Question 1

Howsociable, LexisNexis Social Analytics, and Hootsuite are:

Accepted Answer

A)  Retailers 
B)  Firms that monitor brand awareness in social media 
C)  Secondary data storage companies 
D)  Both a and b 
E)  None of the above. 
A)  Retailers 
B)  Firms that monitor brand awareness in social media 
C)  Secondary data storage companies 
D)  Both a and b 
E)  None of the above. B

Question 2

------------- evaluation determines whether the campaign was successful by comparing the benchmarked objectives with the actual results.

Accepted Answer

A)  Post-campaign 
B)  Formative 
C)  Summative 
D)  Post hoc 
E)  Ongoing. 
A)  Post-campaign 
B)  Formative 
C)  Summative 
D)  Post hoc 
E)  Ongoing. C

Question 3

---------- is an anticipated outcome.

Accepted Answer

A)  Baseline 
B)  Summative base 
C)  Formative base 
D)  Benchmark 
E)  Inflector. 
A)  Baseline 
B)  Summative base 
C)  Formative base 
D)  Benchmark 
E)  Inflector. D

Question 4

------------ are indirect or direct influences on one or more publics that occur as a result of public relations efforts.

Accepted Answer

A)  Feedback 
B)  Evaluation 
C)  Baselines 
D)  Outcomes 
E)  Benchmarks. 
A)  Feedback 
B)  Evaluation 
C)  Baselines 
D)  Outcomes 
E)  Benchmarks.

Question 5

-------------- evaluation monitors and assesses the campaign underway so that necessary adjustments are made during the campaign.

Accepted Answer

A)  Post-campaign 
B)  Formative 
C)  Summative 
D)  Post hoc 
E)  Ongoing. 
A)  Post-campaign 
B)  Formative 
C)  Summative 
D)  Post hoc 
E)  Ongoing.

Question 6

The -------------- is the closest standardized metric for placing a financial value on public relations outcomes.

Accepted Answer

A)  Publicity 
B)  Paid media coverage 
C)  Advertising value equivalency 
D)  Owned media coverage 
E)  None of the above. 
A)  Publicity 
B)  Paid media coverage 
C)  Advertising value equivalency 
D)  Owned media coverage 
E)  None of the above.

Question 7

Developing a benchmark starts by knowing the:

Accepted Answer

A)  Long-term goal 
B)  Baseline 
C)  Short-term goal 
D)  Threshold 
E)  None of the above. 
A)  Long-term goal 
B)  Baseline 
C)  Short-term goal 
D)  Threshold 
E)  None of the above.

Question 8

The existing level of an objective before a campaign starts is called the:

Accepted Answer

A)  Benchmark 
B)  Baseline 
C)  Goal 
D)  Threshold 
E)  None of the above. 
A)  Benchmark 
B)  Baseline 
C)  Goal 
D)  Threshold 
E)  None of the above.

Question 9

------------ evaluation involves gauging reactions to a message or some aspect of the campaign prior to launching it.

Accepted Answer

A)  Pre-testing 
B)  Post-testing 
C)  Control testing 
D)  Post hoc testing 
E)  Ad hoc testing. 
A)  Pre-testing 
B)  Post-testing 
C)  Control testing 
D)  Post hoc testing 
E)  Ad hoc testing.

Question 10

------------- evaluation describes how the information gathered during the summative phase is used to benefit future campaigns.

Accepted Answer

A)  Post-campaign 
B)  Formative 
C)  Summative 
D)  Post hoc 
E)  Ongoing. 
A)  Post-campaign 
B)  Formative 
C)  Summative 
D)  Post hoc 
E)  Ongoing.

Howsociable, LexisNexis Social Analytics, and Hootsuite are:

------------- evaluation determines whether the campaign was successful by comparing the benchmarked objectives with the actual results.

---------- is an anticipated outcome.

------------ are indirect or direct influences on one or more publics that occur as a result of public relations efforts.

-------------- evaluation monitors and assesses the campaign underway so that necessary adjustments are made during the campaign.

The -------------- is the closest standardized metric for placing a financial value on public relations outcomes.

Developing a benchmark starts by knowing the:

The existing level of an objective before a campaign starts is called the:

------------ evaluation involves gauging reactions to a message or some aspect of the campaign prior to launching it.

------------- evaluation describes how the information gathered during the summative phase is used to benefit future campaigns.

Introduction to Public Relations

Professional Associations and Public Relations Code of Ethics

Understanding Applied Theory and the Psychology and Behavior of Public Relations Stakeholders

Public Relations Research

Situational Analysis: Defining and Understanding the Public Relations Issue

Situational Analysis: Defining Stakeholders

Strategy: Conceptualization, Goals, Objectives, and Central Message

Strategy: More on Public Relations Central Messaging

Public Relations Tactics Toolbox

Social Media Tactics

Internal Messaging

Budgeting and Scheduling for a Public Relations Campaign

Putting It All Together the Public Relation Campaign

Culture, Diversity, and Inclusion

Global Public Relations

Filters

Exam 13: Public Relations Campaign Evaluation

Howsociable, LexisNexis Social Analytics, and Hootsuite are:

------------- evaluation determines whether the campaign was successful by comparing the benchmarked objectives with the actual results.

---------- is an anticipated outcome.

------------ are indirect or direct influences on one or more publics that occur as a result of public relations efforts.

-------------- evaluation monitors and assesses the campaign underway so that necessary adjustments are made during the campaign.

The -------------- is the closest standardized metric for placing a financial value on public relations outcomes.

Developing a benchmark starts by knowing the:

The existing level of an objective before a campaign starts is called the:

------------ evaluation involves gauging reactions to a message or some aspect of the campaign prior to launching it.

------------- evaluation describes how the information gathered during the summative phase is used to benefit future campaigns.

Introduction to Public Relations

Professional Associations and Public Relations Code of Ethics

Understanding Applied Theory and the Psychology and Behavior of Public Relations Stakeholders

Public Relations Research

Situational Analysis: Defining and Understanding the Public Relations Issue

Situational Analysis: Defining Stakeholders

Strategy: Conceptualization, Goals, Objectives, and Central Message

Strategy: More on Public Relations Central Messaging

Public Relations Tactics Toolbox

Social Media Tactics

Internal Messaging

Budgeting and Scheduling for a Public Relations Campaign

Putting It All Together the Public Relation Campaign

Culture, Diversity, and Inclusion

Global Public Relations

Filters