Deck 8: Strategic Campaigns

Question 1

Which of the following terms best apply to public relations campaigns?

A) systematic
B) client-driven
C) upbeat
D) product-oriented

Answer 1

A

Question 2

In addition to achieving business and communication goals, a public relations campaign can also strengthen ______.

A) revenue
B) relationships
C) resolve
D) legal position

Answer 2

B

Question 3

What is the common element that ties together a public relations campaign from beginning to end?

A) creativity
B) objectives
C) research
D) persuasion

Answer 3

C

Question 4

Once we have conducted research for a campaign, the next step is to identify ______.

A) schedule and budget
B) the internal and external environment
C) motives and appeals
D) purpose and audience

Question 5

Aviation Gin's integration of its product into a sequel commercial related to "Peloton wife" is an excellent example of strong ______ and ______ in a PR campaign.

A) revenue; ad buys
B) goals; purposes
C) creativity; strategy
D) scheduling; budget

Question 6

PR campaign planning is informed by both ______.

A) client desires and budget
B) media preferences and schedule
C) intuition and best practices
D) business objectives and creativity

Question 7

Where do "big ideas" come from?

A) facts and insights
B) instinct and hunches
C) numbers and statistics
D) clients and PR staff

Question 8

To be effective, a campaign must reach target audiences through ______.

A) unpaid exposure
B) a wealth of creativity
C) a combination of media
D) psychological techniques

Question 9

The Wild Turkey bourbon company's branding campaign based on an employee tweet is a strong example of ______.

A) planning
B) ideation
C) concepting
D) technology

Question 10

When a campaign is evaluated, what is most important to clients?

A) research
B) budget
C) creativity
D) impact

Question 11

The RACE campaign model focuses on ______, while the ROPE model is more concerned with ______.

A) integration; planning
B) the client; the PR staff
C) process; outcome
D) action; objectives

Question 12

What are the common components shared by the RACE and ROPE models?

A) audience and message
B) planning and execution
C) research and evaluation
D) creativity and strategy

Question 13

In the campaign planning process, strategies are ______, while tactics are ______.

A) focused; creative
B) broad; specific
C) financial; strategic
D) first; last

Question 14

As a campaign planner, why might you choose the Strategic Model of public relations over the RACE and ROPE models?

A) objectives match the goals
B) greater emphasis on research
C) budget-based financial planning
D) integration with related disciplines

Question 15

A SWOT analysis can be used to ______.

A) take advantage of new opportunities
B) conduct a post-campaign evaluation
C) reach key journalists and editors
D) assess a client's market win rate

Question 16

In considering campaign objectives, which of the following terms is most important?

A) expense
B) creativity
C) measurability
D) audience

Question 17

If you were planning a campaign and wanted to learn more about your audience's attitudes and opinions, you should study their ______.

A) voter graphics
B) psychographics
C) graphic appeals
D) reprographics

Question 18

When you think of a campaign's strategy and tactics, which body part describes them best?

A) the arms
B) the skeleton
C) the brain
D) the heart

Question 19

The strategy at the heart of Nike's "Dream Crazy" campaign was built around ______.

A) female athletes
B) mental illness
C) physical disabilities
D) professional sports

Question 20

What is the primary advantage of a Gantt chart in setting timelines?

A) a budget item tied to each item on the chart
B) a strong strategic focus on each element
C) a view of individual campaign components
D) a reinforcement of goals and objectives

Question 21

Measurement and evaluation are key parts of a campaign at the ______ and ______ stages.

A) beginning; ending
B) strategy; tactics
C) client; staffing
D) information; persuasion

Question 22

The PESO campaign model helps us to understand ______.

A) budgetary considerations
B) strategic outcomes
C) the primary objective
D) the media landscape

Question 23

If you wanted to place your client's message in a specific place at a specific time, what would be your best media choice?

A) owned
B) paid
C) shared
D) earned

Question 24

Earned media is distinguished from other media types by the fact that it is ______.

A) traditional
B) social
C) free
D) digital

Question 25

If you want to promote a brand message on media channels where you can exert a high degree of personal control, what is your best media choice?

A) owned
B) social
C) traditional
D) paid

Question 26

Public relations campaigns can achieve business goals and build brand relationships at the same time.

Question 27

The first step in beginning a campaign is to determine the budget.

Question 28

Planning is the key determinant in whether a campaign succeeds or fails.

Question 29

The process of ideation is focused on meeting business objectives.

Question 30

The RACE and ROPE models share common similarities and differences.

Question 31

The Strategic Model of campaign planning focuses exclusively on the public relations discipline.

Question 32

A SWOT analysis is best used on its own, independent of the campaign itself.

Question 33

While primary and secondary audiences are important, one should also analyze emerging audiences.

Question 34

Tactics flow from the objectives and strategies that campaign planners create.

Question 35

Measurement and evaluation are most important at the beginning of a campaign.

Question 36

The unifying term behind the PESO campaign model is "media."

Question 37

Shared media focuses exclusively on social media.

Question 38

Owned media allows the news media to design and update your messages.

Question 39

What are the major characteristics of a successful public relations campaign, and how do they relate to each other?

Question 40

Explain which steps you would follow if you were conducting a strategic campaign for your client.

Question 41

Analyze the Strategic Model for campaign planning. How does it differ from the RACE and ROPE models?

Question 42

Apply what you have learned about strategy and tactics to outline your own "Dream Crazy" campaign with Serena Williams. Which strategies and tactics would you have used, and why?

Question 43

You have just completed a major branding campaign for one of your clients, a maker of designer sunglasses. During your presentation of the results, the CEO interrupts and says, "Let's see some hard numbers on this campaign! How do I know my money was well spent on your agency?" Because you anticipated this question, you are ready with the answers. Now think back to the beginning of this campaign. What did you do to prepare for this moment?

Question 44

Explain how paid and earned media are different from each other and provide examples.

Question 45

Explain how shared and owned media are different from each other and provide examples.