Question 1

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

Accepted Answer

Day-after recall is a commonly used metric in advertising and media research to measure audience awareness and comprehension. It involves asking respondents to recall what they remember seeing or hearing in a media ad or content within 24 hours after exposure. Research has shown that day-after recall can be a reliable indicator of the impact of advertising and media communication on audiences.

Question 2

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

Accepted Answer

A baseline study is an initial set of data that measures existing conditions before a project begins, not specifically an assessment of an organization's entire communication program.

Question 3

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.

Accepted Answer

The answer of In systematic tracking,some practitioners take the approach...

Question 4

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?

Accepted Answer

The answer of You've been asked to oversee a new...

Question 5

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.

Accepted Answer

The answer of Your university president has asked you to...

Question 6

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

Accepted Answer

Monitoring blogs and chat groups can provide valuable insights into public opinion, sentiment, and emerging issues, helping organizations to proactively manage potential crises or reputational risks.

Question 7

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

Accepted Answer

The ultimate objective of any public relations effort is to accomplish or support the objectives of the organization or client it represents. This may include improving brand reputation, increasing sales, managing a crisis, or enhancing public awareness and understanding of the organization's mission or products/services. Therefore, public relations efforts are strategically aligned with organizational objectives and should aim to achieve them.

Question 8

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

Accepted Answer

Quantitative analysis can be a useful tool to evaluate the success of a meeting, as it can provide measurable data on aspects such as attendance, engagement, and outcomes. However, it should not be the only method used, as qualitative feedback from attendees and observation of the meeting dynamics are also important factors to consider. Therefore, quantitative analysis should not be avoided, but rather used in conjunction with other evaluation methods.

Question 9

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

Accepted Answer

The split-message evaluation approach involves testing different appeals and/or messages on different audience segments to determine the most effective approach for each group.

Question 10

The best article recall surveys involve trained interviewers.

Accepted Answer

Trained interviewers are better equipped to ask the right questions, record responses accurately, and provide clarification to improve the quality of the survey data.

Question 11

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

Accepted Answer

Print and broadcast mentions are a common way of measuring media coverage and can provide valuable insights into the reach and impact of public relations programs, but they are not the only or most comprehensive way of evaluating PR success. Other evaluation methods include surveys, focus groups, website traffic analysis, social media analytics, and more.

Quiz 8: Evaluation