Question 1

What is a(are) reason(s) for repositioning the central message?&#10;A) A different one is developed&#10;B) The message is not effective&#10;C) The tagline doesn't match well&#10;D) An opportunity presents itself&#10;E) Both b and d.

Accepted Answer

Repositioning the central message may be necessary when the message is not effective (B) or when a new opportunity presents itself (D), indicating that adjustments are needed to better align with goals or market conditions.

Question 2

What is the typical length of a central message?&#10;A) One phrase&#10;B) One sentence to a paragraph&#10;C) One page&#10;D) One to two pages&#10;E) Two to four paragraphs.

Accepted Answer

The typical length of a central message is one sentence to a paragraph, as it succinctly conveys the main point or idea.

Question 3

-------messaging is based on associated dire consequences for noncompliance thus exploiting fear and anxiety.&#10;A) Recall appeal&#10;B) Borrowed interest&#10;C) Matter-of-fact&#10;D) Fear appeal&#10;E) Unique selling proportion.

Accepted Answer

Fear appeal messaging is designed to elicit fear in order to persuade the audience to behave in a certain way, often by highlighting the negative consequences of noncompliance.

Question 4

Why do people primarily drink milk? Is it for the calcium or as a beverage to complement another food product? What type of appeal do these questions relate to?&#10;A) Product class&#10;B) Borrowed interest&#10;C) Matter-of-fact&#10;D) Fear appeal&#10;E) Unique selling proportion.

Accepted Answer

These questions relate to the product class appeal, which focuses on the primary reasons or benefits for consuming a product, such as milk for its calcium content or as a complementary beverage.

Question 5

Walmart and Target both claim to offer value at a competitive price. What is this type of appeal called?&#10;A) Product class&#10;B) Borrowed interest&#10;C) Matter-of-fact&#10;D) Price and quality&#10;E) Unique selling proportion.

Accepted Answer

This type of appeal is called "Price and quality" because it emphasizes offering customers good value through a balance of fair pricing and high-quality products or services.

Question 6

A general statement about how an organization wants its stakeholders to view an issue consistent with its mission is a:&#10;A) Positioning statement&#10;B) Central thesis statement&#10;C) Central motif statement&#10;D) Big selling idea statement&#10;E) All of the above.

Accepted Answer

A positioning statement is a brief description of how a business or organization wants its target customers to perceive a product or brand. It aligns with the organization's mission and communicates the unique value or benefit that the product or brand offers, distinguishing it from competitors. This is consistent with the idea of how an organization wants its stakeholders to view an issue.

Question 7

The -------- is the concrete manifestation of a central idea, central thesis, or central motif of a public relations campaign.&#10;A) Central message&#10;B) Secondary message&#10;C) Tertiary motif&#10;D) Minor selling idea&#10;E) All of the above.

Accepted Answer

The central message is the concrete manifestation of a central idea, thesis, or motif in a public relations campaign, serving as the core around which the campaign is built.

Question 8

The Ford Mustang and Mr. Clean are brands developed by marketers. More recently, "Flo" the Progressive Insurance spokesperson, has taken on some of this status. What type of appeal do these messages represent?

A) Product class
B) Borrowed interest
C) USP
D) Cultural symbol
E) None of the above.

Accepted Answer

These messages represent a "Cultural symbol" appeal because they leverage widely recognized figures or brands that embody certain cultural values or ideas, making them relatable and memorable to the audience.

Question 9

What is a slogan?&#10;A) It is a type of execution&#10;B) A catch phrase using between one and a few words&#10;C) It is a tactic&#10;D) It is mostly a form of image management&#10;E) None of the above.

Accepted Answer

A slogan is a catchphrase or a short and memorable phrase used in advertising or promotion to convey the essence of a product, brand, or campaign.

Question 10

What is first developed: the central message or the slogan?&#10;A) The slogan comes first&#10;B) It does not matter&#10;C) The central message&#10;D) They develop at the same time&#10;E) Neither.

Accepted Answer

The central message is typically developed first as it represents the core idea or value proposition that a brand or campaign wants to communicate. The slogan, which is a catchy phrase or tagline, is then created to effectively encapsulate and convey this central message in a memorable way.

Deck 8: Strategy: More on Public Relations Central Messaging