Deck 8: Evaluation

Question 1

Evaluation in public relations is the process by which we determine ____________.

A) The value of our work
B) How hard we worked
C) The speed of our work
D) How much we streamlined our work

Answer 1

A

Question 2

Media tracking firms have developed __________ technology that enables audio and video to be tracked with digital information woven into the signals that carry programming content.

A) Cross-platform
B) Crowdsourcing
C) Viral
D) Digital watermarking

Answer 2

D

Question 3

If you type a tweet and show it to a friend before posting, that is an example of _____________.

A) Message testing
B) Controlled media
C) A focus group
D) An experiment

Answer 3

A

Question 4

Parson's Publishing evaluates a college freshman textbook for readability. A sample showed 5 sentences, 94 words, 160 syllables, and 484 characters, with an average of 1.7 syllables per word and 19 words per sentence. This added up to an average readability score for a grade level of 13. This type of message testing is _______________.

A) Qualitative
B) Quantitative
C) Editorial
D) Suggestive

Question 5

The cliQ platform monitors millions of broadcast TV hours, online news stories, and social media mentions. It accumulates and organizes this information in real time for data analysis for its clients. This platform is an example of __________.

A) Intranet communication
B) Tactical communication
C) Crowdsourcing
D) Media monitoring services

Question 6

Ophelia, a media analyst for Edelman, develops an algorithm for her client Samsung to collect information on message placement and click-through rates. This sizable gathering of Internet information is known as ____________.

A) Brand formation
B) Big data
C) Qualitative research
D) Viral content

Question 7

William collects information for his client through examination of cookies and customer registrations. Because he collected this information himself, it is an example of __________.

A) Spyware
B) Second-party data
C) First-party data
D) Third-party data

Question 8

Aurora, a media specialist with Radley, is packaging an online promotional sale of its newest women's high-end handbag. She tracks 1,000 visitors to her website. The data show that 700 visitors leave the site after seeing the first page. What is the bounce rate percentage in this scenario?

A) Bounce rate is 60%
B) Bounce rate is 70%
C) Bounce rate is 75%
D) Bounce rate is 30%

Question 9

Kelly works for a digital marketing firm. Her assignment is to harvest possible customers for the Green Bay Packers. She targets males who tweet about the Packers, live in a medium to large city, and tailgate for home games. Her approach is an example of __________.

A) Demographic profiling
B) Selective studies
C) Psychographic profiling
D) Shotgun strategy

Question 10

Adrian, a PR professional with Ogilvy, developed a campaign to recruit college seniors. Right from the beginning, Adrian kept in mind that she would have to demonstrate the value of public relations and its contributions to the client's overall organizational mission. She applied the concepts of the ____________, the first global standard of public relations measurement.

A) Brussels Declaration of Research Principles
B) London Declaration of Research Principles
C) Barcelona Declaration of Research Principles
D) Frankfurt Declaration of Research Principles

Question 11

Bianca developed a questionnaire survey for Comcast to measure the level of employee engagement that asked employees to respond to statements with a range of defined response options such as the range from "strongly disagree" to "strongly agree." This type of questionnaire is an example of ________.

A) Qualitative items
B) Personalized items
C) Likert-type items
D) Analytic items

Question 12

John uses the same measurement tactics he employs for business performance evaluation on the nonprofit Habitat for Humanity. This is an example of an evaluation tactic that is searching for __________.

A) Business results
B) Organizational results
C) Charity results
D) Political correctness results

Question 13

Jessica is contracted by Pizza Hut to evaluate the success of their latest video posted on their brand channel on YouTube about hiring veterans and military spouses. The video was viewed 5,576 times and had 64 thumbs up, 2 thumbs down, and 12 comments. Jessica examined both the number of hits and the comments. Her PR tactic used ___________.

A) Both qualitative and quantitative methods
B) Both action and communication
C) Both intuition and common sense
D) Both interviews and surveys

Question 14

Social change agency BritSpot represents the Wikimedia Foundation. They realize their client can best benefit by their see-say-feel-do model of social media metrics. This PR model focuses on __________.

A) Message testing
B) Measuring the right outcomes
C) Big data
D) Advertising value equivalency

Question 15

Public relations firms often operate within a dichotomy, especially when it comes to statistics. It is a common suspicion that statistics can be manipulated to distort the truth. Yet PR practitioners depend on statistics to clarify complex scenarios for the clients they are advocating. When massaging statistics, practitioners must balance advocacy with _______________.

A) Subtle mind control
B) Political correctness
C) Subjective independence
D) Objective independence

Question 16

When we invest time, energy and budgets in both short- and long-term projects, we use ______ to understand our return on investment.

A) Budget planning
B) Investment analytics
C) Financial modelling
D) Evaluation

Question 17

__________, which are one of the older methods of evaluation, are conducted to gather data that describe demographics and what people think, feel, and do.

A) Experiments
B) Charts
C) Surveys
D) Listening

Question 18

Nielsen uses digital watermarking technology to track what content is delivered to TV and mobile devices. Without surveys and paper diaries, though, Nielsen cannot tell whether viewers ___________

A) Are switching channels
B) Are paying attention
C) Are using a DVR
D) Are streaming content

Question 19

In a laboratory setting, communication researchers might use __________ software to observe how people pay attention to and respond to messages.

A) Lie detector
B) Eye-tracking
C) Photoshop
D) Heart rate monitoring

Question 20

Teagan is conducting some tests to see how viewers respond to a public service announcement she is producing for a client. She is using technology that can generate images of brain activity in response to the video to help her make it as emotionally powerful as possible. What kind of technology is Teagan likely using?

A) Functional magnetic resonance imaging
B) Virtual reality headsets
C) Computerized axial tomography
D) Positron emission tomography

Question 21

Organizers of a school violence prevention campaign conduct _____ to help improve the effectiveness of the campaign content among high school students. A trained moderator leads a discussion where the students respond to various campaign concepts to see which ones appeal most.

A) Experiments
B) Surveys
C) Online polls
D) Focus groups

Question 22

Marketing and advertising researchers conduct ________ by using software and computer programs to automatically test digital messages.

A) Automated marketing analytics
B) Automated beta testing
C) Automated copy testing
D) Automated digital message testing

Question 23

Message testing experiments are known in digital media as _____________.

A) Indirect
B) A/B testing
C) A/Z testing
D) Direct

Question 24

Instead of tracking her client's coverage manually by checking web sites where she is expecting news coverage, Robin uses a ________ to monitor coverage, capture related content, and conduct content analysis of news and editorial mentions.

A) Clipping service
B) Digital portfolio
C) Transcription service
D) Paid analyst

Question 25

While media monitoring services can conduct content analysis of traditional and social media, they aren't able to measure many of the most important goals and objectives of public relations programs. In short, content analysis can't measure ___________.

A) The number of media impressions
B) What people think, feel and do offline
C) The advertising value equivalency
D) The comments people leave on social posts

Question 26

Anabella is trying to find the most effective email marketing template by using __________. She creates a few different options with various combinations of headlines, subheads, colors, embedded graphics, and word choice, and will monitor which combination produces the most sales.

A) Placement testing
B) Outcomes testing
C) Multivariate testing
D) A/Z testing

Question 27

Forbes contributing writer Lisa Arthur defines ________ as "a collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis."

A) First-party data
B) Big data
C) Aggregated data
D) Third-party data

Question 28

Jai needs to determine the conversion rate to understand how many people click on his company's web site after seeing an online ad. If 500 people view the ad, but only 100 click the link to visit the web site, what is the conversion rate?

A) Conversion rate is 10%
B) Conversion rate is 15%
C) Conversion rate is 20%
D) Conversion rate is 25%

Question 29

Gemma is conducting an analysis of the _________ to better understand how people found her client's web site. She wants to know if visitors simply typed in the URL or if they found the site from organic search results or paid search results.

A) Web path
B) Google Ad Words
C) Keyword links
D) Referring sources

Question 30

Steve was overjoyed when he helped his client, an international coffee brand, achieve 5,000 followers on Twitter. However, Steve's boss said 5,000 followers was a low number for such a large multi-national brand, and the combination of the number of followers and _______ would yield actual strategic value.

A) The follower demographics
B) The initial goal
C) The sentiment of comments
D) The speed of gaining new followers

Question 31

When people scroll and download information from your Web page, comment on and share your social media posts, write about your news, or watch and recommend your videos, measuring those behaviors are examples of measuring __________.

A) Outputs
B) Outcomes
C) Goals
D) Strategies

Question 32

Addilyn summarized her team's results in a campaign report she will send to her client. Addilyn concluded her campaign was a success based on the number of web pages they developed, the number of blog posts they wrote, the amount of social media posts they published, and the number of news releases they sent to reporters. Why is this not a definitive measure of success?

A) This summary measures outcomes, not outputs.
B) This summary is based on metrics.
C) This summary measures outputs, not outcomes.
D) This summary isn't quantitative.

Question 33

Olivier hopes to convey the intricacies of geothermal heating technologies to city planners and architects so they might consider them when designing new buildings. Olivier's desired result can best be described as _______.

A) Cognitive
B) Aspirational
C) Attitudinal
D) Contingent

Question 34

Jesse hopes to drive more behavioral outcomes as a result of his public relations campaign in support of a candidate for city council. What would be a realistic behavioral outcome for Jesse to track?

A) Increased flyers delivered to voters
B) Increased donations to the candidate's campaign
C) Additional meet-the-candidate events scheduled
D) Endorsement from the local newspaper editorial board

Question 35

The specific value of _______ depends on how it is defined, and therefore, how it is measured. For example, it can be attitudinal and based on emotions, or cognitive and based on what people think, learn, and know. It can be measured with questionnaires or even inferred from metrics like how much time people spend reading a web page.

A) Awareness
B) Engagement
C) An output
D) Advocacy

Question 36

When goals are marketing-based, the measurement metrics should include the steps involved in the __________, such as searching for key terms, clicking on links, browsing product offerings and making purchases.

A) Four P's
B) Return on investment
C) Search engine optimization
D) Conversion funnel

Question 37

Karl hopes to see if viewers of his video ad sparks interest in his product. He conducts an experiment where one group sees Karl's ad, and another group sees an unrelated video. He will then use Google to track search habits of those in both groups. If Karl sees more searches for his product among those exposed to the ad, then he knows he can attribute it to the campaign video. What program is Karl likely using to conduct this video ad test?

A) Google Brand Lift
B) Medium
C) YouTube Ads
D) Google Marketer

Question 38

Gillette's "We Believe" campaign struck a chord. While ad has been viewed millions of times, and received hundreds of thousands of shares on social media, the ad isn't necessarily a success. It generated hundreds of thousands of negative comments, as well. The only way for Gillette to evaluate the campaign is to ___________.

A) Subtract the number of negative responses from the number of positive ones to net a quality score
B) Count how many visitors came to the company's web site
C) Take into account both qualitative and quantitative measures
D) Evaluate the reach based on comments by influencers

Question 39

One problem with AVEs is that they falsely indicate ______ based on media placement and do not measure attitudes, knowledge, or behavior.

A) Value
B) Reach
C) Quality
D) Audience

Question 40

Jeff believes that for each copy of a magazine that goes into circulation, four people will have the opportunity to read it. He also thinks that editorial coverage in the magazine is worth twice as much as advertising. With these _______, Jeff is able to inflate his potential reach numbers, making them look far more impressive.

A) Multipliers
B) Impressions
C) Inflations
D) Concessions

Question 41

____________ in research means that researchers are open and not secretive about their methods. For example, if Harris says a campaign generated 100 million media impressions, he should be open about how he calculated that figure.

A) Objectivity
B) Traceability
C) Transparency
D) Skepticism

Question 42

Arnon is frustrated because he keeps running an experiment to determine the best times of day to run his online ads. But he keeps getting different results every time he runs the same test. Arnon's research lacks __________.

A) Authority
B) Replicability
C) Validity
D) Specialization

Question 43

Tina McCorkindale, president and CEO of the Institute for Public Relations, says measurement should always operate from ____________. She said you should think about the question you want to answer and then use technology to help answer it.

A) Budgets and resources
B) Tactics and campaigns
C) Executives and clients
D) Goals and strategy

Question 44

_________ are computer programs that automatically send unsolicited emails, post comments in online forums, or inflate numbers for comments and followers.

A) Instabots
B) Chatbots
C) Googlebots
D) Spambots

Question 45

Paul is consolidating measurement reports representing public relations results in five countries. Paul has to be careful to avoid the many traps he could fall into on the interpretation and reporting of data. Which of the following is not one of those potential traps?

A) Not including all channels in the analyses to make the public relations results look better
B) Using images and graphics to present the data visually
C) Using AVEs and multipliers
D) Count news releases as coverage