Deck 6: Planning

Question 1

A ___________ is a temporary storefront, event or experience designed to gain attention and generate engagement by appearing quickly in an unusual place.

A) Pop-up
B) Trunk sale
C) Flash sale
D) Fly-by-night

Answer 1

A

Question 2

One of the most common PR client requests is ___________.

A) Help us with damage control
B) Help us be number one
C) Help us raise awareness
D) Help us raise money

Answer 2

C

Question 3

Before communication can have any effect at all, people must be __________ to the messages.

A) Driven
B) Exposed
C) Coaxed
D) Oblivious

Answer 3

B

Question 4

PR publics may not love the idea of donating blood or eating more vegetables, but if they are going to be convinced to participate, PR communication must keep them ____________.

A) Engaged
B) Laughing
C) Fixated
D) Happy

Question 5

Jackson prepares a PR campaign for the Vanguard Group to encourage people to save for retirement. In this campaign, public relations basically becomes an act of __________.

A) Salesmanship
B) Education
C) Awareness
D) Polling

Question 6

In campaigns like the ALS Ice Bucket Challenge, people not only learned, agreed, and acted, but also encouraged others to do likewise. This is referred to in PR as __________.

A) Brainwashing
B) Proselytizing
C) Creating zombies
D) Cheerleading

Question 7

Digital marketers, who are focused on sales as a final outcome, sometimes refer to the process outlined in McGuire's hierarchy-of-effects model as a __________.

A) Pyramid
B) Highway
C) Tunnel
D) Funnel

Question 8

William posts a six-second video on the microblogging service Tumblr for his client General Electric that connected the viewer to GE's message of being a science and technology company. This is an example of __________.

A) Tactical decision making
B) Internal communication
C) Micro decision making
D) Strategic decision making

Question 9

Alexia develops an app that allows high school students to record, upload, and post a running total of the amount of material they recycle. However, she has not thought through the connection to her organization's objectives, goals or mission. She is applying what action to her broader strategy?

A) Encouragement
B) Communication
C) Tactics
D) Goals

Question 10

John must assess which impact of his recycling program will most likely accurately measure the results. Which of the following is most likely to do that?

A) The effect on global warming is summarized
B) An estimate is determined of the amount of landfill space saved
C) How many people helped with the program is considered
D) Plastic bottles found in the recycling bins are counted

Question 11

Anna Beth is conducting research for DuPont on the effects of genetically modified organisms (GMO) on corn production and consumption. She is putting each step in chronological order. This is an example of constructing a ____________.

A) Numerical list
B) Timeline
C) Quantitative chart
D) GMO app

Question 12

Ellen is developing a timeline for her client's public relations plan. She has plotted when communication tactics will take place, but she neglected to factor in ___________, such as the time needed for writing, designing, printing, and distribution.

A) Personnel
B) Client meetings
C) Choreography
D) Production

Question 13

Rasmussen Reports, a polling agency, decides to set up a live-tweet event to gather favorable/unfavorable data on a senate race in California. This is an example of ________.

A) A conference
B) A superconference
C) An ultraconference
D) An unconference

Question 14

Clint is an account supervisor at a public relations agency earning a salary of $65,000 a year, which breaks down to about $31.25 per hour. The client of the agency is billed $93.75 per hour, which is three times the account supervisor's actual pay. This is an example of the agency _____________.

A) Padding the bill
B) Applying the billable rate
C) Cheating the client
D) Applying fuzzy math

Question 15

Big Mama, an R&B star, has 67 million followers on Instagram. It is possible that she reached this number of real-people followers organically and over time. In contrast, there are companies that provide a service where Big Mama could have purchased a large number of ____________.

A) Zombie followers
B) Paid followers
C) Parasite followers
D) Mercenary followers

Question 16

Though they may take audiences by surprise, all pop-ups require ___________, such as when Timberland opened a 3,500-square-foot retail store in New York City featuring live full-sized trees and giant terrariums.

A) Big budgets to really make a splash
B) Planning with bigger organizational goals in mind
C) Immersive "Instagrammable" experiences
D) New products to sell

Question 17

A local shoe store hires Julie, a freelance public relations practitioner, because it knows it needs help in PR, but isn't quite sure why. Julie's job is to convert this fuzzy thinking into a ___________ that will lead to meaningful results for the store.

A) Strategy
B) Sale
C) Proposition
D) Tactic

Question 18

Students walk by bulletin boards all throughout their college campuses, sometimes several times a day. While the students are exposed to messages on the fliers by glancing at the board, most do not even __________.

A) Like them
B) Pay attention
C) Tear them down
D) Tell a friend about them

Question 19

The U.S. Department of Agriculture's old food pyramid promoted balanced eating. While people liked the simple model and colorful graphics, many people did not ____ it, so the USDA settled on a plate graphic to illustrate the importance of a balanced diet.

A) Appreciate
B) Follow
C) Promote
D) Comprehend

Question 20

Aileen does marketing communications for a financial advisor. She has focused her efforts on teaching young adults how to open a retirement account. Now she must try to get more young adults to ______ that this is something important they must do.

A) Apportion
B) Advertise
C) Agree
D) Allocate

Question 21

Jessie knows that even with the best intentions, people forget to do what they learned and agreed to do. Therefore, she builds _________ into her public relations campaigns.

A) Incentives
B) Reminders
C) Refutations
D) Regressions

Question 22

Though a CVS customer knows he should get a flu shot each fall, where to go and how easy it is, and even though he receives email reminders about it, he simply does not get the vaccination. This is an example, according to McGuire's Hierarchy of Effects, of not __________.

A) Remembering
B) Assessing
C) Acting
D) Comprehending

Question 23

Using McGuire's Hierarchy of Effects helps Bryce, a PR account executive, identify specific objectives and tactics, and ____________.

A) Find relevant partners and influencers
B) Identify staffing needs
C) Determine budgets and timelines
D) Evaluate what worked and what didn't

Question 24

When McDonald's flipped its iconic golden arches on many of its menus, food containers, uniforms, and outdoor signs, it wasn't just a simple publicity stunt. In fact, it was part of a strategy to honor _______________.

A) Women employees and customers
B) Teamwork and the "W" in "We"
C) Water conservation and a commitment to the environment
D) Wage expansions and pay raises

Question 25

High schools in Cuyahoga County, Ohio, will tap into students' competitive nature to spur recycling behaviors. The district will hold a contest to see which school logs the most recycled material by the end of the school year for a chance to win a full day off for a picnic and eco-fair. This is an example of a campaign _____________.

A) Goal
B) Tactic
C) Strategy
D) Objective

Question 26

__________ are desired outcomes that directly help and organization pursue its mission or vision, for example, dollars donated, products sold, or percentage of the population registered to vote.

A) Objectives
B) Metrics
C) Goals
D) Plans

Question 27

If Raymond wanted to have 100 percent of his neighbors registered to vote, he needs to take specific steps. He would set specific _________ that would help meet this broader _______.

A) Goal; objective
B) Objectives; goal
C) Tactics; mission
D) Metrics; tactic

Question 28

When writing a public relations plan, it is essential to have _______, the underlying logic that holds the plan together and offers a compelling rationale for why we expect the plan to work.

A) A mission
B) A strategy
C) A situation
D) A formula

Question 29

When the Water Supply and Sanitation Collaborative Council (WSSCC) and UNICEF partnered to sponsor Global Handwashing Day, they wanted to "improve handwashing." However, this could mean getting people to wash hands more frequently, at specific times, using more soap, or a minimum number of times per day. To hone this objective, WSSCC and Unicef need to make it more __________.

A) Theoretical
B) Illustrative
C) Optimistic
D) Specific

Question 30

Nico is working on a PR plan to raise awareness for a new micro-loan program. However, he is struggling with how to tell if he is successful. He knows he needs to develop a ___________ objective so he can better observe his results.

A) Relevant
B) Measurable
C) Logical
D) Sensible

Question 31

Though Troy has seen an uptick in his hashtag promoting a minimum wage raise, he needs to be able to explain how these posts impact his efforts to change the law requiring a higher minimum wage. In this way, Troy needs to explain the __________ of the hashtag usage.

A) Relevance
B) Prevalence
C) Evidence
D) Resonance

Question 32

While measuring the number of tweets posted, news releases sent, events sponsored or schools visited by experts provides a useful assessment of what has been done, they are merely _____ and do not measure what you hope to accomplish.

A) Outcomes
B) Outputs
C) Outliers
D) Out of scope

Question 33

When trying to determine the impact of a public relations plan, it is important to measure _________. For Charlene, who represents a local hospital, these would be how many news organizations covered the stories in her news releases and how many people retweeted her hospital's tweets.

A) Outputs
B) Outlasts
C) Outperforms
D) Outcomes

Question 34

At the most basic level of management, a good __________ determines when to spend resources (such as time and money) on what.

A) Budget
B) Timeline
C) Scope
D) Plan

Question 35

Anya uses ________ to monitor her program's efforts on social media so she can make corrections based on feedback. She does his throughout the campaign on a weekly basis.

A) Formative progression
B) Summative evaluation
C) Formative evaluation
D) Summative progression

Question 36

Taryn's team at Ketchum has developed a campaign proposal that includes a clear articulation of strategy and how it will be implemented. It will present this proposed plan to a prospective client to __________.

A) Win new business
B) Raise the client's existing budget
C) Summarize the evaluation
D) Forecast a timeline

Question 37

Xander represents an electric company. Sometimes, he has to consult with communities prior to installing new power lines. Other times, he has to communicate after an event, such as explaining an increase in service rates. Xander also has to plan communication tactics ____ with action, such as notifying commuters in real time about a downed tree cutting off power to a neighborhood.

A) Systematic
B) Regularly
C) Concurrent
D) Divergent

Question 38

Strategic communicators who write SMART objectives realize they've done themselves a favor when it's time for ___________.

A) Lunch
B) Evaluation
C) Planning
D) Pitching new business

Question 39

_________ charts are types of bar charts that show project timelines including the start and duration times of tasks. This lets a planner to consider how long a task will take and which resources will be needed when tasks occur at the same time.

A) Graph
B) Gantt
C) PERT
D) Fishbone

Question 40

As Meghan is working on the budget for her client's plan, she needs to balance personnel, administrative costs, and _______.

A) Products
B) Overhead
C) Influencers
D) Media

Question 41

Richard is set to research his handwashing campaign in 100 area primary schools. Before he starts the research, he wanted to know how many children washed their hands before eating, which turned out to be 5 percent. This tactic of __________ is different from measuring the outcome of the campaign.

A) Benchmarking
B) Moving the needle
C) Playing with the numbers
D) The Gold Standard

Question 42

Edelman PR Agency has decided to embark on a program for the non-profit organization the American Red Cross. They are not going to charge for their services but will submit a plan noting the number of hours they intend to donate by their employees. This type of program is an example of __________.

A) Volunteering
B) Pro bono work
C) A waste of time
D) Hidden charges

Question 43

In agencies or established businesses, regular and ongoing administrative costs such as electricity, paper, and Internet services are often considered __________.

A) Informal expenses
B) Program budget expenses
C) Overhead expenses
D) Off-the-books expenses

Question 44

Calvin considers factors such as strategy and audience demographics to make sure that his client's advertising budgets are spent wisely and in line with SMART objectives. Calvin's job is likely a __________.

A) Media planner
B) Media buyer
C) Media demand publisher
D) Media marketer

Question 45

Bertha knows that buying followers who do not exist may offer a quick and inexpensive way to meet short-term social media objectives. She also knows that the consequences likely will not be positive or productive. She must make a decision and that decision-making process is an example of __________________.

A) Opportunism
B) Utilitarianism
C) Diversion
D) Consequentialism