Question 1

------------ are indirect or direct influences on one or more publics that occur as a result of public relations efforts.&#10;A) Feedback&#10;B) Evaluation&#10;C) Baselines&#10;D) Outcomes&#10;E) Benchmarks.

Accepted Answer

Outcomes are the results that occur as a direct or indirect influence of public relations efforts. These can include changes in awareness, attitudes, opinions, behaviors, or the public's knowledge level.

Question 2

------------ evaluation involves gauging reactions to a message or some aspect of the campaign prior to launching it.&#10;A) Pre-testing&#10;B) Post-testing&#10;C) Control testing&#10;D) Post hoc testing&#10;E) Ad hoc testing.

Accepted Answer

Pre-testing involves evaluating reactions to a message or some aspect of the campaign before it is launched, allowing adjustments to be made to improve effectiveness.

Question 3

-------------- evaluation monitors and assesses the campaign underway so that necessary adjustments are made during the campaign.&#10;A) Post-campaign&#10;B) Formative&#10;C) Summative&#10;D) Post hoc&#10;E) Ongoing.

Accepted Answer

Ongoing evaluation is the process of continuously monitoring and assessing a campaign as it unfolds, allowing for adjustments to be made in real-time to improve effectiveness.

Question 4

------------- evaluation determines whether the campaign was successful by comparing the benchmarked objectives with the actual results.&#10;A) Post-campaign&#10;B) Formative&#10;C) Summative&#10;D) Post hoc&#10;E) Ongoing.

Accepted Answer

Summative evaluation is conducted after a campaign is completed to assess its overall effectiveness and outcomes, comparing the actual results against the predefined objectives.

Question 5

------------- evaluation describes how the information gathered during the summative phase is used to benefit future campaigns.&#10;A) Post-campaign&#10;B) Formative&#10;C) Summative&#10;D) Post hoc&#10;E) Ongoing.

Accepted Answer

The answer of ------------- evaluation describes how the information gathered...

Question 6

Howsociable, LexisNexis Social Analytics, and Hootsuite are:&#10;A) Retailers&#10;B) Firms that monitor brand awareness in social media&#10;C) Secondary data storage companies&#10;D) Both a and b&#10;E) None of the above.

Accepted Answer

Howsociable, LexisNexis Social Analytics, and Hootsuite are platforms/tools that specialize in monitoring brand awareness and engagement on social media, making them firms that provide services in social media analytics and management.

Question 7

---------- is an anticipated outcome.&#10;A) Baseline&#10;B) Summative base&#10;C) Formative base&#10;D) Benchmark&#10;E) Inflector.

Accepted Answer

A benchmark is an anticipated outcome or a standard by which something can be measured or judged. It serves as a point of reference against which performance or achievements can be compared.

Question 8

The -------------- is the closest standardized metric for placing a financial value on public relations outcomes.&#10;A) Publicity&#10;B) Paid media coverage&#10;C) Advertising value equivalency&#10;D) Owned media coverage&#10;E) None of the above.

Accepted Answer

Advertising Value Equivalency (AVE) is a metric used to measure the benefit to a company or individual from media coverage by comparing it to the equivalent cost of advertising space or time. This provides a quantifiable value to public relations outcomes, making it the closest standardized metric for this purpose.

Question 9

The existing level of an objective before a campaign starts is called the:&#10;A) Benchmark&#10;B) Baseline&#10;C) Goal&#10;D) Threshold&#10;E) None of the above.

Accepted Answer

The term "baseline" refers to the existing level or starting point of an objective before a campaign or project begins, against which progress or success is measured.

Question 10

Developing a benchmark starts by knowing the:&#10;A) Long-term goal&#10;B) Baseline&#10;C) Short-term goal&#10;D) Threshold&#10;E) None of the above.

Accepted Answer

Developing a benchmark begins with understanding the baseline, as it provides the current performance level against which future improvements or changes can be measured.

Deck 13: Public Relations Campaign Evaluation