Question 1

Before public relations program can be properly evaluated, it is important to establish clear objectives.

Accepted Answer

A) True 
 B)False  True

Question 2

How might public relations professional successfully increase audience understanding and comprehension of message?

Accepted Answer

A)   Use symbols and slogans.
B)   Rely on jargon.
C)   avoid simple language.
D)   Stress discriminatory language.
E)   use clichés. A

Question 3

All of the following are examples of "controlled media" EXCEPT:

Accepted Answer

A)   newspaper placements.
B)   brochures.
C)   newsletters.
D)   annual reports.
E)   direct mail. A

Question 4

Which of the following is key objective for communicating message?

Accepted Answer

A)   message exposure
B)   accurate dissemination of the message
C)   acceptance of the message
D)   attitude change
E)   all of the above

Question 5

The theory that says people use the mass media for variety of purposes in known as:

Accepted Answer

A)   two-way symmetrical communication.
B)   two-step flow.
C)   management by objective.
D)   uses and gratifications.
E)   spiral of silence.

Question 6

According to mass media researcher Wilbur Schramm, effective communication takes place within sphere of shared experience.

Accepted Answer

A) True 
 B)False

Question 7

At what stage in the adoption process do people seek more information about the idea or product?

Accepted Answer

A)   trial
B)   adoption
C)   interest
D)   awareness
E)   evaluation

Question 8

"Relative advantage" is the degree to which an innovation is perceived as difficult to understand and
use.

Accepted Answer

A) True 
 B)False

Question 9

Reviewing Schramm's communication models, one can safely conclude that:

Accepted Answer

A)   More accurate models have since been developed.
B)   shared experience is key to communication.
C)   Continuous feedback must take place.
D)   Both B and C.
E)   The encoder bears most responsibility for managing the signal.

Question 10

Media impressions as measurement tool are the collective opinions of reporters and editors.

Accepted Answer

A) True 
 B)False

Question 11

Into which media category do publicity, advertising, and product placements fall?

Accepted Answer

A)   Public
B)   Controlled
C)   Interactive
D)   Events
E)   One-on one

Question 12

Advertising equivalency (AVE) is still used by many practitioners to measure the value of publicity efforts.Discuss the problems with this technique.Be sure to address in your answer the differences between publicity and advertising.

Accepted Answer

The answer of Advertising equivalency (AVE) is still used by...

Question 13

Tracking media coverage and comparing it over time is known as

Accepted Answer

A)   intercept surveys.
B)   focus groups.
C)   benchmarking.
D)   marketing research.
E)   none of the above.

Question 14

Advertising equivalency as means to measure the value of publicity is controversial.

Accepted Answer

A) True 
 B)False

Question 15

To be an effective communicator, you must understand how people process information and change their perceptions.

Accepted Answer

A) True 
 B)False

Question 16

All of the following are considered to be an "intermediate" level of measurement EXCEPT:

Accepted Answer

A)   behavior.
B)   retention.
C)   comprehension.
D)   awareness.
E)   reception.

Question 17

The ultimate objective of any public relations effort is to achieve organizational objectives.

Accepted Answer

A) True 
 B)False

Question 18

The potential audience reached by periodical or broadcast program is known as

Accepted Answer

A)   potentials.
B)   media impressions.
C)   systematic random sample.
D)   measurement of production.
E)   none of the above.

Question 19

As form of evaluation, measurement of production is

Accepted Answer

A)   the most precise of all the tools.
B)   not regarded as very meaningful by professionals.
C)   centered on quality rather than quantity.
D)   easy to guarantee.
E)   based on a highly complex formula.

Question 20

Which of the following is NOT benefit of repeating message?

Accepted Answer

A)   Improved sales
B)   reminds the audience
C)   can lead to improved learning
D)   offsets the "noise"
E)   contributes to credibility

Exam 6: Communication and Measurement

Before public relations program can be properly evaluated, it is important to establish clear objectives.

How might public relations professional successfully increase audience understanding and comprehension of message?

All of the following are examples of "controlled media" EXCEPT:

Which of the following is key objective for communicating message?

The theory that says people use the mass media for variety of purposes in known as:

According to mass media researcher Wilbur Schramm, effective communication takes place within sphere of shared experience.

At what stage in the adoption process do people seek more information about the idea or product?

"Relative advantage" is the degree to which an innovation is perceived as difficult to understand and use.

Reviewing Schramm's communication models, one can safely conclude that:

Media impressions as measurement tool are the collective opinions of reporters and editors.

Into which media category do publicity, advertising, and product placements fall?

Advertising equivalency (AVE) is still used by many practitioners to measure the value of publicity efforts.Discuss the problems with this technique.Be sure to address in your answer the differences between publicity and advertising.

Tracking media coverage and comparing it over time is known as

Advertising equivalency as means to measure the value of publicity is controversial.

To be an effective communicator, you must understand how people process information and change their perceptions.

All of the following are considered to be an "intermediate" level of measurement EXCEPT:

The ultimate objective of any public relations effort is to achieve organizational objectives.

The potential audience reached by periodical or broadcast program is known as

As form of evaluation, measurement of production is

Which of the following is NOT benefit of repeating message?