Question 1

Evaluation in public relations is the process by which we determine ____________.

Accepted Answer

Evaluation in public relations focuses on determining the value or impact of the work done, rather than the effort, speed, or efficiency of the processes involved.

Question 2

Media tracking firms have developed __________ technology that enables audio and video to be tracked with digital information woven into the signals that carry programming content.

Accepted Answer

Digital watermarking technology allows for digital information to be embedded into audio and video signals, enabling the tracking of programming content. This technology does not alter the quality or perception of the content for the end user.

Question 3

If you type a tweet and show it to a friend before posting, that is an example of _____________.

Accepted Answer

Message testing involves sharing a message with a small audience before it is widely distributed to see how it is received, which is what happens when you show a tweet to a friend before posting.

Question 4

Parson's Publishing evaluates a college freshman textbook for readability. A sample showed 5 sentences, 94 words, 160 syllables, and 484 characters, with an average of 1.7 syllables per word and 19 words per sentence. This added up to an average readability score for a grade level of 13. This type of message testing is _______________.

Accepted Answer

Quantitative message testing involves the measurement of message characteristics through numerical data, such as word, sentence, and syllable counts, to calculate readability scores or other quantifiable metrics.

Question 5

The cliQ platform monitors millions of broadcast TV hours, online news stories, and social media mentions. It accumulates and organizes this information in real time for data analysis for its clients. This platform is an example of __________.

Accepted Answer

The cliQ platform is an example of media monitoring services because it involves tracking and analyzing broadcast TV, online news, and social media mentions for data analysis purposes.

Question 6

Ophelia, a media analyst for Edelman, develops an algorithm for her client Samsung to collect information on message placement and click-through rates. This sizable gathering of Internet information is known as ____________.

Accepted Answer

Big data is a sizable gathering of Internet information.

Question 7

William collects information for his client through examination of cookies and customer registrations. Because he collected this information himself, it is an example of __________.

Accepted Answer

First-party data is information collected directly by an organization from its audience or customers, through interactions such as website visits, purchases, and customer feedback. Since William collects data himself through cookies and customer registrations, it is considered first-party data.

Question 8

Aurora, a media specialist with Radley, is packaging an online promotional sale of its newest women's high-end handbag. She tracks 1,000 visitors to her website. The data show that 700 visitors leave the site after seeing the first page. What is the bounce rate percentage in this scenario?

Accepted Answer

The bounce rate is calculated as the number of visitors who leave the site after viewing only one page divided by the total number of visitors, then multiplied by 100 to get a percentage. In this scenario, 700 out of 1,000 visitors left after seeing the first page, so the bounce rate is (700/1000)*100 = 70%.

Question 9

Kelly works for a digital marketing firm. Her assignment is to harvest possible customers for the Green Bay Packers. She targets males who tweet about the Packers, live in a medium to large city, and tailgate for home games. Her approach is an example of __________.

Accepted Answer

The answer of Kelly works for a digital marketing firm....

Question 10

Adrian, a PR professional with Ogilvy, developed a campaign to recruit college seniors. Right from the beginning, Adrian kept in mind that she would have to demonstrate the value of public relations and its contributions to the client's overall organizational mission. She applied the concepts of the ____________, the first global standard of public relations measurement.

Accepted Answer

The correct answer is the Barcelona Declaration of Research Principles, which established the first global standard for public relations measurement, emphasizing the importance of goal setting and measurement in PR campaigns.

Question 11

Bianca developed a questionnaire survey for Comcast to measure the level of employee engagement that asked employees to respond to statements with a range of defined response options such as the range from "strongly disagree" to "strongly agree." This type of questionnaire is an example of ________.

Accepted Answer

The questionnaire described uses a scale from "strongly disagree" to "strongly agree" for responses, which is characteristic of Likert-type items. These are used to measure attitudes by asking respondents to indicate their level of agreement with given statements.

Question 12

John uses the same measurement tactics he employs for business performance evaluation on the nonprofit Habitat for Humanity. This is an example of an evaluation tactic that is searching for __________.

Accepted Answer

John is applying business performance evaluation tactics to a nonprofit organization, which indicates he is looking for organizational results, not limited to business or charity-specific outcomes. This approach aims to assess the overall effectiveness and impact of the organization.

Question 13

Jessica is contracted by Pizza Hut to evaluate the success of their latest video posted on their brand channel on YouTube about hiring veterans and military spouses. The video was viewed 5,576 times and had 64 thumbs up, 2 thumbs down, and 12 comments. Jessica examined both the number of hits and the comments. Her PR tactic used ___________.

Accepted Answer

Jessica used quantitative methods by examining the number of views, likes, and dislikes (numerical data) and qualitative methods by analyzing the content of the comments (non-numerical data).

Question 14

Social change agency BritSpot represents the Wikimedia Foundation. They realize their client can best benefit by their see-say-feel-do model of social media metrics. This PR model focuses on __________.

Accepted Answer

The see-say-feel-do model of social media metrics is designed to measure the right outcomes by observing what people see, what they say, what they feel, and what actions they take as a result. This approach focuses on understanding the impact of content and strategies on audience behavior and attitudes, rather than just counting likes or shares.

Question 15

Public relations firms often operate within a dichotomy, especially when it comes to statistics. It is a common suspicion that statistics can be manipulated to distort the truth. Yet PR practitioners depend on statistics to clarify complex scenarios for the clients they are advocating. When massaging statistics, practitioners must balance advocacy with _______________.

Accepted Answer

Objective independence is crucial for PR practitioners when using statistics to ensure they maintain credibility and truthfulness while advocating for their clients.

Question 16

When we invest time, energy and budgets in both short- and long-term projects, we use ______ to understand our return on investment.

Accepted Answer

Evaluation is the process of assessing the return on investment (ROI) of a project. It involves measuring the project's outcomes against its objectives and determining whether the project was successful.

Question 17

__________, which are one of the older methods of evaluation, are conducted to gather data that describe demographics and what people think, feel, and do.

Accepted Answer

Surveys are a traditional method used to collect information about demographics, opinions, feelings, and behaviors of a population by asking questions.

Question 18

Nielsen uses digital watermarking technology to track what content is delivered to TV and mobile devices. Without surveys and paper diaries, though, Nielsen cannot tell whether viewers ___________

Accepted Answer

Digital watermarking can track what content is delivered, but it cannot determine if viewers are actually paying attention to the content.

Question 19

In a laboratory setting, communication researchers might use __________ software to observe how people pay attention to and respond to messages.

Accepted Answer

Eye-tracking software is specifically designed to observe and record where and how long a person looks at various parts of a visual display, making it a valuable tool for communication researchers studying attention and response to messages.

Question 20

Teagan is conducting some tests to see how viewers respond to a public service announcement she is producing for a client. She is using technology that can generate images of brain activity in response to the video to help her make it as emotionally powerful as possible. What kind of technology is Teagan likely using?

Accepted Answer

Functional magnetic resonance imaging (fMRI) is used to measure and map brain activity by detecting changes associated with blood flow, making it suitable for assessing emotional responses to stimuli like videos.

Quiz 8: Evaluation