MC 1143 Exam 5 – Flashcards
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the biggest benefit to Kraft from their social media "cheesepoalypse" campaign was...
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identifying Velveeta "superconsumers."
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Which of the following statements about the PR campaign that followed the Tylenol tampering is true?
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It was successful because it was immediate and honest.
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In public relations terms, a "crisis" is which of the following?
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an event that is perceived by the public as damaging to the client's image
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The ROPES model of public relations is primarily concerned with:
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creating, developing, and nurturing relationships between an organization and its key publics.
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P.T. Barnum accused himself of fraud, under a fake name in order to which of the following?
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get publicity
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President Barack Obama helped control news about his college drug use by doing which of the following?
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admitting it in a memoir early in his political career
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A news conference is a tool primarily to communicate with which of the following?
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the media
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People who buy your company's products would be which of the following?
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external publics
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Many organizations have started intranets, which can be described as which of the following?
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networks that are only open to members of the organization
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The term "focus group" means which of the following?
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A group of people brought together to talk about how they perceive an organization, product, or issue.
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During World War I, the job of the "Four-Minute Men" was to do which of the following?
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be prepared to give a series of four-minute speeches
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Integrated marketing communication campaigns typically involve:
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all of the above
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One of the biggest problems in controlling advertising of junk food to children is which of the following?
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it is difficult to decide on what is junk food and what is healthy food
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An advertisement designed to sell soda to a young hip audience would be called __ advertising.
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targeted
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Apple's 1984 Super Bowl commercial was designed to do which of the following?
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make people aware that Apple was introducing a new computer
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An example of an advocacy message would be which of the following?
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a political ad promoting reduced government spending
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An example of an indirect action message would be which of the following?
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an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of SUVs
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An example of a direct action message would be which of the following?
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a local grocery store ad for fresh produce
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The process of going from having work done by muscle to being done by machines is which of the following?
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industrialization
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According to the text, the gay market is seen as desirable to advertisers for which of the following reasons?
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It is perceived as relatively upscale.
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In radio, the term "drive time" means which of the following?
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morning and afternoon commute times
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The advertising agency department responsible for developing the actual advertisements is which of the following?
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creative activity
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The advertising agency department responsible for deciding on the target market for the advertising is which of the following?
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research and planning
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The advertising agency department responsible for deciding where to place the advertising is which of the following?
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media planning
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The term "economy of abundance" means which of the following?
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There are as many or more goods available as people want to buy.
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The Target department store identifies pregnant women who might want baby product coupons by:
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tracking the products they buy at the store.
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Employers are increasingly wanting to view the social media sites for people they are considering hiring.
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True
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Which of the following tends to be true of user-written encyclopedias such as Wikipedia?
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They tend to have articles on a wide range of topics.
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One of the big advantages of distributing a movie over the Internet instead of in theaters is which of the following?
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the cost of online distribution is close to zero
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Video games could be considered a new mass medium because:
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The consoles can be used to deliver a range of media content, and video games are becoming a new way to deliver advertising.
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An advantage that Web sites run by legacy media have over purely new media sites is which of the following?
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They have a reliable source of content.
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The World Wide Web became the standard for posting documents on the Internet because its creator did which of the following?
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gave it away for free
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According to Tim Berners-Lee, which of the following is a principle upon which the Web is based?
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Users should be able to link to any document at anywhere in the world.
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Twitter's big innovation was:
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connecting mobile Internet, mobile phones, and computer-based Internet as part of a single channel.
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The word cyberspace is used to mean which of the following?
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the Internet and the interactions that take place there
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_ is/are a major new medium of mass communication?
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Video games
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People connect to the Internet using which of the following?
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all of the above
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Which of the following is the address for where Web pages are located?
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URL
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ARPAnet, a predecessor of the Internet, was created to do which of the following?
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allow incompatible computers to talk with each other
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Twitter was originally created so people could share their answers to the question:
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What are you doing?
