Exam 2 week 5

Question 1

what are the different functions of advertising and public relations

Answer 1

PR: management function, doesn’t involve interpersonal comm
AD: marketing function, use mass media & machine-assisted comm settings

*PR msg appear as features, news, editorials, and the space time involved is not paid for

Question 2

What are the 2 concepts that are often confused with public relations

Answer 2

promotion & publicity

Question 3

what are the three things that public relations people do

Answer 3

1. PR works with public opinon
2. PR is concerned with comm
3. PR is a management function

Question 4

What is the declaration of principles

Answer 4

Endorsed the concepts of openness and honeestly in dealing w/ the public.

Question 5

What are the four ways social media can be helpful for public relations

Answer 5

1. Serve as early warning system.
2. Can provide info about launch of new products
3. Help deal w/ compaints
4. Provide new connections between a company and its customers

Question 6

What are the four main steps involved in developing a PR campaign

Answer 6

1. info gathering
2. palnning
3. communication
4. evaluation

Question 7

According to Stole, the best public relation strategies take what approach?

Answer 7

goals cant be explicitly revealed to the public

Question 8

please define the term ‘purchase-triggered’

Answer 8

where a company pledges to contribute a %/set amt of a product’s price to a charitable cause/organization.

Question 9

companies philantrophic efforts are often rooted in what?

Answer 9

self-preservation and need to polish their image

Question 10

what are the two reason cause marketing is controversial

Answer 10

emphasis on self-interest rather than alturism and cuz it threatens to commercialize nonprofits

Question 11

what is the problem with corporate sponsers flocking to popular causes

Answer 11

few of the more controversial causes attract cause marketing partners.

Question 12

What are the two versions of Edward Bernayes describe by the author

Answer 12

• understood PR as necessary response to society
• understoop “public sphere” as contested ground and PR as historic response to vocal demands of a conscious, and increasingly crit public

other Bernays?

• saw public as malleable mass of protoplasm
• public mind posed little danger and could be engineered thru dexterous appeals to its instinctual and unconcious inner life

Question 13

When does publicity become an impediment to democray

Answer 13

-when the circulation of ideas is governed by enormnous concentrations of weath.