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PR FINAL > FINAL > Flashcards

FINAL Flashcards

1
Q

generally a mascot does not what?

A

speak

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2
Q

two types of opinion leaders

A

formal and informal

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3
Q

sum of individual opinions on an issue affecting individuals

A

public opinon

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4
Q

a collection of views held by individuals

A

public opinion

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5
Q

how do you influence behavior? identify _____ percent who are to be the target, keeping in mind segmentation exists within all groups

A

10 percent

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6
Q

very interested in topic
better informed
attend public meetings and write legislators
self interest in the subject matter

A

informal opinion leaders

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7
Q

one whose responsibility among other things is to influence legislation

A

lobbyist

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8
Q

one whose responsibility is to gather information. but is not to engage in lobbying

A

Monitor

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9
Q

Lobbyists three activities?
_____ _____
______ of government actions
______ of ______

A

face finding
interpretation
advocacy, position

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10
Q

government is incredible storehouse of facts, statistics, economic data, options, and decisions, which generally are available for the asking

A

fact finding

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11
Q

key function of lobbyist is to interpret for management the significance of government events and potential implications of pending legislation

A

Interpretation of government actions

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12
Q

advocates positions on behalf of clients, both pro and con and contacting legislator early with info. on pending legislation

A

advocacy of position

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13
Q

also known as indirect lobbying

A

grass roots lobbying

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14
Q

mobilize people to write, telephone, fax, send postcards, texting, etc.

A

grass roots lobbying

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15
Q

where is a publicity springboard?

A

Washington, DC or any state capitals

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16
Q

when writing legislators, keep letters brief and to the point, usually around ___ or ___ _____ at the most

A

one or two pages at the most

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17
Q

use business letterhead only ____ ____

A

if permitted

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18
Q

if writing to a legislator, ____ ____ if possible

A

type it

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19
Q

writing legislators, ____ letters go nowhere

A

anonymous

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20
Q

best time to write a bill is when?

A

when bill is in committee

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21
Q

writing legislators, avoid _____ ___ if possible

A

form letters

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22
Q

3 sins of business?

A

oxymoron
euphemism
inflated labels and titles

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23
Q

oxymoron means?

A

self-contradiction

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24
Q

substitute words

A

euphemism

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25
Q

off-line marketing examples:
____ _____
____ and ____ advertising
____ pages listings

A

direct mail
magazine and newspaper
yellow

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26
Q

direct mail concerns:
_____ a ____ ____
____ may miss a broader appeal
______ before printing

A

reaches a target audience
message
perfect

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27
Q

_____ of marketers agree that effective social media marketing provides benefits and value to their business

A

97 percent

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28
Q 
Facebook: 4 different deals created to reach various businesses, etc.
1- \_\_\_\_ deals
2-\_\_\_\_\_\_ deals
3-\_\_\_\_\_\_ deals
4- \_\_\_\_ deals
A

Individual
Loyalty
Friend
Charity

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29
Q

one-off offers

A

individual deals

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30
Q

awarded after a specified number of check-ins

A

Loyalty deals

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31
Q

offers for groups of up to eight people

A

Friend deals

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32
Q

what is among the oldest form of advertising?

A

Outdoor Signage

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33
Q

OOH stands for?

A

Out Of Home

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34
Q

OOH ads? ERPM?

A

E-mail and reputation presence management

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35
Q 
Complaints and disputes?
\_\_\_\_\_ should be in writing
\_\_\_\_\_ for documentation
clear \_\_\_ \_\_\_ \_\_\_\_\_\_ procedures
\_\_\_\_ \_\_\_\_\_
A

policy
forms
step by step
appeal procedures

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36
Q

two sections of bulletin board organization?

A

permanent

temporary (official/non-offical)

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37
Q

____ person should check bulletin board on a daily basis

A

one

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38
Q

prepared speech written on a paper

A

script

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39
Q

degree of trust and openness that exists in communication processes of an organization

A

Communication climate

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40
Q

regularly appearing articles of a specific theme or topic in a publication

A

running columns

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41
Q

provocative actions designed solely to gain attention for ideas or grievances

A

Propaganda of the deed

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42
Q

examples of propaganda of the deed?

A

riot, burning, demonstrations

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43
Q

extra video footage often sent along with a video news releases (VNR) for use by tv stations to prepare their own vide stories about topic on the video

A

B-roll

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44
Q

Includes shots that are shown to introduce a segment and or in between live or taped interviews

A

B-roll

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45
Q

media whose actions are not under PR pratcititoners control

A

Uncontrolled Media

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46
Q

Uncontrolled media examples?

A

community newspapers

local radio stations

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47
Q

visit made by a public relations practinioner to a member of the media

A

Desk Side Briefings

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48
Q

desk side briefings examples?

A

pitch a story, idea, etc.

update reporter on current activites

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49
Q

3 phases of travel promotion?
1- ______ publics desire to visit a place
2-arranging for travelers to ____ _____
3- ____ _____

A

Stimulating
reach location
good treatement

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50
Q

an ethnic group ___ ___ is very important

A

contact person

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51
Q

celebrity worship has ___ for many years

A

existed

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52
Q 
psychological explanations of Cult of personality
\_\_\_\_ \_\_\_\_\_
\_\_\_\_ worship
\_\_\_\_ \_\_\_\_ of belonging
\_\_\_\_\_ for entertainment
A

wish fulfillment
hero
vicarious sense
desire

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53
Q

intimacy of TV makes personalities seem closer to viewers today

A

Wish fulfillment

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54
Q

people live ordinary lives.. professional and big time sports provide opportunity for people to look up to or down

A

Hero worship

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55
Q

creates support for athletic teams

A

vicarious sense of belonging

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56
Q

people enjoy reading, watching, or lining up for autographs

A

desire for entertainment

57
Q

___ ____ ____ technique for publicity

A

drip, drip, drip

58
Q

when show or film is being shot-steady output of info. about production given o media

A

drip drip drip technique of publicity

59
Q

person delivers to media office publicity stories about a person and the project which they are engaged

A

planters

60
Q

person attempts to place clients on talk shows and on other public venues

A

Bookers

61
Q

cardinal sin of “exclusive” publicity is to give a story to 2 media outlets simultaneously

A

Double planting

62
Q

paratrooper of communication

A

direct mail

63
Q

direct mail can be directed to a ____ audience to accomplish a ____ job

A

specific

specific

64
Q

three things that make a good direct mail
1 ____ ____ ____
2 ___ _____
3 ______ approach in _____ the idea

A

good mailing list
good idea
good, presenting

65
Q

In direct mail, make your ____ vital

A

opening

66
Q

with direct mail, some specialists say that in overall importance, the opening carries ____ of the weight of the letter

A

90 percent

67
Q

the use of ____ ___ will add appeal to any written material

A

colored paper

68
Q

what color is the best colored paper to use for direct mail?

A

Golden Rod yellow

69
Q

Two hurdles to direct mail letters and cards?

A

Human inertia

Mental befuddlement

70
Q

means pure laziness

A

human inertia

71
Q

caused by surrounding competition. ex: phone, tv, daily paper

A

mental befuddlement

72
Q

ERPM explores what?

A

what you say about yourself

73
Q

outdoor and transit advertising serves no other purpose than carrying what?

A

advertising

74
Q

area between poster and frame is known as what?

A

Blanking area

75
Q

white paper is acting like a ____ for the poster

A

mat

76
Q

types of promotions that represent the major portion of the industry? 3

A

posters
painted bulletin
spectaculars

77
Q

Transit advertising 2 types

A

interior displays

exterior displays

78
Q

car cards, subway trains, buses, take-ones

A

interior displays

79
Q

advertising units appearing on outside of the vehicle

A

exterior displays

80
Q

two points from video of OOH media

A

1- goes anywhere (vehicles are moving)

2- easily changed and redesigned

81
Q

ad-wrapped vehicles: ____ pays for the wraps

most are driven by ____ of the ____

A

advertiser

employees, business

82
Q

the right to trade mark is established through what?

A

usage in trade

83
Q

trade mark is protected under what?

A

common law

84
Q

it is wise to register a trademark with who?

A

US patents and trademarks office

85
Q

Trademark registration lasts ____ years and can be reined as long as it is used actively

A

20 years

86
Q

well-known trademarks

A

kleenex, xerox, coke

87
Q

applies to an organization that is selling a service rather than a product

A

service mark

88
Q

examples of services marks,

A

Army of one

life be in it

89
Q

factors in selecting an agency, business, or organization name

1- must be _____- pleasing to the ear and easy to say
2- must be ______ and avoiding names the are too ___
3-create a feeling of ____ and ____
4-should be _____
5-must be ______
6-must have good ____ in minds of groups and people
7- should be highly ____ in the use of a logo

A 
euphonious 
memorable, commonplace
warmth and friendliness
timeless
unduplicated
good associations
adaptable
90
Q

the word corporation is likely to create more resistance than ____

A

company

91
Q

commonplace words for logo’s

A

smith, universal, national

92
Q

why do we read surveys?
1- ____ in trends or concerned about conformity
2-_____ pleasure to learn that you are in
3- ______ about a public attitude

A

interested
vicarious
curious

93
Q

vicarious pleasure to learn that you are in what? 2

A

majority

minority

94
Q

what does a survey measure?

A

a moment in time

95
Q

no survey should be a total ____ for the _____ it is only a temporary guide

A

blueprint, future

96
Q

two types of survey questions?

A

open questions

closed questions

97
Q

allows for a variety of answers, more difficult and expensive to tabulate

A

open questions

98
Q

yes/no, specific selection from a certain number of alternatives

A

closed questions

99
Q

gives the individual a chose of two opposite concepts, usually 5 to 7 choices in between

A

semantic differential

100
Q

critical, very serious, quite serious, some, not serious at all

A

semantic deferential example

101
Q

semantic deferential gives various ____ or feelings on an issue

A

shades

102
Q

survey process (3)
1-______
2-_____ the questionnaire
3-______ or ____ survey

A

survey
constructing
pilot or test

103
Q

relationship between signs and symbols and the concepts/feeling associated with them in the minds of their interpreters

A

Semantics

104
Q

deliberate distorting or twisting of meaning as in some types of advertising and propaganda

A

Semantics

105
Q

small sample of those who would most likely to take the survey

A

Pilot or test survey

106
Q

best way to go for info. on for a survey?

A

Pilot or test survey

107
Q

____ questions are most difficult to answer on a survey

A

why

108
Q

keep why questions to what?

A

a minimum

109
Q

aka water fountain survey

A

accidental

110
Q

individuals are polled at various sites, ex. shopping center, mall, fitness center

A

accidental survey

111
Q

unable to generalize about general population from these limited samples

A

accidental survey

112
Q

dealing with groups possessing known characteristics such as: survey just females or males, college students or high school graduates

A

Purposive survey

113
Q

attempts to include in a group surveyed the same sort of demographic percentages that occur in the total population about who you want to gather data

A

Quota Survey

114
Q

____ of various media relations activities is generally forgotten element of most programs

A

measurement

115
Q

every well run department should have some method of ____ and ____ the results of ____ in order to know its ____

A

monitoring
evaluating
output
outcome

116
Q

true measurement will show what?
1-____ a designated audience responded
2-how an ___ changed as a result of the media relations efforts

A

how

activity

117
Q

clip that only contain your organizational or agencies name

A

clipping/monitor services

118
Q

new software provide qualitative data like what? 3

A

date of placement
air time
outlet

119
Q

what tells us how the media is used in a story?

A

column inches

120
Q

column inches tells how media used a story, but now if the audience acted on that ____

A

information

121
Q

no matter the extent of your media operations, you need ___ ____

A

measurement techniques

122
Q

use ___ and ___ when words or tables are insufficient

A

charts and graphs

123
Q

____ emphasize important facts from the text

A

graphics

124
Q

among simplest yet most effective type of graph. work well in horizontal or vertical format.

A

Bar charts

125
Q

in publications, ____ ___ usually fit column format

A

vertical bars

126
Q

in audio-visual presentations, ____ screens usually fit ___ ____ better

A

projector

horizontal layouts

127
Q

easily understood and great for showing various components that comprise a whole.

A

Pie chart

128
Q

Useful for demonstrating trends or comparing relationships

A

Line graph

129
Q

more than ____ lines on one line graph may cause confusion

A

three

130
Q

used to represent how part of one organization fits into a different organization. depict a whole object divided into parts

A

cosmographies

131
Q

incorporate simple visual symbols to indicate quantities.

A

Pictographs

132
Q

indicate how parts of an entity mesh with organizational whole.

A

organizational charts

133
Q

show sequences in time or progression

A

flow charts

134
Q

invest in leaders outside the ____ suite-not just at the top

A

executive

135
Q

almost impossible to track ___ social media

A

dark

136
Q

criminal activity which scammers target internet users and customers by imitating your legitimate company or brand

A

Phishing

137
Q

____ percent of people are on some form of social media platform

A

81 percent

138
Q

______ lock shown on browser confirms that traffic to end from websites is encrypted

A

https

139
Q

first fill in the blank?

A

Power

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