1) At the start of the 21st century, the use of mass marketing is ________.
A) holding steady
B) considered the new wave of the future
C) declining
D) increasing at a rapid pace
E) None of the above.
2) An indication that consumer-focused marketing is influencing public relations is ________.
A) the growing number of mergers of advertising and public relations agencies
B) the decline in the growth of public relations
C) the increasing sophistication of marketing public relations
D) A and B
E) A and C
3) Which of the following is not one of Robert Lauterborn’s four C’s of IMC?
A) convenience to buy
B) consumer wants and needs
C) consumer’s cost
D) consumer commitment
E) communication
4) An IMC audit ________.
A) evaluates an organization’s customer databases
B) analyzes the communications network used in marketing
C) identifies and prioritizes key stakeholder groups
D) All of the above.
E) None of the above.
5) An information-bearing experience that a customer or prospect has with a product, service, or the market that relates to that product or service is known as a ________.
A) sale
B) message
C) double jeopardy
D) contact
6) Revlon’s use of Grammy-award winner Sheryl Crow as a spokesperson for a new line of products was an example of ________.
A) targeted advertising
B) convergence of media
C) database marketing
D) glamour marketing
E) marketing public relations
7) Database marketing in the European Union ________.
A) is in an unsafe harbor
B) is less restricted than in the United States
C) is illegal
D) is called “relationship marketing”
E) is more restricted than in the United States
8) Umbro was surprised when it discovered that its new running show was named after ________.
A) a mythical sexual predator
B) the poison gas used in Nazi concentration camps
C) the devil
D) a variety of aardvark
E) a body part
9) The Campaign for Real Beauty ________.
A) used advertising as a tactic
B) used viral video as a tactic
C) was based on a global survey of 10,000 women
D) A and B
E) All of the above.
10) If the world were a village of 100 people, ________.
A) 50 would own a computer
B) 11 would be over the age of 79
C) 9 would speak English
D) 2 would live in substandard housing
E) 3 would have no electricity
11) According to Hofstede’s cultural dimensions, ________ measures how well a society tolerates ambiguity.
A) long-term orientation
B) individualism versus collectivism
C) masculinity versus femininity
D) power distance
E) uncertainty avoidance
12) Some have expressed concern that U.S. influence is being exerted globally because of U.S. dominance of ________.
A) the Olympics
B) television programming
C) the movies
D) popular music
E) the Internet
13) Which of the follow is/are true?
A) All Swiss are punctual.
B) All Japanese are polite.
C) All baby boomers like the Beatles.
D) All of the above.
E) None of the above.
14) The final step in the cross-cultural communications process is ________.
A) evaluation
B) continuing education
C) advocacy
D) sensitivity
E) testing
15) characteristics based on where a person or group lives is ________.
A) geoautonomy
B) geometrics
C) geocharactization
D) geometry
E) geodemographics
16) Expression associated with the normal conduct of a democracy is known as ________ speech.
A) absolute
B) free
C) democratic
D) political
E) republican
17) The U.S. Supreme Court has consistently ruled that commercial speech ________.
A) has no First Amendment protection
B) has limited First Amendment protection
C) is more restricted than political speech
D) A and C
E) B and C
18) Public relations practitioners should ________.
A) study law books
B) hire a really, really good lawyer
C) know the laws that govern their organization
D) intern at a law firm
E) take the state bar exam
19) The use of someone else’s likeness for a commercial purpose without consent is ________.
A) slander
B) intrusion
C) fraud
D) false light
E) appropriation
20) A litigation public relations practitioner usually ________.
A) has legal immunity
B) works for the attorney
C) has a law degree
D) works for the client
E) works for the court
21) ________ is how the United Nations describes as “the growing interdependence of the world’s people through shrinking space, shrinking time, and disappearing borders?”
A) Darwinism
B) Globalization
C) Socialism
D) McLuhanism
E) Populism
22) Which of the following was not identified in your book as a social force at work influencing the future of public relations?
A) the growth in world population
B) the downsizing of the United States
C) the changing face of the United States
D) the global spread of democracy
E) Feminization in the workplace
23) The demand that women be included in decision making is known as ________.
A) empowerment
B) role enhancement
C) salary equity
D) feminization
E) girl power
24) According to the PRSA credibility study, ________.
A) public relations practitioners got high ratings for the tactics they used
B) public relations practitioners were rated near the bottom of all professions
C) public relations practitioners rated higher than activists, athletes and politicians
D) A and B
E) B and C
25) ________ skills are among the most desired skills for students planning a career in public relations.
A) Foreign language
B) Research analysis
C) Writing
D) All of the above.
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