BAM UNIT 14

Unit 1 Examination 39 BAM 402 Public Relations Multiple Choice Questions (Enter your answers on the enclosed answer sheet) 1) Which of the following is/are essential to any comprehensive definition of public relations? A) Public relations is a planned activity. B) Public relations is a management function. C) Public relations is socially responsible. D) B and C E) All of the above. 2) Award-winning professionals prefer this Hunt and Grunig model of public relations. A) the process facilitation model B) the two-way asymmetrical model C) the two-way symmetrical model D) the press agentry/publicity model E) the public information model 3) A profession is distinguished from a trade by ________. A) the establishment of ethical standards B) ongoing research in support of the profession

C) a form of licensing or government control D) A and B E) All of the above. 4) One of the advantages of a public relations career is that ________. A) it is a profession that is understood and respected by most people B) it is a stress-free profession C) its skills are transferable across a broad range of career opportunities D) All of the above. E) None of the above. 5) Public relations practitioners ________. A) work for nonprofit organizations B) serve as independent consultants C) are employed by public relations agencies D) All of the above. E) None of the above. 6) ________ is one of the four steps in the public relations process. A) Publicity B) Promotion C) Planning

D) Programming E) Propaganda

Unit 1 Examination 40 BAM 402 Public Relations 7) Among the flaws in the traditional four-step model of public relations is/ are that it ________. A) doesn’t take into account the importance of values B) implies a process where one step automatically follows another C) oversimplifies a very dynamic process D) All of the above. E) None of the above. 8) The first question an organization should ask itself when developing a values statement is: A) How can we win the respect of others? B) Why should be care about our customers? C) Why are we in business? D) How much money do we want to make? E) What is in it for us? 9) The use of public relations strategies and tactics to foster and enhance the shared interests and values of an organization and the publics important to its success

is known as ________. A) human relations B) advertising C) integrated marketing communications D) marketing E) relationship management 10) In which broad category of public relations jobs are practitioners least likely to have the term public relations included in their job titles? A) governments B) nonprofit organizations and trade associations C) corporations D) independent public relations consultancies E) public relations agencies 11) In which broad category of public relations jobs do practitioners bear the greatest responsibility of their personal success or failure? A) independent public relations consultancies B) governments C) public relations agencies D) corporations E)

nonprofit organizations and trade associations

Unit 1 Examination 41 BAM 402 Public Relations 12) According to a University of Georgia survey of 2005 graduates, the average starting salary for public relations practitioners is ________. A) $25,000 B) $22,000 C) $16,500 D) $30,000 E) $20,000 13) According to a 2000 PRSA/IABC survey, which of these qualities were more important to practitioners than salary? A) recognition by colleagues B) access to technology C) professional development D) creative opportunity E) all of the above 14) Many public relations practitioners record how they spend their working hours ________. A) as a means of billing clients

B) to allow their supervisors to see how employees spend their time C) for internal billing purposes D) all of the above E) none of the above 15) Practitioners who act for the good of a relationship, rather than just one side of a relationship are fulfilling a(n) ________. A) manager’s role B) boundary spanning role C) consultant’s role D) press agent role E) independent endorsement 16) Which of these individuals is generally credited with being “the father of public relations”? A) George Creel B) George V.S. Michaelis C) Ivy Ledbetter Lee D) Ron Zeigler E) Edward L. Bernays

Unit 1 Examination 42

BAM 402 Public Relations 17) Edward Bernays gets more credit as being the “father of public relations” than Ivy Ledbetter Lee because ________. A) Bernays coined the phrase “public relations” B) Bernays introduced the concepts of accuracy and ethics to the profession C) Lee worked for the Nazi sympathizers; Bernays did not D) A and B E) A and C 18) The Scopes Monkey Trial ________. A) was a historic clash between science and religion B) was a publicity stunt C) focused on Darwin’s theory of evolution D) All of the above. E) None of the above. 19) The so-called “Four Minute Men” ________. A) are former track and field stars who now serve as PR spokespersons B) were affiliated with the Creel Committee C) delivered patriotic messages during the First World War D) A and B

E) B and C 20) Edward L. Bernays’ critics claimed that he ________. A) was sexist B) was dishonest C) was a Nazi sympathizer D) was too self-promotional E) didn’t understand the plight of poor people 21) When you communicate with one public in an attempt to reach another public, the public with whom you are communicating is known as ________. A) a latent public B) a primary public C) an aware public D) a secondary public E) an intervening public

Unit 1 Examination 43 BAM 402 Public Relations 22) ________ is/are the most powerful force in the U.S. economy. A) Business expenditures B) Government spending

C) Consumer spending D) Industrial expenditures E) Foreign investment 23) The group that spends the most money is consumers ages ________. A) 18-25 B) 26-34 C) 35-44 D) 45-54 E) 55-64 24) Objections to a movie promotion in German Subway restaurants centered on ________. A) the stereotyping of minority groups B) its anti-war message C) explicit sexual content D) a lack of sensitivity concerning the 9/11 terror attacks in New

York E) the lack of diversity in the movie’s cast 25) Among U.S. voters, the age group with the highest percentage of voters is ________. A) this is a trick question; voting rates don’t differ by age B) 65 and older C) 45-64 D) 30-44 E) 18-29

Unit 4 Examination 177 BAM 402 Public Relations Multiple Choice Questions (Enter your answers on the enclosed answer sheet) 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 E) pitch

Unit 4 Examination 178 BAM 402 Public Relations 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

Unit 4 Examination 179 BAM 402 Public Relations 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

Unit 4 Examination

180 BAM 402 Public Relations 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

Unit 4 Examination 181 BAM 402 Public Relations 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. E) None of the above