Participation in online discussions
Which is one the characteristics of "supermoms"?
Teenagers
Who spends one-third of their life online?
Baby boomers
These individuals were born between the late 1940's and early 1960's.
Millenials
These are known as the e-generation as they are insatiable consumers of digital media.
Seniors
These are less easily convinced about new products or ideas, and demand value in the things that they purchase.
80 percent
Supermoms influence over _____ of household purchasing decisions.
Christian evangelicals
These have strong opinions about preserving traditional family values and voting for conservative politicians.
The Disability community
Sandra hired experts in American Sign Language (ASL) for a campaign. Apart from that, she also planned to use brochures, newsletters, and graphics-heavy web pages. Which audience is the target of the campaign?
The Muslim community
While introducing a new item to the menu, a restaurant chain decided to tailor the promotion. The promotion was focused of informing the customers that there was no pork or alcohol in the food items, and it was Halal food. Which community was the company trying to attract?
Supermoms
Kiera works as a product manager. While promoting one of her company's products, she decided to distribute free samples to a group with an intention to gauge their opinions. Her ideas was that the word-of-mouth influence of these people would motivate others to buy the product. Which group was Kiera targeting?
Hispanics
A company decides to launch a product campaign through radio broadcasts. The promotion of the product was aimed at a group which listens to the radio broadcast 13 percent more than the general population. Which ethnic group is being targeted by this approach?
Indo Americans
While launching their latest product, Aro Co., one of the world's leading cosmetic companies, decided to use actors from Bollywood for the promotional purpose. Though the promotion was done in English, a few Bollywood songs were used. Which ethnic group was the company targeting?
Millenials; because 53 percent of this population believe that social media is important in finding information
A product promotion video launched by a company went viral on several social networking sites. The sales of the product doubled. This was a success for the company, as it targeted the right audience through the networking sites. Which group of audience was the company targeting and why?
Teenagers; 95 percent of this group has cell phones
A telecom company wanted to increase its customer base. To target a specific group, it launched a promotional offer for SMSes. Which age group was the target of the company, and why did it choose this strategy?
Baby boomers; because they are active users of the internet
A company decided to improve its service by directly contacting with their prospective customers by using a plethora of facilities available on the World Wide Web. This initiative succeeded in expanding their customer base. The new sets of customers were from a particular generation as this group is habituated to extensive usage of the Web. Which generation of customers is this, and why did this strategy help?
Lanham Act
Under which act does the FTC (Federal Trade Commission) have the authority to file charges against public relations firms that circulate misleading information?
Defamation
Which term is used by the court to indicate a false verbal or printed account of a person?
Sarbanes-Oxley Act
This was made into a law in 2002 as a consequence of the Enron and WorldCom financial scandals.
Examine the financial affairs of publicly traded companies and guard the interests of stockholders
The Securities and Exchange Commission (SEC) has the power to do what?
Media inquiries about employees
This is an area where public relations personnel should be sensitive to the issue of privacy.
Food and Drug Administration (FDA)
The advertising and promotion of all kinds of drugs are supervised by the what?
Trademark
What word or slogan helps identify a product's origin?
Trade libel
In one of its marketing campaigns, Bluebird Corporation compared one of its products with a competitor's product, intending to demean them. In addition, Bluebird did not give any factual or scientific evidence to prove that its product was better than the competitor's product. Thus, the competitor filed a suit against Bluebird Corporation. Of what will the competitor accuse Bluebird Corporation?
Securities and Exchange Commission (SEC)
In 2006, SM Corp. had an annual income of $12 billion. As part of its expansion plans and new product development, it merged with another company. In the same year, the company made major changes in its management. An audit conducted by a government agency, however, proved that the information provided by the representatives of the new company was partially incorrect. Which government agency has the authority to monitor the information of the company?
Because she failed to give credit to the source
Michelle is a blogger for the company where she words. While writing a product promotion article in one of her blogs, she used a few lines from the magazine, Experts, without citing their publication properly. This was brought to the attention of the magazine's publisher. The magazine sued Michelle for using their content. Why did the magazine sue her?
Commercial speech
Wasp Corp. launched a new food product that has minimal cholesterol content. The company gave a detailed description of the product through brochures, newspapers, television, and other media such as the Internet. Which term best describes the promotional activity of the company?
Puffery
An automobile company launched a new car. In one of its commercials, the model proclaims that the new car is a supreme invention of technology, and practically flies on the road. What does the statement of opinion in the commercial stand for?
Federal Communications Commission (FCC)
A federal agency found that a television channel was not revealing the source of its video news. After repeated warnings to disclose the sources, the agency cancelled the channel's permit. In another situation, this same agency filed a suit against an Internet provider that showed bias in treating websites equally. Which agency has the authority to take such actions?
Federal Trade Commission; it has the jurisdiction to determine whether advertisements are misleading or deceptive
A company claimed that their new baby food would increase the growth rate of infants. However, the claim was proved to be false. Which government agency has the right to file a complaint against the company, and what are the provisions that come under its jurisdiction?
Equal Employment Opportunity Commission; it regulates that employees are not discriminated against on the basis of their religion, gender, etc
Because she wasn't hired by Reynolds Inc. due to the burqa she wears, Fatima decided to file a complaint against the company. Which federal agency can file such a complaint, and what does it regulate?
The Web
Which term best describes the following statement? "Information can be updated quickly without having to reprint brochures and other materials.
Marketing communication
What is the primary goal of most organizational websites?
Understanding its potential customers and its specific requirements
What is the preliminary step in creating a website for an organization?
Social media
According to David Bowen, what is all about a shift from vertical to horizontal communication on the Web?
According to a global survey in 2013, which social networking community is the most popular social networking site?
Public relations personnel
Who uses networking for gaining consumer insights, building brand awareness, and creating customer loyalty?
Organizational blogs
Which type of blog represents the official voice of a firm?
Employee blog
Welxon Inc. created a set of guidelines for their employees who wanted to write blogs. These guidelines were intended to provide helpful, practical advice, and to protect the company's social networking sites. Which kind of blog does this scenario describe?
Managing the company's website
Kickson Inc. wanted to be accessible to their potential customers at all times to ensure easy transfer of information, instant clarifications, consideration of feedback, assistance while purchasing, etc. For this, the management formed a team by bringing together professionals from different departments such as IT, public relations, marketing, and human resources under one roof. The team made all these activities possible by doing what?
Webcasts
Silkin Inc., a leading manufacturing company, adopted a technology to assist them in employee training, briefing for financial analysts, and organizing conferences while launching new products to the market. This benefited the company by saving time and money. What technology does this scenario describe?
Pull" concept; it is essential because users actively search sites to get the required information
The management of Vencob Inc., decided to publicize their newly launched product through the mass media. After discussions among themselves, they preferred social media as the medium for promotion. Management wanted their customers to access information regarding the product such as functionality, technical aspects, advantages, and usage of applications at any time from any place. Which concept was followed by the management for promotion, and why is it essential?
YouTube; it influences the audience's opinions and will make the company reachable to its potential customers
Sain Inc. has become a leading manufacturer in the market by producing superior quality products and services. For further enhancement of their appeal, the management decided to showcase their products by creating ads, video blogs, and a web series, along with some entertainment for the viewers, rather than just advertising the product in simple words. Which site will be helpful for acting on the management's decision, and why is it important?
Podcasts
A chef produced an audio series where he speaks about different recipes and their preparation. Through this medium, he was able to introduce the audience to material related to his special recipes at any time in a cost-effective manner. What medium did the chef use?
Most organizations publicize their brands and events by issuing micro news releases, giving updates on evolving situations or crisis, and offering their products and services, etc. in the social networking community. In this community, they can easily link documents, websites, photos, and videos by leaving a message. What social networking site does this describe?
John has been job searching for several years and has interviewed with many companies. After numerous rejections, he decided to share his professional experience with experts and fellow professionals belonging to his field of work through an online medium. After taking this step, he felt that his chances of finding relevant jobs in his areas of interest increased dramatically. Which social networking medium did John use?
China
Where did rapid industrialization and major urbanization cause growth of the public relations industry?
Brazil
Where are companies recognizing that public relations is essential for generating revenues and building reputations?
Indonesia
Where is there a problem recruiting trained and talented public relations personnel?
English
This is often regarded as the world's bridging language.
Power distance
The measure of tolerance in a society about unequally distributed decision-making power is called what?
Individualism
The loyalty to one's self against the loyalty to a larger group is called what?
Uncertainty avoidance
The measure of how society tolerates ambiguity is called what?
Slow down
Andrea, an American, recently moved to London after receiving job offers there. She, being her usual self, talked fast, and moved fast, and her new colleagues did not like her behavior. What could she have done to avoid offending her colleagues?
Talk small
Alisha, an American, visited Japan for a work conference and talked a lot about the wonderful facilities in America that were not available in Asia. This created a negative impression of her in the minds of the people with whom she was speaking. What could she have done to avoid this?
Nongovernmental organizations
Child labor is one of the biggest problems in Asian countries. This issue has to be taken seriously, and addressed globally. An influential group, which has public trust, can help in doing this. Which of the following groups can be helpful?
Cultural
Some things must be kept in mind when you are in different parts of the world. For example, it is advised not to use first names or slang. Depending on where you are, the way you greet people also changes. This difference in behavior is a ____ difference.
Language difference
If a company wants to be global, it is important to communicate to people from all over the world in ways that they understand. This can be a big challenge for companies. What is this difference in understanding called?
Cultural differences
Sometimes, it is important to dress up according to the country you are in, especially, if you are in a country in the Middle East where women are expected to wear burqas. Casual dress can be taken as a mark of disrespect. What can this difference in dress be described as?
Nongovernmental; because they are extremely influential all over the world
Foxclub Pvt Ltd. decided to use the campaign "Each one teach one" for its global operation. It decided to explain the campaign to an organization that would help them implement becoming global, and it was important that the group understand and support the campaign because it had high public trust. Which type of organization was it, and why was it selected?
Communication technologies; makes transfer of information via voice, data, graphics, and videos easier
It is very important that companies with global presence have instant contact with any and all of their operations around the world. What helps companies achieve this, and how?
Quality
The _____ of publicity photos should be good as they are reproduced in a variety of formats.
Infographics
This is a graphical display of facts and figures.
People are visual.
On an average, reporters take approximately three seconds to decide whether to read or delete a news release. Why?
Electronic news service
This is used to release financial information to multiple media outlets at the exact same time.
Mat feature release
This uses a feature angle instead of a lead that gives the key message.
Brand Journalism
The process of a company paying a newspaper to write a positive article about its achievements is called what?
Corporate profile
A one-page summary that provides basic facts about an organization is called what?
Avoid being desperate
Brenda was very happy with the success of the project she was handling. She wanted the news to be covered by the local news channel and called the reporter several times. What should she do?
Summary sheets
Johnson is a journalist who writes about newly launched products. He always gets a page from the companies, which lists the characteristics of a new product. What are these called?
Online newsrooms
Whenever Sun Systems Co. launches a product, Tim receives an e-mail from the company. He then visits the website and gets information about the new product. Which part of the company's website does he get this information from?
Media kits; because they give complete information about the company
While launching a product in Asia, X-Labs decided to go the traditional way. It distributed folders to journalists, which contained printed materials such as news releases, fact sheets of the company, brochures, etc. What are these folders called, and what are they used for?
Media interviews
To inform the public about newly launched products, companies arrange for a meeting of journalists and product experts. What are these meetings called?
Media tour
As part of its promotional campaign, a company decided to invite journalists to visit its manufacturing facility. The company offered to cover all expenses. What is this kind of interaction called?
Press party
Companies often arrange lunch or dinner for a group of journalists. This gives the members of the company a chance to get to know the journalists better. What is this kind of media interaction called?
Infographics; because data in regular text may be boring
A college distributed pamphlets to companies inviting them for their placement drive. Facts and statistics were included in the pamphlets by using visual graphics. What is this kind of representation of information called, and why is it used?