Question 1

Aristotle developed the rhetoric of persuasion that included ethos, pathos and logos. Ethos refers to&#10;A) emotional appeals.&#10;B) logical appeals.&#10;C) the power of the speaker.&#10;D) knowing the audience.&#10;E) intellectual appeals.

Accepted Answer

Ethos refers to the credibility or character of the speaker, emphasizing the power or authority they bring to the argument.

Question 2

Which industry gave advertising and public relations a bad reputation in their infancy that they are still trying to overcome today?&#10;A) entertainment.&#10;B) railroad.&#10;C) meat-packing.&#10;D) patent medicine.&#10;E) liquor.

Accepted Answer

The patent medicine industry, notorious for selling products with dubious health benefits and often dangerous ingredients, heavily relied on aggressive advertising tactics. This contributed significantly to the negative perception of advertising and public relations, as these campaigns frequently misled consumers about the efficacy and safety of their products.

Question 3

A small web-design firm has hired a public relations professional to conduct research on business community needs. This information will form the basis of their upcoming strategic public relations campaign and new product development. This is an example of

A) press agentry.
B) two-way asymmetrical.
C) two-way symmetrical.
D) public information.
E) promotions.

two-way symmetrical.

Accepted Answer

Two-way symmetrical communication involves dialogue between the organization and its publics to understand each other's needs and adapt to them. In this scenario, the firm is engaging in research to understand the business community's needs, aiming for mutual understanding and benefit, which aligns with the two-way symmetrical model.

Question 4

In the off-season, a local football team hires a communications expert to set up interviews with the town's newspaper and radio stations. Owners are hoping this effort will increase the team's visibility and encourage more people to attend the games. This is an example of

A) public information.
B) two-way asymmetrical.
C) two-way symmetrical.
D) publicity.
E) promotions.

Accepted Answer

This scenario is an example of publicity, where the football team is seeking to gain media attention to increase its visibility and encourage attendance at games, without necessarily engaging in a two-way communication process with the public.

Question 5

In the twentieth century, the public relations profession was reshaped by one of the following events:&#10;A) the growth of electronic media.&#10;B) the split of public relations functions from advertising agencies.&#10;C) the rise of the patent medicine industry.&#10;D) the decline of mergers and acquisitions in big business.&#10;E) the failure of international organizations to codify the practice of public relations.

Accepted Answer

The growth of electronic media in the twentieth century significantly reshaped the public relations profession by providing new platforms and tools for communication and engagement with the public.

Question 6

Which statement is true concerning the role of publics in business communication?&#10;A) Publics, in general, remain constant despite changes in the market.&#10;B) Publics can dispel rumours and build positive brand image.&#10;C) Internal publics are usually not concerned with the communication style used by management.&#10;D) External publics are not concerned with an organization's public performance.&#10;E) External publics would include the families of employees.

Accepted Answer

Publics play a crucial role in shaping a company's reputation. They can help dispel rumors and foster a positive brand image through their reactions and interactions with the company's communications.

Question 7

If you were to examine a company's business practices to determine if it uses an integrated business communication model, which of the following would not be a consideration:&#10;A) Communication focuses on building lifetime relationships.&#10;B) Communication tactics are based on target audience research.&#10;C) Messages are integrated across departments.&#10;D) Databases are built primarily on sales figures.&#10;E) One voice/one message is consistently used for all communication.

Accepted Answer

An integrated business communication model emphasizes consistent messaging, audience research, and cross-departmental integration to build long-term relationships. It does not focus primarily on sales figures for database construction, which is more related to sales strategies than integrated communication practices.

Question 8

In 2006 the Walt Disney Parks and Resorts launched a new theme for its integrated global marketing efforts. Which of the following was not identified as an integrated marketing strategy element:&#10;A) Disney used research to gain insight on customer appeal.&#10;B) Disney used the theme, &#34;Year of a Million Dreams&#34; in its publicity and promotional materials.&#10;C) Disney sent out several messages over a broad a spectrum of media to appeal to the largest number of customers possible.&#10;D) Disney positioned itself as a &#34;transformational experience&#34; to all age groups.&#10;E) Disney used both qualitative and quantitative research to shape its message.

Accepted Answer

C is incorrect because using a broad spectrum of media to appeal to a wide audience is a common element of integrated marketing strategies, but it was not specifically mentioned as a strategy element in the context of Disney's 2006 marketing efforts.

Deck 6: Business Communication, Public Relations and Integrated Marketing Communication