Question 1

The evaluation stage best matches up with the planning stage in terms of measuring objectives of the campaign.

Accepted Answer

true

Question 2

Message comprehension is NOT an advanced form of measurement (according to the \"Ketchum Yardstick\"

Accepted Answer

true

Question 3

The most widely practiced form of evaluating public relations programs is the compilation of print and broadcast mentions.

Accepted Answer

true

Question 4

In systematic tracking, some practitioners take the approach of calculating the cost of advertising for the same amount of space, and then multiplying that total three to six times to reflect that a news story has higher credibility than an ad.

Accepted Answer

false

Question 5

A baseline study is an assessment of an organization\'s entire communication program

Accepted Answer

false

Question 6

Generally, the first round of surveys in the benchmarking process measures the status quo

Accepted Answer

true

Question 7

The ultimate objective of any public relations effort is to accomplish organizational objectives

Accepted Answer

true

Question 8

The split-message evaluation approach revolves around multiple appeals and audiences

Accepted Answer

true

Question 9

Quantitative analysis should be avoided in evaluating the success of a meeting.

Accepted Answer

false

Question 10

The best readership surveys involve trained interviewers

Accepted Answer

true

Question 11

The mass media are most influential in forming a person\'s opinion when the information provided has high emotional appeal.

Accepted Answer

false

Question 12

Usually, only a small number of people at any given time take part in public opinion formation on a specific issue

Accepted Answer

true

Question 13

An opinion leader will deliberate and undergo significant research before adopting a new idea.

Accepted Answer

false

Question 14

Traditionally, agenda setting is known as how journalists select certain facts, themes, treatments, and even words to \"frame\" a story.

Accepted Answer

false

Question 15

Aristotle\'s concept of \"ethos\" deals with notion of credibility

Accepted Answer

true

Question 16

Psychographics are the attempt to classify people by lifestyle, attitudes, and beliefs

Accepted Answer

true

Question 17

Self-perception is the context through which messages are interpreted

Accepted Answer

true

Question 18

Perception is a key element with regard to source credibility

Accepted Answer

false

Question 19

According to the Nielsen Global Online Consumer Survey, recommendations from personal friends or opinions posted by consumers online are the most trusted form of source credibility

Accepted Answer

true

Question 20

Environmental scanning is the first phase of proactive conflict management.

Accepted Answer

true

Question 21

Wal-Mart recently experienced conflict with regard to sustainability policies with shrimp farms in Thailand

Accepted Answer

true

Question 22

The basic idea behind issues management is reactive analysis

Accepted Answer

false

Question 23

Image restoration specifically can alleviate problems within reputation management

Accepted Answer

true

Question 24

The more complex a situation, the higher the perception of risk.

Accepted Answer

true

Question 25

Perception of risk increases when the messages of experts conflict

Accepted Answer

true

Question 26

Product recalls require doing the \"right thing.\"

Accepted Answer

true

Question 27

Justification tactics attempt to appease the publics involved.

Accepted Answer

false

Question 28

Pepsi used an accommodative strategy to avoid a massive recall in light of a perceived hoax involving a syringe in a can.

Accepted Answer

false

Question 29

Public relations practitioners are faced with a monolithic audience

Accepted Answer

false

Question 30

At $900 billion, the discretionary income of Hispanics is the highest among minority groups

Accepted Answer

true

Question 31

Traditional and online media need only to provide news releases and features translated into Spanish in order to reach Hispanic/Latino audiences

Accepted Answer

false

Question 32

The Seniors (age 65 or older) are infrequent watchers of television, and are less likely to vote than their juniors.

Accepted Answer

false

Question 33

Disney recently took the unconventional step of promoting packages for gay couples to exchange wedding vows.

Accepted Answer

true

Question 34

PR personnel must be aware that they can be held legally liable if they provide advice or tacitly support an illegal activity of a client or employer. This area of liability is called \"fair comment\"

Accepted Answer

false

Question 35

An organization is (legally) limited in publicizing the activities of its employees

Accepted Answer

true

Question 36

Government documents are in the public domain and cannot be copyrighted.

Accepted Answer

true

Question 37

In order to use a likeness of a deceased celebrity (i.e., Elvis Presley or Marilyn Monroe), the user must pay a licensing fee to the Federal Trade Commission

Accepted Answer

false

Question 38

The Federal Trade Commission generally does NOT monitor \"green\" marketing or \"low-carb\" ads because of the inherent message of goodwill associated with such terms

Accepted Answer

false

Question 39

Essentially, the government may regulate advertising that is false, misleading, or deceptive

Accepted Answer

true

Question 40

The Equal Employment Opportunity Commission essentially exists to ensure diversity in the workplace

Accepted Answer

true

Question 41

The Enron and Worldcom financial scandals led to the legislation known as the Mosaic Doctrine

Accepted Answer

false

Question 42

Enron was recently damaged by a recent racial discrimination scandal involving recorded tapes of company executives

Accepted Answer

false

Question 43

Few organizations encourage employees to have an individual blog

Accepted Answer

false

Question 44

The use of technology is the leading trend in public relations.

Accepted Answer

true

Question 45

Media outlets are a primary audience for someone promoting research software such as SPSS

Accepted Answer

false

Question 46

Over time, interactivity and video clips will distinguish brochureware from its print predecessor

Accepted Answer

true

Question 47

A satellite media tour involves \"global travel\" by a celebrity to promote his or her achievement or upcoming event.

Accepted Answer

false

Question 48

Many organizations are setting up their own blogs as a means of answering critics

Accepted Answer

true

Question 49

A traditional media kit folder is 9 by12 inches with inside pockets.

Accepted Answer

true

Question 50

The news release should usually begin in an anecdotal form, and work its way to an eventual climax later in the story

Accepted Answer

false

Question 51

Words such as \"revolutionary\" and \"total solution\" are embraced by gatekeepers because it presumes an exciting element to read on about.

Accepted Answer

false

Question 52

Lack of \"localization\" in news releases they receive is a major cause of complaint by editors.

Accepted Answer

true

Question 53

The purpose of a pitch letter is to thank a gatekeeper for running a positive story about your organization

Accepted Answer

false

Question 54

Media cover trends because consumers have an increased sense of creativity and style

Accepted Answer

true

Question 55

A typical resolution for a website is 72 dpi (dots per inch).

Accepted Answer

true

Question 56

The first news release or handout was issued by Edward Bernays

Accepted Answer

false

Question 57

Journalists consult (first) the (affected) company\'s website in the aftermath of a crisis

Accepted Answer

true

Question 58

A headline is a part of a dateline in a typical news release.

Accepted Answer

false

Question 59

The CD/DVD version of a media kit is known as an e-kit

Accepted Answer

false

Question 60

In a news conference, admitting to a bad situation with plans to correct it would be a mortification strategy

Accepted Answer

true

Question 61

A print interview should generally last no more than 20 minutes

Accepted Answer

false

Question 62

The practice of media accepting lavish, free trips to a destination is often referred to disparagingly as junket journalism

Accepted Answer

true

Question 63

A good \"rule-of-thumb\" is to invite media to a news conference about three days in advance

Accepted Answer

false

Question 64

At a press party, the standard practice to make a \"pitch\" to media members is at the beginning of the socializing period.

Accepted Answer

false

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