Question 1

Typically, what percentage of the marketing budget is allocated to public relations?
A) 10-20%
B) 6-15%
C) 6-10%
D) 20-25%
E) 3-5%.

Accepted Answer

E

Question 2

Personnel, administrative, and production/programs are the three major areas associated with:
A) Campaign costs
B) Personnel
C) Profit centers
D) Customer allocations
E) None of the above.

Accepted Answer

Campaign costs typically involve expenses related to personnel, administrative tasks, and production/programs.

Question 3

A contingency fund usually represents what percentage of the public relations campaign budget?
A) 11-15%
B) 6%
C) 5-10%
D) 8%
E) 2%.

Accepted Answer

A contingency fund typically represents 5-10% of the public relations campaign budget. This range allows for unforeseen expenses without significantly impacting the overall budget.

Question 4

Which one of the following is not a scheduling strategy?
A) Flighting
B) Continuous
C) Pulsing
D) Dual spike
E) None of the above.

Accepted Answer

Dual spike is not a recognized scheduling strategy in the context of advertising or media planning. Flighting, continuous, and pulsing are all established scheduling strategies used to determine how advertising is distributed over time.

Question 5

A --------------- is a horizontal bar chart designed as a management tool to coordinate, track, and manage the flow of tasks from start to completion.
A) Pareto chart
B) Frequency chart
C) Category chart
D) Gantt chart
E) All of the above.

Accepted Answer

A Gantt chart is specifically designed for project management by illustrating a project schedule, showing the start and finish dates of the various elements and summary elements of a project.

Question 6

------------ is the number of individuals or households who are exposed to a message over a specified amount of time.
A) Exposure
B) Impressions
C) CPM
D) TCPM
E) Reach.

Accepted Answer

Reach refers to the number of unique individuals or households exposed to a message over a specified period.

Question 7

Messaging transpiring only at certain times of the year because of the seasonal nature of an issue (or product) such as selling snow blowers, selling Cadbury Easter eggs, and recruiting volunteers to work at various summer festivals is what type of scheduling?
A) Flighting
B) Continuous
C) Pulsing
D) Intermittent
E) Sporadic.

Accepted Answer

Flighting is a media scheduling strategy that involves advertising during specific periods, then taking a break, and then resuming the advertising again. This approach is often used for products or services that have seasonal demand, such as snow blowers, Cadbury Easter eggs, and summer festival volunteer recruitment, making it the correct choice for the described scenario.

Question 8

Messaging that happens throughout the year consistently and maintaining the same schedule is known as:
A) Flighting
B) Continuous
C) Pulsing
D) Intermittent
E) Sporadic.

Accepted Answer

Continuous messaging refers to a marketing strategy where messages are delivered on a steady, ongoing basis throughout the year, maintaining a consistent schedule without significant breaks or changes in frequency.

Question 9

Messaging that combines flighting and continuous scheduling is called:
A) Flighting
B) Continuous
C) Pulsing
D) Intermittent
E) Sporadic.

Accepted Answer

Pulsing combines elements of both flighting and continuous scheduling strategies, allowing for a baseline level of advertising with bursts of higher intensity to capitalize on key selling periods or events.

Question 10

What is the most common budgeting method utilized by organizations to market products and/or services?
A) Subjective budgeting
B) Percentage-of-sales budgeting
C) Objectives-based budgeting
D) Zero-based budgeting
E) Past spending-based budgeting.

Accepted Answer

Percentage-of-sales budgeting is the most common method used by organizations for marketing budgeting. It involves allocating a specific percentage of the past or projected sales to the marketing budget.

Quiz 12: Budgeting and Scheduling for a Public Relations Campaign

Typically, what percentage of the marketing budget is allocated to public relations?

Personnel, administrative, and production/programs are the three major areas associated with:

A contingency fund usually represents what percentage of the public relations campaign budget?

Which one of the following is not a scheduling strategy?

A --------------- is a horizontal bar chart designed as a management tool to coordinate, track, and manage the flow of tasks from start to completion.

------------ is the number of individuals or households who are exposed to a message over a specified amount of time.

Messaging transpiring only at certain times of the year because of the seasonal nature of an issue (or product) such as selling snow blowers, selling Cadbury Easter eggs, and recruiting volunteers to work at various summer festivals is what type of scheduling?

Messaging that happens throughout the year consistently and maintaining the same schedule is known as:

Messaging that combines flighting and continuous scheduling is called:

What is the most common budgeting method utilized by organizations to market products and/or services?