Question 1

Advertising equivalency may is not always reliable measurement tool because

Accepted Answer

A)  management limits available advertising dollars. 
B)  Publicity and advertising are very different things. 
C)  News stories carry greater credibility than advertisements. 
D)  Both B and C. 
E)  none of the above. 
A)  management limits available advertising dollars. 
B)  Publicity and advertising are very different things. 
C)  News stories carry greater credibility than advertisements. 
D)  Both B and C. 
E)  none of the above.

Question 2

"Laggards" are traditionalists who are the last to adopt anything.

Accepted Answer

A) True 
 B)False

Question 3

According to recent survey of public relations practitioners, which tool is the most effective measure of message exposure?

Accepted Answer

A)  clippings. 
B)  advertising equivalency. 
C)  benchmarking. 
D)  reputation index. 
E)  information requests. 
A)  clippings. 
B)  advertising equivalency. 
C)  benchmarking. 
D)  reputation index. 
E)  information requests.

Question 4

Effective tools for delivering information to an active audience include all of the following EXCEPT:

Accepted Answer

A)  websites. 
B)  brochures. 
C)  billboards. 
D)  slide presentations. 
E)  speeches. 
A)  websites. 
B)  brochures. 
C)  billboards. 
D)  slide presentations. 
E)  speeches.

Question 5

The kind of audience that may initially pay attention to message only because it's entertaining is known as a

Accepted Answer

A)  passive audience. 
B)  active audience. 
C)  opinion leaders. 
D)  strategic linkages. 
E)  none of the above. 
A)  passive audience. 
B)  active audience. 
C)  opinion leaders. 
D)  strategic linkages. 
E)  none of the above.

Question 6

Which are the following is not legitimate goal of communication?

Accepted Answer

A)  To inform 
B)  To persuade 
C)  To motivate 
D)  To deflect negative public opinion 
E)  To build mutual understanding 
A)  To inform 
B)  To persuade 
C)  To motivate 
D)  To deflect negative public opinion 
E)  To build mutual understanding

Question 7

Regarding the Five-Stage Adoption Process, which of the following is not true?

Accepted Answer

A)  Every person does not go through all five stages. 
B)  The process may end after any step. 
C)  At Stage 5, many people are likely to adopt a given product. 
D)  The process is like a large funnel. 
E)  It can be applied to both ideas or products. 
A)  Every person does not go through all five stages. 
B)  The process may end after any step. 
C)  At Stage 5, many people are likely to adopt a given product. 
D)  The process is like a large funnel. 
E)  It can be applied to both ideas or products.

Question 8

According to communication researchers Everett Rogers, people who are eager to try new ideas are called

Accepted Answer

A)  laggards. 
B)  enthusiastic. 
C)  late adopters. 
D)  innovators. 
E)  mavericks. 
A)  laggards. 
B)  enthusiastic. 
C)  late adopters. 
D)  innovators. 
E)  mavericks.

Question 9

On the Public Relations Effectiveness Yardstick, level 2-intermediate provides the truest measure of campaign success.

Accepted Answer

A) True 
 B)False

Question 10

The key conclusion to be drawn from the "Facebook Friends Brain Power" case is that:

Accepted Answer

A)  Facebook "mavericks" lead the pack in new friend requests. 
B)  Too many friends can begin to diminish brain power. 
C)  having lots of Facebook friends may affect your brain. 
D)  friends with lots of friends may positively affect your organization's communication strategy. 
E)  Both C and D. 
A)  Facebook "mavericks" lead the pack in new friend requests. 
B)  Too many friends can begin to diminish brain power. 
C)  having lots of Facebook friends may affect your brain. 
D)  friends with lots of friends may positively affect your organization's communication strategy. 
E)  Both C and D.

Question 11

Correspondence and telephone calls are considered to be "interactive" media.

Accepted Answer

A) True 
 B)False

Advertising equivalency may is not always reliable measurement tool because

"Laggards" are traditionalists who are the last to adopt anything.

According to recent survey of public relations practitioners, which tool is the most effective measure of message exposure?

Effective tools for delivering information to an active audience include all of the following EXCEPT:

The kind of audience that may initially pay attention to message only because it's entertaining is known as a

Which are the following is not legitimate goal of communication?

Regarding the Five-Stage Adoption Process, which of the following is not true?

According to communication researchers Everett Rogers, people who are eager to try new ideas are called

On the Public Relations Effectiveness Yardstick, level 2-intermediate provides the truest measure of campaign success.

The key conclusion to be drawn from the "Facebook Friends Brain Power" case is that:

Correspondence and telephone calls are considered to be "interactive" media.

What Is Public Relations

Careers in Public Relations

Todays Practice: Departments and Firms

Research and Campaign Planning

Public Opinion and Persuasion

Managing Competition and Conflict

Ethics and the Law

Reaching Diverse Audiences

The Mass Media

The Internet and Social Media

Events and Promotions

Global Public Relations

Corporate Public Relations

Entertainment, Sports, and Tourism

Government and Politics

Nonprofit, Health, and Education

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Exam 6: Communication and Measurement

Advertising equivalency may is not always reliable measurement tool because

"Laggards" are traditionalists who are the last to adopt anything.

According to recent survey of public relations practitioners, which tool is the most effective measure of message exposure?

Effective tools for delivering information to an active audience include all of the following EXCEPT:

The kind of audience that may initially pay attention to message only because it's entertaining is known as a

Which are the following is not legitimate goal of communication?

Regarding the Five-Stage Adoption Process, which of the following is not true?

According to communication researchers Everett Rogers, people who are eager to try new ideas are called

On the Public Relations Effectiveness Yardstick, level 2-intermediate provides the truest measure of campaign success.

The key conclusion to be drawn from the "Facebook Friends Brain Power" case is that:

Correspondence and telephone calls are considered to be "interactive" media.

What Is Public Relations

Careers in Public Relations

Todays Practice: Departments and Firms

Research and Campaign Planning

Public Opinion and Persuasion

Managing Competition and Conflict

Ethics and the Law

Reaching Diverse Audiences

The Mass Media

The Internet and Social Media

Events and Promotions

Global Public Relations

Corporate Public Relations

Entertainment, Sports, and Tourism

Government and Politics

Nonprofit, Health, and Education

Filters