Question 1

What is the most common budgeting method utilized by organizations to market products and/or services?

Accepted Answer

A)  Subjective budgeting 
B)  Percentage-of-sales budgeting 
C)  Objectives-based budgeting 
D)  Zero-based budgeting 
E)  Past spending-based budgeting. B

Question 2

Typically, what percentage of the marketing budget is allocated to public relations?

Accepted Answer

A)  10-20% 
B)  6-15% 
C)  6-10% 
D)  20-25% 
E)  3-5%. E

Question 3

Personnel, administrative, and production/programs are the three major areas associated with:

Accepted Answer

A)  Campaign costs 
B)  Personnel 
C)  Profit centers 
D)  Customer allocations 
E)  None of the above. A

Question 4

Messaging that combines flighting and continuous scheduling is called:

Accepted Answer

A)  Flighting 
B)  Continuous 
C)  Pulsing 
D)  Intermittent 
E)  Sporadic.

Question 5

Messaging transpiring only at certain times of the year because of the seasonal nature of an issue (or product) such as selling snow blowers, selling Cadbury Easter eggs, and recruiting volunteers to work at various summer festivals is what type of scheduling?

Accepted Answer

A)  Flighting 
B)  Continuous 
C)  Pulsing 
D)  Intermittent 
E)  Sporadic.

Question 6

A contingency fund usually represents what percentage of the public relations campaign budget?

Accepted Answer

A)  11-15% 
B)  6% 
C)  5-10% 
D)  8% 
E)  2%.

Question 7

------------ is the number of individuals or households who are exposed to a message over a specified amount of time.

Accepted Answer

A)  Exposure 
B)  Impressions 
C)  CPM 
D)  TCPM 
E)  Reach.

Question 8

Messaging that happens throughout the year consistently and maintaining the same schedule is known as:

Accepted Answer

A)  Flighting 
B)  Continuous 
C)  Pulsing 
D)  Intermittent 
E)  Sporadic.

Question 9

Which one of the following is not a scheduling strategy?

Accepted Answer

A)  Flighting 
B)  Continuous 
C)  Pulsing 
D)  Dual spike 
E)  None of the above.

Question 10

A --------------- is a horizontal bar chart designed as a management tool to coordinate, track, and manage the flow of tasks from start to completion.

Accepted Answer

A)  Pareto chart 
B)  Frequency chart 
C)  Category chart 
D)  Gantt chart 
E)  All of the above.

Exam 12: Budgeting and Scheduling for a Public Relations Campaign

What is the most common budgeting method utilized by organizations to market products and/or services?

Typically, what percentage of the marketing budget is allocated to public relations?

Personnel, administrative, and production/programs are the three major areas associated with:

Messaging that combines flighting and continuous scheduling is called:

Messaging transpiring only at certain times of the year because of the seasonal nature of an issue (or product) such as selling snow blowers, selling Cadbury Easter eggs, and recruiting volunteers to work at various summer festivals is what type of scheduling?

A contingency fund usually represents what percentage of the public relations campaign budget?

------------ is the number of individuals or households who are exposed to a message over a specified amount of time.

Messaging that happens throughout the year consistently and maintaining the same schedule is known as:

Which one of the following is not a scheduling strategy?

A --------------- is a horizontal bar chart designed as a management tool to coordinate, track, and manage the flow of tasks from start to completion.