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MKT/578 MKT 578 MKT 578 Final Exam


MKT 578 Final Exam MKT/578 Final Exam 1) Archaeologists inform us that public relations has roots in A. Iraq, where bulletins informed farmers how to grow more food B. England, where 18th century bulletins hailed the coming of the British Industrial Revolution C. Rome, where tablets paid tribute to new rulers D. China, where during the Ming Dynasty peasants wrote messages on the Great Wall 2) The word propaganda originated with A. the Creel Committee during World War II B. Pope Gregory XV, who established a College in 17th Century Rome to spread the word about Catholicism C. Sophists, who walked around telling citizens of Rome who to vote for. D. the farmers who grew grapes in ancient Italy 3) The growth of public relations as an accepted business-like practice in the United States of America stems from A. the British Industrial Revolution B. the American Industrial Revolution C. the efforts of people like Samuel Adams and Amos Kendall D. the hype of P.T. Barnum 4) Applying the widely repeated definition of public relations developed by the late Denny Griswold to serve an organization properly, practitioners ought to serve as A. counsels to chief legal officers B. honest brokers to management C. advisers to human resources directors D. consultants to directors of marketing 5) To effectively communicate with a public, it is important to recognize that A. all publics have the same needs B. all publics are most interested in the technology you use C. all publics have their own special needs and require different types of communication D. all publics have overlapping organizational needs 6) If you target “experiencers,” you’re likely using ________ to segment a public. A. geographics B. demographics C. values and lifestyles D. sociometrics 7) Employees would trust management more if they A. were less visible B. didn’t seek to empower the workforce C. communicated more frequently and earlier D. avoided sharing bad news 8) One major reason to do an in-depth interview of top management and communicators before designing an effective employee communications program is to A. minimize the discontinuities between what each group thinks the other wants. B. ignore what communicators think management wants from them C. ignore what management thinks it wants from communicators D. to minimize groupthink 9) As arbiters of communications in organizations, it’s been the charge of public relations people since the 1960s to A. deal in an enlightened manner with the realities of a multicultural society B. sensitize the rest of the world to multicultural needs of Americans C. make an impact on renewing the energies of various ethnic communities D. enhance the power of the disenfranchised 10) A typical goal of consumer relations is to keep former customers because A. most product complaints are made by new customers B. most service complaints come from new customers C. most requests for product upgrades come from prospective customers D. most sales are made to established customers 11) How does advice to clients from lawyers differ from advice given to clients by public relations practitioners? A. Lawyers advise clients what they should do, within the letter of legal requirements, to defend themselves in the court of public opinion. B. Public relations practitioners advise clients what they must do to defend themselves in a court of law. C. Lawyers advise clients what they should do to act ethically and socially responsible. D. Public relations practitioners advise clients what they should do to defend themselves in the court of public opinion. 12) Litigation public relations can best be defined as A. attempting to influence a potential jury prior to the beginning of a case B. attempting to gain buy-in from the legal teams associated with the case C. attempting to settle the case out of court D. attempting to manage the media process


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