PPR Final Exam
PPR期末考试
Donald is given the assignment by his PR firm to prepare a news release designed to be distributed through online search engines. Although all search engines operate differently, with different rules (i.e., algorithms) for how search results are produced, some common elements that factor into most searches are headlines, meta tags, links, and URLs. What other factor is very important for Donald to optimize the search engine results?
唐纳德的公关公司指派给唐纳德准备一份旨在通过在线搜索引擎分发的新闻稿。尽管所有搜索引擎的操作方式不同,并且对于如何生成搜索结果具有不同的规则(即算法),但大多数搜索中考虑的一些常见元素是标题、元标记、链接和 URL。对于唐纳德优化搜索引擎结果来说,还有什么其他因素非常重要?
a. Robots
A。机器人
b. Rhemes
b.雷梅斯
c. Keywords
C。关键词
d. Gifs
d.动图
Elle is often frustrated because more and more, she is competing with __a.Clickbait_______ for the attention of her audience members. Unfortunately, instead of reading articles about her client, web visitors are instead choosing promotional and sensational content designed primarily to entice them to visit another website.
Elle 经常感到沮丧,因为她越来越多地与 __a.Clickbait_______ 争夺观众的注意力。不幸的是,网络访问者没有阅读有关她客户的文章,而是选择主要旨在吸引他们访问另一个网站的促销和耸人听闻的内容。
a. Clickbait
A。点击诱饵
b. Listicles
b.列表目
c. Display ads
C。展示广告
d. Memes
d.模因
According to Professor Craig Carroll, a _________ is “a widely circulated, oft-repeated message… revealing something about the organization’s nature.” While an organization’s actions contribute, what people write about an organization is also important.
根据克雷格·卡罗尔教授的说法,_________是“一种广泛传播、经常重复的信息……揭示了有关该组织本质的一些信息。”虽然组织的行动有所贡献,但人们对组织的评论也很重要。
a. Trademark
A。商标
b. Brand statement
b.品牌声明
c. Corporate reputation
C。企业信誉
d. Jingle
d.叮当
__________ involves presenting yourself in ways that help you achieve your goals and aspirations in social interactions, while always being mindful of keeping a balance between being authentic and being professional.
__________ 涉及以帮助您在社交互动中实现目标和愿望的方式展示自己,同时始终注意在真实和专业之间保持平衡。
a. Subliminal messaging
A。潜意识信息传递
b. Impression management
b.印象管理
c. Persuasive messaging
C。有说服力的消息传递
d. Corporate management
d.公司管理
Gregory is working on a variety of _________ for his clients, including a personal profile of a CEO, a historical perspective on telephone technology, and a first-person account from a client’s customer. bios
Gregory 正在为他的客户制作各种 _________ 内容,包括首席执行官的个人简介、电话技术的历史视角以及客户的客户的第一人称帐户。 BIOS
a. News releases
A。新闻发布
b. Feature stories
b.专题报道
c. Blog posts
C。博客文章
d. Media kits
d.媒体工具包
To give herself some flexibility, Carol is writing a number of stories that are ______. This way, she can pitch them whenever she has a lull in other news because they will maintain their relevance and value throughout the year ahead.
为了给自己一些灵活性,卡罗尔正在写一些______的故事。这样,她就可以在其他新闻闲置时推销它们,因为它们将在未来一年中保持相关性和价值。
a. Seasonal
A。季节性
b. Timeless
b.永恒
c. Technical
C。技术的
d. Social media-friendly
d.社交媒体友好
Elizabeth is a staff writer and media relations specialist for USA Today. She is assigned the task of reporting on disastrous flooding in Louisiana. Instead of employing the delayed-lead style of features stories, she uses the direct-lead format, knowing that even if readers never read past the first paragraph, they will get the gist of the story. This news style of writing is often called the __________.
伊丽莎白是《今日美国》的特约撰稿人和媒体关系专家。她的任务是报道路易斯安那州的灾难性洪水。她没有采用专题故事的延迟开头风格,而是使用直接开头格式,因为她知道即使读者从未读过第一段,他们也会明白故事的要点。这种新闻写作风格通常被称为 __________。
a. Primary blast
A。初级爆炸
b. Inverted pyramid
b.倒金字塔
c. Standard pyramid
C。标准金字塔
d. Blunt force style
d.钝力风格
Irenka is the editor in chief of the online news website The Woodstock Post. She receives hundreds of news items from her staff as well as independent reporters. She must select 12 to 14 of those to post on the day’s website based on what she determines to be newsworthy. From a PR writer’s perspective, in which model does she belong?
伊伦卡是在线新闻网站《伍德斯托克邮报》的主编。她从员工和独立记者那里收到了数百条新闻。她必须根据她认为具有新闻价值的内容,选择其中的 12 到 14 个内容发布在当天的网站上。从公关撰稿人的角度来看,她属于哪种模式?
a. Shared media
A。共享媒体
b. Gatekeeping
b.把关
c. Search engine
C。搜索引擎
d. News funnel
d.新闻漏斗
Hunter is working on a ________ for his company’s new product. He is developing a pre-produced news package for broadcast journalists that includes visual and audio content.
亨特正在为他公司的新产品开发________。他正在为广播记者开发一个预先制作的新闻包,其中包括视觉和音频内容。
a. Television news release
A。电视新闻发布
b. Press release
b.新闻稿
c. Video news release
C。视频新闻发布
d. Social media release
d.社交媒体发布
Tristan has been an avid social media consumer for many years, but the first few Facebook posts he wrote for his client did not result in any interactions. Tristan’s mistake was a common one, and he likely ___________. <writing for media>
特里斯坦多年来一直是社交媒体的狂热消费者,但他为客户撰写的前几篇 Facebook 帖子并没有产生任何互动。特里斯坦的错误很常见,他很可能___________。 <媒体写作>
a. Used too many hashtags
A。使用了太多主题标签
b. Failed to include multimedia as part of his post
b.未能将多媒体纳入其帖子的一部分
c. Wrote politically incorrect content that offended the group
C。撰写冒犯该团体的政治不正确内容
d. Engaged before observing and understanding the Facebook group
d.在观察和了解 Facebook 群组之前就参与了
If you type a tweet and show it to a friend before posting, that is an example of _____________.
如果您输入一条推文并在发布之前将其展示给朋友,这就是_____________的一个例子。
a. Message testing
A。消息测试
b. Controlled media
b.受控媒体
c. A focus group
C。焦点小组
d. An experiment
d.一个实验
Parson’s Publishing evaluates a college freshman textbook for readability. A sample showed 5 sentences, 94 words, 160 syllables, and 484 characters, with an average of 1.7 syllables per word and 19 words per sentence. This added up to an average readability score for a grade level of 13. This type of message testing is _______________.
帕森出版社评估大学新生教科书的可读性。样本显示 5 个句子,94 个单词,160 个音节,484 个字符,平均每个单词 1.7 个音节,每个句子 19 个单词。加起来,年级的平均可读性分数为 13。这种类型的消息测试是_______________。
a. Qualitative
A。定性
b. Quantitative
b.定量
c. Editorial
C。社论
d. Suggestive
d.暗示性的
Aurora, a media specialist with Radley, is packaging an online promotional sale of its newest women’s high-end handbag. She tracks 1,000 visitors to her website. The data show that 700 visitors leave the site after seeing the first page. What is the bounce rate percentage in this scenario?
拉德利 (Radley) 的媒体专家奥罗拉 (Aurora) 正在包装其最新女士高端手提包的在线促销活动。她跟踪了 1,000 名网站访问者。数据显示,700 名访问者在看到第一页后就离开了网站。在这种情况下,跳出率是多少?
a. Bounce rate is 60%
A。跳出率为 60%
b. Bounce rate is 70%
b.跳出率为 70%
c. Bounce rate is 75%
C。跳出率为 75%
d. Bounce rate is 30%
d.跳出率为 30%
Bianca developed a questionnaire survey for Comcast to measure the level of employee engagement that asked employees to respond to statements with a range of defined response options such as the range from “strongly disagree” to “strongly agree.” This type of questionnaire is an example of ________.
比安卡为康卡斯特开发了一项问卷调查,以衡量员工敬业度水平,要求员工使用一系列明确的回答选项(例如从“强烈不同意”到“强烈同意”的范围)来回应陈述。这种类型的调查问卷是________的一个例子。
a. Qualitative items
A。定性项目
b. Personalized items
b.个性化物品
c. Likert-type items
C。李克特类型项目
d. Analytic items
d.分析项目
Jessica is contracted by Pizza Hut to evaluate the success of their latest video posted on their brand channel on YouTube about hiring veterans and military spouses. The video was viewed 5,576 times and had 64 thumbs up, 2 thumbs down, and 12 comments. Jessica examined both the number of hits and the comments. Her PR tactic used ___________.
杰西卡与必胜客签约,负责评估他们在 YouTube 品牌频道上发布的关于雇用退伍军人和军人配偶的最新视频的成功程度。该视频被观看了 5,576 次,有 64 条赞成,2 条反对,以及 12 条评论。杰西卡检查了点击数和评论数。她的公关策略使用了___________。
a. Both qualitative and quantitative methods
A。定性和定量方法
b. Both action and communication
b.行动与沟通并举
c. Both intuition and common sense
C。直觉和常识
d. Both interviews and surveys
d.访谈和调查
When we invest time, energy and budgets in both short- and long-term projects, we use ______ to understand our return on investment.
当我们在短期和长期项目中投入时间、精力和预算时,我们使用______来了解我们的投资回报。
a. Budget planning
A。预算规划
b. Investment analytics
b.投资分析
c. Financial modelling
C。财务建模
d. Evaluation
d.评估
In a laboratory setting, communication researchers might use __________ software to observe how people pay attention to and respond to messages.
在实验室环境中,传播研究人员可能会使用 __________ 软件来观察人们如何关注和响应消息。
a. Lie detector
A。测谎仪
b. Eye-tracking
b.眼球追踪
c. Photoshop
C。 Photoshop
d. Heart rate monitoring
d.心率监测
Organizers of a school violence prevention campaign conduct _____ to help improve the effectiveness of the campaign content among high school students. A trained moderator leads a discussion where the students respond to various campaign concepts to see which ones appeal most.
预防校园暴力运动的组织者开展_____以帮助提高运动内容在高中生中的有效性。训练有素的主持人主持讨论,学生们对各种活动概念做出回应,看看哪些概念最有吸引力。
a. Experiments
A。实验
b. Surveys
b.调查
c. Online polls
C。在线投票
d. Focus groups
d.专门小组
Jai needs to determine the conversion rate to understand how many people click on his company’s web site after seeing an online ad. If 500 people view the ad, but only 100 click the link to visit the web site, what is the conversion rate?
Jai 需要确定转化率,以了解有多少人在看到在线广告后点击了他公司的网站。如果有 500 人查看广告,但只有 100 人点击链接访问网站,转化率是多少?
a. Conversion rate is 10%
A。转化率为10%
b. Conversion rate is 15%
b.转化率为15%
c. Conversion rate is 20%
C。转化率为20%
d. Conversion rate is 25%
d.转化率为25%
Addilyn summarized her team’s results in a campaign report she will send to her client. Addilyn concluded her campaign was a success based on the number of web pages they developed, the number of blog posts they wrote, the amount of social media posts they published, and the number of news releases they sent to reporters. Why is this not a definitive measure of success?
阿迪林在一份将发送给客户的竞选报告中总结了她的团队的结果。阿迪林的结论是,根据他们开发的网页数量、撰写的博客文章数量、发布的社交媒体帖子数量以及向记者发送的新闻稿数量,她的竞选活动取得了成功。为什么这不是成功的明确衡量标准?
a. This summary measures outcomes, not outputs.
A。本摘要衡量结果,而不是产出。
b. This summary is based on metrics.
b.此摘要基于指标。
c. This summary measures outputs, not outcomes.
C。本摘要衡量的是产出,而不是结果。
d. This summary isn’t quantitative.
d.这个总结不是定量的。
Jeff believes that for each copy of a magazine that goes into circulation, four people will have the opportunity to read it. He also thinks that editorial coverage in the magazine is worth twice as much as advertising. With these _______, Jeff is able to inflate his potential reach numbers, making them look far more impressive. Chapter8 巴塞罗那原则
杰夫相信,每一本杂志发行后,就会有四个人有机会阅读。他还认为该杂志的社论报道价值是广告的两倍。有了这些_______,杰夫就能够夸大他的潜在影响力数字,使它们看起来更加令人印象深刻。第八章 原则立场
a. Multipliers
A。乘数
b. Impressions
b.印象数
c. Inflations
C。通货膨胀
d. Concessions
d.优惠
Arnon is frustrated because he keeps running an experiment to determine the best times of day to run his online ads. But he keeps getting different results every time he runs the same test. Arnon’s research lacks __________. Chapter8 巴塞罗那原则第七条
阿农很沮丧,因为他不断进行实验以确定一天中投放在线广告的最佳时间。但每次他进行相同的测试时,他都会得到不同的结果。阿农的研究缺乏 __________。第八章 原则原则条
a. Authority
A。权威
b. Replicability
b.可复制性
c. Validity
C。有效性
d. Specialization
d.专业化
Chapter 7
第7章
Excellence in the field of public relations is based on ____________.
公共关系领域的卓越表现基于____________。
a. Meaningful action
A。有意义的行动
b. Creative gifs
b.创意动图
c. Hiring the right people
C。雇用合适的人
d. Creating a goal
d.制定目标
Internal newsletters or television ads are thought of as ___________ because communicators may write and edit, or create and produce, messages exactly how they want them.
内部时事通讯或电视广告被认为是___________,因为传播者可以按照他们想要的方式编写和编辑或创建和制作消息。
a. Uncontrolled media
A。不受控制的媒体
b. Controlled media
b.受控媒体
c. Unbounded media
C。无界媒体
d. Independent media
d.独立媒体
__________ include newspapers, TV and radio news, and external websites, as well as blogs and social media that are not produced internally.
__________ 包括报纸、电视和广播新闻、外部网站以及非内部制作的博客和社交媒体。
a. Uncontrolled media
A。不受控制的媒体
b. Controlled media
b.受控媒体
c. Static media
C。静态媒体
d. Mainstream media
d.主流媒体
Montana governor Johnny B. Goode made a campaign appearance with several police officers in uniform lined up behind him. The problem was Montana law prohibits paid public employees from making such appearances while in uniform. At the follow-up press conference, Goode faced tough questions that he tried to answer. But the results were not favorable. What PR dilemma did he face?
蒙大拿州州长约翰尼·B·古德 (Johnny B. Goode) 出席竞选活动,身后排列着几名身穿制服的警察。问题是蒙大拿州法律禁止带薪公职人员穿着制服露面。在随后的新闻发布会上,古德面临着他试图回答的棘手问题。但结果并不理想。他面临什么公关困境?
a. He tried to use salesmanship
A。他试图运用推销术
b. He tried to control the message in an uncontrolled media environment
b.他试图在不受控制的媒体环境中控制信息
c. He tried to control the message by diverting attention
C。他试图通过转移注意力来控制信息
d. He tried to apply the hierarchy of outcomes but it did not work
d.他尝试应用结果层次结构,但没有成功
In traditional media, __________ channels include newsletters, corporate video, brochures, direct mail, and even voicemail messaging systems.
在传统媒体中,渠道包括时事通讯、企业视频、宣传册、直邮,甚至语音邮件消息系统。
a. Indirect
A。间接
b. Owned
b.拥有
c. Paid
C。有薪酬的
d. Shared
d.共享
LinkedIn sells ads that appear on profile pages, in users’ inboxes, on search results pages, and in LinkedIn group pages. Instead of charging the sponsor a flat, space-based fee, they calculate the advertising fee depending on how often the ad is viewed. This is an example of ______________ advertising.
LinkedIn 销售出现在个人资料页面、用户收件箱、搜索结果页面和 LinkedIn 群组页面上的广告。他们不会向赞助商收取固定的、基于空间的费用,而是根据广告的观看频率来计算广告费。这是______________广告的一个例子。
a. Spyware
A。间谍软件
b. Native
b.本国的
c. Pay-per-click
C。按点击付费
d. Stealth
d.隐身
GoPro is a company that makes high-definition waterproof cameras. Their primary communication strategy is letting users provide some of the content and dominate discussions. In this case, sharing media means GoPro is _____________. Shared media
GoPro是一家生产高清防水相机的公司。他们的主要沟通策略是让用户提供一些内容并主导讨论。在这种情况下,共享媒体意味着 GoPro 是_____________。共享媒体
a. Giving up some control
A。放弃一些控制权
b. Moving the needle
b.移动针
c. Polishing its image
C。打磨形象
d. Being nice
d.友善
Having a picture of your product pinned on a top Pinterest board, trending on Reddit (“the front page of the Internet”), or showing up at the top of organic search results on Google are all forms of earned media. Which is an example of another form of earned media?
将您的产品图片固定在 Pinterest 顶级版块上、Reddit(“互联网首页”)上的热门趋势或出现在 Google 有机搜索结果的顶部都是免费媒体的形式。这是另一种形式的免费媒体的例子?
a. Publishing a hashtag for comic relief
A。发布喜剧缓解主题标签
b. Getting retweeted by a celebrity
b.被名人转发
c. Buying placement at the top of search results
C。购买位于搜索结果顶部的展示位置
d. Earning cash flow through hidden charges
d.通过隐藏费用赚取现金流
Eva oversees public relations for a regional airline. She is working on a plan to specifically increase the number of mid-week travellers. To decide her communication channels, Eva must first analyze the _____ of various media to make wise and informed decisions.
伊娃负责一家支线航空公司的公共关系。她正在制定一项计划,专门增加周中旅客的数量。为了决定她的沟通渠道,伊娃必须首先分析各种媒体的_____,以做出明智且明智的决定。
a. Cost
A。成本
b. Creativity
b.创造力
c. Timelines
C。时间线
d. Pros and cons
d.优点和缺点
Andy enjoys writing newsletters, emails, and scripts for advertisements because he can develop and produce them exactly how he wants and guarantee where and to whom the messages are sent. Andy prefers _________.
安迪喜欢编写时事通讯、电子邮件和广告脚本,因为他可以完全按照自己的意愿开发和制作它们,并保证消息发送到何处以及发送给谁。安迪更喜欢_________。
a. Written words over images
A。将文字写在图像上
b. Earned media over paid media
b.赢得媒体优于付费媒体
c. Controlled media over uncontrolled media
C。受控媒体优于不受控媒体
d. Working independently over teamwork
d.独立工作优于团队合作
When Aunt Marge is trying to decide what new air fryer to buy, she reads an article in a magazine comparing the different products available. Aunt Marge values the ______________ of the news media instead of the informal opinions of friends and family.
当玛吉阿姨试图决定购买哪种新空气炸锅时,她读到杂志上的一篇文章,比较了不同的可用产品。玛吉阿姨重视新闻媒体的______________,而不是朋友和家人的非正式意见。
a. Third-party credibility
A。第三方信誉
b. Layout and structure
b.布局与结构
c. Advertising
C。广告
d. Shared content
d.共享内容
Pedro knows that in order to attract visitors to his website, he needs to develop a communication strategy designed to drive people to it because ________________.
佩德罗知道,为了吸引访问者访问他的网站,他需要制定旨在吸引人们访问该网站的沟通策略,因为________________。
a. Websites don’t get delivered to people
A。网站不会交付给人们
b. Websites are not as exciting as other forms of media
b.网站不像其他形式的媒体那么令人兴奋
c. Websites have too much brochureware
C。网站上有太多小册子
d. Websites are updated frequently
d.网站更新频繁
Stuart, a PR practitioner, for his client Target, developed a campaign where Target bought all the ad space in the August issue of The New Yorker. The idea of utilizing this type of __________ media was to attract attention by uncluttering the ad environment.
斯图尔特是一名公关从业者,他为他的客户 Target 制定了一项营销活动,Target 购买了《纽约客》八月号的所有广告空间。利用这种类型的媒体的想法是通过整理广告环境来吸引注意力。
a. Owned
A。拥有
b. Earned
b.赢得
c. Shared
C。共享
d. Paid
d.有薪酬的
_____________ is paid advertising presented in the form of the media content that surrounds it
_____________ 是以其周围媒体内容的形式呈现的付费广告.
a. Native advertising 课本P180原话
A。原生广告课本P180原话
b. Corporate advertising
b.企业广告
c. Syndicated advertising
C。联合广告
d. Content advertising
d.内容广告
The fast-food restaurant Wendy’s invests a lot of resources in developing content it hopes will be shared. When broad sharing is a goal, the biggest successes are the posts that __________.
快餐店 Wendy’s 投入了大量资源来开发希望能够分享的内容。当广泛分享是一个目标时,最大的成功就是__________的帖子。
a. Generate the most comments
A。产生最多评论
b. Are the most creative
b.都是最有创意的
c. Go viral
C。病毒式传播
d. Include food
d.包括食物
Social media and publicity are considered _________ media because social media users, news editors, and producers determine how stories are told and evolve in their respective media.
社交媒体和宣传被认为是 _________ 媒体,因为社交媒体用户、新闻编辑和制作人决定故事在各自媒体中的讲述和发展方式。
a. Inexpensive
A。便宜
b. Ad-hoc
b.特别指定
c. Uncontrolled
C。不受控制
d. Controlled
d.受控
___________ is the process of affecting the online visibility of a website or web page in a web search’s natural or organic results. This requires brands to offer useful information, design their site well, and build relationships with other sites that may link back to the brand’s sight.
___________ 是影响网站或网页在网络搜索自然或有机结果中的在线可见性的过程。这要求品牌提供有用的信息,精心设计网站,并与其他可能链接回品牌视线的网站建立关系。
a. Algorithm management
A。算法管理
b. Search engine optimization
b.搜索引擎优化
c. Web credibility
C。网络可信度
d. Google AdWords
d.谷歌广告关键词
Chapter 6
第6章
A ___________ is a temporary storefront, event or experience designed to gain attention and generate engagement by appearing quickly in an unusual place.
___________ 是一个临时店面、活动或体验,旨在通过在不寻常的地方快速出现来吸引注意力并产生参与度。
a. Pop-up
A。弹出窗口
b. Trunk sale
b.后备箱销售
c. Flash sale
C。闪购
d. Fly-by-night
d.红眼航班
One of the most common PR client requests is ___________.
最常见的公关客户请求之一是 ___________。
a. Help us with damage control
A。帮助我们控制损失
b. Help us be number one
b.帮助我们成为第一
c. Help us raise awareness 课本P150原话
C。帮助我们提高认识课本P150原话
d. Help us raise money
d.帮助我们筹集资金
Before communication can have any effect at all, people must be __________ to the messages.
在沟通产生任何效果之前,人们必须对信息产生______________。
a. Driven
A。驱动
b. Exposed
b.裸露
c. Coaxed
C。哄骗
d. Oblivious
d.健忘的
PR publics may not love the idea of donating blood or eating more vegetables, but if they are going to be convinced to participate, PR communication must keep them ____________.
公关公众可能不喜欢献血或多吃蔬菜的想法,但如果要说服他们参与,公关传播必须让他们____________。
a. Engaged
A。已订婚的
b. Laughing
b.笑
c. Fixated
C。固定
d. Happy
d.快乐的
In campaigns like the ALS Ice Bucket Challenge, people not only learned, agreed, and acted, but also encouraged others to do likewise. This is referred to in PR as __________.
在像 ALS 冰桶挑战这样的活动中,人们不仅学习、同意和行动,而且还鼓励其他人也这样做。这在 PR 中称为 __________。
a. Brainwashing
A。洗脑
b. Proselytizing
b.传教
c. Creating zombies
C。创造僵尸
d. Cheerleading
d.啦啦队
William posts a six-second video on the microblogging service Tumblr for his client General Electric that connected the viewer to GE’s message of being a science and technology company. This is an example of __________.
William 在微博服务 Tumblr 上为他的客户通用电气发布了一段六秒的视频,将观众与通用电气作为一家科技公司的信息联系起来。这是__________的一个例子。
a. Tactical decision making
A。战术决策
b. Internal communication
b.内部沟通
c. Micro decision making
C。微观决策
d. Strategic decision making
d.战略决策
Anna Beth is conducting research for DuPont on the effects of genetically modified organisms (GMO) on corn production and consumption. She is putting each step in chronological order. This is an example of constructing a ____________.
安娜·贝丝 (Anna Beth) 正在为杜邦公司进行转基因生物 (GMO) 对玉米生产和消费影响的研究。她按时间顺序排列每一步。这是构造 ____________ 的示例。
a. Numerical list
A。数值列表
b. Timeline
b.时间线
c. Quantitative chart
C。定量图表
d. GMO app
d.转基因应用程序
Big Mama, an R&B star, has 67 million followers on Instagram. It is possible that she reached this number of real-people followers organically and over time. In contrast, there are companies that provide a service where Big Mama could have purchased a large number of ____________.
Big Mama 是一位 R&B 明星,在 Instagram 上拥有 6700 万粉丝。随着时间的推移,她有可能自然而然地获得了如此多的真实粉丝。相比之下,有些公司提供的服务让 Big Mama 可以购买大量____________。
a. Zombie followers
A。僵尸追随者
b. Paid followers
b.付费关注者
c. Parasite followers
C。寄生虫追随者
d. Mercenary followers
d.雇佣兵追随者
Students walk by bulletin boards all throughout their college campuses, sometimes several times a day. While the students are exposed to messages on the fliers by glancing at the board, most do not even __________.
学生们在整个大学校园里走过布告栏,有时一天好几次。虽然学生们通过看黑板就能看到传单上的信息,但大多数人甚至不会__________。
a. Like them
A。像他们
b. Pay attention
b.注意
c. Tear them down
C。把它们撕下来
d. Tell a friend about them
d.告诉朋友关于他们的事
The U.S. Department of Agriculture’s old food pyramid promoted balanced eating. While people liked the simple model and colorful graphics, many people did not ____ it, so the USDA settled on a plate graphic to illustrate the importance of a balanced diet.
美国农业部旧的食物金字塔提倡均衡饮食。虽然人们喜欢简单的模型和彩色图形,但许多人并不喜欢它,因此美国农业部选择了盘子图形来说明均衡饮食的重要性。
a. Appreciate
A。欣赏
b. Follow
b.跟随
c. Promote
C。推动
d. Comprehend
d.理解
Aileen does marketing communications for a financial advisor. She has focused her efforts on teaching young adults how to open a retirement account. Now she must try to get more young adults to ______ that this is something important they must do.
艾琳为一位财务顾问做营销传播工作。她主要致力于教导年轻人如何开设退休账户。现在她必须努力让更多的年轻人明白这是他们必须做的重要事情。
a. Apportion
A。分摊
b. Advertise
b.广告
c. Agree
C。同意
d. Allocate
d.分配
__________ are desired outcomes that directly help and organization pursue its mission or vision, for example, dollars donated, products sold, or percentage of the population registered to vote.
__________ 是直接帮助组织实现其使命或愿景的期望结果,例如捐赠的美元、销售的产品或登记投票的人口百分比。
a. Objectives
A。目标
b. Metrics
b.指标
c. Goals
C。目标
d. Plans
d.计划
If Raymond wanted to have 100 percent of his neighbors registered to vote, he needs to take specific steps. He would set specific _________ that would help meet this broader _______.
如果雷蒙德想让他的邻居 100% 登记投票,他需要采取具体步骤。他会设定具体的_________,以帮助满足更广泛的_______。
a. Goal; objective
A。目标;客观的
b. Objectives; goal
b.目标;目标
c. Tactics; mission
C。策略;使命
d. Metrics; tactic
d.指标;战术
While measuring the number of tweets posted, news releases sent, events sponsored or schools visited by experts provides a useful assessment of what has been done, they are merely _____ and do not measure what you hope to accomplish.
虽然衡量发布的推文、发送的新闻稿、赞助的活动或专家访问的学校的数量可以对已完成的工作进行有用的评估,但它们只是 _____,并不能衡量您希望实现的目标。
a. Outcomes
A。结果
b. Outputs
b.输出
c. Outliers
C。异常值
d. Out of scope
d.超出范围
Anya uses ________ to monitor her program’s efforts on social media so she can make corrections based on feedback. She does his throughout the campaign on a weekly basis.
Anya 使用 ________ 来监控她的项目在社交媒体上的表现,以便她可以根据反馈进行纠正。在整个竞选过程中,她每周都会这样做。
a. Formative progression
A。形成过程
b. Summative evaluation
b.总结性评价
c. Formative evaluation 在活动过程中
d. Summative progression
d.终结性进展
Strategic communicators who write SMART objectives realize they’ve done themselves a favor when it’s time for ___________.
制定 SMART 目标的战略沟通者意识到,当需要 ___________ 的时候,他们帮了自己一个忙。
a. Lunch
A。午餐
b. Evaluation
b.评估
c. Planning
C。规划
d. Pitching new business
d.推销新业务
Richard is set to research his handwashing campaign in 100 area primary schools. Before he starts the research, he wanted to know how many children washed their hands before eating, which turned out to be 5 percent. This tactic of __________ is different from measuring the outcome of the campaign.
理查德计划在 100 所地区小学研究他的洗手运动。在开始研究之前,他想知道有多少孩子在吃饭前洗手,结果是 5%。这种 __________ 策略与衡量活动结果不同。
a. Benchmarking
A。标杆管理
b. Moving the needle
b.移动针
c. Playing with the numbers
C。玩数字
d. The Gold Standard
d.黄金标准
Chapter 5
第5章
__________ is a narrative presentation analyzing the internal and external environment of an organization and its publics as it relates to the start of a campaign or program.
__________ 是一种叙述性演示,分析与活动或计划的开始相关的组织及其公众的内部和外部环境。
a. Situation analysis
A。情况分析
b. Scope of work
b.工作范围
c. Executive summary
C。执行摘要
d. Memo of understanding
d.谅解备忘录
A __________ is a formal explanation of an organization’s steady, enduring purpose.
__________ 是对组织稳定、持久目标的正式解释。
a. Summary statement
A。总结声明
b. Mission statement
b.使命宣言
c. Profile statement
C。简介声明
d. Special statement
d.特别声明
A PR firm in Chicago explores census data, reads market research reports, searches for blogs or news stories on the Web, or reviews research from past case studies to research trends in teen clothing. This type of research is an example of __________.
芝加哥的一家公关公司探索人口普查数据,阅读市场研究报告,在网络上搜索博客或新闻报道,或回顾过去的案例研究以研究青少年服装的趋势。此类研究是 __________ 的一个例子。
a. Public research
A。公共研究
b. Secondary research
b.二次研究
c. Primary research
C。初步研究
d. Tertiary research
d.高等教育研究
Successful planning in public relations begins, ends, and begins again, with ___________.
成功的公共关系策划从___________开始、结束、再开始。
a. Budgets
A。预算
b. Input
b.输入
c. Problem statement
C。问题陈述
d. Research
d.研究
When developing her public relations plan, Rhonda knows it is important to research and understand the internal factors that will help her client reach its goals. It is also equally important to learn about the internal ___________ that will make it harder for her organization to do what it wants to do.
在制定公共关系计划时,朗达知道研究和了解有助于客户实现目标的内部因素非常重要。同样重要的是了解内部的_________,这将使她的组织更难做它想做的事情。
a. Threats
A。威胁
b. Opportunities
b.机会
c. Strengths
C。优势
d. Weaknesses
d.弱点
The ________ provides a framework to Kora, a public relations account supervisor, so she can see the factors that contribute to and inhibit her client’s ability to achieve its goals or mission. ______________.
________ 为公共关系客户主管 Kora 提供了一个框架,以便她能够看到有助于和抑制客户实现其目标或使命的能力的因素。 ______________。
a. Content analysis
A。内容分析
b. SWOT analysis
b. SWOT分析
c. LOSS analysis
C。损耗分析
d. Situation analysis
d.情况分析
James Grunig’s _______ says that publics range from latent to aware to active based on their levels of involvement, problem recognition, and constraint recognition.
詹姆斯·格鲁尼格(James Grunig)的_______表示,根据公众的参与程度、问题识别和约束识别程度,公众的范围从潜在到意识到再到活跃。
a. Conditional Theory of Publics
A。公众的条件理论
b. Conditional Theory of Practice
b.条件实践理论
c. Situational Theory of Publics
C。公众情境理论
d. Situational Theory of Practice
d.实践情境理论
Ivanna enjoys unwinding after class by watching some of her favorite TV shows on Hulu. Lately, she has become angry in learning how her Internet Service Provider might slow down delivery of her shows. Ivanna writes multiple letters to her congressional representatives urging them to support an open Internet. How would you best describe Ivanna’s situation as a “public?”
伊万娜 (Ivanna) 喜欢在课后通过在 Hulu 上观看一些她最喜欢的电视节目来放松身心。最近,当她得知她的互联网服务提供商可能会减慢她的节目的交付速度时,她感到很生气。伊万娜给她的国会代表写了多封信,敦促他们支持开放的互联网。作为“公众”,您如何最好地描述伊凡娜的处境?
a. Latent
A。潜
b. Aware
b.意识到的
c. Attentive
C。细心
d. Active
d.积极的
According to public relations scholars Shannon Bowen and Don Stacks, a primary weakness of utilitarian ethics is that the person who applies them can use them to ___________.
根据公共关系学者香农·鲍文(Shannon Bowen)和唐·斯塔克斯(Don Stacks)的说法,功利主义道德的一个主要弱点是,应用它们的人可以利用它们来___________。
a. Fail to see the pros and cons of a particular decision
A。看不到特定决定的利弊
b. Sanction spending money on the wrong projects
b.制裁把钱花在错误的项目上
c. Justify decisions that favor good personal outcomes, not good outcomes for the public interest
C。证明有利于个人良好结果而不是公共利益良好结果的决策的合理性
d. Bend the rules to accomplish ulterior motives
d.扭曲规则以达到不可告人的目的
Chapter 4
第4章
According to Hon and Grunig, “In a ____________ relationship, both parties provide benefits to the other because they are concerned with the welfare of the other—even when they get nothing in return.”
根据 Hon 和 Grunig 的说法,“在____________关系中,双方都会为对方提供好处,因为他们关心对方的福利——即使他们没有得到任何回报。”
a. Vertical
A。垂直的
b. Communal
b.公共
c. Directional
C。定向
d. Noncommittal
d.不置可否
Jack is a journalist at the Johnson City Press, a local newspaper. He is handed three different news events ranging from a hit-and-run accident, a cat stranded in a tree, and a new CEO promotion. Jack must apply the principles of ____________ to make the decision.
杰克是当地报纸约翰逊城市出版社的记者。他收到了三起不同的新闻事件,包括肇事逃逸事故、一只被困在树上的猫以及新任首席执行官的晋升。杰克必须运用____________原则来做出决定。
a. Self-aggrandizement
A。自我夸大
b. Column spacing
b.柱间距
c. Newsworthiness
C。新闻价值
d. Rolling the dice
d.掷骰子
Jamie goes online to buy a book on Amazon. This transaction is known as business-to-consumer, or B2C. How is B2C different than B2B?
杰米上网在亚马逊上购买一本书。这种交易称为企业对消费者(B2C)。 B2C 与 B2B 有何不同?
a. B2C is cheaper than B2B
A。 B2C比B2B便宜
b. B2C is faster than B2B
b. B2C比B2B更快
c. B2C is the same as B2B
C。 B2C 与 B2B 相同
d. B2C involves the consumer, whereas B2B does not
d. B2C 涉及消费者,而 B2B 不涉及消费者
Fortune magazine partners with the Great Place to Work Institute to pick the 100 best companies to work for. Most of the scoring is based on the results of a trust index survey of the employees. This is an example of surveying __________.
《财富》杂志与 Great Place to Work Institute 合作评选出 100 家最适合工作的公司。大多数评分是基于员工信任指数调查的结果。这是调查 __________ 的一个例子。
a. External publics
A。外部公众
b. First-line publics
b.一线民众
c. Internal publics
C。内部公众
d. Low-level publics
d.低层民众
Intel Corporation institutes a BYOD (bring your own device) policy to access their internal IT system. This policy requires Intel to trust their employees to protect sensitive corporate information and the employees to trust the company to keep their information private. What are the results of this policy?
英特尔公司制定了 BYOD(自带设备)政策来访问其内部 IT 系统。该政策要求英特尔相信其员工会保护敏感的公司信息,并要求员工相信公司会保守其信息的私密性。这项政策的结果是什么?
a. The results are mutually beneficial
A。结果是互惠互利的
b. The results are not mutually beneficial.
b.结果并不互惠互利。
c. The results produce confusion.
C。结果会产生混乱。
d. The results cannot be defined.
d.结果无法定义。
According to Canary and Stafford, one strategy to successfully maintain relationships is ________________, such as expressing favorable attitudes and interacting with partners in a cheerful, uncritical manner.
Canary 和 Stafford 认为,成功维持关系的一种策略是________________,例如表达有利的态度并以愉快、不加批判的方式与伴侣互动。
a. Calmness
A。冷静
b. Optimism
b.乐观
c. Positivity
C。积极性
d. Judgement
d.判断
When employees are ___________, they feel empowered, involved, emotionally attached and dedicated to the organization, and excited and proud about being a part of it.
当员工__________时,他们会感到被赋予权力、参与其中、对组织有情感依恋和奉献精神,并为成为组织的一部分而感到兴奋和自豪。
a. Well paid
A。报酬丰厚
b. Given more time off
b.给予更多的休息时间
c. Engaged
C。已订婚的
d. feel heard
d.感觉被听到
After Hurricane Maria, medical technology company Medtronic was able to have its manufacturing plants in Puerto Rico up and running in six weeks, despite the immense destruction. How was it able to recover so quickly?
飓风玛丽亚过后,尽管遭受了巨大破坏,医疗技术公司美敦力仍能够在六周内恢复其位于波多黎各的制造工厂的运转。怎么能够恢复得这么快?
a. The company invested in restoring part of the power grid
A。公司投资恢复部分电网
b. The company invested in its employees
b.公司投资于员工
c. The company invested in local government leaders
C。公司投资当地政府领导
d. The company invested in durable technologies
d.公司投资于耐用技术
Chapter 3
第3章
In traditional mass media, ____________ is the paid media space that sponsors use to persuade audiences.
在传统大众媒体中,____________是赞助商用来说服受众的付费媒体空间。
a. Marketing
A。营销
b. Public Relations
b.公共关系
c. Advertising
C。广告
d. Propaganda
d.宣传
Yahoo, Bing, and Google sell sponsored results that appear when users search for certain keywords. For example, a search for “yogurt” will reveal yogurt ads and links prominently displayed at the top of the results. This is an example of ____________.
雅虎、必应和谷歌出售用户搜索某些关键字时出现的赞助结果。例如,搜索“酸奶”将显示酸奶广告和链接,这些广告和链接突出显示在结果顶部。这是_______的一个例子。
a. Search advertising
A。搜索广告
b. Search public relations
b.搜索公共关系
c. Search divergence
C。搜索分歧
d. Search convergence
d.搜索融合
Proctor & Gamble’s advertising department needed to know how many good reviews were posted about their new toothpaste. This is an example of ____________.
宝洁公司的广告部门需要知道有多少关于他们的新牙膏的好评。这是_______的一个例子。
a. Keywords
A。关键词
b. Analytics
b.分析
c. Practical ethics
C。实用道德
d. Synthesis
d.合成
Elton developed and branded a new Bluetooth-enabled door lock. He analyzed the product life cycle and found it to be easy to use and effective. This is an example of which one of the marketing mix basics?
埃尔顿开发并命名了一款新型蓝牙门锁。他分析了产品生命周期,发现它易于使用且有效。这是哪一个营销组合基础知识的示例?
a. Product
A。产品
b. Price
b.价格
c. Place
C。地方
d. Promotion
d.晋升
Richard Edelman, founder of a PR firm, tweeted about the new American Cancer Society’s campaign. News Channel 5 picked up the tweet and reported the campaign in a positive way. The role Channel 5 played is called ____________.
公关公司创始人理查德·埃德尔曼 (Richard Edelman) 在推特上介绍了美国癌症协会的新活动。新闻频道 5 转载了这条推文并以积极的方式报道了这次活动。 Channel 5 所扮演的角色称为____________。
a. Fourth-party credibility
A。第四方信誉
b. First-party credibility
b.第一方信誉
c. Second-party credibility
C。第二方信誉
d. Third-party credibility
d.第三方信誉
Olivia spotted a nice outfit on the Loft’s Pinterest pinboard. She saw the same message on Loft’s Facebook page and decided to buy the outfit. What persuasive technique is being used by Loft?
奥利维亚在 Loft 的 Pinterest 留言板上发现了一套漂亮的衣服。她在 Loft 的 Facebook 页面上看到了同样的信息,并决定购买这套衣服。 Loft 使用什么说服技巧?
a. Advertising
A。广告
b. Integrated marketing communication
b.整合营销传播
c. Public relations
C。公共关系
d. Bait and switch
d.诱饵和开关
Chapter 2
第2章
Propaganda, attention-getting and less-than-accurate information (if not downright lies) are hallmarks of the _____________ model of public relations.
宣传、吸引注意力和不太准确的信息(如果不是彻头彻尾的谎言)是公共关系_____________模式的标志。
a. Press agentry/publicity model
A。新闻代理/宣传模特
b. Public information model
b.公共信息模型
c. Two-way asymmetrical model
C。双向不对称模型
d. Two-way symmetrical model
d.双向对称模型
Jeff works for a local concert venue and promotes music performances. He constantly pushes out videos, photos, quotes, and links to media coverage through social media about artists who will be performing at his venue. He finds, though, that no matter how much content he puts out, few people are liking or commenting on his posts. Though Jeff is working hard, his approach illustrates ___________.
杰夫在当地的一个音乐会场工作并推广音乐表演。他不断通过社交媒体发布有关将在他的场地表演的艺术家的视频、照片、引言和媒体报道链接。但他发现,无论他发布多少内容,很少有人喜欢或评论他的帖子。尽管杰夫工作很努力,但他的方法说明___________。
a. Diminishing returns
A。收益递减
b. Propaganda
b.宣传
c. Flash mob mentality
C。快闪族心态
d. Increasing returns
d.增加回报
In June of 2018, IHOP went to great lengths to stand out on social media by __________.
2018 年 6 月,IHOP 竭尽全力通过 __________ 在社交媒体上脱颖而出。
a. Taking on prominent political figures on Twitter
A。在 Twitter 上与著名政治人物较量
b. Going head-to-head with other fast-food giants
b.与其他快餐巨头正面交锋
c. Announcing the world’s largest stack of pancakes
C。宣布推出世界上最大的煎饼堆
d. Teasing a name change that didn’t really happen
d.戏弄一个并没有真正发生的更名
Which PR practitioner is most deeply associated with the Public Information Model of public relations?
哪位公关从业者与公共关系的公共信息模型关系最密切?
a. John D. Rockefeller
A。约翰·D·洛克菲勒
b. P.T. Barnum
b. PT巴纳姆
c. Ivy Ledbetter Lee
C。艾薇·莱德贝特·李
d. George F. Parker
d.乔治·F·帕克
Ivy Lee, when sending materials to the media, was known to include his _________, which stated, in part: “This is not a secret press bureau. All our work is done in the open. We aim to supply news… Our matter is accurate.”
据了解,艾维·李在向媒体发送材料时,附上了他的_________,其中部分内容是:“这不是一个秘密新闻局。我们所有的工作都是公开进行的。我们的目标是提供新闻……我们的事情是准确的。”
a. Commitment to transparency
A。对透明度的承诺
b. Statement of fact
b.事实陈述
c. Declaration of principles
C。原则声明
d. Code of conduct
d.行为守则
In the early 1900s, when the Pennsylvania Railroad had a wreck near Gap, Pennsylvania, instead of suppressing news of the accident, Ivy Lee invited reporters to the scene so they could see it first-hand. His open-access policy illustrates the concept of _____________.
1900年代初,当宾夕法尼亚铁路在宾夕法尼亚州加普附近发生事故时,艾维·李没有隐瞒事故消息,而是邀请记者前往现场,以便他们亲眼目睹。他的开放获取政策阐释了_____________的概念。
a. Favorability
A。好感度
b. Transparency
b.透明度
c. Informing
C。通知
d. Advocacy
d.宣传
James conducts public relations for a publicly held corporation that offered shares for trading on the New York Stock Exchange. He is obligated to file certain reports and to make public certain information that may affect investors’ decisions. Which of the following is NOT an example of this type of “material information?”
詹姆斯为一家在纽约证券交易所发行股票交易的上市公司开展公共关系。他有义务提交某些报告并公开某些可能影响投资者决策的信息。以下哪项不是此类“重大信息”的示例?
a. Issuing a product recall on a dangerous product
A。对危险产品发出产品召回
b. Announcing quarterly sales and revenue
b.公布季度销售额和收入
c. Launching a new marketing campaign
C。启动新的营销活动
d. Hiring a new chief executive officer
d.聘请新首席执行官
The _____________ is the regulatory agency governing activities and communication of publicly held corporations.
_____________ 是管理上市公司活动和沟通的监管机构。
a. Securities and Exchange Commission
A。证券交易委员会
b. Department of Justice
b.司法部
c. Department of the Treasury
C。财政部
d. Internal Revenue Service
d.国税局
Lydia has the job title of public information officer. What industry is most commonly associated with this public relations job?
莉迪亚的职位是公共信息官员。该公共关系工作最常与哪个行业相关?
a. Sports
A。运动的
b. Railroads
b.铁路
c. Government
C。政府
d. Technology
d.技术
Chapter 1
第1章
____________ is the degree to which one communicates reliably, accurately and true to his or her own character and the character of the organization he or she represents.
____________ 是指一个人可靠、准确和真实地表达自己的性格以及他或她所代表的组织的性格的程度。
a. Authenticity
A。真实性
b. Transparency
b.透明度
c. Influence
C。影响
d. Principled
d.有原则的
In an effort to show ____________, a politician releases his tax returns for public viewing.
为了表明____________,一位政客公布了他的纳税申报表供公众查看。
a. Opacity
A。不透明度
b. Mirroring
b.镜像
c. Diverting
C。改道
d. Transparency
d.透明度
There are times when secrecy might make sense to publics. For example, Apple denied requests from the FBI to hand over the required code to unlock their phone so the company could protect its proprietary information. In cases like Apple’s, organizations can still ____________.
有时保密对公众来说可能是有意义的。例如,苹果公司拒绝了联邦调查局提出的要求,即交出解锁手机所需的代码,以便该公司可以保护其专有信息。在像苹果这样的情况下,组织仍然可以____________。
a. Divert attention away from the issue of secrecy
A。转移人们对保密问题的注意力
b. Never tell the truth about what they are keeping secret and why
b.永远不要说出他们保守秘密的真相以及原因
c. Tell the truth about what they are keeping secret and why
C。说出他们保守秘密的真相以及原因
d. Carry on as if there is no problem
d.就当没有问题一样继续
British Petroleum rebranded its company with a new logo and a public image as being environmentally friendly. Why did critics question the campaign soon after?
英国石油公司用新标志和环保公众形象重新命名了公司。为什么批评者很快就质疑该活动?
a. The colors of the logo were not as cheerful and appealing
A。标志的颜色没有那么欢快和吸引人
b. The company’s investments in oil extraction far exceeded those in renewable energy
b.该公司在石油开采方面的投资远远超过在可再生能源方面的投资
c. Management did not explain the thinking behind the new brand
C。管理层没有解释新品牌背后的想法
d. The online contest about going “Beyond Petroleum” did not raise awareness
d.关于“超越石油”的在线竞赛并未提高人们的认识
Listening, or paying attention to and processing what others are communicating, is at the heart of ______________.
倾听,或者注意并处理别人正在交流的内容,是______________的核心。
a. Two-way communication
A。双向通讯
b. Authenticity
b.真实性
c. Organization
C。组织
d. Influence
d.影响
Matthew is a public relations practitioner for a large non-profit organization. He uses traditional research methods like surveys, monitors what people are saying on social media and in the news, and talks to employees and donors about the organization. Not only is he looking for feedback to help improve the organization, this type of listening will help _________________.
马修是一家大型非营利组织的公共关系从业者。他使用调查等传统研究方法,监控人们在社交媒体和新闻中的言论,并与员工和捐助者谈论该组织。他不仅寻求反馈来帮助改进组织,而且这种类型的倾听将有助于_________________。
a. Avoid surprises that could lead to a crisis
A。避免可能导致危机的意外情况
b. Save on budget costs
b.节省预算成本
c. Do a better job with spinning
C。更好地进行旋转工作
d. Improve his time management
d.改善他的时间管理