Question 1

When Aunt Marge is trying to decide what new air fryer to buy, she reads an article in a magazine comparing the different products available. Aunt Marge values the ______________ of the news media instead of the informal opinions of friends and family.
A) Third-party credibility
B) Layout and structure
C) Advertising
D) Shared content

Accepted Answer

Third-party credibility refers to the trustworthiness and impartiality often attributed to sources that are not directly involved in the sale or promotion of a product, such as news media. Aunt Marge values this credibility over informal opinions because it suggests an unbiased comparison of the products.

Question 2

Pedro knows that in order to attract visitors to his website, he needs to develop a communication strategy designed to drive people to it because ________________.
A) Websites don't get delivered to people
B) Websites are not as exciting as other forms of media
C) Websites have too much brochureware
D) Websites are updated frequently

Accepted Answer

Websites don't get delivered to people like traditional forms of advertising or communication might, so a strategy is needed to attract visitors.

Question 3

__________ include newer and emerging channels for communication, such as podcasts, webinars, and text messaging systems, but work better when organizations allow for feedback and sharing.
A) Virtual media
B) Owned media
C) Communication media
D) App-based media

Accepted Answer

The answer of __________ include newer and emerging channels for...

Question 4

Stuart, a PR practitioner, for his client Target, developed a campaign where Target bought all the ad space in the August issue of The New Yorker. The idea of utilizing this type of __________ media was to attract attention by uncluttering the ad environment.
A) Owned
B) Earned
C) Shared
D) Paid

Accepted Answer

Buying ad space in The New Yorker is an example of paid media, as it involves paying for advertising space to promote a brand or product.

Question 5

_____________ is paid advertising presented in the form of the media content that surrounds it.
A) Native advertising
B) Corporate advertising
C) Syndicated advertising
D) Content advertising

Accepted Answer

Native advertising is designed to blend in with the content that surrounds it, making it less obtrusive than traditional forms of advertising. It matches the form and function of the platform on which it appears.

Question 6

Annika is writing ________ for a beauty magazine. She has read several issues of the magazine so she can be sure what she writes fits in with the rest of the magazine. Even though she has paid for the space, what will appear will look like editorial content, and not an advertisement.
A) An article
B) An advertorial
C) A byline
D) A feature

Accepted Answer

An advertorial is a type of advertisement in a newspaper, magazine, or a website which involves paying for space but is formatted and presented as an editorial content, making it blend in with the magazine's regular content. This matches the description given, where Annika's content, despite being paid for, is designed to look like editorial content rather than a traditional advertisement.

Question 7

An Australian teeth-whitening product company called HiSmile budgeted approximately $10 million for an annual Snapchat advertising budget, including ___________, which are sponsored videos that display along with posts from professional media in Snapchat's "Discover" section.
A) Sponsored replays
B) Story Ads
C) Lenses
D) Filters

Accepted Answer

Story Ads are a form of advertising on Snapchat that allows brands like HiSmile to place sponsored content in the "Discover" section, where users can view professional media stories.

Question 8

Whenever you see the words "sponsored content" or "you may also like" on a web page or in an app, you are very likely looking at ___________. However, tricking people into thinking they are seeing third-party news, reviews or editorial content is a bad idea if a brand is trying to build and sustain trust with its publics.
A) Syndicated advertising
B) Native advertising
C) Subliminal advertising
D) Editorial advertising

Accepted Answer

Native advertising is designed to blend in with the platform's regular content, making it less obtrusive and more likely to be viewed by users. However, if it's not clearly marked as sponsored, it can mislead consumers, damaging trust.

Question 9

The fast-food restaurant Wendy's invests a lot of resources in developing content it hopes will be shared. When broad sharing is a goal, the biggest successes are the posts that __________.
A) Generate the most comments
B) Are the most creative
C) Go viral
D) Include food

Accepted Answer

Going viral means that the content is shared widely across the internet, which aligns with the goal of broad sharing. Viral content reaches a much larger audience beyond the original followers, making it the biggest success for broad sharing goals.

Question 10

The Associated Press Stylebook's Twitter feed has its own style that lends itself to ________ by infusing humor into tweets as they convey important information for students and professional writers.
A) Sharing
B) Caring
C) Teaching
D) Click bait

Accepted Answer

The correct answer is A because the Twitter feed's style lends itself to sharing important information for students and professional writers.

Question 11

When Lockheed Martin engaged in #WorldPhotoDay by tweeting, "Do you have an amazing photo of one of our products? Tag us in your pic and we may feature it…," what was the response on Twitter?
A) Users posted negative images of bomb fragments and violence
B) Users posted images of soaring jets and hi-tech helicopters
C) Lockheed Martin became a trending topic
D) Lockheed Martin saw an uptick in employment applications

Accepted Answer

The response on Twitter was largely negative, with users posting images of bomb fragments and violence, highlighting the destructive use of Lockheed Martin's products.

Question 12

A social media director for a fast food restaurant Instagrammed a video of a celebrity eating and having fun at one of its locations. The video was so fun, it was liked by more than 50,000 people and commented on more than 1,000 times. This is an example of ____ media.
A) Earned
B) Shared
C) Owned
D) Paid

Accepted Answer

The answer of A social media director for a fast...

Question 13

Social media and publicity are considered _________ media because social media users, news editors, and producers determine how stories are told and evolve in their respective media.
A) Inexpensive
B) Ad-hoc
C) Uncontrolled
D) Controlled

Accepted Answer

Social media and publicity are considered uncontrolled media because the content and messaging are not directly managed by the organization, but rather by external parties such as social media users, news editors, and producers, who influence the narrative and development of stories.

Question 14

The APR Study Guide defines _________ as information from an outside source used by the media because it has news value, and an uncontrolled method of placing messages because the source does not pay the media for placement.
A) News releases
B) Pitches
C) Publicity
D) Editorial

Accepted Answer

Publicity is defined as information from an outside source used by the media because it has news value. It is an uncontrolled method of placing messages because the source does not pay the media for placement, distinguishing it from advertising.

Question 15

Heidi developed a campaign for Coca-Cola Company. She created the "Share a Coke" campaign where Coke released cans and bottles with people's names on them. It generated massive amounts of social media with people posting pictures of themselves with the sodas. This is an example of ________.
A) Hyped media
B) Personalized media
C) Earned media
D) Wow-factor media

Accepted Answer

The "Share a Coke" campaign generated massive amounts of social media buzz as people posted pictures of themselves with the sodas, which is a classic example of earned media. Earned media refers to publicity gained through promotional efforts other than paid media advertising, which in this case, was achieved through the organic social media posts by consumers.

Question 16

___________ is the process of affecting the online visibility of a website or web page in a web search's natural or organic results. This requires brands to offer useful information, design their site well, and build relationships with other sites that may link back to the brand's sight.
A) Algorithm management
B) Search engine optimization
C) Web credibility
D) Google AdWords

Accepted Answer

Search engine optimization (SEO) is the practice of improving and promoting a website to increase the number of visitors the site receives from search engines. It involves making changes to the website's content and design to make it more attractive to search engines, as well as building backlinks from other websites to improve its authority and ranking.

Question 17

Pet suppliers and meal preparation services have found success by cutting out the intermediary sellers and retailers and working directly with customers. This __________ model allows the companies to maximize their margins, but requires them to weigh the costs and benefits across all available media channels to reach customers.
A) Direct-to-door
B) Mail order
C) Online shopping
D) Direct-to-consumer

Accepted Answer

The correct term is "Direct-to-consumer." This business model involves selling products directly to customers without going through any intermediaries, such as retailers or wholesalers. It allows companies to have a direct relationship with their customers, often leading to better margins and more control over the brand experience.

Question 18

What approach did the BarkBox subscription service for dog owners take to attract customers?
A) Focusing solely on earned media for maximum credibility
B) Investing in the right mix of owned, earned, paid and shared media
C) Working with comedians to infuse humor into its paid and owned content
D) Bypassing traditional forms of advertising on radio, TV and print

Accepted Answer

BarkBox used a strategic mix of owned, earned, paid, and shared media to effectively reach and engage with their target audience, ensuring a balanced and comprehensive marketing approach.

Question 19

In 2018, Wells Fargo launched the Re-established campaign to win back trust after a challenging period in its history. How does this play out as real action within the organization?
A) Wells Fargo developed an advertising campaign to make a promise to its customers
B) Wells Fargo has renewed its focus on profits for investors
C) Wells Fargo made foundational changes to identify and fix problems so they do not happen again
D) Wells Fargo partnered with government entities to develop new legislation

Accepted Answer

Wells Fargo made foundational changes to identify and fix problems so they do not happen again, which is a real action within the organization aimed at rebuilding trust.

Question 20

The Wells Fargo Stories share everyday happenings at the bank with Wells Fargo customers. If a customer uses a Wells Fargo ATM, they will find some of those stories showing on the ATM screen. The ATM will even print the story out so the customer can take it with them and share it with someone else. Wells Fargo Stories are an example of __________.
A) Virtual technology
B) Shared media
C) Owned media
D) Point-of-sale media

Accepted Answer

Owned media refers to any marketing channel or asset that is owned and controlled by the brand itself, such as websites, blogs, newsletters, and in this case, the stories displayed and printed at Wells Fargo's ATMs. These stories are a direct way for Wells Fargo to communicate with its customers using its own resources.

Quiz 7: Implementation

When Aunt Marge is trying to decide what new air fryer to buy, she reads an article in a magazine comparing the different products available. Aunt Marge values the ______________ of the news media instead of the informal opinions of friends and family.

Pedro knows that in order to attract visitors to his website, he needs to develop a communication strategy designed to drive people to it because ________________.

__________ include newer and emerging channels for communication, such as podcasts, webinars, and text messaging systems, but work better when organizations allow for feedback and sharing.

Stuart, a PR practitioner, for his client Target, developed a campaign where Target bought all the ad space in the August issue of The New Yorker. The idea of utilizing this type of __________ media was to attract attention by uncluttering the ad environment.

_____________ is paid advertising presented in the form of the media content that surrounds it.

Annika is writing ________ for a beauty magazine. She has read several issues of the magazine so she can be sure what she writes fits in with the rest of the magazine. Even though she has paid for the space, what will appear will look like editorial content, and not an advertisement.

An Australian teeth-whitening product company called HiSmile budgeted approximately $10 million for an annual Snapchat advertising budget, including ___________, which are sponsored videos that display along with posts from professional media in Snapchat's "Discover" section.

The fast-food restaurant Wendy's invests a lot of resources in developing content it hopes will be shared. When broad sharing is a goal, the biggest successes are the posts that __________.

The Associated Press Stylebook's Twitter feed has its own style that lends itself to ________ by infusing humor into tweets as they convey important information for students and professional writers.

When Lockheed Martin engaged in #WorldPhotoDay by tweeting, "Do you have an amazing photo of one of our products? Tag us in your pic and we may feature it…," what was the response on Twitter?

A social media director for a fast food restaurant Instagrammed a video of a celebrity eating and having fun at one of its locations. The video was so fun, it was liked by more than 50,000 people and commented on more than 1,000 times. This is an example of ____ media.

Social media and publicity are considered _________ media because social media users, news editors, and producers determine how stories are told and evolve in their respective media.

The APR Study Guide defines _________ as information from an outside source used by the media because it has news value, and an uncontrolled method of placing messages because the source does not pay the media for placement.

Heidi developed a campaign for Coca-Cola Company. She created the "Share a Coke" campaign where Coke released cans and bottles with people's names on them. It generated massive amounts of social media with people posting pictures of themselves with the sodas. This is an example of ________.

___________ is the process of affecting the online visibility of a website or web page in a web search's natural or organic results. This requires brands to offer useful information, design their site well, and build relationships with other sites that may link back to the brand's sight.

What approach did the BarkBox subscription service for dog owners take to attract customers?

In 2018, Wells Fargo launched the Re-established campaign to win back trust after a challenging period in its history. How does this play out as real action within the organization?