What unintended effect did Bernays and Fleischman's classic "Torches of Freedom" campaign of 1929 have? a. made the tobacco companies     millions of dollars  b. set the stage for a surge in     smoking by women  c. helped to advance feminism in     America  d. changed the way advertising     and PR was done  Howard was very surprised and impressed that his PR firm's big announcement went so "viral" so quickly. Literally millions of people had seen the news through various social media sites and portals. This was the true essence of which of the following? a. a webcast  b. the snowball effect  c. live streaming  d. on demand  One of the main ethical dilemmas facing public relations practitioners is the tension between _________. a. serving the public versus     serving a certain corporation or organization  b. working for a company versus     working for the members or workers of a company  c. working in the private versus     the public sector  d. presenting research in an     unbiased fashion versus creating persuasive products  Which of the following is TRUE of advertising and direct marketing? a. The PR function sometimes     utilizes one, but never both together.  b. They are integral to the PR     function.  c. They are completely separate     from the PR function.  d. They are not central to the     PR function, per se.  According to the definition established by early theorists, which of these would be a clear example of propaganda? a. A radio program designed to     answer questions people might have about how the Affordable Care Act is     progressing.  b. A television program launched     by the United States to show farmers in Mexico how to properly harvest     their crops.  c. A radio program launched by     the United States to convince citizens of the Soviet Union to give up on     communism.  d. A Fox News program that     creates on-air conflicts between Democrat and Republican pundits.  The Bridgestone/Firestone and Ford Motors fiasco became very important for the field of public relations because it ________. a. showed how public relations     did not take into consideration potential problems discovered during a     product's testing phase  b. showed how little public     relations practitioners knew about the design of the products they     represented  c. showed how corporate public     relations could silence potential whistleblowers from within the company  d. showed how corporate public     relations could keep a dangerous product from being recalled  The PR firm Magillicutty, Inc. is preparing to stream a series of press conferences to scores of journalists and other interested news-viewing audiences because the press conferences are going to be held in remote jungle locations that few in the press can get to. What technology allows Magillicutty, Inc. to do this? a. editorials  b. webcasts  c. E-mail  ...

1. What unintended effect did Bernays and Fleischman's classic
"Torches of Freedom" campaign of 1929 have?
a. made the tobacco companies millions of dollars
b. set the stage for a surge in smoking by women
c. helped to advance feminism in America
d. changed the way advertising and PR was done
Howard was very surprised and impressed that his PR firm's big
announcement went so "viral" so quickly. Literally millions of
people had seen the news through various social media sites and
portals. This was the true essence of which of the following?
a. a webcast

2. b. the snowball effect
c. live streaming
d. on demand
One of the main ethical dilemmas facing public relations
practitioners is the tension between _________.
a. serving the public versus serving a certain corporation or
organization
b. working for a company versus working for the members or
workers of a company
c. working in the private versus the public sector

3. d. presenting research in an unbiased fashion versus creating
persuasive products
Which of the following is TRUE of advertising and direct
marketing?
a. The PR function sometimes utilizes one, but never both
together.
b. They are integral to the PR function.
c. They are completely separate from the PR function.
d. They are not central to the PR function, per se.
According to the definition established by early theorists, which
of these would be a clear example of propaganda?
a. A radio program designed to answer questions people

4. might have about how the Affordable Care Act is
progressing.
b. A television program launched by the United States to
show farmers in Mexico how to properly harvest their crops.
c. A radio program launched by the United States to convince
citizens of the Soviet Union to give up on communism.
d. A Fox News program that creates on-air conflicts between
Democrat and Republican pundits.
The Bridgestone/Firestone and Ford Motors fiasco became very
important for the field of public relations because it ________.
a. showed how public relations did not take into
consideration potential problems discovered during a
product's testing phase
b. showed how little public relations practitioners knew
about the design of the products they represented

5. c. showed how corporate public relations could silence
potential whistleblowers from within the company
d. showed how corporate public relations could keep a
dangerous product from being recalled
The PR firm Magillicutty, Inc. is preparing to stream a series of
press conferences to scores of journalists and other interested
news-viewing audiences because the press conferences are
going to be held in remote jungle locations that few in the press
can get to. What technology allows Magillicutty, Inc. to do this?
a. editorials
b. webcasts
c. E-mail

6. d. seminars
When PR firms do not perform the essential research required
for a successful campaign, what is most often their justification
for not doing so?
a. an indifference to research
b. an unwillingness to change
c. a track record of doing without
d. a lack of the necessary money
Press releases and press kits have been the dominant PR tools
since the 1900s.
a. True

7. b. False
The two-way asymmetric model of public relations is most often
associated with P.T. Barnum.
a. True
b. False
Which model of public relations is most often seen in
newspapers, magazines, radio, and TV?
a. the press agentry model
b. the two-way symmetric model
c. the two-way asymmetric model
d. the public information model

8. When Juan and Miguela are assigned to handle all publicity and
media relations for their PR firm's new client, they can expect
to be doing which of the following?
a. assisting or influencing state, local, or federal government
action
b. gaining press coverage through news releases and press
conferences
c. planning and managing internal or external events aimed at
attracting public attention
d. identifying and managing the big issues that affect
institutional success
Yvette has been put in charge of identifying and managing the
foreign competition and other large issues that might affect the
institutional success of her PR firm's number one client,
Gillette. What function is she performing in doing so?

9. a. lobbying
b. risk management
c. promotion/selling
d. publicity
The different audiences that PR practitioners communicate with
as part of their daily work are known as _______.
a. webcasters
b. communicatees
c. publics

10. d. relators
The main difference between how Ivy Lee designed public
relations campaigns and the way used by other pioneers was a
specific focus on ________.
a. using psychoanalytic methods to understand deeper desires
of audiences
b. using government spokespeople and other experts to
endorse certain public figures
c. presenting audiences with hard facts in order to help them
make rational decisions
d. being as honest and compassionate as possible to
audiences
Pablo has been asked by his supervisor to evaluate the campaign
his PR firm has just endeavored. Which of the four stages of the
PR campaign are they in?

11. a. the second
b. the third
c. the first
d. the fourth
The practice of public relations is based first on advertising.
a. True
b. False
Which of the following is TRUE of the PR industry in the more
than 100 years between its inception and today?

12. a. It continues to experience robust growth more than a
century into its existence.
b. It has virtually disappeared compared with its booming
beginnings at the turn of the 20th century.
c. It has slowly tapered down in size and importance since it
began just after 1900.
d. It has steadily stayed the course in its nearly flat growth as
an industry in the last 100 years.
Which of the following is TRUE of the PR industry in the more
than 100 years between its inception and today?
a. It continues to experience robust growth more than a
century into its existence.
b. It has virtually disappeared compared with its booming

13. beginnings at the turn of the 20th century.
c. It has slowly tapered down in size and importance since it
began just after 1900.
d. It has steadily stayed the course in its nearly flat growth as
an industry in the last 100 years.
The goal of PR practitioners is to foster positive communication
between their clients and the public.
a. True
b. False
What might Bernays and Fleischman do if, after testing their
methods to influence public opinion, they realized they did not
work?
a. They'd abandon the campaign for a duration, then retry
the same methods again.

14. b. They'd immediately switch to the press agentry model.
c. They'd immediately switch to the two-way symmetric
model.
d. They'd tinker with their message or methods and test it
again.
How do online marketers assure your privacy?
a. By voluntarily subscribing to privacy seal authorities
BBBonline and TRUSTe
b. By working with Facebook, Instagram, and Twitter
c. By utilizing direct mail in conjunction with the online
pieces

15. d. By contacting you directly each time you visit a different
site
Ads used by Facebook, Twitter, and other social media outlets
are considered to be forms of viral marketing.
a. True
b. False
Which of the following is NOT an element of an advertising
plan?
a. Positioning statement
b. Objectives
c. Commissions

16. d. Situation analysis
Benjamin Day's
The Sun
originated the concept of the mass circulation newspaper, or
Penny Press, in 1833.
a. True
b. False
Which of the following is NOT one of the ways that online ad
exchanges identify website visitors who are likely prospects for
buying a product?
a. By engaging in extensive direct mail campaigns
b. By collecting data from credit card purchases
c. By collating information from IP addresses and cookies

17. d. By collecting information from online transactions
Database marketing is used when advertisers store information
about consumers so that they can personalize messages.
a. True
b. False
Which of the following is TRUE of advertising to children?
a. There are no guidelines for advertising toward children in
any of the states in the U.S.
b. Complaints about children's advertising should go directly
to the company who's advertising the products.
c. Advertisers generally do not target any form of
advertisements toward children.

18. d. The number of commercials per hour included in children's
programming is limited.
How do advertisers promote consumer identification with the
product?
a. By borrowing familiar symbols in the culture
b. By utilizing direct mailing pieces and ads
c. By using consumer-generated content
d. By tracking online and other media behavior
Which of the following is demographic segmentation based on?
a. Social or personal characteristics

19. b. Past and present buying behaviors
c. Geography, such as city and state
d. Online site visits and browsing
How do advertisers and consumers communicate in relationship
marketing?
a. Through surrogates such as vendors
b. Indirectly through television and radio
c. One-to-one through personalized media

20. d. One-way through print media
If famous MMA fighter Jane Dannity is paid to host 10-, 30-,
and 60-minute television ad spots for a nutritional juice blender
system, she is being paid to perform in which of the following?
a. Direct mail marketing
b. Infomercials
c. Target marketing
d. Relationship marketing
In advertising, women are consistently underrepresented and are
less likely to be depicted in professional occupations.
a. True
b. False

21. Which of the following is the key difference between the
advertising media and research organizations?
a. While the advertising media carry messages to consumers,
research organizations compile statistics about consumers
and their habits.
b. While the advertising media develop the ideas and avenues
by which to reach consumers, research organizations foot the
bill.
c. While the advertising media foot the bill for reaching
consumers, research organizations develop the ideas and
avenues used to reach them.
d. While the advertising media compile statistics about
consumers, research organizations carry messages to those
consumers.
How many advertisements is the average consumer exposed to
each day?

22. a. 50
b. 5,000
c. 500
d. 500,000
Which of the following led to the biggest growth in global
marketing?
a. Radio
b. The Internet

23. c. Direct mail
d. Television
In the late 19th century, George P. Rowell formed what would
become the first advertising agency. What would be a typical
task performed by someone working in an early advertising
agency?
a. To relay the client's wishes for a new advertisement to
publishers
b. To develop a television plan for clients
c. To help clients lobby for political support in order to
protect their products
d. To act as a middleman between audiences and clients
The top categories of advertising expenditures are alcohol,
hospitality, and educational.

24. a. True
b. False
Which of the following is TRUE of the illustration below?
a. It is an early example of enhancing print ads with
illustrations.
b. It is an example of an early European handbill.
How much of the total annual spending on advertising in the
United States does TV and digital together make up?
a. 1/2
b. 7/8

25. c. 2/3
d. 1/8
c. It is a typical propaganda piece used by nations in the
1900s.
d. It is an ad type that sought a
direct response
.