QUIZLIT BOTTOM HALF pt. 2 – Flashcards
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Which company has recently been facing challenges to its brand due to alleged violence against one of its customers?
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united
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Domino's Pizza had its reputation damaged by a prank YouTube video posted by two employees.
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true
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A press conference is a tool primarily to communicate with which of the following?
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the media
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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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A basic rule for being an effective political spokesperson is to "Tell the truth, tell it all, tell it early, tell it yourself."
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true
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According Edward Bernays, public relations campaigns should be designed to do which of the following?
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establish mutually beneficial relationships for the company and various publics
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Today, the central notion of public relations is the model of two-way interaction between an institution and its publics.
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true
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Telephone companies and electric utilities were among the last businesses to start actively using public relations.
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false
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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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Public relations works only for the rich and powerful. It is ineffective in helping the poor and working classes.
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false
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Companies should view social media as a way of interacting with their publics rather than just as a channel for transmitting marketing messages.
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true
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Thomas Paine's pamphlet Common Sense could be seen as a very early example of public relations.
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true
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Edward L. Bernays is remembered for which of the following reasons?
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He wrote the first book about public relations and taught early public relations courses.
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Public relations is mostly about talking and meeting with people.
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false
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Which newspaper recently agreed to pay $3 million to settle a libel lawsuit by First Lady Melania Trump?
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daily mail
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Ivy Lee suggested that the best way for the railroads to deal with accidents, in terms of the company's image, was to do which of the following?
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deal with the press openly
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The oil company BP had a clear public relations plan in place on what to do when the Deepwater Horizon drilling platform exploded and sank.
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false
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Dr. Martin Luther King Jr. worked at making sure that when civil rights protestors were arrested for civil disobedience, the arrests would be covered by the press.
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true
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Bernays used the term opinion leadership to refer to which of the following?
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using respected individuals to influence members of the community
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Which TV news star recently took a vacation amidst a growing scandal?
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Bill O'Reilly
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When Ladies Home Journal ceased publication in 2014, it still had plenty of advertisers interested in buying space in the magazine.
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false
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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 first major mass medium to be supported primarily by advertising in the United States was which of the following?
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newspapers
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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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American television viewers see an average of ______ commercials per week.
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789
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The primary purpose of the Super Bowl television broadcast is to deliver 45 percent of the television audience to advertisers.
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true
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Because television ads work so well, few companies want to pay for product placement in movies and television shows.
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false
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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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An advocacy ad is designed to advocate the purchase of a new, unknown product.
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false
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One advantage of advertising on radio is that you can purchase time for your ads at the last minute.
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true
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Most American consumers can easily identify native advertising as paid marketing messages.
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false
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The "big idea" is an advertising concept that will grab people's attention, make them remember the product, and make them take action.
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true
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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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perceived as relatively upscale
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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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Who is the president of CNN?
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Jeff Zucher
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Integrated marketing communication (IMC) campaigns typically involve ______.
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all above are correct
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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 biggest change in outdoor advertising over the last ten years has been the growth of digital billboards.
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true
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Brand names first became popular for consumer products following the Vietnam War.
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false
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Donald Trump will attend the White House Correspondents Dinner for the first time as president on April 29.
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false
