Deck 6: Communication and Measurement

Question 1

According to recent survey of public relations practitioners, which tool is the most effective measure of message exposure?

A) clippings.
B) advertising equivalency.
C) benchmarking.
D) reputation index.
E) information requests.

Answer 1

A

Question 2

Which of the following is key objective for communicating message?

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

Answer 2

E

Question 3

The key conclusion to be drawn from the "Facebook Friends Brain Power" case is that:

A) Facebook "mavericks" lead the pack in new friend requests.
B) Too many friends can begin to diminish brain power.
C) having lots of Facebook friends may affect your brain.
D) friends with lots of friends may positively affect your organization's communication strategy.
E) Both C and D.

Answer 3

E

Question 4

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

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 5

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

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

Question 6

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

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

Question 7

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

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

Question 8

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

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

Question 9

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

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

Question 10

Effective tools for delivering information to an active audience include all of the following EXCEPT:

A) websites.
B) brochures.
C) billboards.
D) slide presentations.
E) speeches.

Question 11

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

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

Question 12

Regarding the Five-Stage Adoption Process, which of the following is not true?

A) Every person does not go through all five stages.
B) The process may end after any step.
C) At Stage 5, many people are likely to adopt a given product.
D) The process is like a large funnel.
E) It can be applied to both ideas or products.

Question 13

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

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

Question 14

As form of evaluation, measurement of production is

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 15

According to communication researchers Everett Rogers, people who are eager to try new ideas are called

A) laggards.
B) enthusiastic.
C) late adopters.
D) innovators.
E) mavericks.

Question 16

The kind of audience that may initially pay attention to message only because it's entertaining is known as a

A) passive audience.
B) active audience.
C) opinion leaders.
D) strategic linkages.
E) none of the above.

Question 17

Tracking media coverage and comparing it over time is known as

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

Question 18

Advertising equivalency may is not always reliable measurement tool because

A) management limits available advertising dollars.
B) Publicity and advertising are very different things.
C) News stories carry greater credibility than advertisements.
D) Both B and C.
E) none of the above.

Question 19

Which of the following is NOT benefit of repeating message?

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

Question 20

Which are the following is not legitimate goal of communication?

A) To inform
B) To persuade
C) To motivate
D) To deflect negative public opinion
E) To build mutual understanding

Question 21

On the Public Relations Effectiveness Yardstick, level 2-intermediate provides the truest measure of campaign success.

Question 22

Correspondence and telephone calls are considered to be "interactive" media.

Question 23

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

Question 24

"Laggards" are traditionalists who are the last to adopt anything.

Question 25

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

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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

Question 31

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.