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MKT 578 Final Exam

MKT 578 Final Exam
MKT 578 Final Exam -

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MKT 578 final exam is conducted by the University of Phoenix for the subject of Public Relations. Public Relations is the most important subject that draws knowledge from theoretical concepts as well as real life implication. The entire syllabus is vast and distributed into 6 weeks. We provide valuable help with study material and preparation strategies like mkt/578 strategic marketing final examination questions and answers and previous year question paper with free answer keys. We are the best online educational tutorial online and have helped thousands of students in achieving the best scores.

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Question 1
 
Archaeologists inform us that public relations has roots in
 
Answer
 
A. Iraq, where bulletins informed farmers how to grow more food
B. England, where 18th century bulletins hailed the coming of the British Industrial Revolution
C. Rome, where tablets paid tribute to new rulers
D. China, where during the Ming Dynasty peasants wrote messages on the Great Wall
 
 
Question 2
 
The word propaganda originated with
 
Answer
 
A. the Creel Committee during World War II
B. Pope Gregory XV, who established a College in 17th Century Rome to spread the word about Catholicism
C. Sophists, who walked around telling citizens of Rome who to vote for.
D. the farmers who grew grapes in ancient Italy
 
Question 3
 
The growth of public relations as an accepted business-like practice in the United States of America stems from
 
Answer
 
A. the British Industrial Revolution
B. the American Industrial Revolution
C. the efforts of people like Samuel Adams and Amos Kendall
D. the hype of P.T. Barnum
 
Question 4 
 
Applying the widely repeated definition of public relations developed by the late Denny Griswold to serve an organization properly, practitioners ought to serve as
 
Answer
 
A. counsels to chief legal officers
B. honest brokers to management
C. advisers to human resources directors
D. consultants to directors of marketing
 
Question 5
 
To effectively communicate with a public, it is important to recognize that
 
Answer
 
A. all publics have the same needs
B. all publics are most interested in the technology you use
C. all publics have their own special needs and require different types of communication
D. all publics have overlapping organizational needs
 
Question 6
 
If you target “experiencers,” you’re likely using ________ to segment a public.
 
Answer
 
A. geographics
B. demographics
C. values and lifestyles
D. sociometrics
 
Question 7
 
Employees would trust management more if they
 
Answer
 
A. were less visible
B. didn’t seek to empower the workforce
C. communicated more frequently and earlier
D. avoided sharing bad news
 
Question 8 
 
One major reason to do an in-depth interview of top management and communicators before designing an effective employee communications program is to
 
Answer
 
A. minimize the discontinuities between what each group thinks the other wants.
B. ignore what communicators think management wants from them
C. ignore what management thinks it wants from communicators
D. to minimize groupthink
 
Question 9
 
As arbiters of communications in organizations, it’s been the charge of public relations people since the 1960s to
 
Answer
 
A. deal in an enlightened manner with the realities of a multicultural society
B. sensitize the rest of the world to multicultural needs of Americans
C. make an impact on renewing the energies of various ethnic communities
D. enhance the power of the disenfranchised
 
Question 10
 
A typical goal of consumer relations is to keep former customers because
 
Answer
 
A. most product complaints are made by new customers
B. most service complaints come from new customers
C. most requests for product upgrades come from prospective customers
D. most sales are made to established customers
 
Question 11
 
How does advice to clients from lawyers differ from advice given to clients by public relations practitioners?
 
Answer
 
A. Lawyers advise clients what they should do, within the letter of legal requirements, to defend themselves in the court of public opinion.
B. Public relations practitioners advise clients what they must do to defend themselves in a court of law.
C. Lawyers advise clients what they should do to act ethically and socially responsible.
D. Public relations practitioners advise clients what they should do to defend themselves in the court of public opinion.
 
Question 12
 
Litigation public relations can best be defined as
 
Answer
 
A. attempting to influence a potential jury prior to the beginning of a case
B. attempting to gain buy-in from the legal teams associated with the case
C. attempting to settle the case out of court
D. attempting to manage the media process during the course of a legal dispute so as to affect the outcome or its impact on the client’s reputation
 
Question 13
 
An organization’s social responsibility image is often determined by
 
Answer
 
A. its desire to earn a profit above all else
B. its focus on being the number one patron of the arts
C. its attention to be ethical and to improve the quality of life for people
D. its focus on looking good rather than doing the right thing
 
Question 14
 
The success of public relations in the 21st century is likely to depend heavily on
 
Answer
 
A. following the Code of Ethics published by the Society of Professional Journalists
B. following regulatory standards set forth by the Federal Communications Commission
C. how the field responds to the issue of ethical conduct and preserves its credibility
D. remaining vigilant regarding a person’s right to privacy
 
Question 15
 
Reasons why print media are number one with public relations professionals include
 
Answer
 
A. decreased opportunities for network radio and TV placements
B. about 50 percent of the public considers them accurate
C. many journalists at newspapers and magazines still use news releases
D. they are publishing 24/7
 
Question 16
 
Since the end of the 1990s, magazine readership
 
Answer
 
A. has declined overall
B. has remained stable, especially in the specialty category
C. has increased, with specialty magazines leading the way
D. has declined, with specialty magazines leading the way
 
Question 17
 
Which of the following is good advice for public relations people who want to know how to deal effectively and ethically with people representing the various types of media?
 
Answer
 
A. Treat them first and foremost professionally and with respect
B. Treat them like all other journalists in any medium
C. Treat their skepticism with skepticism
D. Treat them like a salesperson selling a product to a customer
 
Question 18
 
To achieve placement of a written release, which of the following should you avoid?
 
Answer
 
A. Directing a release to a specific beat reporter
B. Frequently using exclusives
C. Determining how best to contact a reporter or editor by asking them for their preference
D. Calling a reporter or editor yourself, rather than have an assistant make the call
 
Question 19
 
The use of video news releases has been criticized for
 
Answer
 
A. excessive cause-related marketing
B. presenting advertising as news
C. supporting advocacy advertising campaigns
D. deliberate misrepresentation of facts
 
Question 20
 
Like corporate public interest advertising, the public service announcement (PSA) is aimed at providing an important message. However, a key distinction is that the PSA
 
Answer
 
A. can only be used by government organizations
B. can only be used in “emergency” situations
C. is strictly reserved for nonprofit organizations
D. differs greatly in format and style
 
Question 21
 
A 30-second radio spot would usually be expected to consist of approximately
 
Answer 
 
A. 25 words
B. 45 words
C. 65 words
D. 125 words
 
Question 22
 
Which of the following web-based communications vehicles are appropriate for public relations practitioners to distribute content easily?
 
Answer
 
A. Podcasting
B. RSS
C. Second Life
D. Wikis
 
Question 23
 
When they use the Internet to communicate, practitioners can
 
Answer
 
A. engage in more focused, targeted, one-on-one communication with consumers
B. design more self-promotions
C. increase time spent searching for data
D. decrease time spent on responding to market changes
 
Question 24
 
If public relations professionals expect to benefit from their website, they
 
Answer
 
A. should strive to make it as easily navigable as possible
B. should strive to make it static
C. should strive to deliver the maximum depth and breadth of information available
D. should strive to limit the use of news clips and publications
 
Question 25
 
Which of the following is true in regards to texting?
 
Answer
 
A. Allows for sending messages of 160 or more characters
B. Common application in business-to-business communication
C. Not a common application for person-to-person messaging
D. Is the most widely used mobile data service
 
Question 26
 
Public relations practitioners have found that Twitter can be
 
Answer
 
A. a vehicle to direct Twitter users to websites
B. a vehicle to direct Twitter users to products
C. a means to do some cybersquatting
D. an editorial calendar check
 
Question 27
 
Which of the following pertain to CEO Blogs?
 
Answer
 
A. They have received rave reviews from various publics.
B. They typically turn negative public relations positive almost instantly.
C. They are among the newest phenomena in the blogosphere.
D. They are the vehicle of choice among most public relations practitioners for disseminating news.
 
Question 28
 
Among the most essential steps in the public relations management process is
 
Answer
 
A. the ability to set overall organizational objectives
B. the ability to set overall organizational strategies
C. the ability to define a public relations problem or an opportunity
D. the ability to research overall organizational problems
 
Question 29
 
PERT and Gantt are tools that can help public relations practitioners to
 
Answer
 
A. visualize tasks to be performed in a campaign or project
B. designate who’s responsible for each task in a campaign
C. chart costs of various tasks
D. determine whether all goals and objectives are being met
 
Question 30
 
Planning for a public relations program is important, but principally a program is assessed in terms of its
 
Answer
 
A. publicity value and practice
B. performance and publicity value
C. actions and performance
D. programming and publicity value
 
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