unit 6
What is one of the main reasons that public relations campaigns fail?
A company only considers its own point of view and ignores the public.
How does public relations affect what we see as news?
A lot of reporting is crafted by PR professionals aiming to get coverage for their clients.
What are two long-tail tools that place advertisements next to specific content based on keywords?
AdWords and AdSense
Which common misconception do advertisers debunk by saying that people will only try a product once, and if they don't like it, there is nothing advertising can do about it?
Advertising helps sell bad products.
The claim that advertising spurs the economy and helps support mass media that we all use every day helps to disprove which common myth about advertising?
Advertising is a waste of money.
A type of public relations that attempts to influence how a story is portrayed in the media is known as ______.
Advertising makes things cost more.
The claim that advertising creates a demand for products that increases manufacturing quantities and decreases manufacturing costs debunks which common misconception about advertising?
Advertising makes things cost more.
When a consumer bypasses a popular new "as seen on TV" product, they are helping to discredit which common advertising myth?
Advertising makes you buy things you do not want.
What did Ivy Lee suggest was the best way for the railroads to deal with accidents, in terms of the company's image?
Deal with the press openly.
King's social change demonstration in Birmingham led to which famous 1963 event in Washington, D.C.?
King's "I Have a Dream" speech
Relations between a company and the media should be ______.
a two-way dialogue
The ROPES model of public relations is primarily concerned with ______.
attending to the relationship between an organization and its publics
According Edward Bernays, what should public relations campaigns primarily be designed to do?
benefit the company and the public
Which is an example of persuading?
campaigning to encourage people to vote a certain way
Which advertising agency department is responsible for developing the actual advertisements?
creative activity
What is one of the most important public relations uses for social media?
developing two-way relationships with internal and external publics
Who are the people who buy a company's products?
external publics
A popular way to advertise on social media is to feature products through paid personalities known as ______.
influencers
With whom does an intranet communicate?
internal publics
Who tries to persuade legislators and politicians on policy issues?
lobbyists
Mora wants to get her hair cut and colored. She sees an advertisement at a bus stop encouraging women to visit a hair salon just a few blocks away, and she decides to make an appointment. What type of advertisement has influenced Mora?
local advertising
What was Apple's 1984 Super Bowl commercial designed to do?
make people aware that Apple was introducing a new computer
Public relations is centrally known for having a(n) ______.
management function
Which advertising agency department is responsible for deciding where to place the advertising?
media planning
Many organizations have started intranets, which are ______.
networks only open to members of a particular organization or company
Which was the first major mass medium to be supported primarily by advertising in the United States?
newspapers
Dominic was watching one of his favorite romantic comedies and noticed the main character drinking a Pepsi while talking about how he's going to solve his relationship problems. What type of advertising has Dominic just seen?
product placement
Up to 90% of all news begins as ______.
public relations
Which advertising agency department is responsible for deciding on the target market for the advertising?
research and planning
Which is an example of informing?
sending out a press release about a new line of products
A type of public relations that attempts to influence how a story is portrayed in the media is known as ______.
spin control
An advertisement designed to sell soda to a young, hip audience would be called ______ advertising.
targeted
An advertorial is a paid message ______.
that blends in with other content in a print or online publication
Desmond is interested in purchasing a specific brand of hiking boots and wants to learn more about the boots before he buys them. Where is the first place he would probably go to learn more about the boots?
the company's website
A press conference is a tool primarily intended to foster communication with _____
the media
An economy of abundance refers to the idea that ______.
there are as many or more goods available as people want to buy
How can advertisers use psychographics effectively?
to align their ads with the most appropriate potential consumers
What was Bernays referring to when he used the term opinion leadership?
using respected individuals to influence members of the community