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90 Cards in this Set
- Front
- Back
There are many publics with whom PR professionals interact, including an organization’s _____________; they own the organization (if it is a corporation), and their goodwill is necessary for the business to operate. Annual reports and meetings provide a sense of belonging as well as information.
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Stockholders
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An event staged specifically to attract public attention is a:
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pseudo-event
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The first U.S. presidential press secretary was:
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kendall
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Vance Packard’s _____________ further eroded the reputation of public relations
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the hidden persuaders
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“A sucker is born every minute” was the public relations philosophy of what legendary PR practitioner?
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barnum
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The first corporate public relations department was established in 1889 by:
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westinghouse electric
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President Woodrow Wilson appointed _____________ to head the Committee on Public Information to build public support for U.S. participation in World War I.
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creel
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_______ was the year that the first modern national political campaign
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1896
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President Franklin D. Roosevelt made impressive use of which medium as a public relations tool to sell his New Deal directly to the people?
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radio
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_____ was one of the first persons in the new colonies to understand the various techniques of public relations.
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adams
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The largest public relations company is:
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edelman
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. As a result of the public’s distrust of public relations, Congress passed the _____________ in 1946, requiring that those who deal with federal employees on behalf of private clients disclose those relationships.
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federal regulation of lobbying act
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. Which of the following is NOT among the ways to handle crisis PR listed in the text?
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hire the best ad agency money can buy
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Public relations pioneer ____________ was responsible for the 1929 Torches of Liberty contingent, designed to encourage smoking among women, in the annual New York Easter Parade.
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bernays
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Bernays’ familial connection to this person may explain his unique understanding of public relations.
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Sigmund Frued
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______ is the celebration that brought Henry Ford and Thomas Edison together.
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lights golden jubilee
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The history of public relations is divided into four stages—early public relations, the propaganda-publicity stage, early two-way communication, and:
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advanced two-way communication
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The state in which miners were killed protesting better working conditions.
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kentucky
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Which of the following was NOT a client of Bernays?
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government of france
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Which of the following was mentioned as a major trend in public relations?
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foreign ownership
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________ was the vice president at Mobil Oil who has a much-publicized opinion on public relations.
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none of the above
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Which of the following was mentioned as a major trend in public relations?
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foreign ownership
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The company whose 1982 Chicago PR nightmare became a national news story was:
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johnson & johnson
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Around 1920, the beginning of the _____________ era of public relations, PR companies began talking to people and listening to them when they talked back—in other words, representing their various publics to their clients, just as they represented their clients to those publics.
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early two-way communication
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The PR strategy that relies on targeting specific Internet users with a given communication and relying on them to spread the word is referred to as:
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viral marketing
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There are many publics with whom PR professionals interact, including an organization’s _____________. Courtesy, as well as good business sense, requires that an organization’s neighbors be treated with friendship and support. Information meetings, company-sponsored safety and food drives, and open houses strengthen ties between organizations and their neighbors.
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communities
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______, the U.S. vice president, discussed the value of American capitalism with a foreign leader.
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nixon
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This company had done psychological research that helped them with PR.
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coleco
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True or false: Ivy Lee is considered as the “Father of PR.”
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false
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There are many publics with whom PR professionals interact, including an organization’s _____________, its family. Good public relations begins at home with company newsletters, social events, and internal and external recognition of superior performance.
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employees
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Which of the following was mentioned as a major trend in public relations?
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foreign ownership
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There are many publics with whom PR professionals interact, including the _____________, without the trust and goodwill of whom very little communication with an organization’s various publics can occur. Press packets, briefings, and facilitating access to organization newsmakers build that trust and goodwill.
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media
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As “the voice of the people,” which public deserves the attention of any organization that deals with the people?
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the government
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The country in which a cell phone provider discovered the importance of community involvement.
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turkey
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Today, some _____________ people identify themselves as working in public relations.
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200,000
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The first prominent family to hire someone to help with public relations efforts.
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rockefeller
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What percentage of the country’s major companies have a public relations department, regardless of what they call it?
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80 percent
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There are over _____________ public relations firms in the United States today.
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4,000
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When PR professionals directly interact with elected officials or government regulators and agents, they are engaging in:
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public affairs
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True or false: Public relations efforts date back to Aristotle’s days.
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true
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______ is credited with being the first publicity company.
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the publicity bureau
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The FDR publicity advisor was:
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howe
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True or false: The press agent/publicity model was the second stage of public relations
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false
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True or false: One of the problems with media is their acceptance of public relations stories without editing them.
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true
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True or false: Bernays was the first to suggest that public relations should be open and honest.
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false
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U.S. advertisers spend approximately _____________ a year trying to get people’s attention and influence their decisions.
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$500 billion
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The typical person in the United States sees _____________ advertising messages a day and more than 2 million by the time he or she is 25 years old.
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3,500
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Theaters in this state first attempted superimposed images to their audiences.
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none of the above
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_____ worked as consultants on the HBO program concerning children and advertising.
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ACT
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What year were cigarette ads banned from television?
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1971
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True or false: In 3,000 B.C., Sumerian merchants hired barkers to shout out info on products.
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False
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Advertising in the United States was a small business until the mid-1800s, when industrialization and _____________ combined to alter the social and cultural landscape, bringing about advertising’s expansion.
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The civil war
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Advertising copywriter _____________ recognized in 1841 that there were merchants who needed to reach consumers other than their local newspaper readership. He contacted several Philadelphia newspapers and agreed to broker the sale of space between them and interested advertisers, thus inventing the advertising agency.
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palmer
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True or false: All broadcast stations must adhere to NAB’s rules and regulations.
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false
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With the rapid industrialization and improved transportation of the 1880s, more product producers were chasing the growing purchasing power of more consumers. As a result, they were forced to differentiate their products, resulting in the development of:
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brands
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The first full-service ad agency was begun in 1869 by:
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palmer
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In the span between the Civil War and the First World War, several factors combined to move the advertising industry to establish professional standards and regulate itself, including abuses by patent medicine advertisers; the examination of most of the country’s important institutions, led by the muckrakers; and in 1914:
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the establishment of the federal trade commission
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Near the turn of the 20th century, the _____________ was established to verify magazine circulation claims which helped advertisers reach audiences.
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audit bureau of circulations
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True or false: The Wheeler-Lea Act was meant to limit the powers of the Federal Trade Commission.
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false
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In the early days of radio—the 1920s until well after World War II—programming was:
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produced by ad agencies for their clients
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The first regularly broadcast radio series sponsored by a single company, _____________, premiered in 1923, bearing the name of its battery-making sponsor.
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the eveready hour
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In the 1920s, when the Great Depression was eating into the income of the advertising industry, the content of ads began to change. Many advertisements began making direct claims about why consumers needed the products, a technique called:
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the hard sell
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At the outbreak of World War II, several national advertising and media associations joined to develop the _____________, using their expertise to promote government programs.
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war advertising council
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______ is the theory of advertising that addresses the areas most important to consumers as they decide to buy.
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hierarchy of needs
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A product’s _____________ is what sets it apart from other brands in the same product category.
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unique selling proposition
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True or false: Non-personal ads are not as effective as personal salesmen.
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false
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Reacting to increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the _____________ to monitor potentially deceptive advertising, still the industry’s most important self-regulatory body.
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national advertising review board
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The era of sole sponsorship of television programs ended in 1959 with the:
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quiz show scandal
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When single sponsorship of television programs ended, it was replaced by _____________ advertising.
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spot
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Because many different advertisers were presented during a single television program, identification with a particular manufacturer of a given product became essential. This _____________ was achieved through slogans and jingles.
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brand awareness
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The presentation of two products by a single television sponsor in the same commercial is called:
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parity
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Today, 15- and even 10-second spots are common. This means, however, that more and more spots are crammed into a commercial break, producing:
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clutter
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_____________ is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as the advertiser wishes.
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advertising
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Worldwide, the advertising business is a _____________ industry.
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$20 billion
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The television show that caused Domino’s and Pepsi to cancel their advertising.
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saturday night live
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______ is the theory of advertising that ultimately addresses self-actualization.
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hierarchy of needs
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Which of the following is NOT one of the four properties of an ad.
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message is made to look like it's aimed at a particular group
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The approximately 6,000 ad agencies in the U.S. employ about how many people?
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1/2 million
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Which of the following was NOT a defense discussed for advertising.
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helps prove products are needed
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_____ is the theory of advertising that repeats information regularly to keep the product top of mind.
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reinforcement theory
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True or false: The first ad agency was set up in Los Angeles.
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false
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The once oldest ad agency that was later acquired by another company.
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ayers
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Creating advertising to appeal to audiences of varying personal and social characteristics—such as race, gender, and economic level—is called _____________ segmentation.
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demographic
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Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns is called _____________ segmentation.
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psychographic
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Among the criticisms of advertising is its _____________, the fact that ads are everywhere—in schools, on sidewalks, even in the sky.
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intrusiveness
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True or false: Romans wrote ad announcements on city walls.
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true
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True or false: Modern advertising began with Quaker Oats.
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false
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_____ is the largest advertiser in the world.
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procter & gamble
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Which of the is NOT an option for the FTC?
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orders an investigation
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True or false: College men smoke more than college women.
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false/women
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