Effective Publicity for ECPs
Instructions: A. Complete the form below with your name and address and ABO ID Number. We cannot process tests or send your CEC, if there are blank or incomplete fields. B. Scroll through this window to view questions. For each question, choose the best answer A, B, C, or D and then use your mouse to check the corresponding button at right. There can only be one answer for each question. C. Check to be sure all information is correct and that you have answered all questions. Press the Submit Test button below the answers to submit your test. Seiko will grade your test and send your CEC or notice of failure in 7 to 10 business days.

1. The number-one rule of effective PR is:
A. Focus on output
B. Co-marketing
C. Persistence
D. Maintain workflow

2. When writing a press release for the consumer press,
you should:
A. Include multiple photos
B. Contact all editors on the newspaper or magazine
C. Focus on keeping the word count to 100 words or less
D. Keep the message geared toward visual health

3. If your consumer promotion is successful, you should:
A. Take photos and notes, and write a press release
to the optical trade press
B. Fill in your wholesale lab on the promotion details
C. Take a vacation
D. Write to every magazine in your region about
the promotion

4. Contact magazines you want to send press releases
to via:
A. Telephone
B. Website
C. U.S. Mail
D. Other postal carrier

5. What are the main elements in a press release?
A. Profiles, mini-profiles, and technical tips
B. Who, what, when, where, why, and how
C. Photographs, logos, and images
D. Captions, categories, and collateral

6. When considering how a press release will affect
readership, you should:
A. Consider the direct benefit to the reader of what
you're writing
B. Think about how many people will see the story
C. Slant the story angle to include non-visual benefits
D. Include multiple statistics, graphs, and charts

7. Don't forget to include contact information on:
A. Your interviewee
B. The president of the company
C. Your media contact person
D. All resources used in the press release

8. Stories to consumers need to address:
A. Overall eye health concerns
B. Technical lens information
C. Your ad promotion budget
D. Optical business strategy

9. When reviewing a press release, you should:
A. Offer advice only when asked
B. Check error using a blue ballpoint pen
C. Walk away from it overnight or for an hour or two
D. Review it yourself without outside input

10. Newsletters are used to:
A. Market your products to new customers
B. Ease your advertising budget
C. Market to your existing customer base
D. Showcase layout and production skills

11. To be effective, mailers must be repeated:
A. Every other month
B. Every six months
C. At least once a year
D. At least four times a year

12. An advertising budget is usually:
A. Ten to 12 percent of your net intake
B. Three to five percent of your gross intake
C. Last year's advertising budget plus two percent
D. Three to five percent of your net intake

13. An advertising theme with carry-over to press releases
can be:
A. Based on a previously underrated ad
B. Based on a tagline or short mission statement
C. Based on advertising philosophies
D. Based on national or local press standards

14. One way to be creative with a press release is to:
A. Do the same thing your competition is doing,
only better
B. Observe hotel billboards on the interstate
C. Enter publication contests
D. Talk with a least five PR agencies

15. A sample press release cover letter is used when:
A. You are contacting the press for the first time
B. You need to explain yourself and your
business in detail
C. You are sending a story with multiple photos and
need to explain them all
D. You need details about the publication to whom
you are sending the press release.