Question 1

A ___________ is a temporary storefront, event or experience designed to gain attention and generate engagement by appearing quickly in an unusual place.

Accepted Answer

A pop-up is a temporary event or store designed to create a buzz and engage customers by appearing suddenly in unexpected locations.

Question 2

One of the most common PR client requests is ___________.

Accepted Answer

Raising awareness is one of the most common requests PR clients make because it involves creating or increasing visibility for a brand, product, cause, or organization among its target audience or the general public.

Question 3

Before communication can have any effect at all, people must be __________ to the messages.

Accepted Answer

Before communication can have any effect, people must first be exposed to the messages. Exposure is the initial step in the communication process, where the audience comes into contact with the message.

Question 4

PR publics may not love the idea of donating blood or eating more vegetables, but if they are going to be convinced to participate, PR communication must keep them ____________.

Accepted Answer

Engagement is key in PR communication to maintain the audience's interest and encourage them to participate in activities they might not initially be inclined towards, such as donating blood or eating more vegetables.

Question 5

Jackson prepares a PR campaign for the Vanguard Group to encourage people to save for retirement. In this campaign, public relations basically becomes an act of __________.

Accepted Answer

Public relations in this context is focused on educating the public about the importance of saving for retirement, rather than directly selling a product or service.

Question 6

In campaigns like the ALS Ice Bucket Challenge, people not only learned, agreed, and acted, but also encouraged others to do likewise. This is referred to in PR as __________.

Accepted Answer

Proselytizing in PR refers to the act of not only adopting a behavior or belief but also actively encouraging others to do the same, as seen in campaigns like the ALS Ice Bucket Challenge.

Question 7

Digital marketers, who are focused on sales as a final outcome, sometimes refer to the process outlined in McGuire's hierarchy-of-effects model as a __________.

Accepted Answer

McGuire's hierarchy-of-effects model is often likened to a funnel by digital marketers, emphasizing the narrowing process from awareness to the final action of purchase, reflecting the decreasing number of prospects at each stage towards a sale.

Question 8

William posts a six-second video on the microblogging service Tumblr for his client General Electric that connected the viewer to GE's message of being a science and technology company. This is an example of __________.

Accepted Answer

Posting a six-second video on Tumblr to connect viewers to General Electric's message of being a science and technology company is an example of strategic decision making. This action is strategic because it involves planning and executing a communication strategy that aligns with the company's broader goals of branding and positioning itself as a leader in science and technology.

Question 9

Alexia develops an app that allows high school students to record, upload, and post a running total of the amount of material they recycle. However, she has not thought through the connection to her organization's objectives, goals or mission. She is applying what action to her broader strategy?

Accepted Answer

Alexia is applying tactics, which are specific actions or steps taken to achieve a strategy, without ensuring they align with the broader objectives, goals, or mission of her organization.

Question 10

John must assess which impact of his recycling program will most likely accurately measure the results. Which of the following is most likely to do that?

Accepted Answer

Estimating the amount of landfill space saved directly measures the tangible impact of the recycling program by quantifying how much waste is diverted from landfills, which is a primary goal of recycling efforts.

Question 11

Anna Beth is conducting research for DuPont on the effects of genetically modified organisms (GMO) on corn production and consumption. She is putting each step in chronological order. This is an example of constructing a ____________.

Accepted Answer

A timeline is used to place events in chronological order, which is what Anna Beth is doing with her research steps.

Question 12

Ellen is developing a timeline for her client's public relations plan. She has plotted when communication tactics will take place, but she neglected to factor in ___________, such as the time needed for writing, designing, printing, and distribution.

Accepted Answer

Production time includes the necessary steps such as writing, designing, printing, and distribution, which are crucial for the completion of communication tactics in a public relations plan.

Question 13

Rasmussen Reports, a polling agency, decides to set up a live-tweet event to gather favorable/unfavorable data on a senate race in California. This is an example of ________.

Accepted Answer

An unconference is a loosely structured, participant-driven meeting that emphasizes open, interactive discussion rather than a predetermined agenda of lectures. The live-tweet event by Rasmussen Reports, aiming to gather data in an open, interactive manner without a strict agenda, aligns with the characteristics of an unconference.

Question 14

Clint is an account supervisor at a public relations agency earning a salary of $65,000 a year, which breaks down to about $31.25 per hour. The client of the agency is billed $93.75 per hour, which is three times the account supervisor's actual pay. This is an example of the agency _____________.

Accepted Answer

The agency is applying the billable rate, which is a common practice in service industries where the client is charged a rate that is higher than the actual pay of the employee to cover overheads, agency profit, and other costs.

Question 15

Big Mama, an R&B star, has 67 million followers on Instagram. It is possible that she reached this number of real-people followers organically and over time. In contrast, there are companies that provide a service where Big Mama could have purchased a large number of ____________.

Accepted Answer

Zombie followers are fake accounts that are created to follow other accounts and boost their follower count.

Question 16

Though they may take audiences by surprise, all pop-ups require ___________, such as when Timberland opened a 3,500-square-foot retail store in New York City featuring live full-sized trees and giant terrariums.

Accepted Answer

Pop-ups require planning with bigger organizational goals in mind to ensure they align with the brand's strategy and objectives, as exemplified by Timberland's store.

Question 17

A local shoe store hires Julie, a freelance public relations practitioner, because it knows it needs help in PR, but isn't quite sure why. Julie's job is to convert this fuzzy thinking into a ___________ that will lead to meaningful results for the store.

Accepted Answer

A strategy is a comprehensive plan to achieve specific goals, which is what Julie would need to develop to address the store's PR needs effectively.

Question 18

Students walk by bulletin boards all throughout their college campuses, sometimes several times a day. While the students are exposed to messages on the fliers by glancing at the board, most do not even __________.

Accepted Answer

Most students do not pay close attention to the messages on the flyers they pass by on bulletin boards, often just glancing at them without truly absorbing the information.

Question 19

The U.S. Department of Agriculture's old food pyramid promoted balanced eating. While people liked the simple model and colorful graphics, many people did not ____ it, so the USDA settled on a plate graphic to illustrate the importance of a balanced diet.

Accepted Answer

The answer of The U.S. Department of Agriculture's old food...

Question 20

Aileen does marketing communications for a financial advisor. She has focused her efforts on teaching young adults how to open a retirement account. Now she must try to get more young adults to ______ that this is something important they must do.

Accepted Answer

The correct answer is "Agree" because Aileen's goal is to convince young adults of the importance of opening a retirement account, which involves getting them to agree or acknowledge its significance.

Quiz 6: Planning