Question 1

A common mistake in measuring public relations effectiveness is

Accepted Answer

A)  Volume equals results 
B)  Experience and intuition is acceptable 
C)  Changed Attitudes result in desired changed behavior 
D)  Samples are not representative 
E)  All are correct 
A)  Volume equals results 
B)  Experience and intuition is acceptable 
C)  Changed Attitudes result in desired changed behavior 
D)  Samples are not representative 
E)  All are correct E

Question 2

Which of the following is NOT one of the factors normally considered in standard pretest and posttest evaluation design:

Accepted Answer

A)  distribution 
B)  coverage 
C)  interest 
D)  productions 
E)  understanding 
A)  distribution 
B)  coverage 
C)  interest 
D)  productions 
E)  understanding B

Question 3

___________________ involves preparing advance statements,usually during the planning phase of a program,concerning legitimate expectations from a given efforts and when evaluation occurs,objectives are compared to accomplishments.

Accepted Answer

A)  Impact analysis 
B)  Measurement by objectives 
C)  In-progress monitoring 
D)  Implementation checking 
E)  Perception evaluation 
A)  Impact analysis 
B)  Measurement by objectives 
C)  In-progress monitoring 
D)  Implementation checking 
E)  Perception evaluation B

Question 4

__________________ is a basic MBO step.

Accepted Answer

A)  Work group involvement 
B)  Manager-subordinate involvement 
C)  Review, evaluation and recycling 
D)  Determination of Intermediate Objectives 
E)  All of these 
A)  Work group involvement 
B)  Manager-subordinate involvement 
C)  Review, evaluation and recycling 
D)  Determination of Intermediate Objectives 
E)  All of these

Question 5

______________ evaluation considers what people read in various types of publications.

Accepted Answer

A)  Productions 
B)  Distributions 
C)  Interest 
D)  Reach 
E)  None of these 
A)  Productions 
B)  Distributions 
C)  Interest 
D)  Reach 
E)  None of these

Question 6

When impact is evaluated,practitioners measure the number of people who ________________.

Accepted Answer

A)  are exposed to messages 
B)  attend the message 
C)  exist in a target public 
D)  receive the message 
E)  change their opinions 
A)  are exposed to messages 
B)  attend the message 
C)  exist in a target public 
D)  receive the message 
E)  change their opinions

Question 7

If results of a program are compared to objectives following the completion of an effort,what type of evaluation is being conducted?

Accepted Answer

A)  implementation checking 
B)  audience analysis 
C)  implementation evaluation 
D)  in-progress monitoring 
E)  outcome evaluation 
A)  implementation checking 
B)  audience analysis 
C)  implementation evaluation 
D)  in-progress monitoring 
E)  outcome evaluation

Question 8

Which of the following is NOT one of the overlooked ideas that often leads to measurement error?

Accepted Answer

A)  Data can not be interpreted. 
B)  Estimate is not measurement. 
C)  Volume is not equal to results. 
D)  Attitude is not behavior. 
E)  Samples must be representative. 
A)  Data can not be interpreted. 
B)  Estimate is not measurement. 
C)  Volume is not equal to results. 
D)  Attitude is not behavior. 
E)  Samples must be representative.

Question 9

____________________ models attempt to incorporate factors outside the control of the public relations campaign when assessing its effectiveness.

Accepted Answer

A)  open-system evaluation 
B)  campaign evaluation 
C)  outcome evaluation 
D)  closed-system evaluation 
E)  communication program evaluation 
A)  open-system evaluation 
B)  campaign evaluation 
C)  outcome evaluation 
D)  closed-system evaluation 
E)  communication program evaluation

Question 10

The efficiency of a message is the extent to which it actually _______________ the intended audience.

Accepted Answer

A)  motivates 
B)  informs 
C)  reaches 
D)  persuades 
E)  interests 
A)  motivates 
B)  informs 
C)  reaches 
D)  persuades 
E)  interests

Question 11

_______________ is a method of evaluation emphasizing the importance of such factors as unintended audiences and economic situations.

Accepted Answer

A)  open system model 
B)  closed-system model 
C)  measurement by objectives 
D)  none of the above 
A)  open system model 
B)  closed-system model 
C)  measurement by objectives 
D)  none of the above

Question 12

Learning about failures of an effort helps to assist in the development of future efforts because _____________.

Accepted Answer

A)  Those responsible can be fired 
B)  Tactics that did not work can be discarded to never be used again 
C)  Publics that lead to failure can be written off 
D)  Adjustments may become evident that can steer subsequent attempts 
E)  All of these 
A)  Those responsible can be fired 
B)  Tactics that did not work can be discarded to never be used again 
C)  Publics that lead to failure can be written off 
D)  Adjustments may become evident that can steer subsequent attempts 
E)  All of these

Question 13

Comparing posttest results to pretest results in evaluation is __________.

Accepted Answer

A)  encouraged 
B)  a form of open-system evaluation 
C)  overcomes measurement error 
D)  considered poor evaluation 
E)  None of these 
A)  encouraged 
B)  a form of open-system evaluation 
C)  overcomes measurement error 
D)  considered poor evaluation 
E)  None of these

Question 14

PRTrack,a software package,is designed to calculate _______________.

Accepted Answer

A)  message exposure 
B)  attitude change 
C)  media coverage 
D)  message interest 
E)  advertising equivalency 
A)  message exposure 
B)  attitude change 
C)  media coverage 
D)  message interest 
E)  advertising equivalency

Question 15

_____________ monitoring is conducted at regular intervals during campaigns to determine the effectiveness of the program.

Accepted Answer

A)  In-progress 
B)  Asynchronous 
C)  Outcome evaluation 
D)  Implementation checking 
E)  None of these 
A)  In-progress 
B)  Asynchronous 
C)  Outcome evaluation 
D)  Implementation checking 
E)  None of these

Question 16

______________ can be evaluated by investigating the activity of the organization's media representative.

Accepted Answer

A)  Reach 
B)  Administrative processes 
C)  Employee publications 
D)  Media relations 
E)  None of these 
A)  Reach 
B)  Administrative processes 
C)  Employee publications 
D)  Media relations 
E)  None of these

Question 17

Evaluating __________________ may involve examining the adequacy of the background information gathered,the appropriateness of the message content and format,and the quality of the message.

Accepted Answer

A)  impact 
B)  implementation 
C)  outcome 
D)  preparation 
E)  exposure 
A)  impact 
B)  implementation 
C)  outcome 
D)  preparation 
E)  exposure

Question 18

A ________________________ limits its scope to the messages and events planned for the campaign and their effects on the intended publics.

Accepted Answer

A)  open-system evaluation 
B)  campaign evaluation 
C)  outcome evaluation 
D)  closed-system evaluation 
E)  communication program evaluation 
A)  open-system evaluation 
B)  campaign evaluation 
C)  outcome evaluation 
D)  closed-system evaluation 
E)  communication program evaluation

Question 19

The data that results from ___________________ evaluation can be used to predict whether the messages used in a program will cause favorable reaction.

Accepted Answer

A)  audience response 
B)  environmental mediation 
C)  media coverage 
D)  campaign impact 
E)  audience coverage 
A)  audience response 
B)  environmental mediation 
C)  media coverage 
D)  campaign impact 
E)  audience coverage

Question 20

The number of radio and television stations that pick up and use a public relations message (VNR or news release)are counted in _______________ evaluation.

Accepted Answer

A)  interest 
B)  productions 
C)  distribution 
D)  reach 
E)  exposure 
A)  interest 
B)  productions 
C)  distribution 
D)  reach 
E)  exposure

A common mistake in measuring public relations effectiveness is

Which of the following is NOT one of the factors normally considered in standard pretest and posttest evaluation design:

___________________ involves preparing advance statements,usually during the planning phase of a program,concerning legitimate expectations from a given efforts and when evaluation occurs,objectives are compared to accomplishments.

__________________ is a basic MBO step.

______________ evaluation considers what people read in various types of publications.

When impact is evaluated,practitioners measure the number of people who ________________.

If results of a program are compared to objectives following the completion of an effort,what type of evaluation is being conducted?

Which of the following is NOT one of the overlooked ideas that often leads to measurement error?

____________________ models attempt to incorporate factors outside the control of the public relations campaign when assessing its effectiveness.

The efficiency of a message is the extent to which it actually _______________ the intended audience.

_______________ is a method of evaluation emphasizing the importance of such factors as unintended audiences and economic situations.

Learning about failures of an effort helps to assist in the development of future efforts because _____________.

Comparing posttest results to pretest results in evaluation is __________.

PRTrack,a software package,is designed to calculate _______________.

_____________ monitoring is conducted at regular intervals during campaigns to determine the effectiveness of the program.

______________ can be evaluated by investigating the activity of the organization's media representative.

Evaluating __________________ may involve examining the adequacy of the background information gathered,the appropriateness of the message content and format,and the quality of the message.

A ________________________ limits its scope to the messages and events planned for the campaign and their effects on the intended publics.

The data that results from ___________________ evaluation can be used to predict whether the messages used in a program will cause favorable reaction.

The number of radio and television stations that pick up and use a public relations message (VNR or news release)are counted in _______________ evaluation.

The Nature of Public Relations

The History of Public Relations

A Theoretical Basis for Public Relations

Law and Ethics

Research: Understanding Public Opinion

Strategic Planning for Public Relations Effectiveness

Action and Communication

Social Media and Traditional Media Relations

Employee Communication

Community Relations

Consumer Relations and Marketing

Investor Relations

Public Affairs: Relations With Government

Public Relations in Nonprofit Organizations

Corporate Public Relations

Filters

Exam 8: Evaluating Public Relations Effectiveness

A common mistake in measuring public relations effectiveness is

Which of the following is NOT one of the factors normally considered in standard pretest and posttest evaluation design:

___________________ involves preparing advance statements,usually during the planning phase of a program,concerning legitimate expectations from a given efforts and when evaluation occurs,objectives are compared to accomplishments.

__________________ is a basic MBO step.

______________ evaluation considers what people read in various types of publications.

When impact is evaluated,practitioners measure the number of people who ________________.

If results of a program are compared to objectives following the completion of an effort,what type of evaluation is being conducted?

Which of the following is NOT one of the overlooked ideas that often leads to measurement error?

____________________ models attempt to incorporate factors outside the control of the public relations campaign when assessing its effectiveness.

The efficiency of a message is the extent to which it actually _______________ the intended audience.

_______________ is a method of evaluation emphasizing the importance of such factors as unintended audiences and economic situations.

Learning about failures of an effort helps to assist in the development of future efforts because _____________.

Comparing posttest results to pretest results in evaluation is __________.

PRTrack,a software package,is designed to calculate _______________.

_____________ monitoring is conducted at regular intervals during campaigns to determine the effectiveness of the program.

______________ can be evaluated by investigating the activity of the organization's media representative.

Evaluating __________________ may involve examining the adequacy of the background information gathered,the appropriateness of the message content and format,and the quality of the message.

A ________________________ limits its scope to the messages and events planned for the campaign and their effects on the intended publics.

The data that results from ___________________ evaluation can be used to predict whether the messages used in a program will cause favorable reaction.

The number of radio and television stations that pick up and use a public relations message (VNR or news release)are counted in _______________ evaluation.

The Nature of Public Relations

The History of Public Relations

A Theoretical Basis for Public Relations

Law and Ethics

Research: Understanding Public Opinion

Strategic Planning for Public Relations Effectiveness

Action and Communication

Social Media and Traditional Media Relations

Employee Communication

Community Relations

Consumer Relations and Marketing

Investor Relations

Public Affairs: Relations With Government

Public Relations in Nonprofit Organizations

Corporate Public Relations

Filters