Deck 13: Public Relations Campaign Evaluation

Question 1

------------ are indirect or direct influences on one or more publics that occur as a result of public relations efforts.

A) Feedback
B) Evaluation
C) Baselines
D) Outcomes
E) Benchmarks.

Answer 1

Outcomes

Question 2

------------ evaluation involves gauging reactions to a message or some aspect of the campaign prior to launching it.

A) Pre-testing
B) Post-testing
C) Control testing
D) Post hoc testing
E) Ad hoc testing.

Answer 2

Pre-testing

Question 3

-------------- evaluation monitors and assesses the campaign underway so that necessary adjustments are made during the campaign.

A) Post-campaign
B) Formative
C) Summative
D) Post hoc
E) Ongoing.

Answer 3

Ongoing.

Question 4

------------- evaluation determines whether the campaign was successful by comparing the benchmarked objectives with the actual results.

A) Post-campaign
B) Formative
C) Summative
D) Post hoc
E) Ongoing.

Question 5

------------- evaluation describes how the information gathered during the summative phase is used to benefit future campaigns.

A) Post-campaign
B) Formative
C) Summative
D) Post hoc
E) Ongoing.

Question 6

Howsociable, LexisNexis Social Analytics, and Hootsuite are:

A) Retailers
B) Firms that monitor brand awareness in social media
C) Secondary data storage companies
D) Both a and b
E) None of the above.

Question 7

---------- is an anticipated outcome.

A) Baseline
B) Summative base
C) Formative base
D) Benchmark
E) Inflector.

Question 8

The -------------- is the closest standardized metric for placing a financial value on public relations outcomes.

A) Publicity
B) Paid media coverage
C) Advertising value equivalency
D) Owned media coverage
E) None of the above.

Question 9

The existing level of an objective before a campaign starts is called the:

A) Benchmark
B) Baseline
C) Goal
D) Threshold
E) None of the above.

Question 10

Developing a benchmark starts by knowing the:

A) Long-term goal
B) Baseline
C) Short-term goal
D) Threshold
E) None of the above.