Deck 14: Planning and Measuring

Question 1

The media company hired by Dunkin' Donuts to promote a new espresso beverage found that ________ accounted for a noticeable increase in sales in test markets.

A) billboards
B) radio advertising
C) television commercials
D) word-of-mouth marketing
E) point-of-purchase advertising

Answer 1

word-of-mouth marketing

Question 2

Which of the following significantly enhanced the effect of the WOM campaign used to promote Latte Lite for Dunkin' Donuts?

A) BzzAgent used the WOM campaign in all of the major markets served by Dunkin' Donuts to drive national sales of the new product.
B) Volunteers working for BzzAgent tested the new product and provided valuable feedback before it was sold in control markets.
C) BzzAgent established clear objectives and tactics for the WOM campaign and implemented a system for measuring the results.
D) BzzAgent combined WOM with radio advertising to saturate control markets with information about the new product.
E) Information packets about the new product were provided to BzzAgents to be distributed to customers at point-of-purchase kiosks.

Answer 2

BzzAgent established clear objectives and tactics for the WOM campaign and implemented a system for measuring the results.

Question 3

BzzAgent gathered information about WOM episodes through ________.

A) product sales receipts
B) customer questionnaires
C) social networking sites
D) Web site search engines
E) surveys and reports

Answer 3

surveys and reports

Question 4

MPR planning most likely overlaps with all of the following aspects of a firm EXCEPT ________.

A) employee benefits analysis
B) strategic marketing plans
C) community relations activities
D) crisis communication plans
E) product launches

Question 5

Which of the following is NOT one of the functions of an MPR plan?

A) defining the goals of a specific effort
B) articulating a firm's current situation
C) surveying media outlets and connectors
D) describing how to achieve certain goals
E) specifying a method for measuring success

Question 6

The first step in developing an MPR plan is to ________.

A) analyze the target market
B) interact with investors
C) garner media mentions
D) define the problem
E) create a statement of tactics

Question 7

Clearly defining the problem is an essential element of an MPR plan because it ________.

A) describes the strengths and weaknesses of a brand
B) determines the most effective course of action
C) positions an organization within a market
D) specifies how to increase product sales
E) preserves the image of an organization

Question 8

For MPR professionals, the effort to solve a specific problem is known as a ________.

A) boilerplate
B) differentiator
C) scenario statement
D) vehicle
E) campaign

Question 9

Before a marketer establishes the goals and strategies of an MPR plan, the firm's ________ must be clearly understood.

A) resources and positioning
B) experts and managers
C) tests and measurements
D) connectors and customers
E) theories and history

Question 10

When developing an MPR plan, marketers should conduct a ________ to analyze a firm's internal strengths and weaknesses and its external opportunities and threats.

A) vulnerability audit
B) SWOT analysis
C) control study
D) case study
E) conference

Question 11

The MPR segment of the marketing communications mix consists of a ________ target market.

A) single-stage
B) facilitative
C) two-stage
D) regional
E) substantial

Question 12

Which of the following is most likely part of the ultimate audience in a firm's target market?

A) bloggers
B) institutions
C) journalists
D) media outlets
E) consumers

Question 13

What is the best way to use connectors for a particular MPR campaign?

A) distributing backgrounders to all the connectors available to a firm's marketing department
B) providing both modern and traditional media connectors with product clippings and photos
C) sending press kits to connectors involved in new media to ensure the highest credibility
D) selecting only the connectors who will reach the desired audience with the appropriate impact
E) waiting for connectors to contact the marketing department for information needed for an article

Question 14

A marketer must consider ________ and impact when creating a list of connectors to use for an MPR campaign.

A) reach
B) buzz
C) noise
D) frequency
E) arena

Question 15

Which of the following is most common among the various elements of the marketing communications mix?

A) isolation
B) evaluation
C) interaction
D) disconnection
E) exacerbation

Question 16

When formulating goals and objectives for an MPR plan, the ________ should be one of the first considerations.

A) firm's brand names
B) target audience
C) industry's trends
D) advertising budget
E) firm's vision

Question 17

The ________ is the place to begin formulating the primary goal of an MPR plan.

A) customer analysis
B) problem statement
C) organizational structure
D) cost analysis
E) scenario statement

Question 18

Primary goals of an MPR plan should have all of the following characteristics EXCEPT being ________.

A) general
B) tangible
C) measurable
D) relevant
E) attainable

Question 19

What is the benefit of setting goals when formulating MPR plans?

A) generating expert content
B) creating thought leaders
C) pitching to connectors
D) evaluating performance
E) increasing brand mention

Question 20

In order to set effective goals for an MPR plan, a marketer most likely needs to ________.

A) initiate word-of-mouth
B) understand the target market
C) generate favorable mentions
D) implement strategic methods
E) evaluate connector credibility

Question 21

Which component of an MPR plan is a straightforward statement regarding how to get media mentions and spread word-of-mouth to achieve the goals of a campaign?

A) tactics
B) timeline
C) strategy
D) measurement
E) problem definition

Question 22

The majority of time required to develop an MPR plan will most likely be spent in the area of ________.

A) evaluation
B) measurement
C) resource analysis
D) demographics
E) tactics

Question 23

Which of the following are the what, when, why, and how details of implementing an MPR plan?

A) tactics
B) metrics
C) promotions
D) source filing
E) networking

Question 24

Each tactical item in an MPR plan should correspond with a(n) ________.

A) problem
B) objective
C) strategy
D) event
E) department

Question 25

What term is used for a detailed description of activities coordinated in pursuit of achieving an objective including staff and managerial responsibilities and required resources?

A) positioning statement
B) facilitation report
C) statement of tactics
D) circulation impression
E) marketing concept

Question 26

Which of the following would NOT be included in a statement of tactics?

A) plan objective
B) follow-up protocol
C) task assignments
D) demographic data
E) necessary resources

Question 27

The ________ is a simplified version of the overall MPR plan and serves as a management tool with information about budgets and important dates.

A) timeline
B) source file
C) embargo
D) fact sheet
E) campaign

Question 28

The Falcon's Lair wants to double the number of media mentions the firm receives over the next two years. Which of the following elements should be included in the firm's MPR plan that will specify how this objective will be accomplished?

A) problem definition
B) positioning considerations
C) cross-functional interactions
D) measurement and analysis
E) statement of tactics

Question 29

The means for measuring changes to critical data are known as ________.

A) standard deviation
B) ratios
C) average
D) algorithms
E) metrics

Question 30

What information about an MPR plan is provided by metrics?

A) demographics of the target audience
B) anticipated timeframe for MPR success
C) effectiveness of a specific MPR tool
D) cost savings of specific methods of implementation
E) relationship between the MPR goal and plan

Question 31

Which of the following has historically served as the core metric of MPR campaigns?

A) bylined articles
B) media mentions
C) advertising
D) press releases
E) word-of-mouth

Question 32

When implementing multiple, widespread campaigns, firms will most likely use a ________ to identify and catalog media coverage.

A) media monitoring service
B) media spokesperson
C) news aggregator
D) blogosphere
E) clipping

Question 33

Cision, BurrellesLuce, and Business Wire are used by firms to ________

A) distribute information to consumers about an MPR campaign
B) pitch MPR plans to connectors, consumers, and stakeholders
C) assess the feasibility of an MPR plan before its implementation
D) monitor and analyze the performance of an MPR campaign
E) collect data from social networking sites about MPR needs

Question 34

Which of the following accounts for the majority of word-of-mouth that occurs?

A) e-mail
B) telephone
C) face-to-face
D) blogging
E) texting

Question 35

What is the primary difficulty marketers face in regards to word-of-mouth (WOM)?

A) measuring the effect of WOM on an MPR campaign
B) using a variety of MPR tools to generate WOM
C) initiating WOM among potential customers
D) building trust within WOM networking sites
E) defining a target audience for WOM marketing

Question 36

Which of the following is a technology-based system that seeks to create more meaningful one-on-one communications with the customer by applying customer data to every communications vehicle?

A) societal marketing concept
B) customer relationship management
C) integrated marketing communications
D) consumer-generated marketing
E) customer oriented communications

Question 37

With referral programs, firms estimate word-of-mouth by monitoring ________.

A) search engine hits
B) blogger comments
C) podcast usage
D) customer inquiries
E) coupon redemptions

Question 38

All of the following are likely causes of incidental word-of-mouth regarding a new hiking boot sold by The Falcon's Lair EXCEPT ________.

A) strong brand image
B) extreme satisfaction
C) product controversy
D) self-produced events
E) product exclusivity

Question 39

The format of an MPR plan should begin with which of the following components?

A) target market
B) timeline and budget
C) problem definition
D) goals and objectives
E) measurement and analysis

Question 40

Which section of an MPR plan clarifies how a firm compares to its competitors in the opinion of consumers?

A) target market
B) goals and objectives
C) strategies and tactics
D) cross-functional interactions
E) positioning and resource considerations

Question 41

An effective MPR plan describes a firm's current situation, its goals, and the plans for accomplishing those goals.

Question 42

When producing an MPR plan, an MPR professional evaluates a firm's positioning and resources before defining the problem.

Question 43

Brand image, expertise within the firm, money, and retail presence are resources that should be considered when developing an MPR plan.

Question 44

When formulating the tactics and strategies of an MPR plan, marketers should consider conducting a SWOT analysis.

Question 45

A marketer will most likely use all available connectors during a single MPR campaign.

Question 46

MPR differs from other segments of the marketing communications mix because it has a two-stage target market made of the ultimate audience and connectors.

Question 47

MPR professionals need to understand how the various areas of corporate communications interrelate so that communication efforts are properly coordinated.

Question 48

When formulating goals and objectives for an MPR plan, it is best to make broad, general statements that can be modified and narrowed when the plan is implemented.

Question 49

Each goal and objective in an MPR plan needs to be measurable, attainable, and tangible.

Question 50

In an MPR plan, the strategy component explains how media mentions and word-of-mouth will be accomplished.

Question 51

Most MPR plans have more than one scenario statement that provides a detailed description of activities coordinated to achieve a given objective.

Question 52

For each objective provided in an MPR plan, there should be at least one corresponding statement of tactics.

Question 53

Each statement of tactics should address supporting elements like pitch letters, press kits, and press releases.

Question 54

MPR metrics provide marketers with demographic information gathered from consumer feedback about newly introduced products.

Question 55

For a limited and short-term MPR campaign, marketers can personally monitor each medium and communicate with connectors to measure media mentions.

Question 56

Media monitoring services are used to measure word-of-mouth and are able to provide firms with reports on editorial tone, type of story, and frequency.

Question 57

Measuring word-of-mouth during an MPR campaign is simple in comparison to measuring media mentions due to the increasing number of media platforms and connectors.

Question 58

Customer relationship management is a system used to gauge the effectiveness of a word-of-mouth program in an MPR campaign.

Question 59

Word-of-mouth can be measured by surveying existing customers to determine how they first learned about a firm's product or service.

Question 60

The organizational format of both annual and individual MPR plans should begin with a problem definition and conclude with a section devoted to an analysis of the target market.

Question 61

How does MPR planning overlap with a firm's other planning efforts?

Question 62

Briefly explain the first step an MPR professional must take when given the task of developing an MPR plan.

Question 63

How does MPR interact with other corporate communication functions? Provide a brief example to illustrate your answer.

Question 64

What is the best method for an MPR professional to use when setting goals for an MPR plan?

Question 65

How does an MPR professional know whether the goals and objectives of a campaign are appropriately written for an MPR plan?

Question 66

How does an MPR professional judge whether the goals and objectives for a specific campaign are attainable and relevant?

Question 67

What is the difference between the strategic and tactical components of an MPR plan?

Question 68

Briefly describe how an MPR professional would measure media mentions for a narrow, short-term campaign involving a small number of connectors.

Question 69

How can an MPR professional measure online word-of-mouth for a new product?

Question 70

What is incidental word-of-mouth? Why should it be monitored?

Question 71

Why is it important for an MPR professional to clearly understand a firm's positioning and resources during the early stages of developing an MPR plan? Explain your answer in detail.

Question 72

How does a marketer determine which connectors from a firm's master connector list should be used during an MPR campaign? Illustrate your answer with an example.

Question 73

What is a statement of tactics? Provide an example of a statement of tactics.

Question 74

What are the different tools available for measuring media mentions and word-of-mouth for widespread, offline campaigns? Explain your answer in detail.

Question 75

What are the different components of an MPR plan? Describe what information should be included in each component of the MPR plan.