Marketing and public relations reading quiz

Question 1

The battle between Westinghouse and General Electric over the development of electricity in the United States was influential for public relations because it ___________.

a.

was the first situation where companies appealed to the U.S. government for help with public relations

b.

created the idea that companies should hire public relations professionals in order to sway public opinion

c.

was the first case of a monopoly influencing public relations

d.

was an early example of public relations conducted by powerful economic interests

3 points

Question 2

Which of the following is NOT a function of public relations?

a.

maintaining employee relations

b.

lobbying elected officials

c.

providing legal advice

d.

publicizing events and issues

3 points

Question 3

Phineas T. Barnum, owner of the circus known as “The Greatest Show on Earth,” was considered a master press agent and publicist of the nineteenth century.
True

False

3 points

Question 4

Which of the following resulted from the consumer movement in the 1960s?

a.

Companies began to advertise commercial products for the first time.

b.

Companies began to use PR tactics that emphasized consumer rights all Americans shared.

c.

Companies began to use rock musicians and other countercultural figures as spokespeople.

d.

Companies began to ask the government to subsidize public relations efforts within the United States.

3 points

Question 5

Events presented online to be watched as they are happening, which PR practitioners might use to share press conferences or speeches to journalists and audiences unable to make the event in person, are called:

a.

a press kit

b.

a video news release

c.

a live stream

d.

an interactive news release

3 points

Question 6

_____________ is a common PR activity targeting legislators to influence the content or course of legislation or institutional practices.

a.

Promotion

b.

Lobbying

c.

Issue management

d.

Propaganda

3 points

Question 7

One major criticism of current public relations is that it _______________.​

a.

​ represents the public interest at the expense of corporate interests

b.

​ ignores the usefulness of integrating new computer technologies in the campaigns

c.

allocates excessive funds to research and evaluation of the corporate environment​

d.

​ needs to conduct more research on audiences and the effectiveness of campaigns

3 points

Question 8

Propaganda is best defined as the aggregate view of the general population.
True

False

3 points

Question 9

A successful PR viral campaign can result in a snowball effect, where a small issue builds as users help spread the message to the target audience.
True

False

3 points

Question 10

British Petroleum's (BP) public response following the event on the Deepwater Horizon was an example of __________ communication.

a.

lobbying

b.

crisis

c.

employee relations

d.

promotional/selling

3 points

Question 11

Integrated marketing communication tends to use only digital media for advertising.
True

False

3 points

Question 12

The Publishers Clearing House Sweepstakes would be considered an example of a sales promotion. ​
True

False

3 points

Question 13

A slogan by a restaurant stating it offers the “best" Italian food in town is an example of _______________.

a.

paraphrasing

b.

infomercial

c.

misleading language

d.

puffery

3 points

Question 14

​ Which of the following is used as a basis for advertisers’ demographic segmentation of audiences?

a.

​all of these

b.

income

c.

​age

d.

ethnicity

3 points

Question 15

Political propaganda developed during World War I had very little influence on the development of advertising in the United States.
True

False

3 points

Question 16

Permission marketing techniques _______________.

a.

request consumer authorization to receive emails

b.

strives to broaden consumers’ social horizons

c.

uses television as its medium of choice

d.

was developed by Procter & Gamble

3 points

Question 17

A commercial is marketing a new type of detergent that has been proven to erase more than 80% of all stains without needing any additional additives. What type of approach is this ad using?

a.

hard sell

b.

scientific sell

c.

creative sell

d.

soft sell

3 points

Question 18

Display ads appearing in social media such as Facebook are a fast-growing, multi-billion-dollar business, with revenues that rival those of broadcast television networks.
True

False

3 points

Question 19

Which of these advertisements appeared earliest in the United States?

a.

newspaper advertisements

b.

radio advertisements

c.

television advertisements

d.

viral advertisements

3 points

Question 20

Radio came of age as an advertising medium in 1926, with the formation of the NBC and CBS radio networks that depended exclusively on advertising revenues.
True

False