Complete Test Bank Planning Chapter 6

Type: multiple choice question

Title: Chapter 6, Question 1

1) A ___________ is a temporary storefront, event or experience designed to gain attention and generate engagement by appearing quickly in an unusual place.

Page reference: Chapter Introduction

a. Pop-up

b. Trunk sale

c. Flash sale

d. Fly-by-night

Type: multiple choice question

Title: Chapter 6, Question 2

2) One of the most common PR client requests is ___________.

Page reference: A Hierarchy of Outcomes

a. Help us with damage control

b. Help us be number one

c. Help us raise awareness

d. Help us raise money

Type: multiple choice question

Title: Chapter 6, Question 3

3) Before communication can have any effect at all, people must be __________ to the messages.

Page reference: A Hierarchy of Outcomes – Tuning In

a. Driven

b. Exposed

c. Coaxed

d. Oblivious

Type: multiple choice question

Title: Chapter 6, Question 4

4) PR publics may not love the idea of donating blood or eating more vegetables, but if they are going to be convinced to participate, PR communication must keep them ____________.

Page reference: A Hierarchy of Outcomes – Liking

a. Engaged

b. Laughing

c. Fixated

d. Happy

Type: multiple choice question

Title: Chapter 6, Question 5

5) Jackson prepares a PR campaign for the Vanguard Group to encourage people to save for retirement. In this campaign, public relations basically becomes an act of __________.

Page reference: A Hierarchy of Outcomes – Learning

a. Salesmanship

b. Education

c. Awareness

d. Polling

Type: multiple choice question

Title: Chapter 6, Question 6

6) In campaigns like the ALS Ice Bucket Challenge, people not only learned, agreed, and acted, but also encouraged others to do likewise. This is referred to in PR as __________.

Page reference: A Hierarchy of Outcomes – Proselytizing

a. Brainwashing

b. Proselytizing

c. Creating zombies

d. Cheerleading

Type: multiple choice question

Title: Chapter 6, Question 7

7) Digital marketers, who are focused on sales as a final outcome, sometimes refer to the process outlined in McGuire’s hierarchy-of-effects model as a __________.

Page reference: Using McGuire’s Hierarchy of Effects for Planning

a. Pyramid

b. Highway

c. Tunnel

d. Funnel

Type: multiple choice question

Title: Chapter 6, Question 8

8) William posts a six-second video on the microblogging service Tumblr for his client General Electric that connected the viewer to GE’s message of being a science and technology company. This is an example of __________.

Page reference: Strategic Planning

a. Tactical decision making

b. Internal communication

c. Micro decision making

d. Strategic decision making

Type: multiple choice question

Title: Chapter 6, Question 9

9) Alexia develops an app that allows high school students to record, upload, and post a running total of the amount of material they recycle. However, she has not thought through the connection to her organization’s objectives, goals or mission. She is applying what action to her broader strategy?

Page reference: Strategic Planning

a. Encouragement

b. Communication

c. Tactics

d. Goals

Type: multiple choice question

Title: Chapter 6, Question 10

10) John must assess which impact of his recycling program will most likely accurately measure the results. Which of the following is most likely to do that?

a. The effect on global warming is summarized

b. An estimate is determined of the amount of landfill space saved

c. How many people helped with the program is considered

d. Plastic bottles found in the recycling bins are counted

Type: multiple choice question

Title: Chapter 6, Question 11

11) Anna Beth is conducting research for DuPont on the effects of genetically modified organisms (GMO) on corn production and consumption. She is putting each step in chronological order. This is an example of constructing a ____________.

Page reference: Timelines

a. Numerical list

b. Timeline

c. Quantitative chart

d. GMO app

Type: multiple choice question

Title: Chapter 6, Question 12

12) Ellen is developing a timeline for her client’s public relations plan. She has plotted when communication tactics will take place, but she neglected to factor in ___________, such as the time needed for writing, designing, printing, and distribution.

Page reference: Production of Media and Communication Materials

a. Personnel

b. Client meetings

c. Choreography

d. Production

Type: multiple choice question

Title: Chapter 6, Question 13

13) Rasmussen Reports, a polling agency, decides to set up a live-tweet event to gather favorable/unfavorable data on a senate race in California. This is an example of ________.

Page reference: Timelines

a. A conference

b. A superconference

c. An ultraconference

d. An unconference

Type: multiple choice question

Title: Chapter 6, Question 14

14) Clint is an account supervisor at a public relations agency earning a salary of $65,000 a year, which breaks down to about $31.25 per hour. The client of the agency is billed $93.75 per hour, which is three times the account supervisor’s actual pay. This is an example of the agency _____________.

Page reference: Budgets – Personnel

a. Padding the bill

b. Applying the billable rate

c. Cheating the client

d. Applying fuzzy math

Type: multiple choice question

Title: Chapter 6, Question 15

15) Big Mama, an R&B star, has 67 million followers on Instagram. It is possible that she reached this number of real-people followers organically and over time. In contrast, there are companies that provide a service where Big Mama could have purchased a large number of ____________.

Page reference: Ethics: Beware of Zombies; Enhance the Profession

a. Zombie followers

b. Paid followers

c. Parasite followers

d. Mercenary followers

Type: multiple choice question

Title: Chapter 6, Question 1

16) Though they may take audiences by surprise, all pop-ups require ___________, such as when Timberland opened a 3,500-square-foot retail store in New York City featuring live full-sized trees and giant terrariums.

a. Big budgets to really make a splash

b. Planning with bigger organizational goals in mind

c. Immersive “Instagrammable” experiences

d. New products to sell

Type: multiple choice question

Title: Chapter 6, Question 2

17) A local shoe store hires Julie, a freelance public relations practitioner, because it knows it needs help in PR, but isn’t quite sure why. Julie’s job is to convert this fuzzy thinking into a ___________ that will lead to meaningful results for the store.

Page reference: Hierarchy of Outcomes

a. Strategy

b. Sale

c. Proposition

d. Tactic

Type: multiple choice question

Title: Chapter 6, Question 3

18) Students walk by bulletin boards all throughout their college campuses, sometimes several times a day. While the students are exposed to messages on the fliers by glancing at the board, most do not even __________.

a. Like them

b. Pay attention

c. Tear them down

d. Tell a friend about them

Type: multiple choice question

Title: Chapter 6, Question 4

19) The U.S. Department of Agriculture’s old food pyramid promoted balanced eating. While people liked the simple model and colorful graphics, many people did not ____ it, so the USDA settled on a plate graphic to illustrate the importance of a balanced diet.

Page reference: Comprehending

a. Appreciate

b. Follow

c. Promote

d. Comprehend

Type: multiple choice question

Title: Chapter 6, Question 5

20) Aileen does marketing communications for a financial advisor. She has focused her efforts on teaching young adults how to open a retirement account. Now she must try to get more young adults to ______ that this is something important they must do.

a. Apportion

b. Advertise

c. Agree

d. Allocate

Type: multiple choice question

Title: Chapter 6, Question 6

21) Jessie knows that even with the best intentions, people forget to do what they learned and agreed to do. Therefore, she builds _________ into her public relations campaigns.

Page reference: Remembering

a. Incentives

b. Reminders

c. Refutations

d. Regressions

Type: multiple choice question

Title: Chapter 6, Question 7

22) Though a CVS customer knows he should get a flu shot each fall, where to go and how easy it is, and even though he receives email reminders about it, he simply does not get the vaccination. This is an example, according to McGuire’s Hierarchy of Effects, of not __________.

Page reference: Acting

a. Remembering

b. Assessing

c. Acting

d. Comprehending

Type: multiple choice question

Title: Chapter 6, Question 8

23) Using McGuire’s Hierarchy of Effects helps Bryce, a PR account executive, identify specific objectives and tactics, and ____________.

Page reference: Using McGuire’s Hierarchy of Effects for Planning

a. Find relevant partners and influencers

b. Identify staffing needs

c. Determine budgets and timelines

d. Evaluate what worked and what didn’t

Type: multiple choice question

Title: Chapter 6, Question 9

24) When McDonald’s flipped its iconic golden arches on many of its menus, food containers, uniforms, and outdoor signs, it wasn’t just a simple publicity stunt. In fact, it was part of a strategy to honor _______________.

a. Women employees and customers

b. Teamwork and the “W” in “We”

c. Water conservation and a commitment to the environment

d. Wage expansions and pay raises

Type: multiple choice question

Title: Chapter 6, Question 10

25) High schools in Cuyahoga County, Ohio, will tap into students’ competitive nature to spur recycling behaviors. The district will hold a contest to see which school logs the most recycled material by the end of the school year for a chance to win a full day off for a picnic and eco-fair. This is an example of a campaign _____________.

Page reference: Strategic Planning

a. Goal

b. Tactic

c. Strategy

d. Objective

Type: multiple choice question

Title: Chapter 6, Question 11

26) __________ are desired outcomes that directly help and organization pursue its mission or vision, for example, dollars donated, products sold, or percentage of the population registered to vote.

Page reference: Strategic Planning

a. Objectives

b. Metrics

c. Goals

d. Plans

Type: multiple choice question

Title: Chapter 6, Question 12

27) If Raymond wanted to have 100 percent of his neighbors registered to vote, he needs to take specific steps. He would set specific _________ that would help meet this broader _______.

Page reference: Objectives help accomplish larger goals.

a. Goal; objective

b. Objectives; goal

c. Tactics; mission

d. Metrics; tactic

Type: multiple choice question

Title: Chapter 6, Question 13

28) When writing a public relations plan, it is essential to have _______, the underlying logic that holds the plan together and offers a compelling rationale for why we expect the plan to work.

a. A mission

b. A strategy

c. A situation

d. A formula

Type: multiple choice question

Title: Chapter 6, Question 14

29) When the Water Supply and Sanitation Collaborative Council (WSSCC) and UNICEF partnered to sponsor Global Handwashing Day, they wanted to “improve handwashing.” However, this could mean getting people to wash hands more frequently, at specific times, using more soap, or a minimum number of times per day. To hone this objective, WSSCC and Unicef need to make it more __________.

Page reference: SMART Objectives - Specific

a. Theoretical

b. Illustrative

c. Optimistic

d. Specific

Type: multiple choice question

Title: Chapter 6, Question 15

30) Nico is working on a PR plan to raise awareness for a new micro-loan program. However, he is struggling with how to tell if he is successful. He knows he needs to develop a ___________ objective so he can better observe his results.

Page reference: SMART Objectives - Measurable

a. Relevant

b. Measurable

c. Logical

d. Sensible

Type: multiple choice question

Title: Chapter 6, Question 16

31) Though Troy has seen an uptick in his hashtag promoting a minimum wage raise, he needs to be able to explain how these posts impact his efforts to change the law requiring a higher minimum wage. In this way, Troy needs to explain the __________ of the hashtag usage.

Page reference: SMART Objectives - Relevant

a. Relevance

b. Prevalence

c. Evidence

d. Resonance

Type: multiple choice question

Title: Chapter 6, Question 17

32) While measuring the number of tweets posted, news releases sent, events sponsored or schools visited by experts provides a useful assessment of what has been done, they are merely _____ and do not measure what you hope to accomplish.

Page reference: Outputs, Outcomes, and Impacts

a. Outcomes

b. Outputs

c. Outliers

d. Out of scope

Type: multiple choice question

Title: Chapter 6, Question 18

33) When trying to determine the impact of a public relations plan, it is important to measure _________. For Charlene, who represents a local hospital, these would be how many news organizations covered the stories in her news releases and how many people retweeted her hospital’s tweets.

Page reference: Outputs, Outcomes, and Impacts

a. Outputs

b. Outlasts

c. Outperforms

d. Outcomes

Type: multiple choice question

Title: Chapter 6, Question 19

34) At the most basic level of management, a good __________ determines when to spend resources (such as time and money) on what.

Page reference: Timelines

a. Budget

b. Timeline

c. Scope

d. Plan

Type: multiple choice question

Title: Chapter 6, Question 20

35) Anya uses ________ to monitor her program’s efforts on social media so she can make corrections based on feedback. She does his throughout the campaign on a weekly basis.

Page reference: Formative Research

a. Formative progression

b. Summative evaluation

c. Formative evaluation

d. Summative progression

Type: multiple choice question

Title: Chapter 6, Question 21

36) Taryn’s team at Ketchum has developed a campaign proposal that includes a clear articulation of strategy and how it will be implemented. It will present this proposed plan to a prospective client to __________.

a. Win new business

b. Raise the client’s existing budget

c. Summarize the evaluation

d. Forecast a timeline

Type: multiple choice question

Title: Chapter 6, Question 22

37) Xander represents an electric company. Sometimes, he has to consult with communities prior to installing new power lines. Other times, he has to communicate after an event, such as explaining an increase in service rates. Xander also has to plan communication tactics ____ with action, such as notifying commuters in real time about a downed tree cutting off power to a neighborhood.

Page reference: Action and Communication Tactics

a. Systematic

b. Regularly

c. Concurrent

d. Divergent

Type: multiple choice question

Title: Chapter 6, Question 23

38) Strategic communicators who write SMART objectives realize they’ve done themselves a favor when it’s time for ___________.

a. Lunch

b. Evaluation

c. Planning

d. Pitching new business

Type: multiple choice question

Title: Chapter 6, Question 24

39) _________ charts are types of bar charts that show project timelines including the start and duration times of tasks. This lets a planner to consider how long a task will take and which resources will be needed when tasks occur at the same time.

Page reference: Evaluation

a. Graph

b. Gantt

c. PERT

d. Fishbone

Type: multiple choice question

Title: Chapter 6, Question 25

40) As Meghan is working on the budget for her client’s plan, she needs to balance personnel, administrative costs, and _______.

Page reference: Budgets

a. Products

b. Overhead

c. Influencers

d. Media

Type: multiple choice question

Title: Chapter 6, Question 26

41) Richard is set to research his handwashing campaign in 100 area primary schools. Before he starts the research, he wanted to know how many children washed their hands before eating, which turned out to be 5 percent. This tactic of __________ is different from measuring the outcome of the campaign.

Page reference: Timelines

a. Benchmarking

b. Moving the needle

c. Playing with the numbers

d. The Gold Standard

Type: multiple choice question

Title: Chapter 6, Question 27

42) Edelman PR Agency has decided to embark on a program for the non-profit organization the American Red Cross. They are not going to charge for their services but will submit a plan noting the number of hours they intend to donate by their employees. This type of program is an example of __________.

Page reference: Budgets - Personnel

a. Volunteering

b. Pro bono work

c. A waste of time

d. Hidden charges

Type: multiple choice question

Title: Chapter 6, Question 28

43) In agencies or established businesses, regular and ongoing administrative costs such as electricity, paper, and Internet services are often considered __________.

Page reference: Budgets – Administrative Costs and Supplies

a. Informal expenses

b. Program budget expenses

c. Overhead expenses

d. Off-the-books expenses

Type: multiple choice question

Title: Chapter 6, Question 29

44) Calvin considers factors such as strategy and audience demographics to make sure that his client’s advertising budgets are spent wisely and in line with SMART objectives. Calvin’s job is likely a __________.

Page reference: Media and Communication Expenses

a. Media planner

b. Media buyer

c. Media demand publisher

d. Media marketer

Type: multiple choice question

Title: Chapter 6, Question 30

45) Bertha knows that buying followers who do not exist may offer a quick and inexpensive way to meet short-term social media objectives. She also knows that the consequences likely will not be positive or productive. She must make a decision and that decision-making process is an example of __________________.

Page reference: Ethics: Beware of Zombies; Enhance the Profession

a. Opportunism

b. Utilitarianism

c. Diversion

d. Consequentialism