Deck 8: Evaluation

Question 1

The evaluation stage best matches up with the planning stage in terms of measuring objectives of the campaign.

Answer 1

True

Question 2

Motivational objectives are more difficult to accomplish because

A) they lack the clarity of informational objectives.
B) of the trouble discerning that public relations accounted for the desired results rather than advertising and marketing.
C) there is high competition for available dollars.
D) of difficulty in counting attendance figures.

Answer 2

B

Question 3

A measurement of audience attitudes and opinions before and after a public relations campaign is a technique known as

A) systematic tracking.
B) day-after-recall.
C) copy-testing.
D) baseline studies.

Answer 3

D

Question 4

Using databases and computer software to analyze content of media placement is quite common with this technique.

A) benchmarking
B) systematic tracking
C) day-after-recall
D) environmental scanning

Question 5

In a 2010 study,experts optimistically projected that evaluation measures should be at least 10 percent of overall budgets because

A) of the decrease in research budgets.
B) the practitioners have to prove their value to the bottom line.
C) of the overall increase in available capital.
D) of government enforcements involving regulation and assessment.

Question 6

What measurement tool do practitioners rely on most?

A) opinion surveys
B) benchmarking
C) media clippings
D) dashboards

Question 7

If an objective is informational,measurement techniques must show

A) attendance figures.
B) audience exposure.
C) increased sales.
D) print and broadcast mentions.

Question 8

The evaluation of the communication activity of an organization,which should be done at least once a year is a(n)

A) action plan.
B) annual report.
C) communication audit.
D) baseline study

Question 9

The number of people "exposed" to media messages is referred to as

A) population or census.
B) advertising equivalency.
C) media impressions.
D) benchmarking.

Question 10

Direct mail campaigns often use this approach,in which several different appeals or options are prepared.

A) multiple regression
B) split-messaging
C) nominal group technique
D) copy testing

Question 11

Advertising Value Equivalency (AVE)basically refers to the notion of measuring

A) "monetary value of message exposure."
B) audience recall of messages.
C) gatekeeper influence.
D) hits or visits.

Question 12

The most advanced form of evaluation is

A) measurement of changes in attitudes, opinions, and behavior.
B) compilations of message distribution and media placement.
C) audience awareness, comprehension, and retention of the message.
D) measuring value of secondary and collateral research.

Question 13

Social media can be an effective measurement tool because:

A) practitioners can determine recall of messages.
B) tweets and Facebook posts are immediate and easy to track.
C) practitioners can get input from key gatekeepers.
D) of their effect on measurable objectives.

Question 14

The split-message technique is often used in

A) television talk shows.
B) news releases.
C) national trade shows.
D) direct-mail campaigns.

Question 15

Which can be accomplished by systematic tracking?

A) immediate media acceptance of audience behavior
B) real-time audience acceptance of the message
C) instant analysis of a speech
D) market penetration of information

Question 16

Pretesting an audience is usually involved with a(n)

A) comment card.
B) organizational audit.
C) split message technique.
D) pilot test.

Question 17

Day-after recall measures

A) audience awareness and comprehension.
B) web site copy and graphics.
C) purchasing intent by consumers.
D) semantic issues and cognitive barriers.

Question 18

What figures are necessary to calculate "cost-per-thousand"?

A) media impressions and potential readership
B) census data and event costs
C) media outlets and advertising equivalency
D) media impressions and cost of program publicity

Question 19

Which is NOT a common method to measure reasons behind event attendance?

A) informally gauging behavior patterns of the audience
B) day-after recall of speech pattern and text
C) ask attendees about the key messages of the spokesperson
D) Likert-type comment card

Question 20

An effective readership-interest survey becomes more valuable when it is compared with the

A) measurable objectives.
B) circulation figures of a publication.
C) content analysis of a publication.
D) communication audit.

Question 21

Measuring audience awareness and comprehension with day-after recall is a credible metric for measurement.

Question 22

A baseline study is an assessment of an organization's entire communication program.

Question 23

In systematic tracking,some practitioners take the approach of calculating the cost of advertising for the same amount of space,and then multiplying that total three to six times to reflect that a news story has higher credibility than an ad.

Question 24

You've been asked to oversee a new website launch for your company.Your boss said that a website hit counter will not suffice as a measurement tool.You really aren't well versed in technology,but have a keen understanding of evaluation and gauging audience attitudes and behaviors.What specific elements do you plan to incorporate,how would you do so,and why?

Question 25

Your university president has asked you to oversee an assessment of your department or school's classrooms.Describe how you might use baseline studies within the construct of your research,and some of the key variables that you should evaluate.

Question 26

Monitoring blogs and chat groups is increasingly important in issues management.

Question 27

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

Question 28

Quantitative analysis should be avoided in evaluating the success of a meeting.

Question 29

The split-message evaluation approach revolves around a single appeal and audience.

Question 30

The best article recall surveys involve trained interviewers.

Question 31

The most widely practiced form of evaluating public relations programs is the compilation of print and broadcast mentions.