Question 1

You are a PR professional kicking off a major campaign for a client. Two of your colleagues from marketing and advertising walk up to you and say, "We usually handle the branding part of the campaign. Why don't you just leave that to us?" What is your best response?
A) They should be reported to your supervisor for not "staying in their lane."
B) They are incorrect; branding has a natural connection to public relations.
C) They are correct; branding is taught this way in university programs.
D) They might be correct; you'll need to check with your supervisor.

Accepted Answer

Branding has a natural connection to public relations as both disciplines work towards shaping the public perception and image of a brand. PR professionals often collaborate with marketing and advertising colleagues to ensure a cohesive brand message.

Question 2

What is the best term to describe branding?
A) outbound communications
B) a two-way street
C) strategic promotion
D) advertising

Accepted Answer

Branding is a strategic promotion of a company, product, or service, designed to create a distinct and lasting image in the minds of consumers. It encompasses various elements including name, logo, design, and the overall experience a consumer has with the product, service, or company. This strategic approach aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Question 3

In addition to principles of advertising, marketing, and public relations, what other principles does branding follow?
A) visual design
B) management
C) formal writing
D) legal

Accepted Answer

Branding follows principles of visual design as it involves creating a visual identity that represents a brand's values and message.

Question 4

Creating strong brand pillars is all about ______.
A) elevating the brand's overall stature
B) making sure all aspects are equally strong
C) designing separate "silos" for each appeal
D) separating the brand from its competitors

Accepted Answer

The answer of Creating strong brand pillars is all about...

Question 5

In public relations, brands are ______ and ______ in various ways.
A) ignited; extinguished
B) created; supported
C) supported; ended
D) loved; hated

Accepted Answer

In public relations, brands are created and supported through various strategies and communications efforts to build and maintain a positive image among the public and stakeholders.

Question 6

When Oreo teamed up with "Game of Thrones" it was attempting to distinguish its brand through ______.
A) video game ads
B) paid media mentions
C) social media
D) consumer testimonials

Accepted Answer

Oreo's collaboration with "Game of Thrones" aimed to leverage the show's massive popularity and engage with fans on social media platforms, thereby distinguishing its brand through innovative and themed content that resonated with the audience.

Question 7

How does Wegman's grocery store distinguish its brand from the competition?
A) by being a "loss leader" with low prices
B) through a gourmet appeal for every item
C) by emphasizing speed and convenience
D) through appeals related to food quality

Accepted Answer

Wegman's distinguishes its brand by emphasizing high food quality, offering a wide variety of fresh and organic products, and providing exceptional customer service.

Question 8

To find some of the best examples of personal branding, one can look to ______.
A) athletes
B) teachers
C) business leaders
D) working moms

Accepted Answer

The answer of To find some of the best examples...

Question 9

Contrasting personal branding approaches between Jimmy Fallon and Lilly Singh, while Fallon relies on ______, Singh focuses on ______.
A) person-to-person; social media
B) directness; brand partnerships
C) TV advertising; digital media
D) humor; love appeals

Accepted Answer

The answer of Contrasting personal branding approaches between Jimmy Fallon...

Question 10

Most of the time we focus on our client's brands when we should also focus on our ______ brands.
A) organizational
B) political
C) personal
D) online

Accepted Answer

Focusing on personal brands is important as it helps individuals establish their own identity and reputation, which can complement and enhance the work they do for clients.

Question 11

Comparing our offline and online reputations, which of the following is true?
A) Online reputations override offline reputations.
B) Neither one matters as much as our actions.
C) Online is now much more important.
D) Both are priceless possessions.

Accepted Answer

Both offline and online reputations are significant and can impact various aspects of our lives, such as personal relationships, professional opportunities, and social interactions. They are considered valuable assets in the digital age, where information is easily accessible and widespread.

Question 12

If you want to create a personal brand that is relevant, unique, and powerful, you first need to ask yourself ______?
A) what is unique to me
B) where are my competitive advantages
C) what is everyone else doing
D) why would someone follow me

Accepted Answer

Understanding what is unique to you is the foundation of building a personal brand that stands out and is relevant. It helps you identify your strengths and differentiators.

Question 13

If you are able to gain a number of online endorsements based on your expertise and you are validated by your community, it is safe to say you have gained ______.
A) market savvy
B) technical skills
C) social capital
D) a competitive edge

Accepted Answer

Gaining online endorsements based on expertise and validation by your community is indicative of having built social capital, which refers to the networks, relationships, and reputation one develops that can be leveraged for personal or professional gain.

Question 14

Which of the following terms relates to one's expertise documented online by others who endorse you?
A) technical savvy
B) social proof
C) customer testimonials
D) skills mastery

Accepted Answer

Social proof is the concept where people's actions are influenced by the actions and endorsements of others. In the context of online expertise, social proof refers to the endorsements, recommendations, or testimonials given by others about a person's skills or knowledge, thereby documenting their expertise publicly.

Question 15

Which of the following assets is key to establishing a strong personality online?
A) an upbeat and charismatic nature
B) an adaptable, funny, persona
C) keeping personal opinions to yourself
D) ability to show one's humanity

Accepted Answer

The answer of Which of the following assets is key...

Question 16

Creating and sharing quality content enables you to establish new ______ and ______.
A) relationships; partnerships
B) work approaches; best practices
C) revenue; collections
D) thoughts; feelings

Accepted Answer

Creating and sharing quality content is a key strategy for building new relationships and partnerships, as it attracts and engages audiences or potential collaborators.

Question 17

If you want to successfully create and share content as a PR professional, what is one of the best vehicles to use?
A) robocalls
B) webinars
C) blogs
D) guest lectures

Accepted Answer

Blogs are a versatile and widely used platform for PR professionals to create and share content, allowing for detailed storytelling, SEO benefits, and direct engagement with the audience.

Question 18

In creating content, it is important to remember that ______.
A) it is all about attractive color and design
B) quality trumps quantity for audiences
C) your friends will always follow you
D) newest content equals best content

Accepted Answer

Quality content is more valuable to audiences than a large quantity of low-quality content. It engages the audience more effectively and is likely to retain their interest over time.

Question 19

What is the overall goal of personal branding?
A) to drive audiences back to the hub of the personal brand
B) to have followers share your content as widely as possible
C) to create as many digital touchpoints as you can
D) to distinguish yourself from other personal brands

Accepted Answer

The answer of What is the overall goal of personal...

Question 20

Content that has a long shelf life is known as ______.
A) archived
B) practical
C) out of date
D) evergreen

Accepted Answer

Evergreen content remains relevant and fresh for readers over a long period of time, unlike news or seasonal topics that can quickly become outdated.

Quiz 6: Branding

You are a PR professional kicking off a major campaign for a client. Two of your colleagues from marketing and advertising walk up to you and say, "We usually handle the branding part of the campaign. Why don't you just leave that to us?" What is your best response?

What is the best term to describe branding?

In addition to principles of advertising, marketing, and public relations, what other principles does branding follow?

Creating strong brand pillars is all about ______.

In public relations, brands are and in various ways.

When Oreo teamed up with "Game of Thrones" it was attempting to distinguish its brand through ______.

How does Wegman's grocery store distinguish its brand from the competition?

To find some of the best examples of personal branding, one can look to ______.

Contrasting personal branding approaches between Jimmy Fallon and Lilly Singh, while Fallon relies on , Singh focuses on .

Most of the time we focus on our client's brands when we should also focus on our ______ brands.

Comparing our offline and online reputations, which of the following is true?

If you want to create a personal brand that is relevant, unique, and powerful, you first need to ask yourself ______?

If you are able to gain a number of online endorsements based on your expertise and you are validated by your community, it is safe to say you have gained ______.

Which of the following terms relates to one's expertise documented online by others who endorse you?

Which of the following assets is key to establishing a strong personality online?

Creating and sharing quality content enables you to establish new and .

If you want to successfully create and share content as a PR professional, what is one of the best vehicles to use?

In creating content, it is important to remember that ______.

What is the overall goal of personal branding?

Content that has a long shelf life is known as ______.