
Difieulty Moderate
AACSB: Ethical understanding and reasonng

36) The orerlapping field of ad*ertising and publie relations that focuses on building

Almariee P
8) consuner relatons

Teputaon Aaeent
D) public aitars
E) 1ssue manigennen

Learmine C
Objectire 3.2: Deseribe how puble relations wotks.
Diteultyasy
AACSB: Wnften and oral comnicanan

C h ot the olowng ypei of programs is used to discourage socially harmful bebariors

B) ensis management
public comiunicanon
aras
campaign
D) pubic
E) issue maALAgeet

Learning Objectirve: 32: Deseribe bow pubie relations wotks

Ditheulty: Moderate
AACSB Ethiral understanding and reasoning

38) Whieh of the following is most directhy foeuwed on cempanies wotking to create postr
efforts t o do good works?
perceptions through
A) media relatnons
B) repuaon aag
e scial responuibihty
E) ivsue managemen

Learning Objectire 32:

Describe bew publie relatens works
AACSB Watten and oral commuicatio

2019 lac
Copyrigbi Pearson Educatnou.
S9) lan work n the publhe relatons fnchon in his company When he wants exposure for some

newspaper, oar Anthony. Melissa, and Stephamme at the local telerision statsons. Ian bas worked
bard to develop these media contacts. in public relatons. this relatonship managements known

B) media ralation
C) publie affhurs
D) corporate reianons
E) repunton managee

Leaminr Obiectire 32 Desenbe bow publae relatons worz

Difficulry Moderate
Analyaea thinng

0) s the editor of an
MeanseoS d to all ulev and staff working at the
LIT erSity. The newspaper corers stones about nwhat taculty ** doing gAns and awards o n by
mployees, nd important information regardung human resource issues What ype of pubhc
does tnis uustrate
Poga

) internal relatons
Dempioyee reaou
E) bouse Comnuications

Answer
re 32: Deseribe how publhe relations works.
Difieuliy Mederate
AACSB Analytical thinking
41) Sandra works for the local ehapter of the Humane socieEY. 2 non-ptont otganiao
dedicated to protecting
animals anr a nrs to afm family day
rent that she is organizing at the Humane Society. Sandra is inrolred in
Ase angement
B)recruitnent
und-ralsin
management

works.
Learning Objectie: 3.2: Deveribe how publie relations
Ditfieulty: Moderate
AACSB. Analytical thinking

Copyrighr & 2019 Pearson Education Inc

 2) PG1s amayor consumer paciaged Eoods mautacturer that tor years nas supported tne
Dlympics
ervery year.affairs
What type of relationship management program is this?
Apubae
c o p o r a t e relationsS

)media e iont
E) cause marketing

52:Desenbe how pubic relatons works

Learming Objectre
AAOD Analytical thinking

Keter to the pattage belew to anwer the questioms that

folow
Wends fast food restaurant had a situaton in which 1woman fond a fingertip in her bowi of
outlets nationwide went dom Fornnately for Wendy's. s discorered weeks later that the
ad
ccuser aastory ot hling lavuts aanst basnesses, and the owner of the lost digit was a
o BDAn eWendy locanoa in wich this ncidemt oceured
Tecerred ery aronble expovure n the local medn once it was learned that the restaurant was

Aceusaon.
ediately fallowingthis ndiradual's ehim of finding a fingerip in ber chili, whieh publie
ations program was most *aluable to Wendy's

A corporate reputation mana gement

C)cause marketine
PBC communcation campangns
EpuDuc seice anoaeetuents

Anser e e Dow publie relations works

Diicul Mar
AACSB Application of kmowledge
Aler ne cuuprit was discorered, wich pubic relations progranm was most reler'ant to

A) puble affairs
B) cause marketing
eputaton management
D) ternal make
E) tinancial relatons

Leaning Objective 3.2: Descrnbe bow public relations worE

Diieulty: Diffeult
AACSB: Application of knowledge

Copyright® 2019
Pearson Educabior
B c nchise o o d corporate citz, and tbe owaers of that particular

focuses dereloping media

management program on contact
A) publhe aftars
B) 1ssue nanagement

pte relations
E) tomn hall forums
Answe
2 : Desernbe
Learning Obectie how publie relatsons works
AACS
AACS5 Analyncal thinking

o bep reld wendyi Teputatoa. the corporate ofice encouraged franchivees to support
S a e r colannanes, Suca as cnannes a n scabols. p a c c e is most
likely know
marketinr publie relations
C)cause mærketing
ind-ra1sing
E) elopment
Learning Objectire: 32: Desenbe how publie relations woTks
Dif+culty: Moderate
AACSB: Analyhcal thinkcng

B) research. promotion, implementation and eraluation

) Tesearch. planing, Dplementataou. andauaton
D) reporting. planninE, integrati0n. and e"aluation

E) reportinE.promotion, implementation, and eraluaton

Learning Objetire
Diffieulty: Moderate
33: Livt common publie relations tools and their funetions

*5) which ot the tollowing 15 NOL a marketing communicaion tool used m pubiie relanous

) ad ertising

e inerne
D) direct markeun

E) personal sales
Objectire 33: List common publie relations tools and their functions.
Diffieulty Moderate
AACSB Wntten and oral coumumication

13
Copyright& 2019 Pearsou Education. lac
 into which three categories?
49) Publie relations tools
A) mternal, external, and paid
divided
are

B)marcetDE. copoat. ana o

C)controlled, uncontrolled, and mdependent medi2
Dpad owned. and earned media
E) corporate, house. and collateral

Tmin Objectie33:
O List corumon public relations tools and their functions
Difficulty: Moderate

Incmdes house ads, public serrice announcemenfs, carporate adtertising, n-bouse

publications, and visual preseutatoas

e a

C) Paid media
D) Oed media
E) Earned media
Answer
Learming Objeetire: 33: List common publie relations tools and their func tions

AACSB Written and oral communication

1oponsored eents are an

exAmple of_
A) Imternal media

O Dd media
D)
E)
ownedd medha
meda
Answe
33: ist common pubic relañons tools and their
Del
etre
Runctions.
AACSB: Wnitten and oral communication

52) A brand's social media channels are categorized a nedn

O paid

E) earned

arning Objectire: 3.3: List common publie relations tools and their functions
Difñeulty Moderate
AACSB: nformatiou technolog

Copyrighr 2019 Pearson Educaton lac

3) Whieh of the following is the anost credible media'
coporate
B) social
C) paid
D) owed
Answer: E

Learning Objectire 3 3: List common publie relations tools and their functions
Ditheuly Moderate
AACSB. nformaton technology

54) A company would be lhkely to hire eW atch to

ereate onine adertisements
5)eaate tne etecteness
to
ot social media pubie reiatons ettors
15 being said about its brands
monitar the intermet colect intarmatio about what
D) determne the optium channels tor anlne adrertsements

Answer c
e re 02 n e s e r Or pubne telanons plans
Learning Objectr: 3.5: List common public relatnons tools and ther functions.
Difñeulty Moderate
AACSB: nformation technology

) An ad prepared tor use m a compauy'i owa publacation OF prograing is knowa as a(n)

A BS
5) coporae

)commany
E) adrocacy

53: List publie relations tools and their funetions.

Learning Objectre common

AACSB Written and oral cammumicanon

ciic organizañons that #ee of chrge on telerision or radio in

30)
print
Ads for
media eharitable
are knowD A"and run or

_
B) publie serrice announceme
C) cause ma
D) a*ocaey a
) feaure ac

Learming Objectre: 33: List common publie relations tools and their funetions
Difieulty Easy
AACSB Wnitten and oral comunication

CopyTar& 2019 Peuson Educanos ac

c H ype o* 3deiing d0es a compAny tocus on its orgauatuonal image or *empoint
a
e r on sengparncuar prodict:
A) houseads
s e nmarketin ts

D) nonproit adrestisng
E) corporate aare

Answer E
omon pubic relations tools and their fi
DiBculre
AACSB W ritten and oral communieation

3) A type of advertisng that firms use to enh ance or maintain thetr reputztian among speciic
company s e na te nae o S
audiences or to establis lerel ot
a awareness or tae

) corporate identity adrertising

aoeac aes
cause marketing
D) bouse a d n s n

nS
S : Lst common publuc relatnons tools and their tunchons.
Learning Objecte
Diiheuly
AACSB Witten and oral communication

9) Point-of-view mesuages are called_

A Eorporate identity adrertising
B) adtoeaey a g

aens
D) house adrertsng

LeArning Objectie 3.3: LIst common public relations tools and ther func thons.

Ditheuiry Eay

the LEAST ikely way to generate publicity?

0)which of the following
is

B) press conferences
m e d i a to

D) pervonal contact
with members of the media

E) mternal marketing
And their functions.
eanin Objectre st common publie relations tools

Difñeulty: Wnten
Moderate
and oral communic anan
AACSB:

Copyrigh1 & 2019 Pearson Educabon Iac