This document provides information about preparing for the MKT 578 final exam at the University of Phoenix (UOP). It lists 30 multiple choice questions that could appear on the exam covering topics like the history and definitions of public relations, communicating with different publics, media relations, and the public relations process. It directs students to a website where they can find answers to the exam questions and get additional exam preparation help and resources.

1. MKT 578 Final Exam
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MKT 578 Final Exam (Latest) –
01.Archaeologistsinform usthat publicrelations has roots in
A. Iraq, where bulletins informed farmers how to grow more food
B. England, where18th century bulletins hailed the coming of the
British Industrial Revolution
C. Rome, where tablets paid tribute to new rulers
D. China, where duringthe MingDynasty peasants wrotemessages on
the Great Wall
02. The word propaganda originated with
A. the Creel Committee duringWorld War II
B. Pope Gregory XV, who established a College in 17th Century Rometo
spread the word aboutCatholicism
C. Sophists, who walked around telling citizens of Rome who to vote for.
D. the farmers who grew grapes in ancient Italy

2. 03. The growth of publicrelations as an accepted business-like practice in
the United States of America stems from
A. the British Industrial Revolution
B. the American Industrial Revolution
C. the efforts of peoplelike Samuel Adams and Amos Kendall
D. the hypeof P.T. Barnum
04.Applyingthewidely repeated definition of publicrelations developed by
the late Denny Griswold to servean organization properly, practitioners
ought to serveas
A. counsels to chief legal officers
B. honest brokers to management
C. advisers to human resources directors
D. consultants to directors of marketing
05.To effectively communicatewith a public, it is importantto recognize
that
A. all publics have the same needs
B. all publics are most interested in the technology you use
C. all publics have their own special needs and require differenttypes of
communication
D. all publics have overlappingorganizational needs
06.If you target “experiencers,” you’relikely using________ to segment a
public.
A. geographics
B. demographics
C. values and lifestyles
D. sociometrics

3. 07.Employeeswouldtrustmanagementmoreif they
A. were less visible
B. didn’tseek to empower the workforce
C. communicated morefrequently and earlier
D. avoided sharing bad news
08.Onemajor reason to do an in-depthinterview of top managementand
communicatorsbeforedesigning an effective employeecommunications
program is to
A. minimize the discontinuities between what each group thinks the
other wants.
B. ignore what communicators think managementwants from them
C. ignore what managementthinks it wants from communicators
D. to minimizegroupthink
09.Asarbiters of communicationsin organizations, it’s been the charge of
public relations peoplesince the 1960sto
A. deal in an enlightened manner with the realities of a multicultural
society
B. sensitize the rest of the world to multicultural needs of Americans
C. make an impact on renewingthe energies of various ethnic
communities
D. enhance the power of the disenfranchised
10.A typicalgoal of consumer relations is to keep former customers
because
A. most productcomplaints are madeby new customers
B. most service complaints come from new customers
C. most requests for productupgrades comefrom prospective
customers
D. most sales are made to established customers

4. 11.How doesadviceto clients from lawyersdiffer from advicegiven to
clients by public relations practitioners?
A. Lawyers adviseclients what they should do, within the letter of legal
requirements, to defend themselves in the court of public opinion.
B. Public relations practitioners adviseclients what they mustdo to
defend themselves in a court of law.
C. Lawyers adviseclients what they should do to act ethically and
socially responsible.
D. Public relations practitioners adviseclients what they should do to
defend themselves in the courtof public opinion.
12.Litigation publicrelations can best be defined as
A. attempting to influence a potential jury prior to the beginning of a
case
B. attempting to gain buy-in from the legal teams associated with the
case
C. attempting to settle the case out of court
D. attempting to manage the mediaprocess duringthe courseof a legal
dispute so as to affect the outcomeor its impact on the client’s
reputation
13.An organization’ssocial responsibility image is often determined by
A. its desireto earn a profit above all else
B. its focus on being the number onepatron of the arts
C. its attention to be ethical and to improve the quality of life for people
D. its focus on looking good rather than doingthe right thing
14.Thesuccess of publicrelations in the 21stcentury is likely to depend
heavily on
A. followingthe Codeof Ethics published by the Society of Professional
Journalists
B. followingregulatory standards set forth by the Federal
Communications Commission
C.

5. D. how the field responds to the issue of ethical conductand preserves
its credibility
E. remainingvigilant regardinga person’s right to privacy
15. Reasonswhy printmedia are number onewith public relations
professionalsinclude
A. decreased opportunities for network radio and TV placements
B. about 50 percentof the publicconsiders them accurate
C. many journalists at newspapers and magazines still use news
releases
D. they are publishing 24/7
16. Since the end of the 1990s, magazinereadership
A. has declined overall
B. has remained stable, especially in the specialty category
C. has increased, with specialty magazines leadingthe way
D. has declined, with specialty magazines leading the way
17.Whichof the followingis good advice for public relations peoplewho
wantto know how to dealeffectively and ethically with people
representingthe varioustypesof media?
A. Treat them first and foremostprofessionally and with respect
B. Treat them like all other journalists in any medium
C. Treat their skepticism with skepticism
D. Treat them like a salesperson selling a productto a customer
18.To achieve placement of a written release, which of the followingshould
you avoid?
A. Directing a release to a specific beat reporter
B. Frequently usingexclusives
C. Determininghow best to contact a reporter or editor by asking them
for their preference

6. D. Calling a reporter or editor yourself, rather than have an assistant
make the call
19.Theuse of video news releases has been criticized for
A. excessive cause-related marketing
B. presentingadvertisingas news
C. supportingadvocacy advertisingcampaigns
D. deliberate misrepresentation of facts
20.Likecorporatepublic interest advertising, the public service
announcement(PSA)is aimed at providingan importantmessage.
However, a key distinction is that the PSA
A. can only be used by governmentorganizations
B. can only be used in “emergency” situations
C. is strictly reserved for non profitorganizations
D. differs greatly in formatand style
21.A 30-second radio spotwould usually beexpected to consist of
approximately
A. 25 words
B. 45 words
C. 65 words
D. 125 words
22.Whichof the followingweb-based communicationsvehicles are
appropriatefor publicrelations practitioners to distributecontent easily?
A. Podcasting
B. RSS
C. Second Life
D. Wikis

7. 23. When they use the Internet to communicate, practitioners can
A. engage in morefocused, targeted, one-on-onecommunication with
consumers
B. design more self-promotions
C. increase time spent searching for data
D. decrease time spent on respondingto market changes
24.If publicrelations professionalsexpect to benefit from their website,
they
A. should strive to make it as easily navigable as possible
B. should strive to make it static
C. should strive to deliver the maximum depthand breadth of
information available
D. should strive to limit the useof news clips and publications
25.Whichof the followingis truein regardsto texting?
A. Allows for sendingmessages of 160 or morecharacters
B. Common application in business-to-business communication
C. Not a common application for person-to-person messaging
D. Is the most widely used mobile data service
26.Publicrelationspractitioners have found that Twitter can be
A. a vehicle to direct Twitter users to websites
B. a vehicle to direct Twitter users to products
C. a means to do some cyber squatting
D. an editorial calendar check
27.Whichof the followingpertain to CEO Blogs?
A. They have received rave reviews from various publics.
B. They typically turn negative public relations positive almost
instantly.
C. They are amongthe newest phenomena in the blogosphere.

8. D. They are the vehicle of choice among mostpublic relations
practitioners for disseminatingnews.
28.Amongthemost essential steps in the public relations management
process is
A. the ability to set overall organizational objectives
B. the ability to set overall organizational strategies
C. the ability to define a public relations problem or an opportunity
D. the ability to research overall organizational problems
29.PERTand Ganttaretools that can help publicrelations practitioners to
A. visualize tasks to be performed in a campaign or project
B. designate who’s responsible for each task in a campaign
C. chart costs of various tasks
D. determine whether all goals and objectives are being met
30.Planningfor apublicrelations program is important, but principally a
program is assessed in terms of its
A. publicity value and practice
B. performance and publicity value
C. actions and performance
D. programmingand publicity value
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