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1. MKT 438 Final Exam Guide
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2. MKT 438 Final Exam Guide
1.The objective of public relations is to sell:
2.The R-A-C-E approach to defining public relations includes the following
components:
3.The job of public relations professional is very much that of an
“interpreter,” where he interprets:
4.Which of the following trends contributed to the evolution of public
relations in the United States?
5.Public relations goals must be defined by:
6.Morale at the company was low after a series of severe firings. “I’ve got
just the thing to get morale back up again,” said Darren, the firm’s public
relations director. “We’ll start an employee television program. We start
filming tomorrow.” What vital public relations step did Darren overlook?
7.A public relations professional isn’t really communicating unless someone at
the other end ___________the communication. be used in a marketing plan to help
to:
9.One key to maintaining positive media relationships is to emphasize
__________ in all communication.
10.Publicity differs from advertising in the following way:
11.An organization’s public image is determined by:
12.Generally speaking, when should research be used in the public relations
process?
13.Evaluation of public relations depends on several things, including:
14.In the inverted pyramid:
15.It is important for public relations professionals to establish a good
working relationship with the media because:
16.The most frequent target of public relations professionals is:
17.Integrated marketing:
18.Risk communication is based on the position that
19.In a crisis, the best firms:
20.Skillful crisis managers: