2024 – What unintended effect did Bernays and Fleischman s classic Torches of Freedom campaign
39 question quiz – 2024
What unintended effect did Bernays and Fleischman’s classic “Torches of Freedom” campaign of 1929 have?
a. made the tobacco companies millions of dollars
b. set the stage for a surge in smoking by women
c. helped to advance feminism in America
d. changed the way advertising and PR was done
Howard was very surprised and impressed that his PR firm’s big announcement went so “viral” so quickly. Literally millions of people had seen the news through various social media sites and portals. This was the true essence of which of the following?
a. a webcast
b. the snowball effect
c. live streaming
d. on demand
One of the main ethical dilemmas facing public relations practitioners is the tension between _________.
a. serving the public versus serving a certain corporation or organization
b. working for a company versus working for the members or workers of a company
c. working in the private versus the public sector
d. presenting research in an unbiased fashion versus creating persuasive products
Which of the following is TRUE of advertising and direct marketing?
a. The PR function sometimes utilizes one, but never both together.
b. They are integral to the PR function.
c. They are completely separate from the PR function.
d. They are not central to the PR function, per se.
According to the definition established by early theorists, which of these would be a clear example of propaganda?
a. A radio program designed to answer questions people might have about how the Affordable Care Act is progressing.
b. A television program launched by the United States to show farmers in Mexico how to properly harvest their crops.
c. A radio program launched by the United States to convince citizens of the Soviet Union to give up on communism.
d. A Fox News program that creates on-air conflicts between Democrat and Republican pundits.
The Bridgestone/Firestone and Ford Motors fiasco became very important for the field of public relations because it ________.
a. showed how public relations did not take into consideration potential problems discovered during a product’s testing phase
b. showed how little public relations practitioners knew about the design of the products they represented
c. showed how corporate public relations could silence potential whistleblowers from within the company
d. showed how corporate public relations could keep a dangerous product from being recalled
The PR firm Magillicutty, Inc. is preparing to stream a series of press conferences to scores of journalists and other interested news-viewing audiences because the press conferences are going to be held in remote jungle locations that few in the press can get to. What technology allows Magillicutty, Inc. to do this?
a. editorials
b. webcasts
c. E-mail
d. seminars
When PR firms do not perform the essential research required for a successful campaign, what is most often their justification for not doing so?
a. an indifference to research
b. an unwillingness to change
c. a track record of doing without
d. a lack of the necessary money
Press releases and press kits have been the dominant PR tools since the 1900s.
a. True
b. False
The two-way asymmetric model of public relations is most often associated with P.T. Barnum.
a. True
b. False
Which model of public relations is most often seen in newspapers, magazines, radio, and TV?
a. the press agentry model
b. the two-way symmetric model
c. the two-way asymmetric model
d. the public information model
When Juan and Miguela are assigned to handle all publicity and media relations for their PR firm’s new client, they can expect to be doing which of the following?
a. assisting or influencing state, local, or federal government action
b. gaining press coverage through news releases and press conferences
c. planning and managing internal or external events aimed at attracting public attention
d. identifying and managing the big issues that affect institutional success
Yvette has been put in charge of identifying and managing the foreign competition and other large issues that might affect the institutional success of her PR firm’s number one client, Gillette. What function is she performing in doing so?
a. lobbying
b. risk management
c. promotion/selling
d. publicity
The different audiences that PR practitioners communicate with as part of their daily work are known as _______.
a. webcasters
b. communicatees
c. publics
d. relators
The main difference between how Ivy Lee designed public relations campaigns and the way used by other pioneers was a specific focus on ________.
a. using psychoanalytic methods to understand deeper desires of audiences
b. using government spokespeople and other experts to endorse certain public figures
c. presenting audiences with hard facts in order to help them make rational decisions
d. being as honest and compassionate as possible to audiences
Pablo has been asked by his supervisor to evaluate the campaign his PR firm has just endeavored. Which of the four stages of the PR campaign are they in?
a. the second
b. the third
c. the first
d. the fourth
The practice of public relations is based first on advertising.
a. True
b. False
Which of the following is TRUE of the PR industry in the more than 100 years between its inception and today?
a. It continues to experience robust growth more than a century into its existence.
b. It has virtually disappeared compared with its booming beginnings at the turn of the 20th century.
c. It has slowly tapered down in size and importance since it began just after 1900.
d. It has steadily stayed the course in its nearly flat growth as an industry in the last 100 years.
Which of the following is TRUE of the PR industry in the more than 100 years between its inception and today?
a. It continues to experience robust growth more than a century into its existence.
b. It has virtually disappeared compared with its booming beginnings at the turn of the 20th century.
c. It has slowly tapered down in size and importance since it began just after 1900.
d. It has steadily stayed the course in its nearly flat growth as an industry in the last 100 years.
The goal of PR practitioners is to foster positive communication between their clients and the public.
a. True
b. False
What might Bernays and Fleischman do if, after testing their methods to influence public opinion, they realized they did not work?
a. They’d abandon the campaign for a duration, then retry the same methods again.
b. They’d immediately switch to the press agentry model.
c. They’d immediately switch to the two-way symmetric model.
d. They’d tinker with their message or methods and test it again.
How do online marketers assure your privacy?
a. By voluntarily subscribing to privacy seal authorities BBBonline and TRUSTe
b. By working with Facebook, Instagram, and Twitter
c. By utilizing direct mail in conjunction with the online pieces
d. By contacting you directly each time you visit a different site
Ads used by Facebook, Twitter, and other social media outlets are considered to be forms of viral marketing.
a. True
b. False
Which of the following is NOT an element of an advertising plan?
a. Positioning statement
b. Objectives
c. Commissions
d. Situation analysis
Benjamin Day’s The Sun originated the concept of the mass circulation newspaper, or Penny Press, in 1833.
a. True
b. False
Which of the following is NOT one of the ways that online ad exchanges identify website visitors who are likely prospects for buying a product?
a. By engaging in extensive direct mail campaigns
b. By collecting data from credit card purchases
c. By collating information from IP addresses and cookies
d. By collecting information from online transactions
Database marketing is used when advertisers store information about consumers so that they can personalize messages.
a. True
b. False
Which of the following is TRUE of advertising to children?
a. There are no guidelines for advertising toward children in any of the states in the U.S.
b. Complaints about children’s advertising should go directly to the company who’s advertising the products.
c. Advertisers generally do not target any form of advertisements toward children.
d. The number of commercials per hour included in children’s programming is limited.
How do advertisers promote consumer identification with the product?
a. By borrowing familiar symbols in the culture
b. By utilizing direct mailing pieces and ads
c. By using consumer-generated content
d. By tracking online and other media behavior
Which of the following is demographic segmentation based on?
a. Social or personal characteristics
b. Past and present buying behaviors
c. Geography, such as city and state
d. Online site visits and browsing
How do advertisers and consumers communicate in relationship marketing?
a. Through surrogates such as vendors
b. Indirectly through television and radio
c. One-to-one through personalized media
d. One-way through print media
If famous MMA fighter Jane Dannity is paid to host 10-, 30-, and 60-minute television ad spots for a nutritional juice blender system, she is being paid to perform in which of the following?
a. Direct mail marketing
b. Infomercials
c. Target marketing
d. Relationship marketing
In advertising, women are consistently underrepresented and are less likely to be depicted in professional occupations.
a. True
b. False
Which of the following is the key difference between the advertising media and research organizations?
a. While the advertising media carry messages to consumers, research organizations compile statistics about consumers and their habits.
b. While the advertising media develop the ideas and avenues by which to reach consumers, research organizations foot the bill.
c. While the advertising media foot the bill for reaching consumers, research organizations develop the ideas and avenues used to reach them.
d. While the advertising media compile statistics about consumers, research organizations carry messages to those consumers.
How many advertisements is the average consumer exposed to each day?
a. 50
b. 5,000
c. 500
d. 500,000
Which of the following led to the biggest growth in global marketing?
a. Radio
b. The Internet
c. Direct mail
d. Television
In the late 19th century, George P. Rowell formed what would become the first advertising agency. What would be a typical task performed by someone working in an early advertising agency?
a. To relay the client’s wishes for a new advertisement to publishers
b. To develop a television plan for clients
c. To help clients lobby for political support in order to protect their products
d. To act as a middleman between audiences and clients
The top categories of advertising expenditures are alcohol, hospitality, and educational.
a. True
b. False
Which of the following is TRUE of the illustration below?
a. It is an early example of enhancing print ads with illustrations.
b. It is an example of an early European handbill.
How much of the total annual spending on advertising in the United States does TV and digital together make up?
a. 1/2
b. 7/8
c. 2/3
d. 1/8
c. It is a typical propaganda piece used by nations in the 1900s.
d. It is an ad type that sought a direct response.
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