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Question
Campaign outcomes such as community goodwill, volunteer enthusiasm and brand equity do not translate to data but can be measured using proxies.
Answer
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Related questions
Q:
In the PESO model, which one of these allows the company story to be passed on?
a. paid media
b. earned media
c. shared media
d. owned media
Q:
Chapter 3: Understanding PESO
Q:
Executive staff may show more interest in a campaigns strategy than its tactics. Explain why.
Q:
Describe at least one underlying cause of an ineffective PR campaign.
Q:
Explain at least one value of developing and presenting a strategic PR plan for organizational leaders that would reflect positively on the PR practitioner.
Q:
Oscar Mayer have found that supplementing TV advertising with online promotion is key to its future marketing efforts.
Q:
A main objective of the Wake Up and Smell the Bacon campaign was to ______.
a. position the brand as organic
b. introduce the brand to new audiences
c. promote the brand over a competitor
d. extend the product to more recipe applications
Q:
Campaign reporting should address which kinds of objectives?
a. cost and timeline
b. perceptual and actual
c. measurements and outcomes
d. informational and motivational
Q:
Implementation of a campaign would include ______.
a. timing and staffing
b. timing and budget
c. production and cost
d. staffing and production
Q:
In times of limited resources, communications objectives will likely be judged how?
a. if they lead to innovation and change
b. if they contribute to a business objective
c. if they expand audiences
d. if they are cost-efficient
Q:
In which step in the ROPE and RACE models is target audience addressed?
a. first
b. second
c. third
d. fourth
Q:
Both the ROPE and RACE models begin and end with the same steps. Which of the below are these?
a. assessment and evidence
b. recognition and assessment
c. research and evaluation
d. evaluation and reporting
Q:
The MBO process often calls upon public relations professionals to ______.
a. develop the research to set organizational objectives
b. assist in the development of the organizations mission
c. identify measurable standards of communication
d. define direction when supporting specific organizational objectives
Q:
Which of the following is NOT described as being part of a public relations plan?
a. a statement of values
b. a means for proposing ideas
c. a way toward idea approvals
d. a mechanism for monitoring the plan
Q:
Describe the distinct characteristic of two-way asymmetrical communication and how the Krusteaz campaign exemplified that.
Q:
Brand conversation cannot be affected by webcast content
Q:
Real-world models of PR are judged on ability to affect organizational profits
Q:
Case Study Krusteaz As a result of the campaign, what difference was shown in the category of brand conversation ?
a. More than a double increase from the previous month
b. A slight decline from the last quarter
c. Brand conversation remained steady when compared to the previous quarter
d. More than a three-time increase from the previous month
Q:
Case Study Krusteaz--How was the Krusteaz campaign implemented?
Catherine McCords kitchen was used to show recipe demos and tips
a. The campaign used paid media to feature spokespersons
b. The campaign carried out a national search for the best Krusteaz recipes
c. Krusteaz speed-mix was incorporated into PBS programs
d. Krusteaz.com was used to showcase recipes
Q:
Case Study Krusteaz--Which of the following was NOT an objective of the Seize the Holidays with Krusteaz campaign?
a. Drive traffic to Krusteaz.com
b. Increase conversation about Krusteaz for holiday baking
c. Increase engagement on the Krusteaz social media channels
d. Increase sales to consumers
Q:
Which of the following is NOT what PR models include?
a. develop strategic communication targets
b. define communication goals
c. goals for consumer actions
d. identify organizational purposes
Q:
A PR campaigns plan ultimately strives to ______.
a. drive audience action or change
b. connect a targeted audience with the correct message
c. control the timing of targeted messages
d. produce data on audience reactions to messages
Q:
Which of the following is NOT included in the ROSTIR model?
a. research
b. theory
c. implementation
d. reporting
Q:
What do public relations practitioners rely on when attempting to predict what will work and not work in the practice of PR?
Q:
How do public relations practitioners consider diffusion theory in their planning?
Q:
Why would it be necessary for an organization to consider systems theory in its public relations practices?
Q:
Situational crisis communication theory is concerned with how organizations prioritize messages during crisis situations.
Q:
After defining objectives, it is essential to conduct budgetary planning and all associated fiscal processes.
Q:
When addressing stating problems, it is recommended that they be conceptualized as positive challenges.
Q:
Which of the factors below are NOT identified as part of the SCOPE of a campaign?
a. available resources
b. team expertise
c. preferred timeline
d. message relevance