Deck 10: Reaching Diverse Audiences

Question 1

Which demographic group is the largest consumer of television, magazines, books, and newspapers?

A) teens
B) baby boomers
C) seniors
D) tweens
E) Generation X

Answer 1

C

Question 2

Which medium is most effective for delivering message that requires absorption of details?

A) print
B) television
C) radio
D) movies
E) none of the above

Answer 2

A

Question 3

_____ generates the strongest emotional impact of any type of mass media.

A) Magazines
B) PowerPoint
C) Television
D) Radio
E) Pantomime

Answer 3

C

Question 4

All of the following are general characteristics of seniors EXCEPT:

A) They demand value in the things they buy.
B) They pay little attention to fads.
C) They are extremely health conscious.
D) They have become experts in social media.
E) They travel frequently.

Question 5

All of the following are general characteristics of baby boomers EXCEPT:

A) they tend to define themselves according to their profession.
B) they are well educated and take pride in accomplishment.
C) they rarely question authority.
D) they are competitive, particularly when it comes to careers.
E) all of the above.

Question 6

In the United States, the most significant aspect of the mass audience or general public is:

A) diversity.
B) youth.
C) educational level.
D) media usage.
E) The Baby Boomers.

Question 7

Which of the following attributes characterize members of the LGBT community?

A) They are an emerging demographic.
B) They tend to support brands that reflect their views.
C) They wield annual buying power of around $743 billion.
D) They have lost political ground in recent years.
E) A, B and C are true.

Question 8

Successful public relations campaign planners know that audiences are:

A) static and unchanging
B) unpredictable; likely to turn hostile.
C) dynamic and ever-shifting.
D) Less diverse than they were a decade ago.
E) most likely to respond to the mass media.

Question 9

When using the Internet to reach diverse audiences, one should remember that:

A) it requires quicker responses.
B) it is mostly a mass media tool.
C) it has driven audiences to have shorter attention spans.
D) text is more important than visuals.
E) A and C only.

Question 10

Which of the following are examples of "prepackaged publics?"

A) advocacy groups
B) youth markets
C) educational groups
D) charitable organizations
E) all except B.

Question 11

general characteristic of the twenty-first century people is that

A) it enjoys reading classic literature.
B) it has increasingly become more visually oriented.
C) it has a shorter attention span.
D) it is more politically active.
E) both B and C.

Question 12

Which of the following are not general characteristics of youth market?

A) they will spend 10 times more time online than in interacting with parents.
B) they are an excellent source of volunteers.
C) they will be more reserved in social skills.
D) they will not tolerate print forms.
E) all of the above.

Question 13

In which of the following places is the field of public relations growing?

A) Russia
B) China
C) India
D) Latin America
E) all of the above

Question 14

Why should public relations professionals pay attention to diversity media?

A) More white listeners and viewers are tuning in to it.
B) Media buys are much less expensive.
C) The number of its constituents has expanded.
D) The number and reach of minority media channels has increased.
E) Both C and D.

Question 15

Currently, around _____ percent of U.S.households own computer.

A) 35
B) 80
C) 50
D) 95
E) 65

Question 16

Why should public relations practitioners be sensitive to women as an audience?

A) If they are not, they may be threatened with lawsuits.
B) The male market is dwindling steadily.
C) Women now exert more political and social control than ever.
D) Women account for 25 percent of the U.S. workforce.
E) They are more likely than ever to be coworkers.

Question 17

According to recent research on Hispanics and social media, which of the following is true?

A) They are more than twice as likely to use social media than their non-Hispanic counterparts.
B) They would like to use social media more, but feel unable to do so.
C) They are far less likely to use social media than their non-Hispanic counterparts.
D) They have grown up with an inherent distrust of social media.
E) Social media is the "next big thing" with this key demographic.

Question 18

Which of the following characteristics describe the African-American community?

A) They are a monolithic group.
B) They are often associated with the urban market.
C) They are the largest U.S. minority.
D) They share a common heritage and goals.
E) African-American women make most household financial decisions. F) All of the above are true

Question 19

Speed and mobility make this medium unique among major media.Which medium is it?

A) radio
B) television
C) billboards
D) print
E) magazines

Question 20

The average American family watches television for _____ hours each day.

A) 1
B) 3
C) 5
D) 7
E) 9

Question 21

As whole, marketing organizations have done good job of understanding the complexity of African-American communities.

Question 22

Religious groups are growing in size, and often bonding together in new ways.

Question 23

Generation members spend one-third of their lives online.

Question 24

Multicultural audiences are among the least enthusiastic and cautious consumers of social media.

Question 25

Today's women hold an overwhelming share of consumer purchasing influence.

Question 26

The minority populations in America are highly diverse, even within their own ethnic groups.

Question 27

Increasingly, traditional media primarily appeal to older or more highly educated audiences.

Question 28

Youth of today have spending power, but show almost no loyalty to brands.

Question 29

Television has the strongest emotional impact of any type of mass media.

Question 30

The international audience for public relations has expanded swiftly.What are the implications for multinational companies doing business in variety of countries? How do public relations professionals need to adjust in terms of strategies and messages as they conduct public relations efforts in different countries?

Question 31

The world's population with Internet access grew dramatically between 2000 and 2009.

Question 32

Many audiences use social media for personal interaction.Increasingly, though, social media is being used for strategic public relations purposes.Describe how an organization might use social media in public relations campaign.In your description, explain how traditional media and social media are different, noting in particular how that affects public relations strategy.