Mkt 578 Believe Possibilities / snaptutorial.com

MKT 578 Entire Course + Final Guide
(Updated)
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MKT 578 Week 1 Key Target Groups (Pfizer)
MKT 578 Week 2 Importance of Feedback
MKT 578 Week 2 Project PR Issue (Wounded Warrior)
MKT 578 Week 3 Tesco bank Campaign Design
MKT 578 Week 4 Integrated Marketing Communications
MKT 578 Week 4 Media Selection (AIG)
MKT 578 Week 5 Media Campaing Part 2 (AIG)
MKT 578 Week 6 Is Crisis Management Disgusting
MKT 578 Week 6 Final PR Campaign (AIG)
MKT 578 Final Exam Guide (New)
MKT 578 Week 1 DQs
MKT 578 Week 2 Public Relations Learning Team Project Problem
Framing Paper
MKT 578 Week 2 DQs
MKT 578 Week 3 Learning Team Reflection
MKT 578 Week 3 Individual Assignment Public Relations
Stakeholders Paper

MKT 578 Week 3 DQs
MKT 578 Week 4 Individual Assignment Ethical and Legal Issues
Paper
MKT 578 Week 4 DQs
MKT 578 Week 5 Learning Team Project Public Relations Planning
Paper
MKT 578 Week 5 DQs
MKT 578 Week 6 Learning Team Project Public Relations Plan
PAPER
MKT 578 Week 6 Learning Team Project Public Relations Plan
Powerpoint
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MKT 578 Final Exam Guide (New)
1) Archaeologists inform us that public relations has roots in
A.
Iraq, where bulletins informed farmers how to grow more food
B.
England, where 18th century bulletins hailed the coming of the British
Industrial Revolution

C.
Rome, where tablets paid tribute to new rulers
D.
China, where during the Ming Dynasty peasants wrote messages on
the Great Wall
2) The word propaganda originated with
A.
the Creel Committee during World War II
B.
Pope Gregory XV, who established a College in 17th Century Rome
to spread the word about Catholicism
C.
Sophists, who walked around telling citizens of Rome who to vote
for.
D.
the farmers who grew grapes in ancient Italy
3) The growth of public relations as an accepted business-like practice
in the United States of America stems from
A.
the British Industrial Revolution

B.
the American Industrial Revolution
C.
the efforts of people like Samuel Adams and Amos Kendall
D.
the hype of P.T. Barnum
4) Applying the widely repeated definition of public relations
developed by the late Denny Griswold to serve an organization
properly, practitioners ought to serve as
A.
counsels to chief legal officers
B.
honest brokers to management
C.
advisers to human resources directors
D.
consultants to directors of marketing
5) To effectively communicate with a public, it is important to
recognize that

A.
all publics have the same needs
B.
all publics are most interested in the technology you use
C.
all publics have their own special needs and require different types of
communication
D.
all publics have overlapping organizational needs
6) If you target "experiencers," you're likely using ________ to
segment a public.
A.
geographics
B.
demographics
C.
values and lifestyles
D.
sociometrics

7) Employees would trust management more if they
A.
were less visible
B.
didn't seek to empower the workforce
C.
communicated more frequently and earlier
D.
avoided sharing bad news
8) One major reason to do an in-depth interview of top management
and communicators before designing an effective employee
communications program is to
A.
minimize the discontinuities between what each group thinks the
other wants.
B.
ignore what communicators think management wants from them
C.
ignore what management thinks it wants from communicators
D.
to minimize groupthink

9) As arbiters of communications in organizations, it's been the charge
of public relations people since the 1960s to
A.
deal in an enlightened manner with the realities of a multicultural
society
B.
sensitize the rest of the world to multicultural needs of Americans
C.
make an impact on renewing the energies of various ethnic
communities
D.
enhance the power of the disenfranchised
10) A typical goal of consumer relations is to keep former customers
because
A.
most product complaints are made by new customers
B.
most service complaints come from new customers
C.
most requests for product upgrades come from prospective customers

D.
most sales are made to established customers
11) How does advice to clients from lawyers differ from advice given
to clients by public relations practitioners?
A.
Lawyers advise clients what they should do, within the letter of legal
requirements, to defend themselves in the court of public opinion.
B.
Public relations practitioners advise clients what they must do to
defend themselves in a court of law.
C.
Lawyers advise clients what they should do to act ethically and
socially responsible.
D.
Public relations practitioners advise clients what they should do to
defend themselves in the court of public opinion.
12) Litigation public relations can best be defined as
A.
attempting to influence a potential jury prior to the beginning of a
case
B.

attempting to gain buy-in from the legal teams associated with the
case
C.
attempting to settle the case out of court
D.
attempting to manage the media process during the course of a legal
dispute so as to affect the outcome or its impact on the client’s
reputation
13) An organization's social responsibility image is often determined
by
A.
its desire to earn a profit above all else
B.
its focus on being the number one patron of the arts
C.
its attention to be ethical and to improve the quality of life for people
D.
its focus on looking good rather than doing the right thing
14) The success of public relations in the 21st century is likely to
depend heavily on

A.
following the Code of Ethics published by the Society of Professional
Journalists
B.
following regulatory standards set forth by the Federal
Communications Commission
C.
how the field responds to the issue of ethical conduct and preserves its
credibility
D.
remaining vigilant regarding a person’s right to privacy
15) Reasons why print media are number one with public relations
professionals include
A.
decreased opportunities for network radio and TV placements
B.
about 50 percent of the public considers them accurate
C.
many journalists at newspapers and magazines still use news releases
D.
they are publishing 24/7

16) Since the end of the 1990s, magazine readership
A.
has declined overall
B.
has remained stable, especially in the specialty category
C.
has increased, with specialty magazines leading the way
D.
has declined, with specialty magazines leading the way
17) Which of the following is good advice for public relations people
who want to know how to deal effectively and ethically with people
representing the various types of media?
A.
Treat them first and foremost professionally and with respect
B.
Treat them like all other journalists in any medium
C.
Treat their skepticism with skepticism
D.
Treat them like a salesperson selling a product to a customer

18) To achieve placement of a written release, which of the following
should you avoid?
A.
Directing a release to a specific beat reporter
B.
Frequently using exclusives
C.
Determining how best to contact a reporter or editor by asking them
for their preference
D.
Calling a reporter or editor yourself, rather than have an assistant
make the call
19) The use of video news releases has been criticized for
A.
excessive cause-related marketing
B.
presenting advertising as news
C.
supporting advocacy advertising campaigns

D.
deliberate misrepresentation of facts
20) Like corporate public interest advertising, the public service
announcement (PSA) is aimed at providing an important message.
However, a key distinction is that the PSA
A.
can only be used by government organizations
B.
can only be used in “emergency” situations
C.
is strictly reserved for nonprofit organizations
D.
differs greatly in format and style
21) A 30-second radio spot would usually be expected to consist of
approximately
A.
25 words
B.
45 words
C.

65 words
D.
125 words
22) Which of the following web-based communications vehicles are
appropriate for public relations practitioners to distribute content
easily?
A.
Podcasting
B.
RSS
C.
Second Life
D.
Wikis
23) When they use the Internet to communicate, practitioners can
A.
engage in more focused, targeted, one-on-one communication with
consumers
B.

design more self-promotions
C.
increase time spent searching for data
D.
decrease time spent on responding to market changes
24) If public relations professionals expect to benefit from their
website, they
A.
should strive to make it as easily navigable as possible
B.
should strive to make it static
C.
should strive to deliver the maximum depth and breadth of
information available
D.
should strive to limit the use of news clips and publications
25) Which of the following is true in regards to texting?
A.
Allows for sending messages of 160 or more characters

B.
Common application in business-to-business communication
C.
Not a common application for person-to-person messaging
D.
Is the most widely used mobile data service
26) Public relations practitioners have found that Twitter can be
A.
a vehicle to direct Twitter users to websites
B.
a vehicle to direct Twitter users to products
C.
a means to do some cybersquatting
D.
an editorial calendar check
27) Which of the following pertain to CEO blogs?
A.
They have received rave reviews from various publics.

B.
They typically turn negative public relations positive almost instantly.
C.
They are among the newest phenomena in the blogosphere.
D.
They are the vehicle of choice among most public relations
practitioners for disseminating news.
28) Among the most essential steps in the public relations
management process is
A.
the ability to set overall organizational objectives
B.
the ability to set overall organizational strategies
C.
the ability to define a public relations problem or an opportunity
D.
the ability to research overall organizational problems
29) PERT and Gantt are tools that can help public relations
practitioners to

A.
visualize tasks to be performed in a campaign or project
B.
designate who's responsible for each task in a campaign
C.
chart costs of various tasks
D.
determine whether all goals and objectives are being met
30) Planning for a public relations program is important, but
principally a program is assessed in terms of its
A.
publicity value and practice
B.
performance and publicity value
C.
actions and performance
D.
programming and publicity value
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MKT 578 Week 1 DQs
Week 1 DQ 1
Public relations is sometimes be viewed as the process by which and
organization's reputation, products and services are enhanced or
maintained. Similarly, marketing often serves to enhance an
organization's reputation, products and services. In what ways can we
distinguish public relations from marketing?
Week 1 DQ 2
Provide one example of a company that is pursuing traditional public
relations activities. Provide one example of a company that is
implementing public relations in a new and broader role. In what
ways are these two perspectives different and in what ways are they
similar?
Week 1 DQ 3
What are some of the unique issues that confront public relations in
the 21st century? What may be the primary areas of opportunity for
public relations professionals in the years ahead? Be specific in your
answer.
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MKT 578 Week 1 Key Target Groups (Pfizer)
Pfizer Key Target Groups
Important Target Groups
Engaging Public Relations
Public Relations Communications
Conclusion
****************************************
MKT 578 Week 2 DQs
Week 2 DQ 1
Describe the role of marketing research as it pertains to public
relations. Compare and contrast primary and secondary research. Is
one more important than the other to public relations professionals
and their efforts? Why do you think so...or why not?

Week 2 DQ 2
What do you understand internal and external stakeholders to be,
when considered from the perspective of the Public Relations
profession? How would you determine how to classify a stakeholder
as internal or external? Provide an example of your classification
process from your company or another organization with which you
are familiar and share your rationale.
Week 2 DQ 3
Compare and contrast public relations and publicity. How are they
different? How are they same? Do you subscribe to the notion that
any publicity is good publicity? What do you think this statement
implies? What about the potential for and fallout from negative
publicity? Please provide at least one example of both good and
negative publicity that support your position
****************************************
****************************************

MKT 578 Week 2 Learning Team Project
Problem Framing Paper
Resource: University of Phoenix Material: Public Relations Learning
Team Project
Write a paper between 1,050 and 1,400 words in which you describe
your approved organization and a problem or opportunity currently
confronting it.
Discuss the role that public relations appears to play within your
selected organization, as well as its importance in the organization’s
overall promotional mix. Be sure to do the following:
Provide a brief background of the selected organization, including its
products, services, and customers.
Identify the problem or opportunity at the center of the scenario for
which the organization must develop and implement its public
relations response or campaign.
Identify the stakeholders, target audience(s), and ethical implications
related to the campaign.
Discuss ethical implications related to the PR issues.
Discuss the depth and breadth of research that will have to be
conducted during the development of the campaign to ensure its
effective implementation.

****************************************
MKT 578 Week 2 Project PR Issue (Wounded
Warrior)
Wounded Warrior Project PR Issue
Specific Public Relations Issue
Impact of the Issue
PR Issue Problem Statement
Target Group
Goals of Communication
Conclusion
****************************************
MKT 578 Week 3 DQs

Week 3 DQ 1
What are the ethical responsibilities of public relations professionals?
How important is the ethical component of the practice of public
relations and how does a PR practitioner determine what is ethical and
what is not?
Week 3 DQ 2
The growth of video news releases (VNRs) has increased
significantly. Former President George W. Bush and former
California Governor Arnold Schwarzenegger both made use of VNRs
during their respective administrations. What are the advantages and
disadvantages of using VNRs and what are some of the more
significant ethical issues inherent to using a VNR? (minimum 100
words with support)
Week 3 DQ 3
Over the years, numerous companies have been accused of exploiting
the media, that is, planning and carrying out events that are designed
with the primary if not sole intent to gain publicity. Discuss the short-
term and long-term effectiveness of such tactics. Do you think these
events are ethically appropriate?
****************************************
MKT 578 Week 3 Individual Assignment Public
Relations Stakeholders Paper

Resource: Week Two Problem Framing Paper
Use the public relations campaign that is the subject of the Learning
Team project introduced in Week Two as a reference.
Write a paper of 1.050 to 1,400 words describing in detail the full,
specific array of internal and external stakeholders (publics) affected
by the campaign.
Identify the perceived needs of each of the stakeholder categories and
critique how well your selected organization addressed the needs of
each of those internal and external publics to date.
Provide and support your recommendations for anything that might
have been done more effectively to this point.
Create and include a concept map that illustrates the internal and
external stakeholders (publics) affected.
****************************************
Discuss this week’s objectives with your team. Your discussion
should include the topics you feel comfortable with, any topics you
struggled with, and how the weekly topics relate to application in
your employment field.

Prepare a 350- to 700-word paper detailing the findings of your
discussion.
****************************************
Tesco Bank Campaign Design
Public Relations Problem Statement
SMART Objectives
Target Groups
Target Groups’ Needs
Ethical Concern
Most Impactful Target Group
Conclusion
****************************************

MKT 578 Week 4 DQs
Week 4 DQ 1
Why is feedback critical to the communications process? What
common mistakes do most people make when they communicate and
what must PR professionals do to insure they receive the feedback
they need to continue to work towards mutual understanding?
Week 4 DQ 2
What do you think is a more effective approach for introducing your
market to new products, advertising, or public relations? Discuss
some of the pros and cons inherent to each approach as used in this
context.
Week 4 DQ 3
What public relations approach should a company use to respond to
problems resulting from product recalls, product failures, product
safety and liability, and so forth? What can be done to mitigate the
effect of negative publicity? Provide at least one current (within the
last year) real-world example.

****************************************
MKT 578 Week 4 Individual Assignment Ethical
and Legal Issues Paper
Resources: The Practice of Public Relations
Use available outside research sources from the library and the web to
select a company, organization, or government entity that has had to
use public relations to address a serious problem or crisisthat emerged
unexpectedly. The events described should have occurred within the
past 10 years.
Identify two public relations messages and two public relations
practices that were used to address the crisis.
Write a paper of 1,050 to 1,400 words evaluating the legality and
ethicality of the public relations messages and practices that you
identified.
Critique the organization’s public relations implementation and be
sure to make recommendations regarding what, in your view, could
have been done better.
Support your recommendations using information obtained from your
required readings, as well as other organizations that could serve as
benchmarks.

****************************************
MKT 578 Week 4 Integrated Marketing
Communications
MKT 578 Week 4 Integrated Marketing Communications
****************************************
Discuss this week’s objectives with your team. Your discussion
should include the topics you feel comfortable with, any topics you
struggled with, and how the weekly topics relate to application in
your employment field.
Prepare a 350- to 700-word paper detailing the findings of your
discussion
****************************************

MKT 578 Week 4 Media Selection (AIG)
AIG Media Selection
Media Types
Effective Communication
AIG Customers
AIG Sales Representatives
US Government Regulatory Agencies
****************************************
MKT 578 Week 5 DQs
Week 5 DQ 1
The Internet offers numerous advantages for conducting public
relations activities. Describe at least two of these advantages and
discuss how these approaches differ from traditional methods.

Week 5 DQ 2
Social media 2.0 is all about interactivity and developing
relationships. In what ways have social media sites increased the
ability of companies to create relationships with their publics? What
specific social media sites are you familiar with and/or do you use
regularly and how do you see these specific facilitating Public
Relations efforts, if at all?
Week 5 DQ 3
What factors have brought about the need for increased international
public relations? What kinds of public relations practices should be
observed by multinational corporations operating in a foreign
country?
****************************************
MKT 578 Week 5 Learning Team Project Public
Relations Planning Paper
Resources: University of Phoenix Material: Public Relations Learning
Team Project; Week Two Problem Framing Paper

Write a paper of 2,100 and 2,450 words describing your proposed
public relations plan based on the organizational scenario described in
the Week Two Problem Framing Paper.The Public Relations Planning
Paper should include the following:
The objectives that the public relations campaign is expected to
achieve
The organization’s internal and external publics
A discussion of the public relations tactics (tools) that will likely be
used in the plan, including such tools as press conferences,
community events, newsletters, direct mail, web-based communiqués,
sponsorships, and spokespersons, and your rationale for why they are
being considered for this particular situation
A well-crafted 200- to 300-word press release—applicable towards
the overall assignment word count—written initially for the print
media, in which the organization states its initial acknowledgment,
response, and position with respect to the selected scenario
Adaptations of the same press release for TV or radio
Preparation for a hypothetical press conference follow-up to the press
release, including selection of venue, spokesperson, format (such as a
brief statement followed by a question and answer session), scope of
discussion, and duration
Anticipated responses likely to emerge from the array of internal and
external publics should be considered in addition to the contingencies
(damage control) that might be implemented during the press
conference if there is a negative response to the initial press release
An evaluation of the possible outcomes of the overall public relations
campaign including the most probable risks and benefits for the
organization’s business

Format your paper consistent with APA guidelines.
****************************************
MKT 578 Week 5 Media Campaing Part 2 (AIG)
Research Plan
Methods of Communication
Media Choice Justification
Internet
Television/Newspapers
Crisis Management Plan
Conclusion
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MKT 578 Week 6 Final PR Campaign (AIG)

• Executive Summary
• Campaign Basis
• Budget
• SMART Objectives
• Control Methods
• Success of PR Campaign
• Conclusion
****************************************
MKT 578 Week 6 Is Crisis Management
Disgusting
MKT 578 Week 6 Is Crisis Management Disgusting
****************************************
Relations Plan PAPER

Team Project; Week Two Problem Framing Paper; Week Three
Public Relations Stakeholders Paper; Week Five Public Relations
Planning Paper
Prepare a plan of 3,500 to 5,000 words based on the organizational
scenario described in the Learning Team’s Weeks Two and Five
assignments, as well as the Individual assignment for Week Three.
This assignment incorporates the prior three project installments,
while integrating new information relevant to developing and
implementing a public relations response or campaign for the selected
scenario.
Include the following in the plan:
The detail discussed in prior papers, with applicable additions,
changes, deletions, explanations per previous feedback, regarding
organizational background, the problem or opportunity facing the
organization, the publics and target audience(s), the objectives
targeted by the campaign, the research requirements, and the public
relations tactics
Additional public relations messages delivered via web-based and
social media
A thorough discussion regarding projected costs and how expense
will be managed to keep the effort within budgeted constraints
A discussion of the crisis management implications inherent to the
scenario

Contingency plans for potential information that has yet to be
disclosed regarding the scenario or another potential event that could
compound the severity of the existing scenario
****************************************
Relations Plan Powerpoint
Team Project; Week Two Problem Framing Paper; Week Three
Public Relations Stakeholders Paper; Week Five Public Relations
Planning Paper
Additionally, create and submit a 15- to 20-slide Microsoft®
PowerPoint® presentation that includes detailed speaker notes that
illustrate how the material would be delivered to an audience based on
the organizational scenario described in the Learning Team’s Weeks
Two and Five assignments, as well as the Individual assignment for
Week Three. This assignment incorporates the prior three project
installments, while integrating new information relevant to
developing and implementing a public relations response or campaign
for the selected scenario.
Include the following in the plan:

The detail discussed in prior papers, with applicable additions,
changes, deletions, explanations per previous feedback, regarding
organizational background, the problem or opportunity facing the
organization, the publics and target audience(s), the objectives
targeted by the campaign, the research requirements, and the public
relations tactics
Additional public relations messages delivered via web-based and
social media
A thorough discussion regarding projected costs and how expense
will be managed to keep the effort within budgeted constraints
A discussion of the crisis management implications inherent to the
scenario
Contingency plans for potential information that has yet to be
disclosed regarding the scenario or another potential event that could
compound the severity of the existing scenario
****************************************

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