MIDTERM EXAMINATION

SPRING 2007 Marks: 40

MCM401 - FUNDAMENTALS OF PUBLIC RELATIONS Time: 90min
(Session - 4 )

StudentID/LoginID: ______________________________

Student Name: ______________________________

Center Name/Code: ______________________________

Exam Date: Thursday, May 03, 2007

All questions are compulsory.

This exam consists of 10 MCQ'S, 5 True /False questions, 5 Short Questions
and 1 Descriptive question.
For each MCQ, read the choices available and select the choice which you consider is the
correct answer.
You may wish to pace yourself with your own watch, but the Supervisor will be the official
timekeeper of the test.
Remember not to spend too much time on any one MCQ. Since all MCQ’s carry equal marks,
it is important to manage your time and response to test questions effectively.
Failure to comply with the Supervisor’s directions will result in your test being cancelled.
Please comply with supervisor’s directions to avoid any unpleasant event.

For Teacher's use only

Question 1 2 3 4 5 6 7 8 9 10 Total
Marks
Question 11 12 13 14 15 16 17 18 19 20
Marks
Question 21
Marks
Question No: 1 ( Marks: 1 ) - Please choose one

The first P of 4 P’s to PR role in marketing stands for----------------.

► Product

► Place

► Price

► Promotion

Question No: 2 ( Marks: 1 ) - Please choose one

The author of book “TEACH YOURSELF PUBLIC RELATIONS” is --------------------.

► Herta A. Murphy

► Alauddin Masood

► J Harvey Smith

► Lani Arrendondo

Question No: 3 ( Marks: 1 ) - Please choose one

The third step in the six-Point PR Planning Model is-------------.

► Definition of objectives

► Definition of publics

► Assessment of results

► Appreciation of the situation

Question No: 4 ( Marks: 1 ) - Please choose one

------------------- is commonly used term for computer-generated printed materials such as
newsletters and brochures.

► Desktop publishing

► Direct mail

► E-zine

► None of the given options

Question No: 5 ( Marks: 1 ) - Please choose one

----------------is the management process responsible for identifying, anticipating and

satisfying customer requirements profitably.

► Marketing

► Human Resource Management

► Propaganda

► Press Relations

Question No: 6 ( Marks: 1 ) - Please choose one

-------------- is the practice of preparing a communication plan that can be effectively put
into action in the event of a potentially negative issue for a company or organization.

► Lobbying

► PR consultancy

► Crisis management

► None of the given options

Question No: 7 ( Marks: 1 ) - Please choose one

A (n) __________________ is a description of some event that an organization writes itself

and sends to the media in the hope that it will be published for free.

► Advertisement

► Press release

► Press announcement

► Media announcement

Question No: 8 ( Marks: 1 ) - Please choose one

--------------- refers to donating funds to an organization or event in exchange for supportive

association in order to generate publicity.

► Publicity

► Advertising

► Sales promotion

► Sponsorship

Question No: 9 ( Marks: 1 ) - Please choose one

A ------------------- short piece of text under a picture in a newspaper which describes the
picture or explains what the people in it are doing or saying.

► Caption

► Index

► Byline
 ► Print line

Question No: 10 ( Marks: 1 ) - Please choose one

The third step in 4 step problem solving process is -------------------.

► Planning & Programming

► Defining the problem

► Evaluating the program

► Taking action & communicating

Question No: 11 ( Marks: 1 ) - Please choose one

False or partly false information used by a government or political party intended to sway
the opinions of the population is known as Propaganda.

► True

► False

Question No: 12 ( Marks: 1 ) - Please choose one

Relationship between an organization and the media as an aid to public relations activities
is known as Press Relations.

► True

► False

Question No: 13 ( Marks: 1 ) - Please choose one

Edward Burneys is known as father of PR.

► True

► False

Question No: 14 ( Marks: 1 ) - Please choose one

Corporate image and corporate identity are synonymous

► True

► False

Question No: 15 ( Marks: 1 ) - Please choose one

PR is a form of Communication which applies to organizations in public sector only.

► True

► False

Question No: 16 ( Marks: 3 )

Explain the two-way communication process?

Question No: 17 ( Marks: 3 )

What makes Public Relations different from advertising?

Question No: 18 ( Marks: 3 )

Explain the term “internal publics”.

Question No: 19 ( Marks: 3 )

What is the importance of house journal in Public Relations?

Question No: 20 ( Marks: 3 )

How does corporate image differ from corporate identity?

Question No: 21 ( Marks: 10 )

Describe the six point PR Planning Model.