A public relations plan should consider:
a. rationale for how public relations will play relative to other communication efforts
b. information summaries from a public relations audit
c. message content that has been carefully researched
d. all of the above elements
Question 2Online ads can be targeted using either contextual or demographic advertising.
Indicate whether the statement is true or false
Question 3Appeals to guilt are ineffective if advertisements containing guilt appeals ____.
a. lack credibility
b. are perceived as having manipulative intentions
c. are based on emotion
d. a and b
e. a, b, and c
Question 4A longitudinal study is characterized by each of the following statements EXCEPT:
a. It involves a panel, which is a fixed sample of elements.
b. Elements may be stores, individuals, or other entities.
c. The panel remains relatively constant through time.
d. Characteristics of the elements, or sample members, are measured only once.
e. Members may be added to replace dropouts or to keep the panel representative.
Question 5A ____ is guided by marketing objectives and takes an offensive rather than defensive posture in public relations process.
a. publicity campaign c. corporate advertising strategy
b. reactive public relations strategy d. proactive public relations strategy
Question 6Ad networks represent groups of related publishers and allow marketers to target a specific audience on many sites.
Indicate whether the statement is true or false
Question 7According to the theory of psychological reactance, ____.
a. people react against any efforts to reduce their freedoms of choice
b. consumer behavior is seen as emotional
c. consumer behavior is seen as highly cognitive
d. people satisfy primary needs before acquired needs
e. the personal relevance that a communication has for a receiver is a critical determinant of the extent and form of persuasion
Question 8Which is probably the best format for collecting detailed demographic information?
a. Panels
b. Cross-section surveys
c. Time series analysis
d. Exploratory studies
e. None of these are correct.
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