Question 1

Organizers of a school violence prevention campaign conduct _____ to help improve the effectiveness of the campaign content among high school students. A trained moderator leads a discussion where the students respond to various campaign concepts to see which ones appeal most.

Accepted Answer

The description provided matches the methodology of focus groups, where a trained moderator leads a discussion among participants to gather in-depth feedback on specific topics, in this case, campaign concepts.

Question 2

Marketing and advertising researchers conduct ________ by using software and computer programs to automatically test digital messages.

Accepted Answer

Automated copy testing is the correct answer because it specifically refers to the use of software and computer programs to test the effectiveness of digital messages, such as advertisements or marketing content, before they are widely distributed.

Question 3

Message testing experiments are known in digital media as _____________.

Accepted Answer

A/B testing is a method used in digital media to compare two versions of a webpage, app, or campaign to see which one performs better.

Question 4

Instead of tracking her client's coverage manually by checking web sites where she is expecting news coverage, Robin uses a ________ to monitor coverage, capture related content, and conduct content analysis of news and editorial mentions.

Accepted Answer

A clipping service is designed to monitor media coverage, capture content, and analyze mentions, which aligns with Robin's needs for tracking her client's coverage.

Question 5

While media monitoring services can conduct content analysis of traditional and social media, they aren't able to measure many of the most important goals and objectives of public relations programs. In short, content analysis can't measure ___________.

Accepted Answer

Content analysis focuses on analyzing the content of media mentions, but it cannot directly measure the attitudes, feelings, or behaviors of people offline. These aspects require different methodologies such as surveys or interviews to assess.

Question 6

Anabella is trying to find the most effective email marketing template by using __________. She creates a few different options with various combinations of headlines, subheads, colors, embedded graphics, and word choice, and will monitor which combination produces the most sales.

Accepted Answer

Multivariate testing is used to test different combinations of variables (like headlines, subheads, colors, etc.) simultaneously to determine which combination is most effective, which aligns with Anabella's strategy.

Question 7

Forbes contributing writer Lisa Arthur defines ________ as "a collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis."

Accepted Answer

Big data is defined as a vast collection of data from various sources, both internal and external to a company, which can be continuously analyzed for insights. This definition aligns with Lisa Arthur's description of big data as encompassing both traditional and digital data sources for ongoing discovery and analysis.

Question 8

Jai needs to determine the conversion rate to understand how many people click on his company's web site after seeing an online ad. If 500 people view the ad, but only 100 click the link to visit the web site, what is the conversion rate?

Accepted Answer

The conversion rate is calculated by dividing the number of people who took the action (clicked the link) by the total number of people who viewed the ad, then multiplying by 100 to get a percentage. So, $ \frac{100}{500} \times 100 = 20\% $.

Question 9

Gemma is conducting an analysis of the _________ to better understand how people found her client's web site. She wants to know if visitors simply typed in the URL or if they found the site from organic search results or paid search results.

Accepted Answer

Referring sources are used in web analytics to identify where website traffic originates from, which can include direct URL entries, organic search results, or paid search results. This information helps in understanding how visitors find a website.

Question 10

Steve was overjoyed when he helped his client, an international coffee brand, achieve 5,000 followers on Twitter. However, Steve's boss said 5,000 followers was a low number for such a large multi-national brand, and the combination of the number of followers and _______ would yield actual strategic value.

Accepted Answer

The answer of Steve was overjoyed when he helped his...

Question 11

When people scroll and download information from your Web page, comment on and share your social media posts, write about your news, or watch and recommend your videos, measuring those behaviors are examples of measuring __________.

Accepted Answer

Outcomes refer to the effects or results that occur as a result of certain actions or strategies, in this context, the engagement and interaction of users with digital content.

Question 12

Addilyn summarized her team's results in a campaign report she will send to her client. Addilyn concluded her campaign was a success based on the number of web pages they developed, the number of blog posts they wrote, the amount of social media posts they published, and the number of news releases they sent to reporters. Why is this not a definitive measure of success?

Accepted Answer

This summary measures outputs, such as the number of web pages developed and blog posts written, rather than outcomes, which would assess the impact of these activities, such as increased sales or improved customer engagement.

Question 13

Olivier hopes to convey the intricacies of geothermal heating technologies to city planners and architects so they might consider them when designing new buildings. Olivier's desired result can best be described as _______.

Accepted Answer

Olivier's goal is to inform and educate city planners and architects about geothermal heating technologies, which is a cognitive objective focused on increasing their knowledge and understanding.

Question 14

Jesse hopes to drive more behavioral outcomes as a result of his public relations campaign in support of a candidate for city council. What would be a realistic behavioral outcome for Jesse to track?

Accepted Answer

Increased donations to the candidate's campaign is a direct behavioral outcome indicating active support and engagement from the public, which can be directly influenced by an effective public relations campaign.

Question 15

The specific value of _______ depends on how it is defined, and therefore, how it is measured. For example, it can be attitudinal and based on emotions, or cognitive and based on what people think, learn, and know. It can be measured with questionnaires or even inferred from metrics like how much time people spend reading a web page.

Accepted Answer

Engagement can vary based on its definition and measurement method, including attitudinal aspects (emotions) or cognitive aspects (thoughts, knowledge), and can be assessed through questionnaires or inferred from behaviors like time spent on a webpage.

Question 16

When goals are marketing-based, the measurement metrics should include the steps involved in the __________, such as searching for key terms, clicking on links, browsing product offerings and making purchases.

Accepted Answer

The conversion funnel represents the stages a consumer goes through, from becoming aware of a product to making a purchase decision. Metrics related to searching for key terms, clicking on links, browsing products, and making purchases directly align with analyzing the effectiveness of the conversion funnel in guiding potential customers through these stages.

Question 17

Karl hopes to see if viewers of his video ad sparks interest in his product. He conducts an experiment where one group sees Karl's ad, and another group sees an unrelated video. He will then use Google to track search habits of those in both groups. If Karl sees more searches for his product among those exposed to the ad, then he knows he can attribute it to the campaign video. What program is Karl likely using to conduct this video ad test?

Accepted Answer

Karl is likely using Google Brand Lift, which is designed to measure the direct impact of video ads on viewer perception and behavior, including interest in a product as indicated by increased search activity.

Question 18

Gillette's "We Believe" campaign struck a chord. While ad has been viewed millions of times, and received hundreds of thousands of shares on social media, the ad isn't necessarily a success. It generated hundreds of thousands of negative comments, as well. The only way for Gillette to evaluate the campaign is to ___________.

Accepted Answer

The most comprehensive way to evaluate the campaign's success is to consider both qualitative and quantitative measures. This approach allows for a nuanced understanding of public reception, including the nature of the feedback and the scale of engagement.

Question 19

One problem with AVEs is that they falsely indicate ______ based on media placement and do not measure attitudes, knowledge, or behavior.

Accepted Answer

The answer of One problem with AVEs is that they...

Question 20

Jeff believes that for each copy of a magazine that goes into circulation, four people will have the opportunity to read it. He also thinks that editorial coverage in the magazine is worth twice as much as advertising. With these _______, Jeff is able to inflate his potential reach numbers, making them look far more impressive.

Accepted Answer

Jeff uses "Multipliers" as a method to increase his potential reach numbers by assuming that each magazine copy will be read by multiple people and that editorial coverage has double the value of advertising.

Quiz 8: Evaluation