Problemset Chapter 7 Quiz

Title
Introductory
Text

Question 1 ________ is the ongoing use of two-way communication to develop, maintain, and sustain
Type: positive relationships with the public.
Multiple Choice Hint:
Feedback for all Introduction, p. 142
incorrect answers:
Answer Graded As Feedback

Public relations Correct

Consumer relations Incorrect
Public-private communications Incorrect
Community persuasion Incorrect

Question 2 According to Russian philosopher Mikhail Bakhtin, in order to create ________, or a well-
Type: informed public, all communication about an issue must be ________, or take the form of a
Multiple Choice dialogue.
Hint:
Feedback for all Foundations of Persuasive Public Campaigns, p. 143
incorrect answers:
Answer Graded As Feedback

intelligentsia, democratic Incorrect

democracy, dialogic Correct
democracy, logical Incorrect
democracy, bipartisan Incorrect

Question 3 A(n) ________ campaign is a paid form of impersonal communication, concerned with selling
Type: specific products, services, brands, images, and lifestyles to the public.
Multiple Choice Hint:
Feedback for all Advertising as Persuasion, p. 143
incorrect answers:
Answer Graded As Feedback

public persuasive Incorrect

public relations Incorrect
advertising Correct
consumerism Incorrect

Question 4 The text discusses five steps of the advertising process. The first, ________, is defined as
Type: becoming known in the mind of the public.
Multiple Choice Hint:
Feedback for all The Advertising Process, p. 148
incorrect answers:
Answer Graded As Feedback

identification Correct
legitimacy Incorrect
participation Incorrect
 penetration Incorrect

Question 5 The second stage of the advertising campaign is to establish ________, or to become known
Type: as trustworthy and believable.
Multiple Choice Hint:
Feedback for all The Advertising Process, p. 148
incorrect answers:
Answer Graded As Feedback

legitimacy Correct
identity Incorrect
reliability Incorrect
agency Incorrect

Question 6 Tyler and his wife have been won over by the advertising campaign supporting Stan
Type: Johnson, who is running for mayor, so they put a “Vote for Stan Johnson in November” sign
Multiple Choice in their front yard. Tyler and his wife are engaging in ________, the third step of the
advertising campaign.
Hint:
Feedback for all The Advertising Process, p. 150
incorrect answers:
Answer Graded As Feedback

identification Incorrect
legitimacy Incorrect
penetration Incorrect
participation Correct

Question 7 When a campaign becomes noticed and unavoidable, it has achieved the ________ stage.
Type:
Hint:
Multiple Choice
Feedback for all The Advertising Process, p. 150
incorrect answers:
Answer Graded As Feedback

participation Incorrect
penetration Correct
distribution Incorrect
identification Incorrect

Question 8 No-Wait Weight Loss, a diet pill brand, promises its potential consumers that if they take one
Type: pill once a day they will lose weight without having to change their diet or start exercising.
Multiple Choice However, many people who have used the product have complained that they haven’t lost
weight, and some have even gained weight. No-Wait Weight Loss has been unsuccessful in
the ________ stage of the advertising campaign.
Hint:
Feedback for all The Advertising Process, pp. 150-151
incorrect answers:
Answer Graded As Feedback

distribution Correct
penetration Incorrect
participation Incorrect
 identification Incorrect

Question 9 There are three basic types of persuasive advertising campaigns. Which of the following is
Type: NOT one of them?
Multiple Choice Hint:
Feedback for all Types of Advertising, p. 152
incorrect answers:
Answer Graded As Feedback

Product-oriented Incorrect
Person-oriented Incorrect
Idea-oriented Incorrect
Result-oriented Correct

Question 10 The goal of ________ advertising is to promote a specific product and service to a target
Type: audience.
Multiple Choice Hint:
Feedback for all Types of Advertising, p. 153
incorrect answers:
Answer Graded As Feedback

person-oriented Incorrect
product-oriented Correct
profit-oriented Incorrect
idea-oriented Incorrect

Question 11 ________ is most common to political campaigns because it focuses on raising the public’s
Type: awareness about a particular person in hopes they will either support or not support the
Multiple Choice person.
Hint:
Feedback for all Types of Advertising, p. 153
incorrect answers:
Answer Graded As Feedback

Product-oriented advertising Incorrect

Idea-oriented advertising Incorrect
Person-oriented advertising Correct
Platform-oriented advertising Incorrect

Question 12 ________ advertising campaigns are focused on gathering support for a particular message
Type: or cause.
Multiple Choice Hint:
Feedback for all Types of Advertising, p. 154
incorrect answers:
Answer Graded As Feedback

Product-oriented Incorrect
Person-oriented Incorrect
Idea-oriented Correct
Message-oriented Incorrect
Question 13 Emma is browsing a popular website when she runs across the story of a well-known actor
Type: who was recently pulled over for speeding and driving down the wrong side of the street. It
Multiple Choice turns out he had been drinking, and the arresting police officer found drugs in the car. The
actor’s publicist issued a statement claiming the actor was just tired and that the drugs
belonged to someone else. Emma can’t help having the impression that all public relations
are ________ and occur only after something negative has occurred.
Hint:
Feedback for all Public Relations as Persuasion, p. 155
incorrect answers:
Answer Graded As Feedback

proactive Incorrect
reactive Correct
manipulative Incorrect
unethical Incorrect

Question 14 What is one important step in public relations that sets it apart from the fields of marketing
Type: and advertising?
Multiple Choice Hint:
Feedback for all Public Relations as Persuasion, p. 156
incorrect answers:
Answer Graded Feedbac
As k

two-way communication Correct

the use of persuasion Incorrect
the use of story manipulation Incorrect
the use of influence to change the beliefs, attitudes, and behavior of Incorrect
the audience

Question 15 The ________ phase of the PR model consists of primary and secondary research about a
Type: client, identifying the target audiences for the campaign, proposing channels of
Multiple Choice communication and strategies to be used in the campaign, and constructing goals,
objectives, messages, and themes.
Hint:
Feedback for all The Public Relations Process, p. 159
incorrect answers:
Answer Graded As Feedback

identification Incorrect
evaluation Incorrect
implementation Incorrect
planning Correct

Question 16 The ________ phase of the PR process consists of making decisions about which strategies
Type: and tactics will be used to respond to the goals of the organization and executing those
Multiple Choice strategies and tactics.
Hint:
Feedback for all The Public Relations Process, p. 161
incorrect answers:
Answer Graded As Feedback

planning Incorrect
 implementation Correct
evaluation Incorrect
tactical Incorrect

Question 17 ________ are strategies associated with developing positive relationships between an
Type: organization and its public.
Multiple Choice Hint:
Feedback for all Types of Persuasive Public Relations Campaigns, p. 163
incorrect answers:
Answer Graded As Feedback

Community relations Correct

Public relations Incorrect
Organizational relations Incorrect
Consumer relations Incorrect

Question 18 In public relations, ________ deals with an organization’s ability to satisfy and create a
Type: positive experience for its consumers.
Multiple Choice Hint:
Feedback for all Types of Persuasive Public Relations Campaigns, p. 164
incorrect answers:
Answer Graded As Feedback

community relations Incorrect

consumer relations Correct
employee relations Incorrect
public issues Incorrect

Question 19 A ________ campaign occurs when people from two or more opposing sides of an argument
Type: have emotional convictions about a decision that has the power to impact their lives.
Multiple Choice Hint:
Feedback for all Types of Persuasive Public Relations Campaigns, p. 166
incorrect answers:
Answer Graded As Feedback

public relations Incorrect

public issues Correct
crisis management Incorrect
consumer relations Incorrect

Question 20 The ________ part of a PR campaign includes proactively planning a response strategy,
Type: implementing that strategy in the event of a crisis, evaluating the crisis response, and
Multiple Choice revising the initial response strategy in an effort to improve for future crises.
Hint:
Feedback for all Crisis Management, p. 167
incorrect answers:
Answer Graded As Feedback

public issues Incorrect

crisis management Correct
 consumer relations Incorrect
community relations Incorrect

Question 21 Leslie is a disgruntled employee who walks into her place of employment and shoots three
Type: people, killing two and critically injuring the other. What is Leslie’s behavior an example of?
Multiple Choice Hint:
Feedback for all Crisis Management, p. 168
incorrect answers:
Answer Graded As Feedback

workplace violence Correct

organizational misdeeds Incorrect
megadamage Incorrect
crisis management Incorrect

Question 22 Which of the following is NOT one of the four categories of persuasive crisis communication
Type: strategies identified by W. Timothy Coombs?
Multiple Choice Hint:
Feedback for all Crisis Management, pp. 168-169
incorrect answers:
Answer Graded As Feedback

ingratiation Incorrect
downplaying Correct
distancing Incorrect
nonexistence Incorrect

Question 23 Louis owns a chemical company that has been irresponsibly disposing of chemical waste
Type: and contaminating the community’s water supply. Although he knew the company was cutting
Multiple Choice costs in its waste disposal, he publicly claims to have had no knowledge of the irresponsible
practices, blames it on the company’s general manager and fires him. What image
restoration strategy is Louis using?
Hint:
Feedback for all Crisis Management, p. 170
incorrect answers:
Answer Graded As Feedback

denial Correct
evasion of responsibility Incorrect
reducing the offensiveness Incorrect
corrective action Incorrect

Question 24 What inspired Solis and Breakenridge to coin the term PR 2.0?
Type:
Hint:
Multiple Choice
Feedback for all New Media and Persuasive Public Campaigns, p. 173
incorrect answers:
Answer Graded As Feedback

the static nature of PR as a result of traditional media Incorrect

the influence of one-way communication on the field of PR Incorrect
the reinvention of PR as a result of new media Correct
 the reinvention of PR as a result of advertising Incorrect

Question 25 Which of the following is cited in the text as a benefit of using new media in persuasive public
Type: campaigns?
Multiple Choice Hint:
Feedback for all New Media and Persuasive Public Campaigns, p. 174
incorrect answers:
Answer Graded As Feedback

It is more reliable than other approaches. Incorrect

It requires little interaction with the audience. Incorrect
Its use suggests affluence and prestige. Incorrect
It is cost effective. Correct