Exam 2

Question 1

economics on a campaign

Answer 1

ROI

Question 2

Crisis

Answer 2

surprise media threat

Question 3

qualitative research

Answer 3

observational research

Question 4

evaluation

Answer 4

results measurement

Question 5

SEC

Answer 5

stock oversight management

Question 6

reputation audit

Answer 6

survey of attitudes towards company

Question 7

crisis management

Answer 7

needed when issue management fails

Question 8

hand me a kleenex

Answer 8

trademark infringement

Question 9

census

Answer 9

demographic data

Question 10

secondary research

Answer 10

database search

Question 11

politically correct responses

Answer 11

courtesy bias

Question 12

measurement of action

Answer 12

motivational objectives

Question 13

FTC

Answer 13

regulates advertising

Question 14

raising an issue to sway opinion

Answer 14

priming

Question 15

active phase of life cycle

Answer 15

environmental scanning

Question 16

triggering event

Answer 16

motivates public to act

Question 17

necessary for message retention

Answer 17

repetition

Question 18

regulates health communication

Answer 18

FDA

Question 19

writing for clarity

Answer 19

avoid jargon

Question 20

target public review of messages

Answer 20

copy testing

Question 21

strategic approach to comms planning

Answer 21

all of the above

Question 22

identify response to crisis based on situation

Answer 22

contingency continuum

Question 23

single most important

Answer 23

be totally honest

Question 24

not an area of concern

Answer 24

employee hosts at media event

Question 25

copyright covers seven categories

Answer 25

NOT facts

Question 26

trademark law is important because

Answer 26

we have to protect our trademarks

Question 27

SEC:

Answer 27

ALL of above

Question 28

investor relations

Answer 28

SEC

Question 29

corporations should be liable for which events

Answer 29

ALL

Question 30

random sample

Answer 30

Quota sample

Question 31

which is not a good reason for research

Answer 31

none all are good reasons

Question 32

not a primary method of research

Answer 32

internet

Question 33

largest denomination

Answer 33

catholic

Question 34

not accurately describe asian americans

Answer 34

slowly growing and very homogenous

Question 35

characteristics of seniors

Answer 35

ALL of above

Question 36

ultimate goal of campaign is to

Answer 36

motivate behavior

Question 37

greatest challenge

Answer 37

getting public to pay attention to message

Question 38

difference between research and evaluation

Answer 38

ALL ARE RIGHT

Question 39

advertising equivalency

Answer 39

comparing two incomparable placements

Question 40

good goals for social media analytics

Answer 40

ALL

Question 41

Puffery doesn't require factual evidence

Answer 41

T

Question 42

Truth is the most effective defense agains libel

Answer 42

T

Question 43

Ethics refers to how one SHOULD behave and values refer to how one WILL behave

Answer 43

T

Question 44

Not necessary to copyright PR brochures and other marketing material

Answer 44

F

Question 45

Courts consider corporations to have the status of public figures

Answer 45

T

Question 46

some industries, PR must be concerned with regulations with FDA

Answer 46

T

Question 47

Copyright law protects ideas as well as expression

Answer 47

F

Question 48

Values and Lifestyle Segmenting is psychographic data

Answer 48

T

Question 49

perfectly ethical to use research to sway public opinion

Answer 49

T

Question 50

FTC, a product is only considered new if it was changed in past 6 months

Answer 50

T

Question 51

evaluation criteria comes directly from goal

Answer 51

F

Question 52

demographic and psychographic data is necessary to understand public

Answer 52

T

Question 53

issues management tends to be more reactive and crisis management is proactive

Answer 53

F

Question 54

product/service somewhat defines public for you

Answer 54

T

Question 55

primary disadvantage of telephones surveys is getting phone numbers

Answer 55

T