Question 1

The audience data presented by a particular media company

Accepted Answer

A)  is certified by the federal government. 
B)  is useful for advertising purposes, but not for MPR. 
C)  is not always verifiable. 
D)  is available only by purchase of a database. 
E)  contains little, if any, demographic information. 
A)  is certified by the federal government. 
B)  is useful for advertising purposes, but not for MPR. 
C)  is not always verifiable. 
D)  is available only by purchase of a database. 
E)  contains little, if any, demographic information.

Question 2

The more thorough a media list is, the

Accepted Answer

A)  longer it will be. 
B)  less a firm will need to rely on public relations. 
C)  more effective it will be. 
D)  more advertising a company will conduct. 
E)  easier it will be for investors to provide feedback to management. 
A)  longer it will be. 
B)  less a firm will need to rely on public relations. 
C)  more effective it will be. 
D)  more advertising a company will conduct. 
E)  easier it will be for investors to provide feedback to management.

Question 3

Briefly describe the difference between reach and frequency.

Accepted Answer

Reach is the number of persons or househ

Question 4

The media refer to ________ as the number of persons or households exposed to an advertising medium at a specific time.

Accepted Answer

A)  recall 
B)  carrying range 
C)  attention economics 
D)  reach 
E)  frequency 
A)  recall 
B)  carrying range 
C)  attention economics 
D)  reach 
E)  frequency

Question 5

A central purpose of a connector list is to serve as a tool for building continuing relationships with the right connectors.

Accepted Answer

A) True 
 B)False

Question 6

The second step in generating a media list that will help a marketer meet MPR goals is

Accepted Answer

A)  hiring the right advertising agency. 
B)  identifying the individual outlets. 
C)  figuring out where consumers shop for particular products. 
D)  harvesting consumers' e-mail addresses. 
E)  purchasing public relations databases. 
A)  hiring the right advertising agency. 
B)  identifying the individual outlets. 
C)  figuring out where consumers shop for particular products. 
D)  harvesting consumers' e-mail addresses. 
E)  purchasing public relations databases.

Question 7

Because non-media connectors have smaller audiences than traditional media outlets,

Accepted Answer

A)  consumers remember products advertised via these connectors better than through conventional outlets. 
B)  it is easier to measure ROI when using non-media connectors to promote a product. 
C)  public relations practitioners usually do not consider them valuable to their marketing plans. 
D)  MPR professionals usually have to make more of an effort to learn about these channels. 
E)  MPR professionals include them in strategies focused on local or regional products sold by small businesses. 
A)  consumers remember products advertised via these connectors better than through conventional outlets. 
B)  it is easier to measure ROI when using non-media connectors to promote a product. 
C)  public relations practitioners usually do not consider them valuable to their marketing plans. 
D)  MPR professionals usually have to make more of an effort to learn about these channels. 
E)  MPR professionals include them in strategies focused on local or regional products sold by small businesses.

Question 8

Audit reports that are compiled for advertising purposes are

Accepted Answer

A)  equally useful for MPR. 
B)  unreliable when used for MPR. 
C)  read thoroughly by financial analysts. 
D)  submitted to the SEC for verification. 
E)  usually ignored by major advertising agencies. 
A)  equally useful for MPR. 
B)  unreliable when used for MPR. 
C)  read thoroughly by financial analysts. 
D)  submitted to the SEC for verification. 
E)  usually ignored by major advertising agencies.

Question 9

PR distribution and tracking are examples of

Accepted Answer

A)  the place function in the marketing mix. 
B)  sales promotion strategies. 
C)  services database organizations provide. 
D)  public opinion survey management. 
E)  consumer-generated marketing. 
A)  the place function in the marketing mix. 
B)  sales promotion strategies. 
C)  services database organizations provide. 
D)  public opinion survey management. 
E)  consumer-generated marketing.

Question 10

Media outlets generally make information about their audiences available in order to

Accepted Answer

A)  encourage possible take-overs by other media outlets. 
B)  avoid government audits. 
C)  aid in the sale of advertising time and space. 
D)  spare companies the need to hire an advertising agency. 
E)  encourage firms to buy more detailed behavioral information from them. 
A)  encourage possible take-overs by other media outlets. 
B)  avoid government audits. 
C)  aid in the sale of advertising time and space. 
D)  spare companies the need to hire an advertising agency. 
E)  encourage firms to buy more detailed behavioral information from them.

Question 11

Crafting a complete connector list helps marketers do all of the following EXCEPT

Accepted Answer

A)  limit the number of pitches and follow-ups. 
B)  plan precise advertising budgets. 
C)  build lasting relationships with media and non-media connectors. 
D)  target specific audiences. 
E)  decrease the chances of sending connectors irrelevant story ideas. 
A)  limit the number of pitches and follow-ups. 
B)  plan precise advertising budgets. 
C)  build lasting relationships with media and non-media connectors. 
D)  target specific audiences. 
E)  decrease the chances of sending connectors irrelevant story ideas.

Question 12

An MPR professional most likely supplements a firm's connector list by

Accepted Answer

A)  asking competitors of the firm to share their lists. 
B)  relying on commercially available databases. 
C)  individually monitoring thousands of Websites, blogs, and social networks. 
D)  randomly choosing connectors they assume audiences are watching. 
E)  attending special connector networking events designed just for this purpose. 
A)  asking competitors of the firm to share their lists. 
B)  relying on commercially available databases. 
C)  individually monitoring thousands of Websites, blogs, and social networks. 
D)  randomly choosing connectors they assume audiences are watching. 
E)  attending special connector networking events designed just for this purpose.

Question 13

Briefly describe the two steps in identifying connectors. Why is the second step especially important to the MPR process?

Accepted Answer

Selecting types of connectors is the fir

Question 14

Short stories that provide health information or safety tips are appropriate for radio.

Accepted Answer

A) True 
 B)False

Question 15

What are the different types of connectors? Why are different connectors not appropriate for all audiences?

Accepted Answer

Connectors can either be media or non-me

Question 16

Research has demonstrated that when consumers are exposed to a broad range of connector types,

Accepted Answer

A)  they are less likely to express an interest in purchasing certain types of products. 
B)  they are more likely to express an interest in purchasing certain types of products. 
C)  their interest in purchasing certain types of products remains the same. 
D)  they still make their purchase decisions based on conventional advertising messages. 
E)  they tend to respond positively only to online connectors. 
A)  they are less likely to express an interest in purchasing certain types of products. 
B)  they are more likely to express an interest in purchasing certain types of products. 
C)  their interest in purchasing certain types of products remains the same. 
D)  they still make their purchase decisions based on conventional advertising messages. 
E)  they tend to respond positively only to online connectors.

Question 17

Television and online media are better suited to marketers who

Accepted Answer

A)  cannot afford to hire a full-service advertising agency. 
B)  want to reach households primarily in remote, rural areas. 
C)  sell products that can be ordered only online. 
D)  have not been able to accurately identify their audiences. 
E)  wish to show their products in action. 
A)  cannot afford to hire a full-service advertising agency. 
B)  want to reach households primarily in remote, rural areas. 
C)  sell products that can be ordered only online. 
D)  have not been able to accurately identify their audiences. 
E)  wish to show their products in action.

Question 18

Relying on colleagues and customers to identify connectors is a formal way to evaluate connectors.

Accepted Answer

A) True 
 B)False

Question 19

Outlets that pick up an MPR story bring the story to the marketer's audience and

Accepted Answer

A)  earn commissions for increasing product sales. 
B)  create advertising messages to build product awareness. 
C)  conduct audits of the resulting buzz. 
D)  influence the message by the way they report the story. 
E)  offer promotional incentives so audiences are more likely to buy a mentioned product. 
A)  earn commissions for increasing product sales. 
B)  create advertising messages to build product awareness. 
C)  conduct audits of the resulting buzz. 
D)  influence the message by the way they report the story. 
E)  offer promotional incentives so audiences are more likely to buy a mentioned product.

Question 20

Selecting ________ is the first part of of the process of creating a media list.

Accepted Answer

A)  an advertising agency 
B)  connector types 
C)  a public relations consultant 
D)  a message strategy 
E)  a product distribution channel 
A)  an advertising agency 
B)  connector types 
C)  a public relations consultant 
D)  a message strategy 
E)  a product distribution channel

The audience data presented by a particular media company

The more thorough a media list is, the

Briefly describe the difference between reach and frequency.

The media refer to ________ as the number of persons or households exposed to an advertising medium at a specific time.

A central purpose of a connector list is to serve as a tool for building continuing relationships with the right connectors.

The second step in generating a media list that will help a marketer meet MPR goals is

Because non-media connectors have smaller audiences than traditional media outlets,

Audit reports that are compiled for advertising purposes are

PR distribution and tracking are examples of

Media outlets generally make information about their audiences available in order to

Crafting a complete connector list helps marketers do all of the following EXCEPT

An MPR professional most likely supplements a firm's connector list by

Briefly describe the two steps in identifying connectors. Why is the second step especially important to the MPR process?

Short stories that provide health information or safety tips are appropriate for radio.

What are the different types of connectors? Why are different connectors not appropriate for all audiences?

Research has demonstrated that when consumers are exposed to a broad range of connector types,

Television and online media are better suited to marketers who

Relying on colleagues and customers to identify connectors is a formal way to evaluate connectors.

Outlets that pick up an MPR story bring the story to the marketer's audience and

Selecting ________ is the first part of of the process of creating a media list.

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 audience data presented by a particular media company

The more thorough a media list is, the

Briefly describe the difference between reach and frequency.

The media refer to ________ as the number of persons or households exposed to an advertising medium at a specific time.

A central purpose of a connector list is to serve as a tool for building continuing relationships with the right connectors.

The second step in generating a media list that will help a marketer meet MPR goals is

Because non-media connectors have smaller audiences than traditional media outlets,

Audit reports that are compiled for advertising purposes are

PR distribution and tracking are examples of

Media outlets generally make information about their audiences available in order to

Crafting a complete connector list helps marketers do all of the following EXCEPT

An MPR professional most likely supplements a firm's connector list by

Briefly describe the two steps in identifying connectors. Why is the second step especially important to the MPR process?

Short stories that provide health information or safety tips are appropriate for radio.

What are the different types of connectors? Why are different connectors not appropriate for all audiences?

Research has demonstrated that when consumers are exposed to a broad range of connector types,

Television and online media are better suited to marketers who

Relying on colleagues and customers to identify connectors is a formal way to evaluate connectors.

Outlets that pick up an MPR story bring the story to the marketer's audience and

Selecting ________ is the first part of of the process of creating a media list.

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