Deck 5: Planning: Goals and Objectives, Messages and Themes, Channels and Strategies

Question 1

Which of the following media channels exhibits these characteristics: effective for reaching broad adult audience but lacks appeal to youth; sometimes demonstrates anti-corporate and anti-public relations bias.

A) daily newspaper
B) monthly or quarterly magazine
C) television
D) radio

Answer 1

A

Question 2

According to the textbook, one weakness of the World Wide Web as a public relations tool is that

A) Web sites are expensive to produce and maintain
B) Web sites are too time-consuming to produce and maintain
C) Web sites are harmful to the environment
D) Web sites do not go through the same traditional editorial process as conventional media
E) Web sites are seldom timely because of the lengthy "lag time" between the posting of information and its consumption

Answer 2

D

Question 3

What is the difference between the terms "goals" and "objectives"?

A) objectives are the general direction for a public relations program; goals are the specific and quantifiable indicators by which you can measure the results
B) goals are the general direction for a public relations program; objectives are the specific and quantifiable indicators by which you can measure the results
C) "goals" are the expectations of the agency; "objectives" are the expectations of the client
D) "objectives" are the expectations of the agency; "goals" are the expectations of the client
E) there is no difference; the two terms are synonymous

Answer 3

B

Question 4

Which of the following media channels exhibits these characteristics: effective for emotional appeal; effective for reaching broad consumer audience; research shows that retention is low; ineffective in covering stories requiring depth and detail; bias toward visual stories.

A) daily newspaper
B) monthly or quarterly magazine
C) television
D) radio

Question 5

An objective that describes your advocacy of or opposition to a proposed government action, such as a federal law, state law, county ordinance or city ordinance is called a an)

A) informational objective
B) statutory objective
C) motivational objective
D) financial objective

Question 6

Which of the following media channels exhibits these characteristics: effective for reaching very small and well-defined target audiences; sometimes difficult to work with due to lengthy lead time necessary for coverage.

A) daily newspaper
B) monthly or quarterly magazine
C) television
D) radio

Question 7

An objective that describes the specific behaviors or actions desired for members of target audiences is called a an)

A) informational objective
B) statutory objective
C) motivational objective
D) financial objective

Question 8

An objective that describes the knowledge, beliefs and attitudes desired for members of target audiences, but not necessarily specific behaviors or actions, is called a an)

A) informational objective
B) statutory objective
C) motivational objective
D) financial objective

Question 9

Which of the following media channels exhibits these characteristics: effective for reaching youth audience; more detailed demographic research available on audience as compared to others); difficult to cover visual stories.

A) daily newspaper
B) monthly or quarterly magazine
C) television
D) radio

Question 10

The various magazines that serve the housewives and "stay-at-home moms" are known collectively by what nickname?

A) the three musketeers
B) the four corners
C) the fabulous five
D) the seven sisters
E) the elite eight