Exam 8: Evaluation

Instead of tracking her client's coverage manually by checking web sites where she is expecting news coverage, Robin uses a ________ to monitor coverage, capture related content, and conduct content analysis of news and editorial mentions.

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.

Media tracking firms have developed __________ technology that enables audio and video to be tracked with digital information woven into the signals that carry programming content.

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 ___________.

William collects information for his client through examination of cookies and customer registrations. Because he collected this information himself, it is an example of __________.

Teagan is conducting some tests to see how viewers respond to a public service announcement she is producing for a client. She is using technology that can generate images of brain activity in response to the video to help her make it as emotionally powerful as possible. What kind of technology is Teagan likely using?

One problem with AVEs is that they falsely indicate ______ based on media placement and do not measure attitudes, knowledge, or behavior.

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 ________.

Social change agency BritSpot represents the Wikimedia Foundation. They realize their client can best benefit by their see-say-feel-do model of social media metrics. This PR model focuses on __________.

John uses the same measurement tactics he employs for business performance evaluation on the nonprofit Habitat for Humanity. This is an example of an evaluation tactic that is searching for __________.

When we invest time, energy and budgets in both short- and long-term projects, we use ______ to understand our return on investment.

Paul is consolidating measurement reports representing public relations results in five countries. Paul has to be careful to avoid the many traps he could fall into on the interpretation and reporting of data. Which of the following is not one of those potential traps?

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.

While media monitoring services can conduct content analysis of traditional and social media, they aren't able to measure many of the most important goals and objectives of public relations programs. In short, content analysis can't measure ___________.

Gemma is conducting an analysis of the _________ to better understand how people found her client's web site. She wants to know if visitors simply typed in the URL or if they found the site from organic search results or paid search results.

The specific value of _______ depends on how it is defined, and therefore, how it is measured. For example, it can be attitudinal and based on emotions, or cognitive and based on what people think, learn, and know. It can be measured with questionnaires or even inferred from metrics like how much time people spend reading a web page.

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 __________.

Public relations firms often operate within a dichotomy, especially when it comes to statistics. It is a common suspicion that statistics can be manipulated to distort the truth. Yet PR practitioners depend on statistics to clarify complex scenarios for the clients they are advocating. When massaging statistics, practitioners must balance advocacy with _______________.

Ophelia, a media analyst for Edelman, develops an algorithm for her client Samsung to collect information on message placement and click-through rates. This sizable gathering of Internet information is known as ____________.

Karl hopes to see if viewers of his video ad sparks interest in his product. He conducts an experiment where one group sees Karl's ad, and another group sees an unrelated video. He will then use Google to track search habits of those in both groups. If Karl sees more searches for his product among those exposed to the ad, then he knows he can attribute it to the campaign video. What program is Karl likely using to conduct this video ad test?