Question 1

A type of campaign scheduling that presents the messages in waves- or short bursts is called&#10;A) massing&#10;B) pulsing&#10;C) flighting&#10;D) continuous&#10;E) Hiatus

Accepted Answer

Flighting is a scheduling strategy where advertisements are run heavily for a period of time, then stopped altogether, and then started again. This creates "waves" or "bursts" of advertising to make an impact during specific times or seasons.

Question 2

All but which of the following could be considered outputs of a campaign to introduce a new electric car&#10;A) number of television commercials that ran in a week for the campaign.&#10;B) news stories placed in in national media outlets about electric cars.&#10;C) attitudes among the general public toward driving electric cars&#10;D) visits by consumers to the car dealership&#10;E) none of the above

Accepted Answer

Attitudes among the general public are considered outcomes rather than outputs, as they reflect the impact of the campaign rather than a direct product of campaign activities.

Question 3

Return on investment for a campaign is&#10;A) a non-financial outcome&#10;B) impossible to calculate in strategic communications&#10;C) a media metric&#10;D) the profit or loss in dollars that a client receives as a result of the campaign&#10;E) Audience impressions

Accepted Answer

Return on investment (ROI) refers to the profit or loss in dollars that a client receives as a result of a campaign. It is a financial outcome and can be calculated by comparing the cost of the campaign to the revenue generated by it. Therefore, option D is the best choice.

Question 4

Research is conducted during which phase of the campaign process?&#10;A) research&#10;B) programming&#10;C) evaluation&#10;D) a and c only&#10;E) all of the above

Accepted Answer

Research is a critical component throughout the campaign process. It is conducted during the initial phase to understand the situation and set objectives (A), it informs the programming phase to develop effective strategies and tactics (B), and it is essential during the evaluation phase to measure the effectiveness of the campaign and its outcomes (C). Therefore, research is integral to all phases mentioned.

Question 5

Campaign evaluation measures the outcomes and outputs of the campaign against the ______&#10;A) programming&#10;B) objectives&#10;C) tactics&#10;D) ROI&#10;E) Research

Accepted Answer

Campaign evaluation measures the outcomes and outputs of the campaign against the objectives that were set beforehand. By doing so, it helps to assess whether those objectives were met and if the campaign was successful in achieving its intended purpose.

Question 6

In a traditional campaign budget, the element that is usually the most expensive is&#10;A) promotions&#10;B) contingency&#10;C) production&#10;D) paid media&#10;E) salaries

Accepted Answer

Paid media is usually the most expensive element in a traditional campaign budget because it includes advertising through various platforms such as television, radio, print, and online ads, which require a significant investment to reach a large audience.

Question 7

The two types of campaign evaluation that happen at the end of a campaign are _______, which compares the final results to the benchmarks set at the beginning of the campaign and __________, which describes what was learned from the campaign, what worked and what didn't work.

A) contingency, comparative
B) summative, formative
C) formative, summative
D) summative, comparative
E) pre-testing, objective-setting

Accepted Answer

The two types of campaign evaluation are summative, which compares the final results to the benchmarks set at the beginning of the campaign and formative, which describes what was learned from the campaign, what worked and what didn't work. Choice B is the only option that correctly identifies these two types of evaluation.

Question 8

In campaign evaluation, Business Results include all but which of the following&#10;A) sales revenue&#10;B) market share&#10;C) stock price&#10;D) cost reduction&#10;E) positive social media posts

Accepted Answer

Business results typically refer to the financial impact of a campaign, such as sales revenue, market share, cost reduction, and other monetary measures. Positive social media posts may indicate a successful campaign, but they are not typically considered a direct business result.

Question 9

A budget should never be part of the campaign plans book.

Accepted Answer

A budget is a crucial part of any campaign plan as it helps to determine the resources needed to execute the plan effectively. A budget helps in allocating resources, setting priorities, and tracking expenses making it an essential component of any campaign plan.

Deck 13: Strategic Communication Campaigns