Exam 5: Planning: Goals and Objectives, Messages and Themes, Channels and Strategies

An objective that describes the knowledge, beliefs and attitudes desired for members of target audiences, but not necessarily specific behaviors or actions, is called a an)

According to the textbook, one weakness of the World Wide Web as a public relations tool is that

An objective that describes the specific behaviors or actions desired for members of target audiences is called a an)

Which of the following media channels exhibits these characteristics: effective for reaching broad adult audience but lacks appeal to youth; sometimes demonstrates anti-corporate and anti-public relations bias.

An objective that describes your advocacy of or opposition to a proposed government action, such as a federal law, state law, county ordinance or city ordinance is called a an)

What is the difference between the terms "goals" and "objectives"?

Which of the following media channels exhibits these characteristics: effective for reaching youth audience; more detailed demographic research available on audience as compared to others); difficult to cover visual stories.

Which of the following media channels exhibits these characteristics: effective for reaching very small and well-defined target audiences; sometimes difficult to work with due to lengthy lead time necessary for coverage.

The various magazines that serve the housewives and "stay-at-home moms" are known collectively by what nickname?

Which of the following media channels exhibits these characteristics: effective for emotional appeal; effective for reaching broad consumer audience; research shows that retention is low; ineffective in covering stories requiring depth and detail; bias toward visual stories.