PR Strategy Quiz # 2

______ focuses on how public relations strategies and tactics work within, and complement, a wider mix of marketing, advertising, and public information messages.

Community relations

Branding

Public relations

Integrated communication

The target audience for the CLOROX Ick Awards was ______.

Retirees

Younger parents

College students

Middle-aged parents

The target audience for the CLOROX Ick Awards wanted to ______.

Spend time on personal enrichment

Spend time on work

Spend quality time with family

Spend time on volunteering

Research for the CLOROX Ick Awards revealed ______.

Day care is taking a larger role in parenting

Nannies are taking a larger role in parenting

Grandparents are taking a larger role in parenting

Dads are taking a larger role in parenting

The goal of the CLOROX Ick Awards was to get younger parents to ______.

Think of CLOROX as an expert

Think of CLOROX as a parent

Think of CLOROX as a peer

Not think of CLOROX

The CLOROX Ick Awards improvised a live awards show on ______.

Twitter

Facebook

Snapchat

Instagram

The Optical Society was celebrating its ______ anniversary.

20th

30th

50th

100th

The Optical Society interviewed its members for ______.

An oral history project

Information about their attitudes

Information about their knowledge of the organization

Information about their beliefs

The Optical Society’s goal was to ______.

Reverse a negative opinion about OSA

Acknowledge the role OSA has played in the evolution of the field

Increase donations to OSA

Launch a website for OSA

One of the Optical Society’s goals was to ______.

Raise funds

Build awareness of its programs both locally and nationally

Recruit new members

Call attention to its leadership

The OSA campaign provided ______.

Community relations

Media outreach materials to OSA chapters

Crisis relations

Fundraising expertise

The OSA’s social media presence was amplified by creating ongoing centennial content, all under the banner ______.

“I am #OSA10 proud”

“I am #OSA50 proud”

“I am #OSA100 proud”

“I am #OSA200 proud”

The OSA campaign featured ______.

Plant tours

Open houses

New product launches

A speaker series

The Love is Love campaign celebrated ______.

Marriage inequality

Marriage equality

Pet ownership

Mothers and daughters

Research indicated that the very act of allowing same-sex marriage ______.

Had no effect on the local economy

Was not economically beneficial for both the travel and wedding markets

Was economically beneficial for both the travel and wedding markets

Had negative effects on local populations

______ is an important link between the organization and those who invest in the organization.

Financial communication

Branding

Public relations

Integrated communication

Research for the Tax Amnesty 2015 campaign revealed the vast majority of amnesty collections ______.

Occurred in the last 2 weeks of the program

Occurred in the first 2 weeks of the program

Occurred halfway through the program

Didn’t occur at all

The tax amnesty program lasted ______.

2 weeks

4 weeks

6 weeks

8 weeks

Research for the Tax Amnesty 2015 campaign revealed ______.

Publicizing the program via outbound phone calls as late as possible spurs participation

Publicizing the program via outbound phone calls as early as possible spurs participation

Publicizing the program via outbound phone calls mid-campaign spurs participation

Publicizing the program via outbound phone calls had no effect on participation

Research for the Tax Amnesty 2015 campaign revealed ______.

A direct marketing public relations campaign has no effect on promotions

A direct marketing public relations campaign is the least cost-effective promotional method

A direct marketing public relations campaign is the most cost-effective promotional method

A direct marketing public relations campaign is a bad idea

The goal of the Tax Amnesty 2015 campaign was ______.

To persuade eligible taxpayers to participate in Tax Amnesty 2015 by paying their past due taxes

To increase donations to the Department of Taxation

To build awareness of tax laws

To change negative attitudes about tax laws

VantagePoint wanted to ______.

Position itself as an emerging leader driving clean technology innovation

Position itself as an emerging leader driving fossil fuels

Build awareness of its products and services

Change negative perception about its products and services

At the time of the VantagePoint campaign, the clean technology industry ______.

Was nonexistent

Had well-established best practices

Was new and without established best practices

Was in decline

The overall goal for the VantagePoint public relations campaign in 2010–2011 was ______.

To reverse a negative opinion about VantagePoint

To acknowledge the role VantagePoint has played in the evolution of the field

To establish VantagePoint as the leading voice in modernizing the world’s infrastructure

To launch a website for VantagePoint

VP focused on accomplishing three main objectives that would be carried out and measured during the first ______.

6 months of the fundraising campaign

8 months of the fundraising campaign

10 months of the fundraising campaign

12 months of the fundraising campaign

VP planned to secure feature coverage ______.

In at least one high-profile, national-level business media outlet

In at least one national-level broadcast TV outlet

In at least one national-level radio outlet

In at least one national-level print outlet

VP wanted to increase ______ coverage of its role in cleantech.

Traditional media

Social media

Traditional and social media

Print media

VP wanted to obtain ______ to support cleantech opportunities.

$1.25 million

$1.25 billion

$1.25 trillion

$125,000

The Alcatel and Lucent Technologies merger was considered a failure ______ year(s) after the fact.

1

2

3

4

The Alcatel–Lucent Shift Plan set a clear company course for the next ______ years.

2

3

5

10