Deck 7: Persuasive Public Campaigns

Question 1

what is the definition of following key term
-Public relations

Answer 1

ongoing use of two-way communication to develop, maintain, and sustain positive relationships with the public.

Question 2

what is the definition of following key term
-Logos

Answer 2

logic.

Question 3

what is the definition of following key term
-Ethos

Answer 3

credibility.

Question 4

what is the definition of following key term
-Pathos

Question 5

what is the definition of following key term
-Democracy

Question 6

what is the definition of following key term
-Dialogic

Question 7

what is the definition of following key term
-Advertising campaign

Question 8

what is the definition of following key term
-Identification

Question 9

what is the definition of following key term
-Legitimacy

Question 10

what is the definition of following key term
-Participation

Question 11

what is the definition of following key term
-Penetration

Question 12

what is the definition of following key term
-Distribution

Question 13

what is the definition of following key term
-Product-oriented

Question 14

what is the definition of following key term
-Person-oriented

Question 15

what is the definition of following key term
-Idea-oriented

Question 16

what is the definition of following key term
-Reactive

Question 17

what is the definition of following key term
-Proactive

Question 18

what is the definition of following key term
-Two-way communication

Question 19

what is the definition of following key term
-Semantikos (semantics)

Question 20

what is the definition of following key term
-Planning

Question 21

what is the definition of following key term
-Implementation

Question 22

what is the definition of following key term
-Evaluation

Question 23

what is the definition of following key term
-Community relations

Question 24

what is the definition of following key term
-Consumer relations

Question 25

what is the definition of following key term
-Employee relations

Question 26

what is the definition of following key term
-Pubic issues

Question 27

what is the definition of following key term
-General public

Question 28

what is the definition of following key term
-Crisis management

Question 29

what is the definition of following key term
-Natural disasters

Question 30

what is the definition of following key term
-Malevolence

Question 31

what is the definition of following key term
-Technical breakdowns

Question 32

what is the definition of following key term
-Human breakdowns

Question 33

what is the definition of following key term
-Challenges

Question 34

what is the definition of following key term
-Megadamage

Question 35

what is the definition of following key term
-Organizational misdeeds

Question 36

what is the definition of following key term
-Workplace violence

Question 37

what is the definition of following key term
-Rumors

Question 38

what is the definition of following key term
-Nonexistence

Question 39

what is the definition of following key term
-Ingratiation

Question 40

what is the definition of following key term
-Denial

Question 41

what is the definition of following key term
-Evasion of responsibility

Question 42

what is the definition of following key term
-Reducing the offensiveness

Question 43

what is the definition of following key term
-Corrective action

Question 44

what is the definition of following key term
-Apologia

Question 45

what is the definition of following key term
-New media

Question 46

what is the definition of following key term
-0

Question 47

Public relations is

A) a paid form of impersonal communication concerned with selling specific products, services, brands, images, and lifestyles to the public.
B) the ongoing use of two-way communication to develop, maintain, and sustain positive relationships with the public.
C) the promotion of a person or candidate.
D) strategies associated with developing positive relationships between an organization and its public.
E) attempts to develop positive relationships between employers and employees.

Question 48

A local paper mill sponsors a community's fireworks display every year for Independence Day. This is an example of which type of public relations campaign?

A) Employee relations
B) Media relations
C) Consumer relations
D) Community relations
E) Public campaign

Question 49

A tarnished reputation for a business is serious because it can ultimately

A) make people resentful.
B) lead to business failure.
C) move jobs overseas.
D) prompt ethical misdeeds.
E) cause a loss of identification.

Question 50

While positive appeals to emotion can have lasting effects, consumers are most likely to remember advertising campaigns that use

A) humor appeals.
B) rational appeals.
C) fear appeals.
D) ethical appeals.
E) image appeals.

Question 51

An online shoe company offers overnight shipping at no additional cost and no charge for exchanging shoes that are not the right size. This is an example of strong

A) community relations.
B) employee relations.
C) consumer relations.
D) investor relations.
E) public campaigns.

Question 52

The way we think about the world around us is influenced by our

A) participation in advertising campaigns.
B) identification of advertising campaigns.
C) reactions to public relations campaigns.
D) exposure to advertising campaigns.
E) evaluation of public relations campaigns.

Question 53

Which of the following is NOT one of the five stages in the Yale developmental model of the advertising process?

A) participation
B) distribution
C) identification
D) penetration
E) evaluation

Question 54

The Corn Refiners Association's campaign for improving the public's perception of high fructose corn syrup created informational advertising that would appeal to

A) emotions.
B) logic.
C) the elite.
D) parents.
E) dieters.

Question 55

The ultimate goal of a public relations crisis response team is to

A) separate the company from the problem.
B) accept responsibility.
C) attract volunteers.
D) protect the company's identity.
E) solicit donations.

Question 56

When you are establishing legitimacy, you are

A) becoming known as trustworthy and believable.
B) becoming known in the mind of the public.
C) beginning a campaign.
D) focused on gathering support for a particular message or cause.
E) paying attention to an organization's image before it is compromised.

Question 57

Barack Obama used a distinct graphic of the letter "O" in his 2008 presidential campaign.
This is an example of creating

A) legitimacy.
B) participation.
C) distribution.
D) penetration.
E) identification.

Question 58

While the public relations process has been labeled differently throughout the years, -------------is consistently the first step when developing and communicating key messages.

A) implementation
B) planning
C) evaluation
D) communication
E) programming

Question 59

The three basic types of persuasive advertising campaigns are product-oriented, idea- oriented, and

A) sales-oriented.
B) person-oriented.
C) logic-oriented.
D) image-oriented.
E) media-oriented.

Question 60

An upcoming election in your community will ask voters if they would like to pay an extra sales tax so that the community can build a new civic center. One local group is advocating for the new civic center, while another group is promoting the benefits of the existing civic center. This is an example of a

A) polar opposites campaign.
B) political campaign.
C) media issues campaign.
D) public issues campaign.
E) consumer issues campaign.

Question 61

New media is allowing advertising to become more similar to public relations because it provides opportunities for

A) corrective action.
B) penetration.
C) consumer relations.
D) ingratiation.
E) two-way communication.

Question 62

Public relations exists to

A) persuade people to buy products.
B) establish two-way communication.
C) build a positive image before a negative event occurs.
D) develop responses for customer service issues.
E) build stronger communities.

Question 63

Many famous movie stars solicit donations in TV commercials for St. Jude Children's Research Hospital. This is an example of the-------------- appeal.

A) credible
B) logical
C) emotional
D) dialogic
E) person-oriented

Question 64

The key to the public relations process is--------------- , so that audiences will remember it and associate it with the organization.

A) developing a logo
B) producing a commercial
C) repeating the message
D) creating appeal
E) spinning a story

Question 65

When Ivy Lee helped found the public relations profession, one of the principles he stressed was

A) never admitting fault.
B) planning how to spin a story before speaking with the media.
C) getting involved with community events.
D) the need for being open with the public.
E) the idea for crisis management.

Question 66

A public service announcement discusses "Going Green" to help save our environment.
This is an example of which type of advertising?

A) idea-oriented
B) product-oriented
C) person-oriented
D) service-oriented
E) public-oriented

Question 67

Public relations helps create

A) freedom of speech.
B) democracy.
C) buyer interest.
D) entertainment.
E) social change.

Question 68

The public relations process does NOT include which of the following elements?

A) a client
B) the media
C) an agency
D) a team of practitioners
E) a formula for persuasion

Question 69

A hospital in your community has launched an advertising campaign to promote its new emergency room service that allows patients to receive medical attention in 30 minutes or less. The campaign has been going on for quite some time, and you even overhear people mentioning the new service casually in conversation. At this point, the campaign has reached its---------------- goal.

A) distribution
B) legitimacy
C) penetration
D) identification
E) participation

Question 70

Which of the following is NOT a distinguishable type of public relations campaign?

A) interpersonal relations
B) employee relations
C) investor relations
D) media relations
E) crisis management

Question 71

In the past century, advertising has changed because our -------------- have changed.

A) values
B) behaviors
C) attitudes
D) wages
E) responsibilities

Question 72

People will only join your campaign if they can identify, or relate, to it.

Question 73

Legitimacy is a necessary step in the advertising process because it allows the public to take the campaign seriously and it secures the campaign from the persuasive messages of the opposition.

Question 74

In the political process, penetration refers to widely distributing campaign materials to gain recognition.

Question 75

Unlike advertisements, people are rarely aware of the influence that
public relations campaigns have on their daily lives.

Question 76

Public relations is a publicity stunt that requires deception, spin, negative news, or story manipulation.

Question 77

Public relations emphasizes one-way communication from the organization to its public.

Question 78

Once PR professionals develop a positive relationship with their public, they use several strategies to maintain that relationship.

Question 79

The evaluation process of a PR campaign examines how receptive an audience is projected to be.

Question 80

Investor relations is a type of PR campaign.