Question 1

Brand journalism falls into the category of uncontrolled media.

Accepted Answer

Brand journalism is a form of controlled media because it is content created and published by a brand to communicate directly with its audience, allowing the brand full control over the message.

Question 2

List five required/optional components of a white paper.

Accepted Answer

See pages 388 to 389. Title page; acknowledgements; table of contents; introduction; body copy; conclusion; references; about the organization.

Question 3

Which term is used for paid-for content that blends into the online platform's physical layout and editorial, unlike disruptive banner ads and pop-ups on websites?&#10;A) Advertorials&#10;B) Native advertising&#10;C) White papers&#10;D) Uncontrolled media

Accepted Answer

Native advertising is the term used for paid-for content that blends into the physical layout and editorial of an online platform, unlike disruptive banner ads and pop-ups. Advertorials are a form of native advertising, but the term specifically refers to clickable ads that take the user to more detailed content on a different page. White papers are in-depth reports or guides that provide expert insights and comprehensive information on a specific topic. Uncontrolled media refers to media that is not influenced or controlled by a particular organization or entity.

Question 4

____ are written to appear like editorial copy, but they are identified as paid-for placements.&#10;A) Native advertising&#10;B) White papers&#10;C) Advertorials&#10;D) Newsletters

Accepted Answer

The description matches that of advertorials, which are designed to look like editorial content but are labeled as paid placements. Native advertising refers to content that is specifically designed to match the format and style of the platform it is appearing on, while white papers are typically longer, more in-depth documents that provide information and data on a particular topic. Newsletters are regular communications sent out to subscribers with updates or promotions.

Question 5

Which printing process is more expensive but can ensure consistent coloration?&#10;A) Saddle stitching&#10;B) Digital printing&#10;C) Offset printing&#10;D) Perfect binding

Accepted Answer

Offset printing is more expensive than digital printing, but it can ensure consistent coloration as it uses printing plates and ink to transfer the image to paper. This process also allows for higher quality and precision in color matching. Saddle stitching and perfect binding refer to binding methods, not printing processes.

Question 6

Which term describes the printing process in which the pages of a brochure are stapled in the middle?&#10;A) Perfect binding&#10;B) Saddle stitching&#10;C) Spiral binding&#10;D) Offset printing

Accepted Answer

Saddle stitching is the term used to describe the printing process where the pages of a brochure are stapled together in the middle. Perfect binding refers to a binding process where the pages are glued together at the spine. Spiral binding involves wire or plastic coils being inserted through small holes punched along the spine of the document. Offset printing is a printing technique where ink is transferred from a plate to a rubber blanket and then to the printing surface.

Question 7

____ is the printing term for an adhesive binding process that holds pages together at the spine.&#10;A) Saddle stitching&#10;B) Offset printing&#10;C) Calipers&#10;D) Perfect binding

Accepted Answer

Perfect binding is a type of adhesive binding process used to hold pages together at the spine.

Question 8

Which printing term describes the thickness of a sheet of paper?&#10;A) Coating&#10;B) Caliper points&#10;C) Pantone&#10;D) Stock

Accepted Answer

Caliper points refer to the thickness of a sheet of paper or board, measured in thousandths of an inch. Coating refers to a layer added to a sheet of paper for improved print quality or protection. Pantone is a color matching system, and stock refers to the type of paper or material being used.

Question 9

What is the other term for a white paper?&#10;A) Positioning paper&#10;B) Legacy media&#10;C) Leaflet&#10;D) Native advertising

Accepted Answer

A white paper is also known as a positioning paper, as it is a document that outlines a company's stance on a particular issue or problem and provides solutions or recommendations.

Question 10

Coca-Cola &#34;&#34;Journey&#34;&#34; and Cisco's &#34;&#34;The Network&#34;&#34; are examples of ___.&#10;A) native advertising&#10;B) white papers&#10;C) branded online newsroom content&#10;D) newsletters

Accepted Answer

Coca-Cola "Journey" and Cisco's "The Network" are both examples of branded online newsroom content, which is a type of content marketing that utilizes a media-rich digital hub to communicate a brand's story and values, showcase its products and services, and capture audience interest. This type of content is designed to engage audiences through a storytelling approach that is specifically tailored to the brand's strategic goals and objectives. Native advertising, white papers, and newsletters are other types of content marketing strategies that may be utilized in conjunction with branded online newsroom content, but they are not the primary focus of these initiatives.

Question 11

The layout and design of translated brochures may need to be reconfigured dramatically based on the language.

Accepted Answer

The answer of The layout and design of translated brochures...

Question 12

The finish of paper stock is called caliper.

Accepted Answer

The answer of The finish of paper stock is called...

Question 13

Pantone&#174; is considered the industry standard worldwide for color selection, ensuring accuracy of color.

Accepted Answer

The answer of Pantone&#174; is considered the industry standard worldwide...

Question 14

Posters work effectively to promote events, such as festivals and performances, that are time sensitive.

Accepted Answer

The answer of Posters work effectively to promote events, such...

Question 15

White papers are excellent platforms for including advertisements and news releases.

Accepted Answer

The answer of White papers are excellent platforms for including...

Question 16

Online newsrooms should never contain self-produced stories.

Accepted Answer

The answer of Online newsrooms should never contain self-produced stories....

Question 17

Newsletters also can be produced in different English-language editions and translated into other languages.

Accepted Answer

The answer of Newsletters also can be produced in different...

Question 18

The Furrow magazine by John Deere, which began in the late 19th century and has grown to print and digital editions in multiple languages, is an example of an organizational-produced magazine.

Accepted Answer

The answer of The Furrow magazine by John Deere, which...

Question 19

List three reasons why PR writers may consider brand journalism in local or global campaigns.

Accepted Answer

The answer of List three reasons why PR writers may...

Deck 15: Controlling Content With Brand Journalism and Corporate-Produced Materials