Question 1

The number of times a member of a target market is exposed to a medium in a given span of time is commonly known as

Accepted Answer

A)  reach. 
B)  frequency. 
C)  continuity. 
D)  return on investment. 
E)  syndication. 
A)  reach. 
B)  frequency. 
C)  continuity. 
D)  return on investment. 
E)  syndication. B

Question 2

Selecting a media outlet is the final step in creating a connector list.

Accepted Answer

A) True 
 B)False  False

Question 3

Not all connectors are appropriate channels for delivering a Marketing Public Relations message.

Accepted Answer

A) True 
 B)False  True

Question 4

"Reach"
refers to the number of times a person is exposed to a media vehicle.

Accepted Answer

A) True 
 B)False

Question 5

Non-media connectors

Accepted Answer

A)  are the same as media connectors. 
B)  often escape the view of auditing bureaus. 
C)  provide marketers with the most accurate audience data. 
D)  have very little influence on consumer purchase decisions. 
E)  receive money for influencing public opinion in most cases. 
A)  are the same as media connectors. 
B)  often escape the view of auditing bureaus. 
C)  provide marketers with the most accurate audience data. 
D)  have very little influence on consumer purchase decisions. 
E)  receive money for influencing public opinion in most cases.

Question 6

In addition to providing a better understanding of a medium's audience, building a connector list

Accepted Answer

A)  allows a firm to increase its advertising budget. 
B)  provides insight into other media that reach the same audience. 
C)  demonstrates a firm's understanding of Maslow's hierarchy of needs. 
D)  enables firms to avoid future public relations crises. 
E)  helps a firm reduce its sales force and the number of special sales promotions. 
A)  allows a firm to increase its advertising budget. 
B)  provides insight into other media that reach the same audience. 
C)  demonstrates a firm's understanding of Maslow's hierarchy of needs. 
D)  enables firms to avoid future public relations crises. 
E)  helps a firm reduce its sales force and the number of special sales promotions.

Question 7

The medium that permits marketers to include substantial detail about their products is

Accepted Answer

A)  radio. 
B)  television. 
C)  billboards. 
D)  print. 
E)  telephone. 
A)  radio. 
B)  television. 
C)  billboards. 
D)  print. 
E)  telephone.

Question 8

The easiest way companies can find appropriate media connectors is to ask their customers about their media consumption.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is an informal method used by marketers to evaluate connectors?

Accepted Answer

A)  asking customers and other practitioners to identify promotional channels. 
B)  having connectors answer in-depth, personal questionnaires. 
C)  determining whether connectors will agree to carry product placement messages. 
D)  meeting with each connector on an individual basis. 
E)  hiring an investigative firm to conduct background checks. 
A)  asking customers and other practitioners to identify promotional channels. 
B)  having connectors answer in-depth, personal questionnaires. 
C)  determining whether connectors will agree to carry product placement messages. 
D)  meeting with each connector on an individual basis. 
E)  hiring an investigative firm to conduct background checks.

Question 10

What is the role of an auditing firm? Why are auditing firms not helpful in evaluating non-media connectors? How then can marketers evaluate non-media connectors?

Accepted Answer

Auditing firms or bureaus are third-part

Question 11

What are the comparative advantages of using one type of connector over another?

Accepted Answer

MPR practitioners know that not all conn

Question 12

Describe ways in which databases can be used to build connector lists. Why are databases of limited usefulness?

Accepted Answer

MPR professionals are fortunate to have

Question 13

What is the purpose of a media kit? What are the benefits and drawbacks of MPR professionals using media kits?

Accepted Answer

Media kits are published by media compan

Question 14

Connectors - especially media organizations - publish information about their respective audiences in a collection of documents known as

Accepted Answer

A)  a media mix. 
B)  a marketing mix. 
C)  an advertising audit. 
D)  a behavioral survey instrument. 
E)  a media kit. 
A)  a media mix. 
B)  a marketing mix. 
C)  an advertising audit. 
D)  a behavioral survey instrument. 
E)  a media kit.

Question 15

Asking consumers to reveal the blogs, Websites, and social media networks they follow

Accepted Answer

A)  provides vital information about the traditional media audiences are following. 
B)  allows the government to build psychographic profiles of online users. 
C)  ensures that marketers uncover non-media connectors. 
D)  constitutes a violation of FTC and FCC codes. 
E)  permits certain sites to block content to uncooperative consumers. 
A)  provides vital information about the traditional media audiences are following. 
B)  allows the government to build psychographic profiles of online users. 
C)  ensures that marketers uncover non-media connectors. 
D)  constitutes a violation of FTC and FCC codes. 
E)  permits certain sites to block content to uncooperative consumers.

Question 16

What is the relationship between MPR campaign goals and the connectors for a campaign? Why do marketers not use every connector for each campaign?

Accepted Answer

Every MPR campaign has its own set of go

Question 17

Databases make the creation and management of a useful connector list easier, but they

Accepted Answer

A)  cannot replace cold calling. 
B)  make the use of MPR cost-prohibitive. 
C)  increase the likelihood that a firm will require a media audit. 
D)  are not a substitute for critical thinking. 
E)  reduce the effectiveness of a company's conventional advertising campaigns. 
A)  cannot replace cold calling. 
B)  make the use of MPR cost-prohibitive. 
C)  increase the likelihood that a firm will require a media audit. 
D)  are not a substitute for critical thinking. 
E)  reduce the effectiveness of a company's conventional advertising campaigns.

Question 18

List and elaborate on the critical elements marketers need to include in their connector lists.

Accepted Answer

Connector lists help marketers to formul

Question 19

The media platform most suited to convey short and personally useful stories is

Accepted Answer

A)  television. 
B)  direct mail. 
C)  radio. 
D)  in-store coupons. 
E)  metropolitan daily newspapers. 
A)  television. 
B)  direct mail. 
C)  radio. 
D)  in-store coupons. 
E)  metropolitan daily newspapers.

Question 20

The media kits generally used in advertising are also helpful to MPR practitioners.

Accepted Answer

A) True 
 B)False

The number of times a member of a target market is exposed to a medium in a given span of time is commonly known as

Selecting a media outlet is the final step in creating a connector list.

Not all connectors are appropriate channels for delivering a Marketing Public Relations message.

"Reach" refers to the number of times a person is exposed to a media vehicle.

Non-media connectors

In addition to providing a better understanding of a medium's audience, building a connector list

The medium that permits marketers to include substantial detail about their products is

The easiest way companies can find appropriate media connectors is to ask their customers about their media consumption.

Which of the following is an informal method used by marketers to evaluate connectors?

What is the role of an auditing firm? Why are auditing firms not helpful in evaluating non-media connectors? How then can marketers evaluate non-media connectors?

What are the comparative advantages of using one type of connector over another?

Describe ways in which databases can be used to build connector lists. Why are databases of limited usefulness?

What is the purpose of a media kit? What are the benefits and drawbacks of MPR professionals using media kits?

Connectors - especially media organizations - publish information about their respective audiences in a collection of documents known as

Asking consumers to reveal the blogs, Websites, and social media networks they follow

What is the relationship between MPR campaign goals and the connectors for a campaign? Why do marketers not use every connector for each campaign?

Databases make the creation and management of a useful connector list easier, but they

List and elaborate on the critical elements marketers need to include in their connector lists.

The media platform most suited to convey short and personally useful stories is

The media kits generally used in advertising are also helpful to MPR practitioners.

An Introduction to Marketing Public Relations

Marketing Public Relations and the Marketing Communications Mix

MPR and the Organizations IT Serves

The Mpr Framework

About the Media

Non-Media Connectors and Word-Of-Mouth

The Press Kit and Press Release

Selling the Story

Social Media

Events

Experts and Interviews

Crisis Management

Planning and Measuring

Filters

Exam 7: Building a Connector List

The number of times a member of a target market is exposed to a medium in a given span of time is commonly known as

Selecting a media outlet is the final step in creating a connector list.

Not all connectors are appropriate channels for delivering a Marketing Public Relations message.

"Reach" refers to the number of times a person is exposed to a media vehicle.

Non-media connectors

In addition to providing a better understanding of a medium's audience, building a connector list

The medium that permits marketers to include substantial detail about their products is

The easiest way companies can find appropriate media connectors is to ask their customers about their media consumption.

Which of the following is an informal method used by marketers to evaluate connectors?

What is the role of an auditing firm? Why are auditing firms not helpful in evaluating non-media connectors? How then can marketers evaluate non-media connectors?

What are the comparative advantages of using one type of connector over another?

Describe ways in which databases can be used to build connector lists. Why are databases of limited usefulness?

What is the purpose of a media kit? What are the benefits and drawbacks of MPR professionals using media kits?

Connectors - especially media organizations - publish information about their respective audiences in a collection of documents known as

Asking consumers to reveal the blogs, Websites, and social media networks they follow

What is the relationship between MPR campaign goals and the connectors for a campaign? Why do marketers not use every connector for each campaign?

Databases make the creation and management of a useful connector list easier, but they

List and elaborate on the critical elements marketers need to include in their connector lists.

The media platform most suited to convey short and personally useful stories is

The media kits generally used in advertising are also helpful to MPR practitioners.

An Introduction to Marketing Public Relations

Marketing Public Relations and the Marketing Communications Mix

MPR and the Organizations IT Serves

The Mpr Framework

About the Media

Non-Media Connectors and Word-Of-Mouth

The Press Kit and Press Release

Selling the Story

Social Media

Events

Experts and Interviews

Crisis Management

Planning and Measuring

Filters