Related Essays

  • Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off
Reading...
Front

Card Range To Study

through

image

Play button

image

Play button

image

Progress

1/90

Click to flip

Use LEFT and RIGHT arrow keys to navigate between flashcards;

Use UP and DOWN arrow keys to flip the card;

H to show hint;

A reads text to speech;

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.
Stockholders
An event staged specifically to attract public attention is a:
pseudo-event
The first U.S. presidential press secretary was:
kendall
Vance Packard’s _____________ further eroded the reputation of public relations
the hidden persuaders
“A sucker is born every minute” was the public relations philosophy of what legendary PR practitioner?
barnum
The first corporate public relations department was established in 1889 by:
westinghouse electric
President Woodrow Wilson appointed _____________ to head the Committee on Public Information to build public support for U.S. participation in World War I.
creel
_______ was the year that the first modern national political campaign
1896
President Franklin D. Roosevelt made impressive use of which medium as a public relations tool to sell his New Deal directly to the people?
radio
_____ was one of the first persons in the new colonies to understand the various techniques of public relations.
adams
The largest public relations company is:
edelman
. 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.
federal regulation of lobbying act
. Which of the following is NOT among the ways to handle crisis PR listed in the text?
hire the best ad agency money can buy
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.
bernays
Bernays’ familial connection to this person may explain his unique understanding of public relations.
Sigmund Frued
______ is the celebration that brought Henry Ford and Thomas Edison together.
lights golden jubilee
The history of public relations is divided into four stages—early public relations, the propaganda-publicity stage, early two-way communication, and:
advanced two-way communication
The state in which miners were killed protesting better working conditions.
kentucky
Which of the following was NOT a client of Bernays?
government of france
Which of the following was mentioned as a major trend in public relations?
foreign ownership
________ was the vice president at Mobil Oil who has a much-publicized opinion on public relations.
none of the above
Which of the following was mentioned as a major trend in public relations?
foreign ownership
The company whose 1982 Chicago PR nightmare became a national news story was:
johnson & johnson
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.
early two-way communication
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:
viral marketing
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.
communities
______, the U.S. vice president, discussed the value of American capitalism with a foreign leader.
nixon
This company had done psychological research that helped them with PR.
coleco
True or false: Ivy Lee is considered as the “Father of PR.”
false
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.
employees
Which of the following was mentioned as a major trend in public relations?
foreign ownership
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.
media
As “the voice of the people,” which public deserves the attention of any organization that deals with the people?
the government
The country in which a cell phone provider discovered the importance of community involvement.
turkey
Today, some _____________ people identify themselves as working in public relations.
200,000
The first prominent family to hire someone to help with public relations efforts.
rockefeller
What percentage of the country’s major companies have a public relations department, regardless of what they call it?
80 percent
There are over _____________ public relations firms in the United States today.
4,000
When PR professionals directly interact with elected officials or government regulators and agents, they are engaging in:
public affairs
True or false: Public relations efforts date back to Aristotle’s days.
true
______ is credited with being the first publicity company.
the publicity bureau
The FDR publicity advisor was:
howe
True or false: The press agent/publicity model was the second stage of public relations
false
True or false: One of the problems with media is their acceptance of public relations stories without editing them.
true
True or false: Bernays was the first to suggest that public relations should be open and honest.
false
U.S. advertisers spend approximately _____________ a year trying to get people’s attention and influence their decisions.
$500 billion
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.
3,500
Theaters in this state first attempted superimposed images to their audiences.
none of the above
_____ worked as consultants on the HBO program concerning children and advertising.
ACT
What year were cigarette ads banned from television?
1971
True or false: In 3,000 B.C., Sumerian merchants hired barkers to shout out info on products.
False
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.
The civil war
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.
palmer
True or false: All broadcast stations must adhere to NAB’s rules and regulations.
false
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:
brands
The first full-service ad agency was begun in 1869 by:
palmer
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:
the establishment of the federal trade commission
Near the turn of the 20th century, the _____________ was established to verify magazine circulation claims which helped advertisers reach audiences.
audit bureau of circulations
True or false: The Wheeler-Lea Act was meant to limit the powers of the Federal Trade Commission.
false
In the early days of radio—the 1920s until well after World War II—programming was:
produced by ad agencies for their clients
The first regularly broadcast radio series sponsored by a single company, _____________, premiered in 1923, bearing the name of its battery-making sponsor.
the eveready hour
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:
the hard sell
At the outbreak of World War II, several national advertising and media associations joined to develop the _____________, using their expertise to promote government programs.
war advertising council
______ is the theory of advertising that addresses the areas most important to consumers as they decide to buy.
hierarchy of needs
A product’s _____________ is what sets it apart from other brands in the same product category.
unique selling proposition
True or false: Non-personal ads are not as effective as personal salesmen.
false
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.
national advertising review board
The era of sole sponsorship of television programs ended in 1959 with the:
quiz show scandal
When single sponsorship of television programs ended, it was replaced by _____________ advertising.
spot
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.
brand awareness
The presentation of two products by a single television sponsor in the same commercial is called:
parity
Today, 15- and even 10-second spots are common. This means, however, that more and more spots are crammed into a commercial break, producing:
clutter
_____________ 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.
advertising
Worldwide, the advertising business is a _____________ industry.
$20 billion
The television show that caused Domino’s and Pepsi to cancel their advertising.
saturday night live
______ is the theory of advertising that ultimately addresses self-actualization.
hierarchy of needs
Which of the following is NOT one of the four properties of an ad.
message is made to look like it's aimed at a particular group
The approximately 6,000 ad agencies in the U.S. employ about how many people?
1/2 million
Which of the following was NOT a defense discussed for advertising.
helps prove products are needed
_____ is the theory of advertising that repeats information regularly to keep the product top of mind.
reinforcement theory
True or false: The first ad agency was set up in Los Angeles.
false
The once oldest ad agency that was later acquired by another company.
ayers
Creating advertising to appeal to audiences of varying personal and social characteristics—such as race, gender, and economic level—is called _____________ segmentation.
demographic
Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns is called _____________ segmentation.
psychographic
Among the criticisms of advertising is its _____________, the fact that ads are everywhere—in schools, on sidewalks, even in the sky.
intrusiveness
True or false: Romans wrote ad announcements on city walls.
true
True or false: Modern advertising began with Quaker Oats.
false
_____ is the largest advertiser in the world.
procter & gamble
Which of the is NOT an option for the FTC?
orders an investigation
True or false: College men smoke more than college women.
false/women