Deck 7: Building a Connector List

Question 1

Audiences react differently to different media, therefore

A) MPR professionals need to create one overall message for all media.
B) not all connectors are appropriate channels for delivering an MPR message.
C) psychographic data cannot be trusted as being completely accurate.
D) television advertising is the most reliable and inexpensive way to target a message.
E) MPR professionals should put more effort into personal sales to promote products.

Answer 1

not all connectors are appropriate channels for delivering an MPR message.

Question 2

Which of the following is NOT True about types of media, specific outlets, and individual connectors?

A) They can influence the ways consumers perceive a message.
B) Each has a varying level of credibility depending on the target audience.
C) Consumers turn to these sources for different reasons.
D) Consumers turn to them depending on what they need at a particular moment.
E) They are all treated equally in the minds of consumers.

Answer 2

They are all treated equally in the minds of consumers.

Question 3

In order to span all of the media types available to a company's target audiences,

A) a firm's connector list needs to be diverse.
B) advertising campaigns must use every medium to reach an audience.
C) companies should be prepared to spend much more money than on traditional advertising.
D) firms need to focus primarily on building lists of non-media connectors.
E) marketers have to make personal fact-finding visits to every media outlet.

Answer 3

a firm's connector list needs to be diverse.

Question 4

Research has demonstrated that when consumers are exposed to a broad range of connector types,

A) they are less likely to express an interest in purchasing certain types of products.
B) they are more likely to express an interest in purchasing certain types of products.
C) their interest in purchasing certain types of products remains the same.
D) they still make their purchase decisions based on conventional advertising messages.
E) they tend to respond positively only to online connectors.

Question 5

Television and online media are better suited to marketers who

A) cannot afford to hire a full-service advertising agency.
B) want to reach households primarily in remote, rural areas.
C) sell products that can be ordered only online.
D) have not been able to accurately identify their audiences.
E) wish to show their products in action.

Question 6

The medium that permits marketers to include substantial detail about their products is

A) radio.
B) television.
C) billboards.
D) print.
E) telephone.

Question 7

The media platform most suited to convey short and personally useful stories is

A) television.
B) direct mail.
C) radio.
D) in-store coupons.
E) metropolitan daily newspapers.

Question 8

Selecting ________ is the first part of of the process of creating a media list.

A) an advertising agency
B) connector types
C) a public relations consultant
D) a message strategy
E) a product distribution channel

Question 9

The second step in generating a media list that will help a marketer meet MPR goals is

A) hiring the right advertising agency.
B) identifying the individual outlets.
C) figuring out where consumers shop for particular products.
D) harvesting consumers' e-mail addresses.
E) purchasing public relations databases.

Question 10

Marketers need to anticipate how a medium will present their story and

A) whether they will need to supplement their message with in-store promotions.
B) whether audiences will catch on to endorsements from fake bloggers.
C) the effect of the medium's reputation upon the audience's perception of the story.
D) the exact increase in sales attributable to positive publicity.
E) whether they will need to change their advertising campaign.

Question 11

Outlets that pick up an MPR story bring the story to the marketer's audience and

A) earn commissions for increasing product sales.
B) create advertising messages to build product awareness.
C) conduct audits of the resulting buzz.
D) influence the message by the way they report the story.
E) offer promotional incentives so audiences are more likely to buy a mentioned product.

Question 12

Marketers must evaluate the appropriateness of connectors in order to

A) calculate precise advertising budgets.
B) identify connectors who can write the best press releases.
C) find suitable connectors that will reach a firm's target audience.
D) impress management, employees and investors.
E) find outlets that will not leak trade secrets to competitors.

Question 13

Marketers refer to the number of times a story is covered multiplied by the circulation of the publications covering the story as

A) connector frequency.
B) market share.
C) share of voice.
D) circulation impressions.
E) behavioral profiling.

Question 14

The most effective way an MPR professional can identify appropriate connectors is to

A) compare and purchase multiple public relations databases.
B) hire a marketing research firm.
C) collect media kits from as many outlets as possible.
D) meet individually with every connector in their market.
E) ask their customers about their own media consumption.

Question 15

Asking consumers to reveal the blogs, Websites, and social media networks they follow

A) provides vital information about the traditional media audiences are following.
B) allows the government to build psychographic profiles of online users.
C) ensures that marketers uncover non-media connectors.
D) constitutes a violation of FTC and FCC codes.
E) permits certain sites to block content to uncooperative consumers.

Question 16

An MPR professional most likely supplements a firm's connector list by

A) asking competitors of the firm to share their lists.
B) relying on commercially available databases.
C) individually monitoring thousands of Websites, blogs, and social networks.
D) randomly choosing connectors they assume audiences are watching.
E) attending special connector networking events designed just for this purpose.

Question 17

PR distribution and tracking are examples of

A) the place function in the marketing mix.
B) sales promotion strategies.
C) services database organizations provide.
D) public opinion survey management.
E) consumer-generated marketing.

Question 18

Which of the following is an informal method used by marketers to evaluate connectors?

A) asking customers and other practitioners to identify promotional channels.
B) having connectors answer in-depth, personal questionnaires.
C) determining whether connectors will agree to carry product placement messages.
D) meeting with each connector on an individual basis.
E) hiring an investigative firm to conduct background checks.

Question 19

Connectors, auditing firms, and PR directories are

A) expensive to use, therefore most firms do not employ them.
B) resources that marketers can use to gauge consumer satisfaction.
C) unreliable sources of information about media and non-media outlets.
D) information sources that allow marketers to evaluate connectors.
E) channels that conventional media use to track audience statistics.

Question 20

Connectors - especially media organizations - publish information about their respective audiences in a collection of documents known as

A) a media mix.
B) a marketing mix.
C) an advertising audit.
D) a behavioral survey instrument.
E) a media kit.

Question 21

Media outlets generally make information about their audiences available in order to

A) encourage possible take-overs by other media outlets.
B) avoid government audits.
C) aid in the sale of advertising time and space.
D) spare companies the need to hire an advertising agency.
E) encourage firms to buy more detailed behavioral information from them.

Question 22

A magazine breaking down its readership by age, income, and marital status is using

A) demographic factors.
B) psychographic data.
C) behavioral statistics.
D) connector evaluations.
E) production concept principles.

Question 23

In addition to providing a better understanding of a medium's audience, building a connector list

A) allows a firm to increase its advertising budget.
B) provides insight into other media that reach the same audience.
C) demonstrates a firm's understanding of Maslow's hierarchy of needs.
D) enables firms to avoid future public relations crises.
E) helps a firm reduce its sales force and the number of special sales promotions.

Question 24

The audience data presented by a particular media company

A) is certified by the federal government.
B) is useful for advertising purposes, but not for MPR.
C) is not always verifiable.
D) is available only by purchase of a database.
E) contains little, if any, demographic information.

Question 25

MPR professionals rely on third-party media audits to

A) make sure outlets are not charging too much for media time and space.
B) determine whether they will receive a tax deduction for advertising expenses.
C) avoid having to deal directly with connectors.
D) provide a more objective evaluation of a medium's audience data.
E) calm investors' fears about ROI for MPR campaigns.

Question 26

Services such as Nielsen Media Research that validate audience data are a type of

A) tax accounting firm.
B) quasi-governmental agency.
C) advertising agency.
D) public relations agency.
E) audit bureau.

Question 27

In addition to demographic information, some auditing services

A) develop advertising and PR campaigns for clients.
B) sell media time and space.
C) provide behavioral and psychographic data.
D) conduct corporate intelligence investigations.
E) provide purchase incentives to consumers.

Question 28

Audit reports that are compiled for advertising purposes are

A) equally useful for MPR.
B) unreliable when used for MPR.
C) read thoroughly by financial analysts.
D) submitted to the SEC for verification.
E) usually ignored by major advertising agencies.

Question 29

Non-media connectors

A) are the same as media connectors.
B) often escape the view of auditing bureaus.
C) provide marketers with the most accurate audience data.
D) have very little influence on consumer purchase decisions.
E) receive money for influencing public opinion in most cases.

Question 30

Because non-media connectors have smaller audiences than traditional media outlets,

A) consumers remember products advertised via these connectors better than through conventional outlets.
B) it is easier to measure ROI when using non-media connectors to promote a product.
C) public relations practitioners usually do not consider them valuable to their marketing plans.
D) MPR professionals usually have to make more of an effort to learn about these channels.
E) MPR professionals include them in strategies focused on local or regional products sold by small businesses.

Question 31

PR databases and directories are

A) generally non-proprietary and available free of charge for wide public distribution.
B) used by PR agencies to identify potential new employees.
C) used by media firms to align advertising rates with current market value for time and space.
D) online tools that help bloggers and social network sites enlist subscribers.
E) resources that can assist MPR professionals build their connector lists.

Question 32

Databases make the creation and management of a useful connector list easier, but they

A) cannot replace cold calling.
B) make the use of MPR cost-prohibitive.
C) increase the likelihood that a firm will require a media audit.
D) are not a substitute for critical thinking.
E) reduce the effectiveness of a company's conventional advertising campaigns.

Question 33

A connector list is not considered complete until

A) the list is verified by an audit bureau.
B) non-media connectors are identified and removed from the list.
C) a marketer notes specifics about individuals who will be targets for the marketing message.
D) it has been used successfully for several product promotions for at least one year.
E) a firm's legal department has determined that a conflict of interest is not present.

Question 34

Crafting a complete connector list helps marketers do all of the following EXCEPT

A) limit the number of pitches and follow-ups.
B) plan precise advertising budgets.
C) build lasting relationships with media and non-media connectors.
D) target specific audiences.
E) decrease the chances of sending connectors irrelevant story ideas.

Question 35

The more thorough a media list is, the

A) longer it will be.
B) less a firm will need to rely on public relations.
C) more effective it will be.
D) more advertising a company will conduct.
E) easier it will be for investors to provide feedback to management.

Question 36

Which of the following assertions is NOT True about a connector list?

A) A list is a tool for managing relationships.
B) A list helps marketers reach the right audience with the right message.
C) Each list contains two parts.
D) Lists can be stored in a variety of formats.
E) Lists are expensive to compile and update.

Question 37

The media refer to ________ as the number of persons or households exposed to an advertising medium at a specific time.

A) recall
B) carrying range
C) attention economics
D) reach
E) frequency

Question 38

The number of times a member of a target market is exposed to a medium in a given span of time is commonly known as

A) reach.
B) frequency.
C) continuity.
D) return on investment.
E) syndication.

Question 39

Because a connector list is not a static document, it is essential that MPR professionals

A) back-up their lists on computers.
B) keep their lists up-to-date.
C) discard their lists after each campaign.
D) have their lists professionally audited on a regular basis.
E) avoid seeking advice and input from colleagues.

Question 40

Marketers may wish to create campaign-specific connector lists, since a campaign message

A) will either use media connectors or non-media connectors, but never both.
B) has to appeal to all audiences all the time.
C) may be extremely focused.
D) is only effective when it is consumer-generated.
E) should only be disseminated one outlet at a time.

Question 41

Not all connectors are appropriate channels for delivering a Marketing Public Relations message.

Question 42

More people turn to radio when they are looking for in-depth coverage of a subject.

Question 43

Short stories that provide health information or safety tips are appropriate for radio.

Question 44

Selecting connector types is the first part of the media list creation process.

Question 45

The manner in which a journalist reports a story is not influenced by the media outlet requesting the story.

Question 46

The easiest way companies can find appropriate media connectors is to ask their customers about their media consumption.

Question 47

Relying on colleagues and customers to identify connectors is a formal way to evaluate connectors.

Question 48

The media kits generally used in advertising are also helpful to MPR practitioners.

Question 49

Most auditing companies do not provide behavioral and psychographic information in addition to demographic profiles.

Question 50

MPR professionals should verify the audience of an NMC because most NMCs are not scrutinized by audit bureaus.

Question 51

Nielsen, Arbitron, and Audit Bureau of Circulation are among the largest advertising agencies.

Question 52

Auditing statements typically provide marketers with unbiased data with which to evaluate a medium.

Question 53

Selecting a media outlet is the final step in creating a connector list.

Question 54

Assembling a solid connector list saves time when marketers are pitching connectors and following up on pitches.

Question 55

Each connector list should contain two parts: one focused on the organizational level, the other on the people level.

Question 56

"Reach"
refers to the number of times a person is exposed to a media vehicle.

Question 57

A central purpose of a connector list is to serve as a tool for building continuing relationships with the right connectors.

Question 58

Connector lists are static documents.

Question 59

Marketers normally should use every connector on their list for a single campaign.

Question 60

The primary outcome of developing a connector list is to make sure connectors link a marketer's story to a connector's audience.

Question 61

What are the different types of connectors? Why are different connectors not appropriate for all audiences?

Question 62

Briefly describe the two steps in identifying connectors. Why is the second step especially important to the MPR process?

Question 63

What is the easiest and most effective way to find appropriate connectors and non-media connectors? How can MPR professionals supplement their connector lists?

Question 64

What are the three major sources of information that can help companies evaluate a connector? How can marketers informally evaluate connectors?

Question 65

What is the purpose of a media kit? What are the benefits and drawbacks of MPR professionals using media kits?

Question 66

What is the role of an auditing firm? Why are auditing firms not helpful in evaluating non-media connectors? How then can marketers evaluate non-media connectors?

Question 67

What is the importance of developing a thorough media list? What are the two essential parts of a connector list?

Question 68

Briefly describe the difference between reach and frequency.

Question 69

Why is it important for marketers to keep their connector lists up to date? What are some of the developments in the world of media that compel marketers to keep their lists current?

Question 70

What is the relationship between MPR campaign goals and the connectors for a campaign? Why do marketers not use every connector for each campaign?

Question 71

What are the comparative advantages of using one type of connector over another?

Question 72

Explain in detail the role that connector organizations play in shaping audience perception of a story. What are some specific measures marketers take in order to make the most effective use of connectors?

Question 73

Describe ways in which databases can be used to build connector lists. Why are databases of limited usefulness?

Question 74

List and elaborate on the critical elements marketers need to include in their connector lists.

Question 75

Why should MPR professionals tailor-make connector lists for each campaign? Describe in detail the six steps marketers need to follow in order to gather the right connector names for a specific campaign.