UGA ADPR 3850 TEST 1 Questions With
Guaranteed Pass Solutions.
Public Relations - Answer management, organization, publics, deliberate, planned, performance, public
interest, two way communication
internal/external publics - Answer based on organizational boundaries (ex. Target)
primary/secondary/marginal publics - Answer based on influence/need (ex. teen girls)
traditional/future publics - Answer based on time (gen z)
proponents/opponents/uncommitted publics - Answer based on relationship (ex. love or hate Apple)
pr decision making process - Answer Research
Action
Communicate
Evaluate
differences btwn pr & journalism scope - Answer journalism- producing content (articles, magazines,
etc)
pr- broader (press release, special events, analyzing social media etc)
difference btwn pr & journalism objectives - Answer journalism- strives for objectivity (inform public,
equal time to both sides)
pr- advocacy (change opinions)
difference btwn pr & journalism audience/channels - Answer journalism- produce content for medium
they work for, but also write for mass audience
pr- tailor materials to different segments of public
,difference btwn pr & advertising tools - Answer advertising- repetitive placement ads
pr- works in area of "earned" or "owned" media (rely on events to build relationships)
difference btwn pr & advertising audience - Answer advertising- only concerned with external audience
pr- concerned with both internal and external audiences
difference btwn pr and advertising scope/function - Answer advertising- smaller & specialized
pr- broader & performance of organization as whole
difference btwn pr & advertising cost - Answer advertising- expensive since ads are repeated many
times
pr- often viewed as cost effective alternative
marketing - Answer • selling/purchasing, moving goods from producer to consumer
• 4 P's: product, place, price, & promotion (pr often called 5th)
• consumer focused, goal= sell products/services, language of sales
pr vs marketing - Answer broader focus, goals involve sales, awareness, building trust, language of pr is
less focused on "hard shell" and more conversational in tone
pr is more effective than marketing/advertising at: - Answer • premarket conditioning
• long term strategy development
• generating word of mouth
• building reputation
• overcoming a crisis
marking is more effective than pr/advertising at: - Answer • launching/promoting a new product or
service
• acquiring/retaining customers
, • acquiring niche audiences
advertising is better than pr/marketing at: - Answer building awareness for a specific product or service
concept of integration - Answer to use a variety of strategies and tactics to convey a consistent
message in a variety of forms (ex. Edelman)
why shift toward an integrated perspective? - Answer • downsizing leads to consolidation
• tighter budgets
• advertising clutter and creativity
• increasing attention to how social policy can influence the bottom line
the rosetta stone (196 BC) - Answer stone in egypt that had 3 different languages, allowed us to
translate hieroglyphics, and amounts to a press release of pharaoh (Ptolemy V) accomplishments
julius caesar (~60 BC) - Answer threw parades as part of campaign to fulfill political ambitions
the church (~11th century) - Answer enlisting followers in the name of penance or forgiveness
sam adams - Answer • used writing to communicate about importance of independence, unity, and
injustice of colonies
• recognized power of special events and symbols (behind boston tea party)
• used slogans (no taxation without representation)
• used press releases and news leaks (wrote about btp before event occurred)
adams' "master of puppets" objectives: - Answer • justify the cause
• promote advantages
• arouse the masses
• neutralize opponents
• phrase issue clearly
Guaranteed Pass Solutions.
Public Relations - Answer management, organization, publics, deliberate, planned, performance, public
interest, two way communication
internal/external publics - Answer based on organizational boundaries (ex. Target)
primary/secondary/marginal publics - Answer based on influence/need (ex. teen girls)
traditional/future publics - Answer based on time (gen z)
proponents/opponents/uncommitted publics - Answer based on relationship (ex. love or hate Apple)
pr decision making process - Answer Research
Action
Communicate
Evaluate
differences btwn pr & journalism scope - Answer journalism- producing content (articles, magazines,
etc)
pr- broader (press release, special events, analyzing social media etc)
difference btwn pr & journalism objectives - Answer journalism- strives for objectivity (inform public,
equal time to both sides)
pr- advocacy (change opinions)
difference btwn pr & journalism audience/channels - Answer journalism- produce content for medium
they work for, but also write for mass audience
pr- tailor materials to different segments of public
,difference btwn pr & advertising tools - Answer advertising- repetitive placement ads
pr- works in area of "earned" or "owned" media (rely on events to build relationships)
difference btwn pr & advertising audience - Answer advertising- only concerned with external audience
pr- concerned with both internal and external audiences
difference btwn pr and advertising scope/function - Answer advertising- smaller & specialized
pr- broader & performance of organization as whole
difference btwn pr & advertising cost - Answer advertising- expensive since ads are repeated many
times
pr- often viewed as cost effective alternative
marketing - Answer • selling/purchasing, moving goods from producer to consumer
• 4 P's: product, place, price, & promotion (pr often called 5th)
• consumer focused, goal= sell products/services, language of sales
pr vs marketing - Answer broader focus, goals involve sales, awareness, building trust, language of pr is
less focused on "hard shell" and more conversational in tone
pr is more effective than marketing/advertising at: - Answer • premarket conditioning
• long term strategy development
• generating word of mouth
• building reputation
• overcoming a crisis
marking is more effective than pr/advertising at: - Answer • launching/promoting a new product or
service
• acquiring/retaining customers
, • acquiring niche audiences
advertising is better than pr/marketing at: - Answer building awareness for a specific product or service
concept of integration - Answer to use a variety of strategies and tactics to convey a consistent
message in a variety of forms (ex. Edelman)
why shift toward an integrated perspective? - Answer • downsizing leads to consolidation
• tighter budgets
• advertising clutter and creativity
• increasing attention to how social policy can influence the bottom line
the rosetta stone (196 BC) - Answer stone in egypt that had 3 different languages, allowed us to
translate hieroglyphics, and amounts to a press release of pharaoh (Ptolemy V) accomplishments
julius caesar (~60 BC) - Answer threw parades as part of campaign to fulfill political ambitions
the church (~11th century) - Answer enlisting followers in the name of penance or forgiveness
sam adams - Answer • used writing to communicate about importance of independence, unity, and
injustice of colonies
• recognized power of special events and symbols (behind boston tea party)
• used slogans (no taxation without representation)
• used press releases and news leaks (wrote about btp before event occurred)
adams' "master of puppets" objectives: - Answer • justify the cause
• promote advantages
• arouse the masses
• neutralize opponents
• phrase issue clearly
