Q&A Hero

Q: Focus group research may be difficult to moderate.

Q: SWOT analysis usually produces the viewpoints of the members of an organization.

Q: One hazard of focus group research is which one of the following? a. Focus group may be challenging to moderate. b. Focus group studies are costly to run. c. Larger focus groups are more difficult to schedule and organize. d. The data from focus groups can suffer from group-bias.

Q: SWOT analysis is used to produce which one of the following? a. comments directly from an organizations external audiences b. statistical factual data about the organization c. viewpoints of the members of an organization d. goals and objectives for the organization

Q: It is possible to begin tactical work without having done research.

Q: Developmental Research reveals information about an organizations audiences

Q: Discovering baseline data for measuring improvements is done following the developmental research stage.

Q: A PR team will often conduct an internal discussion within the organization to create distance from the most pressing issues.

Q: A problem statement is where formal research begins.

Q: Reviews of post-interview data, such as audio recordings and transcripts, are best done by which one of the following? a. the single researcher-interviewer who conducted the interview, along with the interviewed subject b. the single researcher-interviewer who conducted the interview alone c. a single reviewer who was not present at the original interview d. a team of multiple reviewers

Q: Focus group research has an advantage over single-interview research, in which one of the following ways? a. It produces less biased viewpoints. b. It often results in information that might not emerge in single-interview situations. c. It is considered more reliable because it represents multiple viewpoints. d. It is faster at garnering sentiments.

Q: A researcher decides that the occurrence of a particular viewpoint from audience members in a study is a relevant unit to measure in a content analysis study. This viewpoint is described and noted in which one of the following? a. index b. glossary c. codebook d. view book

Q: In a content analysis study, information about where the data originated from is called ______. a. raw data b. aggregate data c. metadata d. context data

Q: Research that attempts to measure if one factor causes a change in another factor is called ______. a. correlational research b. experimental research c. causation research d. inductive research

Q: In an experimental study, changing only one variable at a time the experiment does what? a. It reduces the risk of other factors influencing the study results. b. It increases the length of time required to execute the study. c. It minimizes the potential for researcher bias in the study. d. It allows for simpler statistical analysis and therefore more valid data.

Q: What is cited as one of the most common challenges to conducting effective experiments? a. establishing causation b. establishing correlation c. establishing validity d. establishing reliability

Q: Interview research is particularly good at determining which one of the following? a. audience actions b. audience perceptions c. audience size d. audience bias

Q: Interview research with small groups ensures which one of the following? a. a wider range of topics b. depth of conversation c. truthfulness in responses d. validity of the resulting data

Q: What is the motivation for organizations to add editorial staff in relation to managing owned media?

Q: Why did the choice of Misty Copeland fit with the Under Armour campaign?

Q: What made the Reeses NCAA campaign integrated?

Q: In what ways do owned media represent more than just a way to present product information?

Q: What did Burger King do to create direct interaction with thousands of consumers?

Q: Surveys are often used to ______. a. confirm existing hypotheses b. uncover unexpected insights c. test new theories d. explain how frequent phenomenon occur

Q: To derive the tone or sentiment of what customers are saying about an organization, the organization would typically require which kind of research method? a. two-tailed statistical test b. statistical analysis c. correlational analysis d. content analysis

Q: In the PESO model, what are some reasons an organization might prefer NOT to use paid media?

Q: In the PESO model, what are some of the distinct advantages of using Paid Media?

Q: A brand uses its a Facebook page to promote itself. This is an example of owned medium.

Q: The goal of Baskin-Robins Wacky Summer Flavors campaign was to raise its name recognition among younger audiences

Q: The Sephora brand captured customer data through its own mobile app

Q: Burger Kings Proud Wrapper was an effective strategy.

Q: An owned Facebook page also be considered shared media?

Q: During the Be Your Way campaign, Burger King was criticized for maintaining no policies for LGBTQ employees

Q: Name the four media types in the PESO model.

Q: In the PESO model, explain why it is difficult to predict the results of relying on Earned Media.

Q: When a consumer posts a review of a product, that posting is typically considered to be owned media.

Q: An organizations owned media cannot be edited by its customers

Q: While websites, and blogs are considered to be owned media, newsletters and brochures are not.

Q: In the PESO model, an individual that posts a review of a business is creating earned media

Q: A brand that purchases space on Google ads is said to be using shared media

Q: To support credibility for its message to an audience, the PR practitioner may rely on earned media.

Q: PESO paid media does not include paid advertising

Q: Earned media is one of the most common associations with public relations professionals and the industry as a whole.

Q: Why did Burger King reposition its brand with its Be Your Way campaign? a. to change perceptions popular perceptions about convenience dining b. to revise its product line c. to align with younger audiences and changing societal values d. to regain losses over time in its primary customer base

Q: By showing support for same sex couples, Burger King did what to its perceived brand? a. depicted Burger King as an organization involved in communities b. maintained its recognized role as a leader in reaching new customers c. created an updated personal image with an updated King d. strengthened its progressive identity

Q: The Proud Wrapper design in the Be Your Way campaign was ______. a. objective b. strategy c. goal d. tactic

Q: How did the Burger King Be Your Way campaign leverage its campaign online? a. the use of tactics such as special burger wrappers and its famous crown b. with a website on the history of LGBTQ issues in America c. with videos featuring consumers d. with San Francisco-based live events

Q: What did Burger King do in its Be Your Way campaign to extend the campaign? a. ran the campaign for a month b. interacted with consumers on their pages c. recruited a wide range of spokespersons for the campaign d. created a YouTube series about the campaigns theme Were All The Same Inside

Q: Burger Kings Be Your Way campaign focused on an issue, an audience and an event that would ensure engagement. This was an example of ______. a. situational theory of public b. policy based theory of public c. values based theory of public d. contextual theory of public

Q: Burger Kings Be Your Way campaign focused on an issue, took a stand, and used its platform as a global organization to draw attention to the issue. This is an example of ______ theory. a. agenda building b. agenda setting c. issue advocacy d. consensus building

Q: Regarding the PESO model, when is the PR practitioner better able to craft messages for a cross-channel campaign? a. during strategy selection b. throughout a campaign c. once objectives are set d. in the early stages of planning

Q: The PESO model can be customized to varying PR situations and needs.

Q: To engage fans in the 100,000th Disney wish granted and Disneyland Resorts 60th Anniversary, what did Disney do? a. invited fans to use shared media b. placed paid ads on Facebook and Google c. set up a new website for donations to Make-A-Wish d. arranged for three Disney fans to be interviewed on The Today Show

Q: Luxury brand Dior used which strategy to promote the final instalment of The Hunger Games? a. Instagram images of actor Jennifer Lawrence wearing in Dior designs b. Dior-sponsored YouTube clips of Jennifer Lawrence in the movie c. appearances of Jennifer Lawrence wearing Dior on late night talk shows d. ad placements of Jennifer Lawrence in magazines that typically feature the Dior brand

Q: Web site content that is owned by an organization is defined by what key characteristic? a. The content is usually restricted to controlled re-distribution. b. Its content is often produced by users of the site. c. The content is produced and edited by the organization. d. The content is less likely to be updated as quickly as in other platforms such as Facebook.

Q: What enabled the Sephora brand to capture customer data? a. It created its own channels for distributing content. b. It created its own mobile app to engage customers. c. It created customer-friendly services for its products. d. It used e-mail promotions.

Q: A brand creates a site on which customers can engage by posting their own stories and images. This activity represents ______. a. paid and owned media b. shared and paid media c. owned and shared media d. earned and paid media

Q: What was the goal of Baskin-Robins Wacky Summer Flavors campaign? a. gain traditional and online coverage b. increase name recognition c. brand season extension d. new audience development

Q: What was the strategy of Baskin-Robins Wacky Summer Flavors campaign? a. shared media b. owned media c. paid media d. earned media

Q: How did Baskin-Robins create media interest in its Wacky Summer Flavors campaign? a. by sending links for its YouTube videos to traditional media b. it named two new flavors after TV celebrities c. it created flavors related to three holidays d. through interesting stories about its flavors

Q: What indicator was used to determine if the Baskin-Robins Wacky Summer Flavors campaign was successful? a. coverage in national news outlets b. shares on Facebook c. feedback on the Baskin-Robins website d. more than 1 million Instagram impressions

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: In the PESO model, which one of these allows the company to have complete control over its story? a. paid media b. earned media c. shared media d. owned media

Q: A brand places it messages using Google ads. In the PESO model, which medium type is this? a. paid media b. earned media c. shared media d. owned media

Q: A brand is reviewed on a blog that is not related to the company. In the PESO model, which medium type is this? a. paid media b. earned media c. shared media d. owned media

Q: Users of a brand post images of the brands product on Instagram. In the PESO model, which medium type is this? a. paid media b. earned media c. shared media d. owned media

Q: A brand sets up a Facebook page to promote itself. In the PESO model, which medium type is this? a. paid media b. earned media c. shared media d. owned media

Q: Under Armours use of a take no prisoners approach in its campaign to women is an example of which one of these? a. tactic b. objective c. strategy d. goal

Q: The goal of Under Armours I Will What I Want campaign was an appeal to women to ______. a. recognize their uniqueness b. chart their own course c. break from routine d. develop mental strength

Q: Under Armours I Will What I Want campaign was considered a success. Which of the following was the indicator of that? a. the celebrities in the campaign b. the campaigns budget c. the campaigns length d. the campaigns engagement data

Q: Which of the following represents owned media? a. Facebook likes b. a YouTube video by a brands customer c. a brands website d. a newspapers review of a brands products

Q: Brands have changed the way they manage their information in what way? a. They create more content than they used to. b. They commonly employ editorial staff to produce content. c. They limit content to specific time periods. d. They customize content for a range of audiences.

Q: In the PESO model, which one of these allows the PR practitioner to control distribution? a. paid media b. earned media c. shared media d. owned media

Q: In the PESO model, an example of earned media would be which one of the following? a. a downloadable document from an organizations website b. an ad on Facebook c. a review from a blogger d. likes for a YouTube video

Q: In the PESO model, shared media occurs when ______. a. customers or fans create content about a brand b. the brand publishes content on more than one social media platform c. a brand places information on both social and traditional media d. customers learn about a brand on one communications platform and discuss it on another platform

Q: Successful shared media uses which one of these? a. multiple channels b. consumers c. advertisers d. influencers

Q: Successful shared media requires which of the following? a. consistent reviews from consumers b. brands that keep tabs on influencers comments c. responses from consumers d. brands that trust influencers

Q: The key feature of owned media in the PESO model is that it is ______. a. controlled by the brand b. reviewed by influencers c. influenced by consumers d. regulated by law

Q: Describe at least one underlying cause of an ineffective PR campaign.

Q: What is as a key difference between the ROPE model and the ROSTIR model regarding what happens at the end of a campaign?