Multiple Choice
Identify the
letter of the choice that best completes the statement or answers the question.
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1.
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A
story about the company, intended to be published in a newspaper, is called: a. | A press release.
| c. | Public
relations. | b. | Sponsorship. | | | | |
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2.
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What
is lobbying? a. | Sending out
indiscriminate press releases. | c. | Canvassing
members of the Government. | b. | Sponsorship of unpopular causes. | | | | |
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3.
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The
aggregate perceptions of outsiders about the salient characteristics of firms is
called: a. | Image.
| c. | Company
perception. | b. | Corporate reputation. | | | | |
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4.
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What
is boundary scanning? a. | Checking the security of the firm’s
premises. | c. | Monitoring all
communications which happen at the boundaries between the firm and all its publics.
| b. | Watching out for
potential crises. | | | | |
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5.
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The
affective component of attitude towards the organisation is called: a. | Reputation. | c. | Cognition.
| b. | Image. | | | | |
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6.
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Which
of the following is not true? a. | Increased shareholder value directly relates to profits.
| c. | Profit
maximisation tends to be short-term. | b. | Increased shareholder value can be generated by PR.
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7.
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What
is goodwill? a. | The perception
people have of the company. | c. | The propensity
to do business with the company. | b. | The difference between balance-sheet valuation and stock market
valuation. | | | | |
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8.
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A
group of senior staff who have the responsibility for first response to major problems is
called: a. | A crisis
team. | c. | A first-response
team. | b. | A threat team. | | | | |
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9.
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Which
of the following is NOT one of Pearson’s organisational needs? a. | Output.
| c. | Morale. | b. | Profit. | | | | |
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10.
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Which
of the following is true? a. | House journals should be concerned with the employee’s
need for information, not the management’s need for control. | c. | Houe journals are expensive to operate.
| b. | House journals
are a good way of controlling staff. | | | | |
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11.
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What
is the approximate annual level of sponsorship in the UK? a. | £40
million | c. | £2000
million. | b. | £400 million | | | | |
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12.
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Which
of the following statements is not true? a. | Sponsorship will only work if it is linked to other marketing
activities. | c. | Sponsorship is a
good replacement for advertising. | b. | Sponsored events should relate to the company’s
activities. | | | | |
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13.
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Which
of the following is not true? a. | PR agencies are only suitable for large
firms. | c. | External
agencies often carry more credibility than in-house PR. | b. | External
agencies can provide an unbiased view of the firm’s image. | | | | |
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14.
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What
does SMARTT stand for? a. | Society for Making Active Research Theory Testing.
| c. | Special,
Meaningful, Actionable, Researchable, Testable and Timely. | b. | Specific,
Measurable, Achievable, Relevant, Targeted and Timed. | | | | |
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15.
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Which
of the following is NOT likely to rise in a shareholder value? a. | Distribution of
funds to shareholders. | c. | Retention of
profits for future investment. | b. | Strong corporate image. | | | | |
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