Question 1

The "one and a half" rule is a theory that states

Accepted Answer

A)  public relations professionals are one and a half times as smart as journalists and should therefore be paid one and a half times as much 
B)  audiences attach more credibility to paid advertising than conventional news coverage by that ratio) 
C)  audiences attach more credibility to conventional news coverage than paid advertising by that ratio) 
D)  it takes more money to reach an audience through print media than through broadcast media by that ratio) 
E)  it takes more money to reach an audience through broadcast media than through print media by that ratio) 
A)  public relations professionals are one and a half times as smart as journalists and should therefore be paid one and a half times as much 
B)  audiences attach more credibility to paid advertising than conventional news coverage by that ratio) 
C)  audiences attach more credibility to conventional news coverage than paid advertising by that ratio) 
D)  it takes more money to reach an audience through print media than through broadcast media by that ratio) 
E)  it takes more money to reach an audience through broadcast media than through print media by that ratio) C

Question 2

If your organization's message appears twice in a publication with a circulation of 24,000, those 48,000 potential opportunities to reach audience members are known as

Accepted Answer

A)  audience variables 
B)  contact points 
C)  media impressions 
D)  information exchanges 
E)  Z variables 
A)  audience variables 
B)  contact points 
C)  media impressions 
D)  information exchanges 
E)  Z variables C

Question 3

Public relations researcher Walter K. Lindenmann found in a recent survey that corporate public relations departments typically spend what percentage of a campaign budget on the evaluation stage?

Accepted Answer

A)  more than 90 percent 
B)  between 50 and 75 percent 
C)  between 20 and 40 percent 
D)  between 18 and 25 percent 
E)  less than 3 percent 
A)  more than 90 percent 
B)  between 50 and 75 percent 
C)  between 20 and 40 percent 
D)  between 18 and 25 percent 
E)  less than 3 percent E

Question 4

Making before-and-after comparisons is difficult because

Accepted Answer

A)  the process is expensive and time consuming 
B)  expertise is difficult to find 
C)  intervening variables cannot be measured 
D)  all of the above 
A)  the process is expensive and time consuming 
B)  expertise is difficult to find 
C)  intervening variables cannot be measured 
D)  all of the above

Question 5

A forward-looking form of evaluation which uses the results of a campaign just completed to recommend or describe what the client or organization needs to do next is called

Accepted Answer

A)  ongoing evaluation 
B)  summative evaluation 
C)  formative evaluation 
D)  managerial evaluation 
A)  ongoing evaluation 
B)  summative evaluation 
C)  formative evaluation 
D)  managerial evaluation

Question 6

In evaluating communications programs entered in PRSA and IABC competitions, judges are likely to consider which of the following the most important?

Accepted Answer

A)  completing the program on or below the allocated budget 
B)  completing the program on time 
C)  effective use of money spent 
D)  amount of media coverage generated 
A)  completing the program on or below the allocated budget 
B)  completing the program on time 
C)  effective use of money spent 
D)  amount of media coverage generated

Question 7

In evaluative research, the term for an unknown or unanticipated element that affects the results of a measurement is known as the

Accepted Answer

A)  variable 
B)  Y variable 
C)  Z variable 
A)  variable 
B)  Y variable 
C)  Z variable

Question 8

The method of evaluation that includes informal discussions with outside observers such as journalists and industry analysts is known as

Accepted Answer

A)  outside evaluation 
B)  non-linear evaluation 
C)  anecdotal evidence 
D)  non-sequitur evaluation 
E)  the Hawthorne Effect 
A)  outside evaluation 
B)  non-linear evaluation 
C)  anecdotal evidence 
D)  non-sequitur evaluation 
E)  the Hawthorne Effect

Question 9

Which of the following IS NOT one of the "rules of variables"?

Accepted Answer

A)  must happen before Y 
B)  must be shown to have caused Y 
C)  and Y must be "equal" variables 
D)  there must be no Z variables 
A)  must happen before Y 
B)  must be shown to have caused Y 
C)  and Y must be "equal" variables 
D)  there must be no Z variables

Question 10

A backward-looking form of evaluation which focuses on results of a campaign just completed is called

Accepted Answer

A)  ongoing evaluation 
B)  summative evaluation 
C)  formative evaluation 
D)  managerial evaluation 
A)  ongoing evaluation 
B)  summative evaluation 
C)  formative evaluation 
D)  managerial evaluation

Question 11

Which of the following methods of evaluative research is most often criticized as being superficial and potentially misleading?

Accepted Answer

A)  before-and-after comparisons 
B)  pre-test/post-test 
C)  analyzing media coverage 
D)  audience feedback 
A)  before-and-after comparisons 
B)  pre-test/post-test 
C)  analyzing media coverage 
D)  audience feedback

The "one and a half" rule is a theory that states

If your organization's message appears twice in a publication with a circulation of 24,000, those 48,000 potential opportunities to reach audience members are known as

Public relations researcher Walter K. Lindenmann found in a recent survey that corporate public relations departments typically spend what percentage of a campaign budget on the evaluation stage?

Making before-and-after comparisons is difficult because

A forward-looking form of evaluation which uses the results of a campaign just completed to recommend or describe what the client or organization needs to do next is called

In evaluating communications programs entered in PRSA and IABC competitions, judges are likely to consider which of the following the most important?

In evaluative research, the term for an unknown or unanticipated element that affects the results of a measurement is known as the

The method of evaluation that includes informal discussions with outside observers such as journalists and industry analysts is known as

Which of the following IS NOT one of the "rules of variables"?

A backward-looking form of evaluation which focuses on results of a campaign just completed is called

Which of the following methods of evaluative research is most often criticized as being superficial and potentially misleading?

Public Relations and Persuasion

An Overview of the Public Relations Process

Planning: Background Research

Planning: Primary Research

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

Implementation: Traditional Media Channels

Implementation: Interactive Media Channels

Implementation: Non-Media Channels

Discussion Questions

Legal Considerations

Ethical Considerations

International, Multicultural, and Gender Issues

Filters

Exam 10: Discussion Questions

The "one and a half" rule is a theory that states

If your organization's message appears twice in a publication with a circulation of 24,000, those 48,000 potential opportunities to reach audience members are known as

Public relations researcher Walter K. Lindenmann found in a recent survey that corporate public relations departments typically spend what percentage of a campaign budget on the evaluation stage?

Making before-and-after comparisons is difficult because

A forward-looking form of evaluation which uses the results of a campaign just completed to recommend or describe what the client or organization needs to do next is called

In evaluating communications programs entered in PRSA and IABC competitions, judges are likely to consider which of the following the most important?

In evaluative research, the term for an unknown or unanticipated element that affects the results of a measurement is known as the

The method of evaluation that includes informal discussions with outside observers such as journalists and industry analysts is known as

Which of the following IS NOT one of the "rules of variables"?

A backward-looking form of evaluation which focuses on results of a campaign just completed is called

Which of the following methods of evaluative research is most often criticized as being superficial and potentially misleading?

Public Relations and Persuasion

An Overview of the Public Relations Process

Planning: Background Research

Planning: Primary Research

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

Implementation: Traditional Media Channels

Implementation: Interactive Media Channels

Implementation: Non-Media Channels

Discussion Questions

Legal Considerations

Ethical Considerations

International, Multicultural, and Gender Issues

Filters