Who is the liaison between the two main parties involved in promotionthe client and the agency?
a. The agency owner
b. The research department
c. The creative director
d. The account executive
Question 2Axel Corporation undergoes a public relations audit. Ideally, the ultimate result of this audit should be to:
a. replace its reactive strategy with a proactive strategy.
b. calculate the costs of its public relations efforts.
c. tell the company whether it needs to hire a public relations agency from outside.
d. prepare the company for both proactive and reactive strategies.
Question 3Which of the following is true about the roles of creatives and account executives in an advertising agency?
a. Account executives work for awards; creatives work to please the client.
b. Account managers must be generalists, whereas creatives must possess expertise in a single area.
c. Creatives are more likely to see the goal of the communication as achieving some predetermined objective in the marketplace.
d. Creatives serve as a liaison between the client and the advertising agency.
Question 4Compared to a proactive strategy, a reactive strategy is more difficult for public relations staff to organize and prepare because it:
a. cannot implement input suggested by the staff.
b. is triggered by events that are unpredictable.
c. must identify the content, rationale, and vehicles related to the overall message.
d. it does not involve a public relations audit.
Question 5Various personnel view ads in different ways. People in the creative department tend to see an advertisement as a way to:
a. go easy on their ambitions.
b. showcase a personal ideology.
c. grow the market share for the brand.
d. reflect the client's thinking.
Question 6Which of the following components of public relations includes analyses, objectives, and rationales regarding a
company's programs, and the message content and vehicles that will assist in its communications?
a. A public relations plan
b. A public relations audit
c. A publicity tool
d. A press release
Question 7Most research concerning the contentious environment in the world of advertising places the position as a focus of the conflict.
a. account executive
b. creative department
c. client
d. agency owner
Question 8A canned soup manufacturer has prepared questionnaires for its employees and customers. The questions are about how the people view its brands, the profits it is making, current market trends for canned soup, and the employee activities of the company. Through these questionnaires, it hopes to collect positive, newsworthy information that it can use later. The company is in the process of:
a. conducting a public relations audit.
b. identifying vehicles for a PR communication.
c. creating a company newsletter.
d. researching an influencer program.
Question 9Which of the following is a problem with childlike thinking?
a. The thinker starts to dislike being an outsider.
b. The thinker is self-effacing and gives up personal goals in favor of collective goals.
c. The thinker becomes charming even when his or her ambitions are not met.
d. The thinker's social behavior becomes selfish.
Question 10Which of the following is true of a proactive public relations strategy?
a. It focuses on problems to be solved.
b. It emphasizes the defensive measures a company must consider.
c. It focuses on identifying vulnerabilities.
d. It is guided by marketing objectives.
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