Deck 8: Evaluating

Question 1

ROI answers the question: ______________________________.

Answer 1

"What did we get for our money?"

Question 2

Evaluation is about _____________ and ____________.

Answer 2

Measuring success or failure and learning

Question 3

The ultimate goal of strategic communication is ___________________.

Answer 3

To move people in some way

Question 4

How might you show a link between messages on Instagram and team revenue?

Question 5

Give an example of how to assess if your strategic communication effort has affected social evaluations.

Question 6

Evaluation is not possible without _____________.

A) budgets
B) tasks
C) objectives
D) goals

Question 7

You might evaluate a __________ objective by determining how gatekeepers used your message.

A) output
B) outreach
C) outcome
D) organizational

Question 8

The ___________ objective assesses the success or failure of a strategic communication effort.

A) output
B) outreach
C) outcome
D) organizational

Question 9

Social evaluations are a form of _______________ .

A) attitude
B) behavior
C) policy
D) belief

Question 10

Data can speak for itself in reports.

Question 11

You can use the ____________ objective to determine if you completed all the task you identified in your planning schedule.

A) output
B) outreach
C) outcome
D) organizational

Question 12

Awareness change is often a final outcome for a strategic communication effort.

Question 13

Outcome objective might seek to hit a target amount or ______________.

A) create new awareness
B) reach a gatekeeper
C) a specific change
D) refine a view

Question 14

If your objective involves a percent change, you must ___________

A) have a clear goal
B) have pre- and post-efforts assessments
C) utilize social media data
D) express it in dollar amounts

Question 15

Evaluating can help to improve future strategic communication efforts.