Question 1

When creators behave in a genuine manner and create win-win situations with their audiences, they are generating ______.

Accepted Answer

A)   revenue
B)   likeability
C)   credibility
D)   personalityE) A) and B)
F) A) and C)

Question 2

James Grunig's Situational Theory of Publics states that first, a level of audience involvement must be established.

Accepted Answer

A) True 
 B)False

Question 3

If you are weighing the advantages of using influencers versus creators for an upcoming campaign, you should know that ______.

Accepted Answer

A)   creators are perceived more positively
B)   influencers are likely to be celebrities
C)   creators will probably ask for royalties
D)   influencers are weaker than creatorsE) B) and D)
F) None of the above

Question 4

If you were launching a "surprise and delight" campaign for customers, which of the following concepts should steer your efforts?

Accepted Answer

A)   shock and awe, and dream fulfillment
B)   brand relationships and over-delivery
C)   customer selection and follow-up
D)   traditional media and personal connectionE) A) and B)
F) All of the above

Question 5

Even if customers become "haters" on social media, they still must be valued.

Accepted Answer

A) True 
 B)False

Question 6

Behavioral segmentation is most useful in developing strategy related to ______.

Accepted Answer

A)   objectives
B)   schedule
C)   messaging
D)   mediaE) A) and B)
F) B) and C) C

Question 7

If we want an influencer who is truly influential, they must first be authentic.

Accepted Answer

A) True 
 B)False

Question 8

In order for a community to be strong, it must be exclusive.

Accepted Answer

A) True 
 B)False

Question 9

A nano influencer is more important than a micro influencer.

Accepted Answer

A) True 
 B)False

Question 10

Of the following, what are the key differences between mega influencers and microinfluencers?

Accepted Answer

A)   age and personality
B)   education and expertise
C)   risk and expense
D)   time and availabilityE) None of the above
F) A) and D) C

Question 11

Regarding traditional media as a public, which of the following is true?

Accepted Answer

A)   It is adversarial, and must be approached carefully.
B)   It is still a primary audience for PR practitioners.
C)   It is a reliable but expensive form of paid media.
D)   It is no longer relevant, thanks to social media.E) A) and D)
F) A) and C)

Question 12

Analyze the significance and current state of the media as a key audience for PR practitioners.

Accepted Answer

Answers will vary. They should include s...

Question 13

How does Grunig's Situational Theory of Publics approach segmentation?

Accepted Answer

A)   demographics, psychographics, and affluence
B)   attitudes, opinions, and behaviors
C)   problem, constraint, and involvement
D)   predisposition, latency, and intentionE) C) and D)
F) A) and D)

Question 14

What was a major problem that plagued the ill-fated Fyre Festival?

Accepted Answer

A)   airline availability
B)   fake influencers
C)   demanding vendors
D)   client reluctanceE) B) and C)
F) All of the above

Question 15

Applying the principles of audience segmentation, we know that niche audiences are ______.

Accepted Answer

A)   fleeting and difficult to capture
B)   the most brand-loyal among consumers
C)   a more affluent, older demographic
D)   more important than large audiencesE) B) and D)
F) B) and C)

Question 16

Analyze Grunig's Situational Theory of Publics and identify its key features.

Accepted Answer

Answers will vary. They should include s...

Question 17

Creators want to ______ with brands, whereas influencers want to ______ from brands.

Accepted Answer

A)   dialogue; benefit
B)   partner; detract
C)   cooperate; withdraw
D)   collaborate; takeE) A) and C)
F) A) and B)

Question 18

Since attending a branding conference last month, your boss has been excited about the idea of inspiring employees to become brand ambassadors. She tells you she wants to launch such an initiative at your corporation and that you are in charge of building the program from the ground up. What steps should you take to successfully launch it?

Accepted Answer

Answers will vary. They should include some of the following:
F1F1F1S1F1F1F10F1F1F1S1F1F1F10Conduct an internal audit to determine level of commitment and engagement amongst the employees. If the culture is strong and engaged, this program will be successful. If not, then it will not be.
F1F1F1S1F1F1F10F1F1F1S1F1F1F10Select and review potential employee candidates for the ambassador's program.
F1F1F1S1F1F1F10F1F1F1S1F1F1F10Set up protocols, best practices, and clear expectations for what is expected of the employees who are part of this program.
F1F1F1S1F1F1F10F1F1F1S1F1F1F10Create regular training sessions and meetings with the groups to determine strategies and to identify additional collaborative measures to make the program a success.
F1F1F1S1F1F1F10F1F1F1S1F1F1F10Evaluate the team's performance and highlight leaders who are active and engaged with the community.

Question 19

Today's activists are not only engaged with their causes but will often ______.

Accepted Answer

A)   work for your competition
B)   be hired as employees
C)   disconnect from issues
D)   partner with brandsE) B) and D)
F) None of the above

Question 20

Applying the principles of relationship management to a branding campaign for a new restaurant delivery service, which aspects would you be concerned with?

Accepted Answer

A)   friends, family, and community
B)   personal, emotional, and cultural
C)   employees, vendors, and customers
D)   psychological, social, and demographicE) None of the above
F) B) and C)

Exam 9: Audiences and Relationship Management

When creators behave in a genuine manner and create win-win situations with their audiences, they are generating ______.

Correct Answer
verified

James Grunig's Situational Theory of Publics states that first, a level of audience involvement must be established.

Correct Answer
verified

If you are weighing the advantages of using influencers versus creators for an upcoming campaign, you should know that ______.

Correct Answer
verified

If you were launching a "surprise and delight" campaign for customers, which of the following concepts should steer your efforts?

Correct Answer
verified

Even if customers become "haters" on social media, they still must be valued.

Correct Answer
verified

Behavioral segmentation is most useful in developing strategy related to ______.

Correct Answer
verified
C

If we want an influencer who is truly influential, they must first be authentic.

Correct Answer
verified

In order for a community to be strong, it must be exclusive.

Correct Answer
verified

A nano influencer is more important than a micro influencer.

Correct Answer
verified

Of the following, what are the key differences between mega influencers and microinfluencers?

Correct Answer
verified
C

Regarding traditional media as a public, which of the following is true?

Correct Answer
verified

Analyze the significance and current state of the media as a key audience for PR practitioners.

Correct Answer
verified
Answers will vary. They should include s...
View Answer

How does Grunig's Situational Theory of Publics approach segmentation?

Correct Answer
verified

What was a major problem that plagued the ill-fated Fyre Festival?

Correct Answer
verified

Applying the principles of audience segmentation, we know that niche audiences are ______.

Correct Answer
verified

Analyze Grunig's Situational Theory of Publics and identify its key features.

Correct Answer
verified
Answers will vary. They should include s...
View Answer

Creators want to with brands, whereas influencers want to from brands.

Correct Answer
verified

Today's activists are not only engaged with their causes but will often ______.

Correct Answer
verified

Applying the principles of relationship management to a branding campaign for a new restaurant delivery service, which aspects would you be concerned with?

Correct Answer
verified

Exam 9: Audiences and Relationship Management

When creators behave in a genuine manner and create win-win situations with their audiences, they are generating ______.

Correct AnswerverifiedShow Answer

James Grunig's Situational Theory of Publics states that first, a level of audience involvement must be established.

Correct AnswerverifiedShow Answer

If you are weighing the advantages of using influencers versus creators for an upcoming campaign, you should know that ______.

Correct AnswerverifiedShow Answer

If you were launching a "surprise and delight" campaign for customers, which of the following concepts should steer your efforts?

Correct AnswerverifiedShow Answer

Even if customers become "haters" on social media, they still must be valued.

Correct AnswerverifiedShow Answer

Behavioral segmentation is most useful in developing strategy related to ______.

Correct AnswerverifiedC

If we want an influencer who is truly influential, they must first be authentic.

Correct AnswerverifiedShow Answer

In order for a community to be strong, it must be exclusive.

Correct AnswerverifiedShow Answer

A nano influencer is more important than a micro influencer.

Correct AnswerverifiedShow Answer

Of the following, what are the key differences between mega influencers and microinfluencers?

Correct AnswerverifiedC

Regarding traditional media as a public, which of the following is true?

Correct AnswerverifiedShow Answer

Analyze the significance and current state of the media as a key audience for PR practitioners.

Correct AnswerverifiedAnswers will vary. They should include s...View AnswerShow Answer

How does Grunig's Situational Theory of Publics approach segmentation?

Correct AnswerverifiedShow Answer

What was a major problem that plagued the ill-fated Fyre Festival?

Correct AnswerverifiedShow Answer

Applying the principles of audience segmentation, we know that niche audiences are ______.

Correct AnswerverifiedShow Answer

Analyze Grunig's Situational Theory of Publics and identify its key features.

Correct AnswerverifiedAnswers will vary. They should include s...View AnswerShow Answer

Creators want to ______ with brands, whereas influencers want to ______ from brands.

Correct AnswerverifiedShow Answer

Today's activists are not only engaged with their causes but will often ______.

Correct AnswerverifiedShow Answer

Applying the principles of relationship management to a branding campaign for a new restaurant delivery service, which aspects would you be concerned with?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
C

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
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C

Correct Answer
verified

Correct Answer
verified
Answers will vary. They should include s...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary. They should include s...
View Answer

Creators want to with brands, whereas influencers want to from brands.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified