Question 1

Connectors, auditing firms, and PR directories are

Accepted Answer

A)  expensive to use, therefore most firms do not employ them. 
B)  resources that marketers can use to gauge consumer satisfaction. 
C)  unreliable sources of information about media and non-media outlets. 
D)  information sources that allow marketers to evaluate connectors. 
E)  channels that conventional media use to track audience statistics. 
A)  expensive to use, therefore most firms do not employ them. 
B)  resources that marketers can use to gauge consumer satisfaction. 
C)  unreliable sources of information about media and non-media outlets. 
D)  information sources that allow marketers to evaluate connectors. 
E)  channels that conventional media use to track audience statistics.

Question 2

Marketers may wish to create campaign-specific connector lists, since a campaign message

Accepted Answer

A)  will either use media connectors or non-media connectors, but never both. 
B)  has to appeal to all audiences all the time. 
C)  may be extremely focused. 
D)  is only effective when it is consumer-generated. 
E)  should only be disseminated one outlet at a time. 
A)  will either use media connectors or non-media connectors, but never both. 
B)  has to appeal to all audiences all the time. 
C)  may be extremely focused. 
D)  is only effective when it is consumer-generated. 
E)  should only be disseminated one outlet at a time.

Question 3

Which of the following is NOT True about types of media, specific outlets, and individual connectors?

Accepted Answer

A)  They can influence the ways consumers perceive a message. 
B)  Each has a varying level of credibility depending on the target audience. 
C)  Consumers turn to these sources for different reasons. 
D)  Consumers turn to them depending on what they need at a particular moment. 
E)  They are all treated equally in the minds of consumers. 
A)  They can influence the ways consumers perceive a message. 
B)  Each has a varying level of credibility depending on the target audience. 
C)  Consumers turn to these sources for different reasons. 
D)  Consumers turn to them depending on what they need at a particular moment. 
E)  They are all treated equally in the minds of consumers.

Question 4

The primary outcome of developing a connector list is to make sure connectors link a marketer's story to a connector's audience.

Accepted Answer

A) True 
 B)False

Question 5

In addition to demographic information, some auditing services

Accepted Answer

A)  develop advertising and PR campaigns for clients. 
B)  sell media time and space. 
C)  provide behavioral and psychographic data. 
D)  conduct corporate intelligence investigations. 
E)  provide purchase incentives to consumers. 
A)  develop advertising and PR campaigns for clients. 
B)  sell media time and space. 
C)  provide behavioral and psychographic data. 
D)  conduct corporate intelligence investigations. 
E)  provide purchase incentives to consumers.

Question 6

Marketers must evaluate the appropriateness of connectors in order to

Accepted Answer

A)  calculate precise advertising budgets. 
B)  identify connectors who can write the best press releases. 
C)  find suitable connectors that will reach a firm's target audience. 
D)  impress management, employees and investors. 
E)  find outlets that will not leak trade secrets to competitors. 
A)  calculate precise advertising budgets. 
B)  identify connectors who can write the best press releases. 
C)  find suitable connectors that will reach a firm's target audience. 
D)  impress management, employees and investors. 
E)  find outlets that will not leak trade secrets to competitors.

Question 7

Nielsen, Arbitron, and Audit Bureau of Circulation are among the largest advertising agencies.

Accepted Answer

A) True 
 B)False

Question 8

Because a connector list is not a static document, it is essential that MPR professionals

Accepted Answer

A)  back-up their lists on computers. 
B)  keep their lists up-to-date. 
C)  discard their lists after each campaign. 
D)  have their lists professionally audited on a regular basis. 
E)  avoid seeking advice and input from colleagues. 
A)  back-up their lists on computers. 
B)  keep their lists up-to-date. 
C)  discard their lists after each campaign. 
D)  have their lists professionally audited on a regular basis. 
E)  avoid seeking advice and input from colleagues.

Question 9

Services such as Nielsen Media Research that validate audience data are a type of

Accepted Answer

A)  tax accounting firm. 
B)  quasi-governmental agency. 
C)  advertising agency. 
D)  public relations agency. 
E)  audit bureau. 
A)  tax accounting firm. 
B)  quasi-governmental agency. 
C)  advertising agency. 
D)  public relations agency. 
E)  audit bureau.

Question 10

Auditing statements typically provide marketers with unbiased data with which to evaluate a medium.

Accepted Answer

A) True 
 B)False

Question 11

PR databases and directories are

Accepted Answer

A)  generally non-proprietary and available free of charge for wide public distribution. 
B)  used by PR agencies to identify potential new employees. 
C)  used by media firms to align advertising rates with current market value for time and space. 
D)  online tools that help bloggers and social network sites enlist subscribers. 
E)  resources that can assist MPR professionals build their connector lists. 
A)  generally non-proprietary and available free of charge for wide public distribution. 
B)  used by PR agencies to identify potential new employees. 
C)  used by media firms to align advertising rates with current market value for time and space. 
D)  online tools that help bloggers and social network sites enlist subscribers. 
E)  resources that can assist MPR professionals build their connector lists.

Question 12

A magazine breaking down its readership by age, income, and marital status is using

Accepted Answer

A)  demographic factors. 
B)  psychographic data. 
C)  behavioral statistics. 
D)  connector evaluations. 
E)  production concept principles. 
A)  demographic factors. 
B)  psychographic data. 
C)  behavioral statistics. 
D)  connector evaluations. 
E)  production concept principles.

Question 13

MPR professionals rely on third-party media audits to

Accepted Answer

A)  make sure outlets are not charging too much for media time and space. 
B)  determine whether they will receive a tax deduction for advertising expenses. 
C)  avoid having to deal directly with connectors. 
D)  provide a more objective evaluation of a medium's audience data. 
E)  calm investors' fears about ROI for MPR campaigns. 
A)  make sure outlets are not charging too much for media time and space. 
B)  determine whether they will receive a tax deduction for advertising expenses. 
C)  avoid having to deal directly with connectors. 
D)  provide a more objective evaluation of a medium's audience data. 
E)  calm investors' fears about ROI for MPR campaigns.

Question 14

Connector lists are static documents.

Accepted Answer

A) True 
 B)False

Question 15

Marketers refer to the number of times a story is covered multiplied by the circulation of the publications covering the story as

Accepted Answer

A)  connector frequency. 
B)  market share. 
C)  share of voice. 
D)  circulation impressions. 
E)  behavioral profiling. 
A)  connector frequency. 
B)  market share. 
C)  share of voice. 
D)  circulation impressions. 
E)  behavioral profiling.

Connectors, auditing firms, and PR directories are

Marketers may wish to create campaign-specific connector lists, since a campaign message

Which of the following is NOT True about types of media, specific outlets, and individual connectors?

The primary outcome of developing a connector list is to make sure connectors link a marketer's story to a connector's audience.

In addition to demographic information, some auditing services

Marketers must evaluate the appropriateness of connectors in order to

Nielsen, Arbitron, and Audit Bureau of Circulation are among the largest advertising agencies.

Because a connector list is not a static document, it is essential that MPR professionals

Services such as Nielsen Media Research that validate audience data are a type of

Auditing statements typically provide marketers with unbiased data with which to evaluate a medium.

PR databases and directories are

A magazine breaking down its readership by age, income, and marital status is using

MPR professionals rely on third-party media audits to

Connector lists are static documents.

Marketers refer to the number of times a story is covered multiplied by the circulation of the publications covering the story as

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

Connectors, auditing firms, and PR directories are

Marketers may wish to create campaign-specific connector lists, since a campaign message

Which of the following is NOT True about types of media, specific outlets, and individual connectors?

The primary outcome of developing a connector list is to make sure connectors link a marketer's story to a connector's audience.

In addition to demographic information, some auditing services

Marketers must evaluate the appropriateness of connectors in order to

Nielsen, Arbitron, and Audit Bureau of Circulation are among the largest advertising agencies.

Because a connector list is not a static document, it is essential that MPR professionals

Services such as Nielsen Media Research that validate audience data are a type of

Auditing statements typically provide marketers with unbiased data with which to evaluate a medium.

PR databases and directories are

A magazine breaking down its readership by age, income, and marital status is using

MPR professionals rely on third-party media audits to

Connector lists are static documents.

Marketers refer to the number of times a story is covered multiplied by the circulation of the publications covering the story as

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