Cam certificate examination in public relations

Time allowed: THREE HOURS

All candidates are required to answer QUESTION ONE and THREE OTHER QUESTIONS.

ALL questions carry equal marks.

Rough work should be included in the answer book (s) and ruled through, but will not be accepted as part of the candidate's answers.

Whenever possible, candidates should include examples from real life situations.

Question One (Mandatory)

Write a news release announcing the launch of a new mobile telephone network. Your release should be set out in the correct format. You should also indicate what other information you might include in the pack that would be given to journalists at the launch of the new network.

Question Two

You work in the in-house public relations department of a generic marketing association whose objective is to promote the purchase and consumption of English apples. The association's main activities take place during 'English Apple Week', held each year at the beginning of September. This year's objective is to encourage young people to become more aware of the nutritional value of apples and encourage them to buy apples instead of convenience snack foods.

The head of your department has asked you to draft a memo outlining the promotional activities that could be organised by the association this year. Write the memo. You should include a budget, outline the planning timetable needed for the one-week promotion and say how you would eval­uate its effectiveness.

Question Three

The local council for which you work has a policy of sending young offenders on a combined outward bound and community aid course. The course has proved very effective in preventing young people from re-offending. There has been a report in a local newspaper, followed by a report on local radio, implying that your council's programme is like those of other local authorities, with teenagers being sent on exotic holidays with public money.

A meeting has been called to discuss how the council should respond to this issue. Write an action plan for the meeting, including a timetable, outlining your

Question Four

You work in a public relations consultancy in the West Midlands which has many business-to-business clients. Your account director has been asked to speak at a local Chamber of Commerce meeting about editorial coverage in the trade press. Her talk is provisionally entitled: 'Has the UK trade press lost its editorial independence and integrity? ' and she has asked you to pre­pare notes for the talk. She has particularly asked you to cover the topics of colour separations, advertorials and product features. Prepare the notes.

Question Five

The newly appointed managing director of the manufacturing company for which you work has recently told you that he thinks that public relations is 'just free advertising'. You disagreed at the time, and he asked you to write an article of about five hundred words for the company's in-house magazine explaining why. Write the article, and include examples of your company's and other organisations' successful public relations campaigns to refute this assertion.

Question Six

You work in the public relations department of the largest department store in a town where a new local radio station will shortly be launched. Your head of department has asked you to investigate the promotional opportunities afforded by the new station.

, Write an action plan illustrating how you would go about finding out the relevant information. (10 marks)

Outline three PR-related promotional ideas, involving the radio sta­tion, for your store. Include information about the cost implications of each. (15 marks)

Question Seven

A charity which provides riding holidays for disabled children has asked your public relations consultancy for help with its communications programme. The national director of the charity is particularly concerned about the effect that the National Lottery has had on donations from the public. Write a public relations plan showing how the charity might raise its profile.

Question Eight

The public relations department of the company where you work has recently recruited a graduate trainee who has had no relevant work experience. You have been asked to prepare an induction programme for him.

Draft a plan of activity for his first week. (12 marks)

Draft a memo outlining the legal and voluntary constraints under which he will be working as a public relations practitioner. (13 marks)

Time allowed: THREE HOURS

All candidates are required to answer QUESTION ONE and THREE OTHER QUESTIONS.

All questions carry equal marks.

QuestionOne (Mandatory)

You are an account manager with a public relations agency which has won a pitch

to undertake the publicity for the local authority's bid to host the next

Olympics.

(a) Write a news release announcing the win and explaining the con­sultancy's brief and function. (15 marks)

(b) Outline the target audiences for the announcement and list the types of media you would use to reach them, giving examples of each type of medium. (10 marks)

Question Two

You work in the in-house public relations department of Browns Ltd, a privately owned company that is considering going public within the next two years to raise some additional share capital. You have been asked to prepare a report for the Board detailing:

(a) the financial publics and media concerned (15 marks)

(b) the communications issues involved (10 marks)

Draft the report, using appropriate subheadings within your answer to highlight important points.

Question Three

You have been asked to give a presentation to a group of first year students studying for a BA in Communication Studies at your local univer­sity. The subject you have chosen is: 'Planning and implementing a media relations campaign'. Write outline notes for the presentation, which should set media relations in the wider context of public relations as a whole.

Question Four

You work in the public relations department of a large pharmaceutical company, which has just merged with another of similar size. The manager of your department has asked you to submit a proposal as to how the newly merged firm should review its existing corporate literature and de-

velop new corporate literature for the combined group. Write the proposal in memo form, outlining:

(a) The process you would use for the review (9 marks)

(b) The recommendations you might make following the review (12 marks)

(c) Your timetable for the project (4 marks).
Question Five

You work in the public relations department of a company which provides professional training. It has training centres in several major cities in the UK. The Chief Executive wants to develop a community relations programme, and has asked you to prepare a report on the subject. Draft the report, which should include a definition of community relations, possible criteria and aims for the company's programme, possible benefits to both the company and the community, suitable activities for the programme, evaluation techniques and examples of two recent successful community relations programmes.

Question Six

You work for a government agency which is launching new guidelines for increasing energy efficiency in offices. A free booklet will be available on request, and a subsidised 'energy audif of individual premises will be offered. ■; You have been asked to handle the media launch. Prepare a plan for the event. You should indicate the categories of journalists who would be invited, giving examples where possible, outline the aims of the event, provide your suggested schedule for the actual launch day (to include venue and speakers), identify possible questions from the media and give details of the contents of the press pack. How will you measure whether the event has been a success?

Question Seven.

A charity which provides hospice care has approached your public relations agency about its plans to publicise its centenary next year. A member of the Royal Family is its patron and a number of celebrities are members of a 'Friends committee'. The charity wants to raise awareness of their hospices and encourage legacies and voluntary help. Write notes for a proposal to the charity on how your agency could help to meet its objectives. In addition to the activities involved, you should also outline how the programme would be evaluated, and any budget considerations. Question Eight

You work in the public relations department of a large clothing manufacturer. You have become aware that an investigative journalist working for a broadsheet national daily newspaper is researching an article about the damaging environ­mental impact of the clothing industry, and that she is using your company as a case study to illustrate the apparent lack of responsibility in the sector. The article is due to be published in two weeks' time. Write a plan for the board of your company showing how you would manage the situation.

-A-

ABOVE-THE-LINE расходы на рекла­му в СМИ

ACCELERATOR служащий рекламно­го агентства, контролирующий прохо­ждение заказов

ACCEPTANCE CERTIFICATE акт приемки

ACCIDENTAL SAMPLE методика слу­чайной выборки

ACCORDION FOLD тройной параллель­ный сгиб листа

ACCOUNT 1) счет; отчет; доклад; 2) кон­трактное соглашение с клиентом 3) рек­ламодатель, клиент рекламного агент­ства; тж. ADVERTISER

ACCOUNT EXECUTIVE 1) агент; по­средник; 2) менеджер рекламного агент­ства, координирующий работу по кон­кретному заказу; 3) агент фирмы по связи со СМИ

ACCOUNT MANAGEMENT отдел рек­ламного агентства, осуществляющий всю работу по связи с клиентом и от­вечающий за своевременность выпол­нения заказа

ACCOUNT PLANNER служащий агент­ства, представляющий интересы рек­ламодателя

ACCOUNT PLANNING планирование рекламной кампании на финансовой основе;

ACCUMULATIVE AUDIENCE совокуп­ная аудитория;

ACTION ADVERTISING реклама пря­мого воздействия, рассчитанная на не­посредственную реакцию со стороны читателя или зрителя

ACTION BLOCK блок непосредственно­го воздействия на потребителя; верх­няя часть рекламной пирамиды, со­ответствующая периоду времени, ко­гда покупатели лишь знакомятся с продуктом или только начинают по­купать его

7. Зак. 748

ACTION IMPLEMENTATION часть за­планированной акции по связи с обще­ственностью, направленная на доведе­ние информации до целевой аудитории любыми средствами

ACTION PROGRAM программа дей­ствия

ACTUAL REACH фактический охват

AD реклама, объявление

AD COLUMN колонка объявлений в те­левидении и радио, газете

AD COPY рекламный текст

AD COUPON рекламный купон в газе­те, журнале или в упаковке другого то­вара этой же фирмы

AD MAKER рекламист

AD SHOP рекламное агентство

ADVANCE PROOF полигр. пробный оттиск

ADVANCE PUBLICITY реклама, пред­восхищающая начало продажи товара или проведение рекламной кампании

ADVERTISE рекламировать

ADVERTISEMENT реклама

ADVERTISEMENT COLUMN колонка объявлений

ADVERTISEMENT FILE подборка рек­ламных образцов

ADVERTISEMENT IMPACT воздейст­вие рекламы на аудиторию

ADVERTISEMENT SUPPLEMENT рек­ламное приложение

ADVERTISER рекламодатель

ADVERTISING реклама, рекламная деятельность

ADVERTISING AGENCY рекламное агентство;

ADVERTISING ALLOWANCE реклам­ная скидка,

ADVERTISING BREAK рекламная вставка в теле- или радиопрограмму

ADVERTISING CAMPAIGN реклам­ная кампания

ADVERTISING CONCEPT концепция; основное содержание рекламы

ADVERTISING IMPRESSION воспри-

ятие; впечатление от рекламы у отдель­ного зрителя или слушателя ADVERTISING MANAGER менеджер

по рекламе ADVERTISING MEDIUM рекламный

канал; носитель рекламы ADVERTISING PLAN рекламный

план ADVERTISING RESEARCH анализ си­туации для планирования рекламной деятельности ADVERTISING REVENUE доход от

рекламы ADVERTISING STRATEGY реклам­ная стратегия ADVERTISING WEAROUT старение

рекламы ADVERTORIAL информационная справ­ка о продукте, данная редакцией га­зеты AFTER-PAY дополнительный платеж AGATE LINE газетная строка, единица измерения при подсчете объема реклам­ного сообщения AGENCY агентство, посредническая

фирма AGENCY COMMISSION комиссион­ные AGENCY NETWORK сеть рекламных

агентств; AGENT агент; лицо, действующее в чьих-либо интересах, обычно за извест­ное вознаграждение AIR эфир

ON THE AIR по радио; в эфире теле­передачи AIR CHECK запись программы для

архива AIR DATE дата выхода передачи в

эфир AIR TIME эфирное время; AIR TIME BUYER агент по закупке вре­мени на радио и телевидении ALLOCATE размещать ALLOCATE PRIORITIES расставлять

приоритеты ALLOCATION размещение рекламных

объявлений в СМИ AMERICAN ADVERTISING FEDER­ATION (AAF) Американская федера­ция рекламистов, AMERICAN ASSOCIATION OF ADVER-

TISING AGENCIES (AAAA) Американ­ская ассоциация рекламных агентств AMERICAN INSTITUTE OF PUBLIC OPINION Институт опроса обществен­ного мнения (США) AMERICAN NEWSPAPER PUBLISH­ERS' ASSOCIATION (ANPA) Амери­канская ассоциация издателей газет AMERICAN PSYCHOLOGICAL ASSO­CIATION (АРА) Ассоциация американ­ских психологов ANALYST комментатор; обозреватель ANGLE SHOT кадр, снятый под углом ANIMATED CAPTIONS движущиеся

надписи ANIMATED CARTOONS мультипли­кация ANIMATION мультипликация ANNOTATION 1) аннотация; краткое содержание опубликованной работы; 2) комментарий; примечание ANNOUNCEMENT сообщение, дава­емое между программами или во вре­мя передачи и несущее в себе важную информацию для потребителей ANNUAL 1) ежегодный; 2) ежегодник ANNUAL MEETING ежегодная отчет­ная конференция, проводимая директо­рами корпорации для акционеров ANNUAL REPORT ежегодный отчет пе­ред акционерами, ANSWER PRINT 1) пробная копия; 2) конечный рекламный продукт со всеми необходимыми заглавиями, над­писями и оптическими эффектами, подготовленный для просмотра рек­ламодателем перед многократным ко­пированием APPEAL 1) апелляция; 2) призыв; под­ход; 3) способ, используемый рекламо­дателем для более успешной информа­ции о товаре APPENDIX приложение APPLAUSE MAIL положительные отзы­вы на передачу или рекламу, прислан­ные по почте APPLICATION заявление APPLICATION FORM бланк ART искусство;

ART DIRECTOR (AD) художник-де­коратор ARTICLE 1) статья в газете; 2) статья договора; 3) изделие

ASHCANNING неудачно сделанная реклама

ASSOCIATED объединенный; ассоции­рованный

ASSOCIATED COMPANY дочерняя компания

ASSOCIATED PRESS (АР) Ассошиэй­тед Пресс, информационное агентст­во США

ASSOCIATION OF BUSINESS PUB­LISHERS (АВР) Ассоциация издате­лей специальной литературы по техни­ке, экономике, коммерции (США)

ASSOCIATION OF NATIONAL ADVER­TISERS (ANA) Ассоциация рекламода­телей США;

ASYMMETRIC BALANCE асиммет­ричное расположение элементов в рекламе

ATTENTION внимание

ATTENTION VALUE оценка уровня внимания;

ATTITUDE отношение; позиция;

AUDIENCE аудитория;

AUDIENCE COMPOSITION состав ау­дитории

AUDIENCE FLOW динамика измене­ния аудитории

AUDIENCE FRAGMENTATION деле­ние зрительской аудитории на груп­пы

AUDIENCE PROFILE демографиче­ский состав аудитории

AUDIENCE RESEARCH анализ соста­ва и интересов аудитории

AUDIENCE SECONDARY вторичная аудитория

AUDIO EDITING монтаж фонограммы

AUDIO RECORD фонограмма

AUDIT BUREAU OF CIRCULATIONS (ABC) Бюро по учету тиражей газет и журналов в США

AVERAGE 1) средний; 2) обычный; нор­мальный

AVERAGE NET PAID CIRCULATION средний тираж продаваемых газет или журналов

AWARENESS осознанность; осведом­ленность

7*

-В-

BABY BILLBOARD рекламный щит на транспорте

BACKGROUND фон

BACK LIGHT задняя подсветка

BACKUP резервное оборудование

BALLOON ADVERTISING реклама на воздушных шарах

BAND ADVERTISING реклама, зани­мающая всю газетную полосу

BAR CHART график; диаграмма

BAR CODE штриховой код на упаков­ке товара

BAR GRAPH график; диаграмма

BASE ART черновой вариант

BASE PRICE базисная цена

BASE RATE базовая ставка

BASIC CONCEPT основная идея, осно­вополагающая концепция рекламы

BASIC MESSAGE центральная идея рек­ламного объявления

BEDROCK AUDIENCE постоянная ау­дитория

BELOW-THE-LINE все расходы по продвижению товара на рынок поми­мо сумм, расходуемых на рекламу в СМИ; сюда также относятся почтовые расходы, бесплатная раздача образцов товара и т.п.

BIG CLOSE UP (BCU) крупный план (на телевидении, в кино или на фото­графии)

BIG SELLING NEWS сенсация

BIG SHOT амер. разг. крупная фигура; босс; политический деятель

BIG TICKET крупная покупка; дорого­стоящее приобретение

BIG SPLURGE AD реклама огромных размеров на улице или в газете

BILL счет; афиша, банкнота

BILLBOARD уличный рекламный щит

BILLING счет рекламодателю от реклам­ного агентства

BILL POSTER афиша; плакат.

BINDING обложка

BIRD'S-EYE VIEW вид сверху

BLACK-AND-WHITE черно-белый;

BLIND SPOT мертвая зона

BLIND PRODUCT TEST «слепое» тес­тирование продукта

BLOCK ADVERTISING блочная рек­лама BLOOMER ошибка; оговорка BLOW-IN CARD рекламная листовка, вкладываемая в журнал, но не подши-ваемаяв него BLOW-UP увеличенный фотоснимок BLUE PENCIL редакторские пометки,

сокращения и т.п. BLUEPRINT план; проект; программа BODY текстовая часть рекламы BODY COPY основной текст рекламы, BODY TYPE шрифт основного текста

книги, газеты или рекламы BOLDFACE жирный шрифт BOOKFAIR книжная ярмарка BOOKING размещение заказов BOTTOM PRICE крайняя, самая низ­кая цена BOTTOM QUALITY очень низкое ка­чество BOXED CAPTION текст в рамке BRAINPOWER интеллектуальная элита BRAND EQUITY весомость фабрич­ной марки BRAND IMAGE рисунок на фирменном знаке или фабричной марке для иден­тификации конкретного продукта или самой фирмы BRANDING процесс создания символа

марки для товара BRAND LOYALTY преданность брен­ду BRAND MANAGEMENT (PRODUCT MANAGEMENT) управление брен­дом BRAND MANAGER бренд-менеджер BRAND NAME текстовая часть фабрич­ной марки или фирменного знака BREAKOUT неожиданный рост объе­ма продаж BRIEF описание рекламы, передавае­мое рекламодателем рекламному агент­ству одновременно с заказом на эту рекламу BRIEFING информация для прессы по

конкретному вопросу BRIEFING BOOK информационный

справочник BRITISH CODE OF ADVERTISING PRACTICE (ВСАР) Британский рек­ламный кодекс