Question 1

If an objective is informational,measurement techniques must show

Accepted Answer

A)  attendance figures. 
B)  audience exposure. 
C)  increased sales. 
D)  print and broadcast mentions. 
A)  attendance figures. 
B)  audience exposure. 
C)  increased sales. 
D)  print and broadcast mentions. B

Question 2

Which is NOT a common method to measure reasons behind event attendance?

Accepted Answer

A)  informally gauging behavior patterns of the audience 
B)  day-after recall of speech pattern and text 
C)  ask attendees about the key messages of the spokesperson 
D)  Likert-type comment card 
A)  informally gauging behavior patterns of the audience 
B)  day-after recall of speech pattern and text 
C)  ask attendees about the key messages of the spokesperson 
D)  Likert-type comment card B

Question 3

A measurement of audience attitudes and opinions before and after a public relations campaign is a technique known as

Accepted Answer

A)  systematic tracking. 
B)  day-after-recall. 
C)  copy-testing. 
D)  baseline studies. 
A)  systematic tracking. 
B)  day-after-recall. 
C)  copy-testing. 
D)  baseline studies. D

Question 4

Quantitative analysis should be avoided in evaluating the success of a meeting.

Accepted Answer

A) True 
 B)False

Question 5

Which can be accomplished by systematic tracking?

Accepted Answer

A)  immediate media acceptance of audience behavior 
B)  real-time audience acceptance of the message 
C)  instant analysis of a speech 
D)  market penetration of information 
A)  immediate media acceptance of audience behavior 
B)  real-time audience acceptance of the message 
C)  instant analysis of a speech 
D)  market penetration of information

Question 6

What figures are necessary to calculate "cost-per-thousand"?

Accepted Answer

A)  media impressions and potential readership 
B)  census data and event costs 
C)  media outlets and advertising equivalency 
D)  media impressions and cost of program publicity 
A)  media impressions and potential readership 
B)  census data and event costs 
C)  media outlets and advertising equivalency 
D)  media impressions and cost of program publicity

Question 7

A baseline study is an assessment of an organization's entire communication program.

Accepted Answer

A) True 
 B)False

Question 8

Advertising Value Equivalency (AVE)basically refers to the notion of measuring

Accepted Answer

A)  "monetary value of message exposure." 
B)  audience recall of messages. 
C)  gatekeeper influence. 
D)  hits or visits. 
A)  "monetary value of message exposure." 
B)  audience recall of messages. 
C)  gatekeeper influence. 
D)  hits or visits.

Question 9

Pretesting an audience is usually involved with a(n)

Accepted Answer

A)  comment card. 
B)  organizational audit. 
C)  split message technique. 
D)  pilot test. 
A)  comment card. 
B)  organizational audit. 
C)  split message technique. 
D)  pilot test.

Question 10

The best article recall surveys involve trained interviewers.

Accepted Answer

A) True 
 B)False

Question 11

You've been asked to oversee a new website launch for your company.Your boss said that a website hit counter will not suffice as a measurement tool.You really aren't well versed in technology,but have a keen understanding of evaluation and gauging audience attitudes and behaviors.What specific elements do you plan to incorporate,how would you do so,and why?

Accepted Answer

As someone who is not well-versed in tec

Question 12

Day-after recall measures

Accepted Answer

A)  audience awareness and comprehension. 
B)  web site copy and graphics. 
C)  purchasing intent by consumers. 
D)  semantic issues and cognitive barriers. 
A)  audience awareness and comprehension. 
B)  web site copy and graphics. 
C)  purchasing intent by consumers. 
D)  semantic issues and cognitive barriers.

Question 13

The number of people "exposed" to media messages is referred to as

Accepted Answer

A)  population or census. 
B)  advertising equivalency. 
C)  media impressions. 
D)  benchmarking. 
A)  population or census. 
B)  advertising equivalency. 
C)  media impressions. 
D)  benchmarking.

Question 14

Your university president has asked you to oversee an assessment of your department or school's classrooms.Describe how you might use baseline studies within the construct of your research,and some of the key variables that you should evaluate.

Accepted Answer

Baseline studies are an essential compon

Question 15

The most widely practiced form of evaluating public relations programs is the compilation of print and broadcast mentions.

Accepted Answer

A) True 
 B)False

Question 16

The split-message technique is often used in

Accepted Answer

A)  television talk shows. 
B)  news releases. 
C)  national trade shows. 
D)  direct-mail campaigns. 
A)  television talk shows. 
B)  news releases. 
C)  national trade shows. 
D)  direct-mail campaigns.

Question 17

The evaluation stage best matches up with the planning stage in terms of measuring objectives of the campaign.

Accepted Answer

A) True 
 B)False

Question 18

Measuring audience awareness and comprehension with day-after recall is a credible metric for measurement.

Accepted Answer

A) True 
 B)False

Question 19

Using databases and computer software to analyze content of media placement is quite common with this technique.

Accepted Answer

A)  benchmarking 
B)  systematic tracking 
C)  day-after-recall 
D)  environmental scanning 
A)  benchmarking 
B)  systematic tracking 
C)  day-after-recall 
D)  environmental scanning

Question 20

Social media can be an effective measurement tool because:

Accepted Answer

A)  practitioners can determine recall of messages. 
B)  tweets and Facebook posts are immediate and easy to track. 
C)  practitioners can get input from key gatekeepers. 
D)  of their effect on measurable objectives. 
A)  practitioners can determine recall of messages. 
B)  tweets and Facebook posts are immediate and easy to track. 
C)  practitioners can get input from key gatekeepers. 
D)  of their effect on measurable objectives.

If an objective is informational,measurement techniques must show

Which is NOT a common method to measure reasons behind event attendance?

A measurement of audience attitudes and opinions before and after a public relations campaign is a technique known as

Quantitative analysis should be avoided in evaluating the success of a meeting.

Which can be accomplished by systematic tracking?

What figures are necessary to calculate "cost-per-thousand"?

A baseline study is an assessment of an organization's entire communication program.

Advertising Value Equivalency (AVE)basically refers to the notion of measuring

Pretesting an audience is usually involved with a(n)

The best article recall surveys involve trained interviewers.

Day-after recall measures

The number of people "exposed" to media messages is referred to as

Your university president has asked you to oversee an assessment of your department or school's classrooms.Describe how you might use baseline studies within the construct of your research,and some of the key variables that you should evaluate.

The most widely practiced form of evaluating public relations programs is the compilation of print and broadcast mentions.

The split-message technique is often used in

The evaluation stage best matches up with the planning stage in terms of measuring objectives of the campaign.

Measuring audience awareness and comprehension with day-after recall is a credible metric for measurement.

Using databases and computer software to analyze content of media placement is quite common with this technique.

Social media can be an effective measurement tool because:

What Is Public Relations

The Evolution of Public Relations

Ethics and Professionalism

Public Relations Departments and Firms

Research

Program Planning

Communication

Public Opinion and Persuasion

Conflict Management: Dealing With Issues,Risks,and Crises

Reaching Diverse Audiences

Public Relations and the Law

The Internet and Social Media

Preparing Materials for Mass Media

Radio and Television

Meetings and Events

Corporations

Entertainment, Sports, and Tourism

Politics and Government

Global Public Relations

Nonprofit, Health, and Education

Filters

Exam 8: Evaluation

If an objective is informational,measurement techniques must show

Which is NOT a common method to measure reasons behind event attendance?

A measurement of audience attitudes and opinions before and after a public relations campaign is a technique known as

Quantitative analysis should be avoided in evaluating the success of a meeting.

Which can be accomplished by systematic tracking?

What figures are necessary to calculate "cost-per-thousand"?

A baseline study is an assessment of an organization's entire communication program.

Advertising Value Equivalency (AVE)basically refers to the notion of measuring

Pretesting an audience is usually involved with a(n)

The best article recall surveys involve trained interviewers.

Day-after recall measures

The number of people "exposed" to media messages is referred to as

Your university president has asked you to oversee an assessment of your department or school's classrooms.Describe how you might use baseline studies within the construct of your research,and some of the key variables that you should evaluate.

The most widely practiced form of evaluating public relations programs is the compilation of print and broadcast mentions.

The split-message technique is often used in

The evaluation stage best matches up with the planning stage in terms of measuring objectives of the campaign.

Measuring audience awareness and comprehension with day-after recall is a credible metric for measurement.

Using databases and computer software to analyze content of media placement is quite common with this technique.

Social media can be an effective measurement tool because:

What Is Public Relations

The Evolution of Public Relations

Ethics and Professionalism

Public Relations Departments and Firms

Research

Program Planning

Communication

Public Opinion and Persuasion

Conflict Management: Dealing With Issues,Risks,and Crises

Reaching Diverse Audiences

Public Relations and the Law

The Internet and Social Media

Preparing Materials for Mass Media

Radio and Television

Meetings and Events

Corporations

Entertainment, Sports, and Tourism

Politics and Government

Global Public Relations

Nonprofit, Health, and Education

Filters