UGA ADPR 3850 TEST 1 well answered
to pass
Public Relations - correct answer ✔✔management, organization, publics, deliberate, planned,
performance, public interest, two way communication
internal/external publics - correct answer ✔✔based on organizational boundaries (ex. Target)
primary/secondary/marginal publics - correct answer ✔✔based on influence/need (ex. teen girls)
traditional/future publics - correct answer ✔✔based on time (gen z)
proponents/opponents/uncommitted publics - correct answer ✔✔based on relationship (ex. love or
hate Apple)
pr decision making process - correct answer ✔✔Research
Action
Communicate
Evaluate
differences btwn pr & journalism scope - correct answer ✔✔journalism- producing content (articles,
magazines, etc)
pr- broader (press release, special events, analyzing social media etc)
difference btwn pr & journalism objectives - correct answer ✔✔journalism- strives for objectivity (inform
public, equal time to both sides)
pr- advocacy (change opinions)
,difference btwn pr & journalism audience/channels - correct 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 - correct 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 - correct answer ✔✔advertising- only concerned with
external audience
pr- concerned with both internal and external audiences
difference btwn pr and advertising scope/function - correct answer ✔✔advertising- smaller & specialized
pr- broader & performance of organization as whole
difference btwn pr & advertising cost - correct answer ✔✔advertising- expensive since ads are repeated
many times
pr- often viewed as cost effective alternative
marketing - correct 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 - correct 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: - correct answer ✔✔• premarket conditioning
• long term strategy development
• generating word of mouth
• building reputation
• overcoming a crisis
, marking is more effective than pr/advertising at: - correct answer ✔✔• launching/promoting a new
product or service
• acquiring/retaining customers
• acquiring niche audiences
advertising is better than pr/marketing at: - correct answer ✔✔building awareness for a specific product
or service
concept of integration - correct 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? - correct 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) - correct 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) - correct answer ✔✔threw parades as part of campaign to fulfill political ambitions
the church (~11th century) - correct answer ✔✔enlisting followers in the name of penance or
forgiveness
sam adams - correct 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)
to pass
Public Relations - correct answer ✔✔management, organization, publics, deliberate, planned,
performance, public interest, two way communication
internal/external publics - correct answer ✔✔based on organizational boundaries (ex. Target)
primary/secondary/marginal publics - correct answer ✔✔based on influence/need (ex. teen girls)
traditional/future publics - correct answer ✔✔based on time (gen z)
proponents/opponents/uncommitted publics - correct answer ✔✔based on relationship (ex. love or
hate Apple)
pr decision making process - correct answer ✔✔Research
Action
Communicate
Evaluate
differences btwn pr & journalism scope - correct answer ✔✔journalism- producing content (articles,
magazines, etc)
pr- broader (press release, special events, analyzing social media etc)
difference btwn pr & journalism objectives - correct answer ✔✔journalism- strives for objectivity (inform
public, equal time to both sides)
pr- advocacy (change opinions)
,difference btwn pr & journalism audience/channels - correct 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 - correct 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 - correct answer ✔✔advertising- only concerned with
external audience
pr- concerned with both internal and external audiences
difference btwn pr and advertising scope/function - correct answer ✔✔advertising- smaller & specialized
pr- broader & performance of organization as whole
difference btwn pr & advertising cost - correct answer ✔✔advertising- expensive since ads are repeated
many times
pr- often viewed as cost effective alternative
marketing - correct 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 - correct 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: - correct answer ✔✔• premarket conditioning
• long term strategy development
• generating word of mouth
• building reputation
• overcoming a crisis
, marking is more effective than pr/advertising at: - correct answer ✔✔• launching/promoting a new
product or service
• acquiring/retaining customers
• acquiring niche audiences
advertising is better than pr/marketing at: - correct answer ✔✔building awareness for a specific product
or service
concept of integration - correct 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? - correct 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) - correct 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) - correct answer ✔✔threw parades as part of campaign to fulfill political ambitions
the church (~11th century) - correct answer ✔✔enlisting followers in the name of penance or
forgiveness
sam adams - correct 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)
