COMM/PR 313 quizes
A food cereal manufacturing company launched a new range of products for infants. The company based its advertising and marketing campaigns in a manner that targeted young mothers of a certain community. The company did so because it identified the importance of maternal influence in the culture of this ethnic group. Which ethnic group was the company targeting?
Hispanics
When a local theme park started providing same-sex partner benefits and offering gay marriage packages, a certain community was up in arms against the theme park. The people of this community vowed to keep protesting until the theme park's management backed down on the decision. Which group is most likely to have carried out the protests in this scenario?
Christian evangelicals
Sweet Talk, a telecommunications company, launched a promotional offer that gave incentives, gift coupons, and cash rewards for those customers whose monthly voice call durations were the highest. Which racial minority group is most likely to avail of this offer?
African Americans
Which group supports prayer in public schools?
Christian evangelicals
Trequartista Vogues was facing widespread protests from human rights activists for employing minors as workers in its offshore factories. After a week of ongoing demonstrations, the board of directors called an emergency meeting with the PR department. They discussed the potential ramifications of this negative publicity, and how the issue could potentially jeopardize the organization's credibility and reputation among its customers. In which phase of the issues management process is the organization currently?
Analysis
Since the majority of residents in Winnowa belong to a certain ethnic group, the Network 77 media house decided to air a daily local newscast in Mandarin. This strategy was aimed at which ethnic group?
Asian Americans
Which ethnic group is considered the most prosperous and erudite?
Asian Americans
The secretary of a senior HR manager at an organization went to the local media to allege that her boss was asking sexual favors from her. To counter this claim, the HR manager's public relations representative went on the offensive and started questioning the secretary's character at a specially convened press conference. The PR officer also presented a detailed history of the secretary's past affairs and flings. Which image restoration technique did the PR representative employ?
Attack the accuser
A married senator was caught in a seedy motel with an unknown woman. To mitigate the damage done to the senator's reputation, his PR representative started a campaign that emphasized that this was an isolated incident, and that the senator had an unblemished record prior to this transgression. The PR officer also focused on the fact that the senator was an honest family man who had done a lot for his community. What strategy did the PR representative use?
Bolstering
Desquartes Fashions had been enduring massive financial losses for the past two years. Thus, when it became apparent to the board of directors that they had to let go off hundreds of employees, they made a public announcement that they were freezing the salaries of all the directors and the managers in the organization. As a result of which, when they laid off the employees, the level of criticism aimed at them was considerably mitigated. What was best illustrated in this scenario?
Conflict positioning
What organizational process can be triggered by events such as litigation, boycott, adverse legislation, and elections?
Conflict positioning
Which theory believes that controversies help shape public opinion?
Conflict theory
Which types of variables can be grouped under external and internal threats?
Contingency matrices
_________ are generally held by national membership groups and trade associations.
Conventions
To reduce costs, a multi-national accounting firm laid off 5,000 employees from its Connecticut office. Then the firm outsourced those jobs to Calcutta, which generated a lot of negative publicity for the firm. To counter this negativity, the firm's PR team came up with a strategy that emphasized that the firm's deteriorating financial condition obligated them to lay off people in the US. Which image restoration technique did the PR team adopt?
Defeasibility
What is the stage of evolution of an issue where activists and special interest groups raise a problem or protest?
Definition
Following widespread protests from labor unions in Phuket, a major American toy manufacturing company contemplated providing the workers in its numerous Thai factories with the same healthcare benefits and workplace safety regulations as it does with their U.S. counterparts. Before making the decision final, however, the company carefully analyzed whether taking such a step would be practical and economical for the organization. What phase of the issues management process is the toy manufacturing company currently in?
Formulating strategy options
Which theory argues that the shaping of issues by journalists impacts public understanding and policy formation?
Framing theory
Some workers want to write a blog but they don't know how to start one. Their team leader creates a set of guidelines to provide helpful, practical advice for them to begin, and also to make sure their blog protects the company's image. Which kind of blog does this scenario describe?
Employee blog
An accounting firm faced the ire of the media and the general public when one of its directors made some racially offensive comments on Twitter. To mitigate the negative publicity, the firm suspended the director for an unspecified period. After a few weeks, the CEO of the firm asked its PR manager to keep an eye out on the traditional and online media in case the issue resurfaced. What process was the PR manager asked to undertake?
Environmental scanning
Which organizational process involves constant reading and listening with an eye on an organization's interests?
Environmental scanning
Which factors that shape certain audience segments must PR officers address when planning a program or campaign?
Ethnicity, generational differences, and socioeconomic status
Samaritans Inc. was hosting a community marathon to raise funds for cancer research but the number of participants that turned up was far higher than what the company expected. Thus, when a melee ensued among the participants, the employees of Samaritans Inc. weren't able to handle the situation. As a result of this mini-riot, 18 people suffered minor injuries. Later, Samaritans Inc. tried to wash its hands of the incident by stating the participants were extremely aggressive, and the company's employees were helpless. Which image restoration technique did Samaritans Inc., use?
Evade responsibility
The PR team of an organization wants to check whether the policies it adopted were fruitful. Thus, they scanned the news coverage of several media houses to examine whether their organization had been portrayed in a positive light. Furthermore, the PR team decided to conduct a survey in the local community to gauge public perceptions of the organization. What phase of the issues management process is the PR team currently negotiating?
Evaluation
What is the final step of the issues management process?
Evaluation
Which is a criterion for choosing speakers for a group meeting?
Expertise of subject matter
Along with MySpace, which site started early in the social networking space?
According to Wikipedia, which website hosts about 6 billion photos and has more than 50 million registered users?
Flickr
While writing an article that targeted the people belonging to a certain ethnic group, Saira, a PR writer, used a few Hindi words and phrases as cultural cues. Which ethnic group was Saira targeting?
Indo Americans
A TV anchor invites familiar and popular opinion leaders onto his news talk- show to voice strong opinions on the latest concerns that need attention and action. Which stage of evolution of an issue is this talk show talk show?
Involvement of opinion leaders
Dream On, an amateur rock band, had achieved very little success in its five years of existence. A month before the launch of the band's new album, its PR representative suggested they to launch a video teaser of one of their songs on several social networking sites, to target a specific audience. The video went viral, and garnered millions of views and up votes. Thus, when their album was released, the sales were exponentially greater than all their previous albums. At which group of audience was Dream On's strategy directed?
Millennials
what helps organizations sell their products and services directly to customers through their websites?
Marketing communications
______________ theory considers that broadcasting of information influences what people think.
Media dependency
Reporters and editors depend on official spokespersons for information as a story breaks. Which theory suggests this phenomenon?
Media dependency theory
What is the common ailment that most guests on radio and television shows could end up having?
Mic fright
Which generation was the first to grow up with computers, cell phones, the Internet, and social networking sites?
Millennials
What is considered the most accommodative image restoration strategy?
Mortification
Marco receives an e-mail from Volvel, a fashion accessories company, whenever it launches a product. When he gets this message, Marco will quickly refer to the company's website. From what part of the company's website does Marco get information about the new product?
Online newsroom
Which type of blogs help companies become more transparent to their customers, partners, and staff?
Organizational blogs
______________is a dialogue between points of view where public relations personnel use a variety of techniques to reach and guide their audiences.
Persuasion
What are commonly organized by producers of consumer goods such as beer, wine, food products, clothing, and small appliances?
Plant tours
A fashion academy in Chicago promoted its products by collaborating with various film companies and allowing them to use its clothing and jewelry in the films. The academy also associated with television shows in which fashion is one of the attracting elements for the viewers. Which term best describes the action of the fashion academy?
Product placement
Which types of events are planned primarily to launch a new product, increase organizational visibility, make friends, and sponsor money for a charity?
Promotional
Network 57, a media agency, was incited into an online war of words by a rival media house. Both parties made derogatory remarks against one another. When the directors at Network 57 realized that this public mud-slinging was tarnishing their company's reputation, they asked their PR team to adopt a strategy that focused on the fact that they were goaded into the online confrontation. What technique of image restoration are the directors suggesting?
Provocation
Who is responsible for sharing relevant and interesting messages with the company's associates?
Public relations personnel
Which channels are described by the Economist as 'an inherently lazy form of entertainment'?
Radio and television
___________ not only involves learning about public opinion but also suggests steps to improve it.
Reputation management
What can be described as an organization's response to a threat, and can change depending upon a number of factors?
Stance
Through _________, releases are entered into appropriate databases and search engines automatically.
electronic news services
What is a vital public relations tool that brings people together face-to-face in real time?
event
What aspects of radio news releases make it easy for listeners to understand the content?
Strong, short sentences
Mackenzie Pharma has created a drug that reduces the symptoms of Alzheimer's disease in 80% of patients above the age of 65. The company wants to publicize the benefits of this drug so that it reaches as many senior citizens as possible. Which medium best suits Mackenzie Pharma's needs?
TV
The process by which public relations can effect a change in the course of a conflict is called conflict
management
An athlete competing in the Special Olympics was labelled a "mentally stunted individual" by a newspaper journalist. Numerous people of a certain community were offended after seeing the journalist's comments. Such comments are most likely to hurt the sentiments of the people belonging to which community?
The Disability community
Avant Garde Telecommunications recently launched a new range of cellular phones, which contained an engraving of the Braille equivalent of each number. Which group of consumers is Avant Garde Telecommunications targeting?
The Disability community
What has caused the democratization of information around the world?
The Internet
When the United States Senate was contemplating whether or not to provide military funds to Israel, several groups belonging to a certain community relentlessly lobbied for that decision to come to pass. Which community is most likely to have lobbied for such a move?
The Jewish community
To reach out to a certain community, a fashion apparel company endorsed same-sex marriage legislation in the state of New York. Which community was the company targeting?
The LGBT community
During last year's Eid festival, Hyper Supermart had advised its employees to make a point of wishing those customers who belong to a certain religious community a "Happy Eid-al-Adha." The company also displayed this message in its store displays and promotions. Which community was Hyper Supermart trying to attract?
The Muslim community
What inference might an audience draw if the room is too big for the expected size of the audience?
The meeting is a failure because it could not attract expected number of people.
For 500 years, which media dominated the world's landscape?
mass media
A media house published a feature on pet care, nutrition, and health care, which was sponsored by Petmall, a pet nutrition company. The research wing of the company wrote the feature, though there was no reference to the company itself. What is this feature called?
mat release
A public relations firm responsible for disseminating information about a drug release for a client plans for a news release. What is the most important point that should be considered while preparing a worksheet planning for a news release in this scenario?
The objective of the release and the purpose it serves to the organization
A ________ is a combination of news releases, publicity photos, and video clips about a particular event or a product.
media kit
Why are careful routing, control to prevent congestion, signs, and guides required while planning to show the facilities within an organization to visitors?
To develop favorable public opinion about an organization
During a gathering, the speaker started by asking those in the audience if they wanted to become successful entrepreneurs. The speaker proceeded to ask if they were ready to put in extra efforts to achieve their dream. Which type persuasion technique did the speaker adopt, and why?
Yes-yes answer structure; agreement to a basic thought persuades the receiver to agree to the logically developed conclusion
___________ theory insists that the contents of the media set the outline for public discussions.
agenda setting
Thomas works with the marketing department of a fashion accessories company and was asked to appropriately market a new range of products. He decided to distribute free samples to a certain group to gauge their opinions. His idea was that the word-of-mouth influence of these people would motivate others to buy the product. Which group was Thomas targeting?
women
An accounting firm tried to expand its customer base by carrying out numerous online advertising and marketing campaigns, all directed at a specific generation of customers. The firm's strategy targeted which group of people?
baby boomers
_________ are considered to have grown up in the age of prosperity.
baby boomers
A ________ is a ceremonial and formal dinner function.
banquet
Which segment of society typically exercises its influence by word-of-mouth?
women
A get-together was arranged to celebrate a birthday where the guests were served drinks and snacks. Although the invitation suggested an ending time, the guests were reluctant to leave. This situation demanded an announcement to remind guests the event was ending. Which type of get-together was this?
cocktail party
Eighteen workers died and seventy were injured in the aftermath of an industrial accident at a factory owned by Vedanta Corp. On the same day, Vedanta Corp.'s CEO, Iker Muniain, announced a $50,000 payment for the families of the injured workers, and $100,000 as well as a job offer for the next of kin of the perished workers. This process is called
compensation.
The process of striving for the same object, position, or prize as others is called
competition.
An organization's response can vary from pure advocacy to pure accommodation. This can be represented by a contingency
continuum.
A film producer was accused of demanding numerous favors in exchange for roles in his films. Consequently, his PR representative started an aggressive campaign and blamed a rival production house of planting false stories in the media. The PR officer even counter-accused the rival production house of perpetrating the same misdemeanor that his client was charged with. Which image restoration strategy did the PR representative employ?
denial
What is the most significant aspect of the mass audience in the United States?
diversity
__________ use a variety of products as prizes for its contestants.
game shows
At a convention, a site was prepared by the company for managers and department heads to go to discuss major business deals and give exhaustive presentations about various products. This 'site' was a(n)
hospitality suite.
A health care center distributed pamphlets to the public inviting them to get free physicals atits center. Facts and statistics were included in the pamphlets by using visual graphics. What is this kind of representation of information called?
infographics
Digital revolution and sophisticated software have caused a boom leading to the creation of
infographics
Although the Taj group of restaurants was aware that sharks were an endangered species, they kept serving shark fin soup in their restaurants. This led to massive protests from activists belonging to the Humane Treatment of Animals foundation. Consequently, the CEO of the Taj group gave a substantial donation to the Humane Treatment of Animals foundation. This action of the CEO can be categorized as
ingratiation.
A large number of consumers of a newly launched cereal product complained that when the cereal is eaten with cold milk, its quality of taste diminishes dramatically. The cereal manufacturing company responded by saying that, as written on the packaging, the cereal is only meant to be consumed in combination with hot milk, and suggested its customers only eat with hot milk. This action of the cereal company can be categorized as
justification.
The public relations personnel should use label-making software to prepare ________for everyone with advance reservations.
name tags
When someone is asked to choose between two options, this technique of persuasion is called
offer structured choice.
A company manager sends an invitation to a business colleague asking him to visit his company's offices during work hours. The visit was restricted to a single day, during which the manager stopped his work and guided the visitor through the facilities. He explained the company's mode of operations and demonstrated quality control. Which type of event was conducted by the company manager?
open house
Reporters say that photos increase the chances of a news release being used because
people are visual.
Sputnik Inc., an aeronautical research company, wanted to enhance its brand recognition. To achieve this goal, management released a short audio about its updated services and evolved technologies to attract the attention of the journalists. Thus, Sputnik Inc. hoped to obtain an interview for story coverage. Which marketing tool will be useful for management in this scenario?
radio news release
What is an economical way to introduce a new chief executive to the employees and the community, or simply to allow college alumni to get together?
reception
In the ___________ stage, people with authority draft legislations or interpret existing rules and regulations to make a statement.
resolution
Smorofin Inc., a pharmaceutical company, recently developed a new range of drugs that reduced the effects of Type 2 diabetes in patients. To attract a certain age-group of consumers, Smorofin Inc. placed ads and articles describing the drug in several newspapers and magazines. Which types of customers was Smorofin Inc. targeting?
seniors
__________ form an excellent source of volunteers for social, health, and cultural organizations because they have time and often are looking for something to do.
seniors
Communication in this medium is not controlled or organized but it is vibrant and compelling. Which media reflects this statement?
social media
Persuading people to replicate a good deed that is done by others is called
social proof
Which category of people is given importance by product companies because of their opinion leadership and word-of-mouth influence?
supermoms
To increase its customer base, WaterNet, a telecommunications company, launched an offer that provided free monthly text messaging services for its customers. Which age group was the target of WaterNet?
teenagers
What segment of society is addicted to wireless communication?
teenagers
What helps public relations executives do a better job of distributing a variety of messages?
the web
Deb ran a takeout food service. It was popular among working professionals who would drive by her house and pick up dinner on their way home. The biggest problem she had, however, was that she was never sure how much business she have each day. On some days, there was a lot of food leftover. On other days, she would have to turn people away because she didn't have enough food. Finally Deb decided to use the Internet to let people place orders and reserve their packages, which helped her plan accordingly. What online solution did Deb use?
website