Question 1

MPR professionals should verify the audience of an NMC because most NMCs are not scrutinized by audit bureaus.

Accepted Answer

A) True 
 B)False

Question 2

More people turn to radio when they are looking for in-depth coverage of a subject.

Accepted Answer

A) True 
 B)False

Question 3

Audiences react differently to different media, therefore

Accepted Answer

A)  MPR professionals need to create one overall message for all media. 
B)  not all connectors are appropriate channels for delivering an MPR message. 
C)  psychographic data cannot be trusted as being completely accurate. 
D)  television advertising is the most reliable and inexpensive way to target a message. 
E)  MPR professionals should put more effort into personal sales to promote products. 
A)  MPR professionals need to create one overall message for all media. 
B)  not all connectors are appropriate channels for delivering an MPR message. 
C)  psychographic data cannot be trusted as being completely accurate. 
D)  television advertising is the most reliable and inexpensive way to target a message. 
E)  MPR professionals should put more effort into personal sales to promote products.

Question 4

The most effective way an MPR professional can identify appropriate connectors is to

Accepted Answer

A)  compare and purchase multiple public relations databases. 
B)  hire a marketing research firm. 
C)  collect media kits from as many outlets as possible. 
D)  meet individually with every connector in their market. 
E)  ask their customers about their own media consumption. 
A)  compare and purchase multiple public relations databases. 
B)  hire a marketing research firm. 
C)  collect media kits from as many outlets as possible. 
D)  meet individually with every connector in their market. 
E)  ask their customers about their own media consumption.

Question 5

What is the importance of developing a thorough media list? What are the two essential parts of a connector list?

Accepted Answer

A thorough media list is an effective me

Question 6

What is the easiest and most effective way to find appropriate connectors and non-media connectors? How can MPR professionals supplement their connector lists?

Accepted Answer

The easiest and most effective way to fi

Question 7

A connector list is not considered complete until

Accepted Answer

A)  the list is verified by an audit bureau. 
B)  non-media connectors are identified and removed from the list. 
C)  a marketer notes specifics about individuals who will be targets for the marketing message. 
D)  it has been used successfully for several product promotions for at least one year. 
E)  a firm's legal department has determined that a conflict of interest is not present. 
A)  the list is verified by an audit bureau. 
B)  non-media connectors are identified and removed from the list. 
C)  a marketer notes specifics about individuals who will be targets for the marketing message. 
D)  it has been used successfully for several product promotions for at least one year. 
E)  a firm's legal department has determined that a conflict of interest is not present.

Question 8

Marketers normally should use every connector on their list for a single campaign.

Accepted Answer

A) True 
 B)False

Question 9

Assembling a solid connector list saves time when marketers are pitching connectors and following up on pitches.

Accepted Answer

A) True 
 B)False

Question 10

Each connector list should contain two parts: one focused on the organizational level, the other on the people level.

Accepted Answer

A) True 
 B)False

Question 11

Why is it important for marketers to keep their connector lists up to date? What are some of the developments in the world of media that compel marketers to keep their lists current?

Accepted Answer

A connector list is an evolving document

Question 12

Selecting connector types is the first part of the media list creation process.

Accepted Answer

A) True 
 B)False

Question 13

Most auditing companies do not provide behavioral and psychographic information in addition to demographic profiles.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following assertions is NOT True about a connector list?

Accepted Answer

A)  A list is a tool for managing relationships. 
B)  A list helps marketers reach the right audience with the right message. 
C)  Each list contains two parts. 
D)  Lists can be stored in a variety of formats. 
E)  Lists are expensive to compile and update. 
A)  A list is a tool for managing relationships. 
B)  A list helps marketers reach the right audience with the right message. 
C)  Each list contains two parts. 
D)  Lists can be stored in a variety of formats. 
E)  Lists are expensive to compile and update.

Question 15

Marketers need to anticipate how a medium will present their story and

Accepted Answer

A)  whether they will need to supplement their message with in-store promotions. 
B)  whether audiences will catch on to endorsements from fake bloggers. 
C)  the effect of the medium's reputation upon the audience's perception of the story. 
D)  the exact increase in sales attributable to positive publicity. 
E)  whether they will need to change their advertising campaign. 
A)  whether they will need to supplement their message with in-store promotions. 
B)  whether audiences will catch on to endorsements from fake bloggers. 
C)  the effect of the medium's reputation upon the audience's perception of the story. 
D)  the exact increase in sales attributable to positive publicity. 
E)  whether they will need to change their advertising campaign.

Question 16

In order to span all of the media types available to a company's target audiences,

Accepted Answer

A)  a firm's connector list needs to be diverse. 
B)  advertising campaigns must use every medium to reach an audience. 
C)  companies should be prepared to spend much more money than on traditional advertising. 
D)  firms need to focus primarily on building lists of non-media connectors. 
E)  marketers have to make personal fact-finding visits to every media outlet. 
A)  a firm's connector list needs to be diverse. 
B)  advertising campaigns must use every medium to reach an audience. 
C)  companies should be prepared to spend much more money than on traditional advertising. 
D)  firms need to focus primarily on building lists of non-media connectors. 
E)  marketers have to make personal fact-finding visits to every media outlet.

Question 17

The manner in which a journalist reports a story is not influenced by the media outlet requesting the story.

Accepted Answer

A) True 
 B)False

Question 18

Explain in detail the role that connector organizations play in shaping audience perception of a story. What are some specific measures marketers take in order to make the most effective use of connectors?

Accepted Answer

Outlets that convey a story to an audien

Question 19

What are the three major sources of information that can help companies evaluate a connector? How can marketers informally evaluate connectors?

Accepted Answer

Connectors themselves, third party audit

Question 20

Why should MPR professionals tailor-make connector lists for each campaign? Describe in detail the six steps marketers need to follow in order to gather the right connector names for a specific campaign.

Accepted Answer

A connector list is an essential marketi

MPR professionals should verify the audience of an NMC because most NMCs are not scrutinized by audit bureaus.

More people turn to radio when they are looking for in-depth coverage of a subject.

Audiences react differently to different media, therefore

The most effective way an MPR professional can identify appropriate connectors is to

What is the importance of developing a thorough media list? What are the two essential parts of a connector list?

What is the easiest and most effective way to find appropriate connectors and non-media connectors? How can MPR professionals supplement their connector lists?

A connector list is not considered complete until

Marketers normally should use every connector on their list for a single campaign.

Assembling a solid connector list saves time when marketers are pitching connectors and following up on pitches.

Each connector list should contain two parts: one focused on the organizational level, the other on the people level.

Why is it important for marketers to keep their connector lists up to date? What are some of the developments in the world of media that compel marketers to keep their lists current?

Selecting connector types is the first part of the media list creation process.

Most auditing companies do not provide behavioral and psychographic information in addition to demographic profiles.

Which of the following assertions is NOT True about a connector list?

Marketers need to anticipate how a medium will present their story and

In order to span all of the media types available to a company's target audiences,

The manner in which a journalist reports a story is not influenced by the media outlet requesting the story.

Explain in detail the role that connector organizations play in shaping audience perception of a story. What are some specific measures marketers take in order to make the most effective use of connectors?

What are the three major sources of information that can help companies evaluate a connector? How can marketers informally evaluate connectors?

Why should MPR professionals tailor-make connector lists for each campaign? Describe in detail the six steps marketers need to follow in order to gather the right connector names for a specific campaign.

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

MPR professionals should verify the audience of an NMC because most NMCs are not scrutinized by audit bureaus.

More people turn to radio when they are looking for in-depth coverage of a subject.

Audiences react differently to different media, therefore

The most effective way an MPR professional can identify appropriate connectors is to

What is the importance of developing a thorough media list? What are the two essential parts of a connector list?

What is the easiest and most effective way to find appropriate connectors and non-media connectors? How can MPR professionals supplement their connector lists?

A connector list is not considered complete until

Marketers normally should use every connector on their list for a single campaign.

Assembling a solid connector list saves time when marketers are pitching connectors and following up on pitches.

Each connector list should contain two parts: one focused on the organizational level, the other on the people level.

Why is it important for marketers to keep their connector lists up to date? What are some of the developments in the world of media that compel marketers to keep their lists current?

Selecting connector types is the first part of the media list creation process.

Most auditing companies do not provide behavioral and psychographic information in addition to demographic profiles.

Which of the following assertions is NOT True about a connector list?

Marketers need to anticipate how a medium will present their story and

In order to span all of the media types available to a company's target audiences,

The manner in which a journalist reports a story is not influenced by the media outlet requesting the story.

Explain in detail the role that connector organizations play in shaping audience perception of a story. What are some specific measures marketers take in order to make the most effective use of connectors?

What are the three major sources of information that can help companies evaluate a connector? How can marketers informally evaluate connectors?

Why should MPR professionals tailor-make connector lists for each campaign? Describe in detail the six steps marketers need to follow in order to gather the right connector names for a specific campaign.

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