Creative Content Chapter 10 Verified Test Bank Freberg - Complete Test Bank Discovering Public Relations 1e with Answers by Karen Freberg. DOCX document preview.
Test Bank
Chapter 10: Creative Content
Multiple Choice
1. If you are a content creator interested in attracting, engaging, and delighting audiences, which of the following models should you use?
a. marketing flywheel
b. marketing windmill
c. marketing funnel
d. marketing engine
Learning Objective: 10-2: Evaluate content using the marketing funnel and Flywheel models
Cognitive Domain: Application
Answer Location: The Funnel and Flywheel Models
Difficulty Level: Hard
2. According to the Marketing Flywheel Model, the “engage” side of the flywheel focuses on ______.
a. research and evaluation
b. paid and earned media
c. hard sell and closure
d. relationships and dialogue
Learning Objective: 10-2: Evaluate content using the marketing funnel and Flywheel models
Cognitive Domain: Knowledge
Answer Location: The Funnel and Flywheel Models
Difficulty Level: Easy
3. In a creative meeting, your colleague says, “I know that our last content worked really well on Twitter. But I’m not so sure it will work as well on Instagram.” What is she concerned about?
a. mobile apps
b. content creation
c. media platforms
d. demographics
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Application
Answer Location: Media Platforms
Difficulty Level: Medium
4. While content creation refers to ______, content curation is all about the ______.
a. intuition; knowledge
b. impression; message
c. visuals; text
d. development; search
Learning Objective: 10-1: Understand the importance of creative content and content marketing.
Cognitive Domain: Analysis
Answer Location: How Do We Describe and Share Content?
Difficulty Level: Medium
5. The most important concept behind content amplification is ______.
a. volume
b. sharing
c. retweets
d. graphics
Learning Objective: 10-1: Understand the importance of creative content and content marketing.
Cognitive Domain: Comprehension
Answer Location: How Do We Describe and Share Content?
Difficulty Level: Medium
6. When delivering materials to your audience, what are the most important factors to consider?
a. segmentation, demographics, and psychographics
b. strategy, goals, and objectives
c. timing, tone, and treatment
d. delegation, budget, and calendar
Learning Objective: 10-1: Understand the importance of creative content and content marketing.
Cognitive Domain: Application
Answer Location: How Do We Describe and Share Content?
Difficulty Level: Hard
7. To create stories and interactions that succeed, we must base our planning and composition upon the ______.
a. evidence
b. client
c. budget
d. history
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Analysis
Answer Location: What Is a Message Strategy?
Difficulty Level: Medium
8. What is the best way to visualize a message strategy?
a. as a shareable tweet
b. as a detailed soundbyte
c. as a focused appeal
d. as an exciting headline
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Comprehension
Answer Location: Primary and Secondary Messages
Difficulty Level: Medium
9. Important terms to keep in mind when creating a message strategy include ______.
a. situation, appeal, and media
b. research, rechecking, and evaluation
c. primary, secondary, and tertiary appeals
d. directness, strategy, and audience
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Comprehension
Answer Location: Best Practices for Creating a Message Strategy
Difficulty Level: Medium
10. As an enlightened content creator, you realize that at times, you will need to look beyond your own talents. This means taking advantage of different ______.
a. college degrees
b. perspectives
c. media members
d. demographics
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Application
Answer Location: Best Practices for Creating a Message Strategy
Difficulty Level: Hard
11. As content creators, we must think about how our content relates to ______.
a. channels
b. stakeholders
c. graphics
d. gatekeepers
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Knowledge
Answer Location: What Types of Content Are Best for Different Channels?
Difficulty Level: Easy
12. Which traditional skills remain important for producing strong video content?
a. photography and videography
b. camera and computer
c. writing and editing
d. acting and producing
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Knowledge
Answer Location: Short, Long, and Slow Forms of Content
Difficulty Level: Easy
13. Which form of expression lies at the heart of all content creation?
a. spoken
b. written
c. visual
d. audio
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Comprehension
Answer Location: Short, Long, and Slow Forms of Content
Difficulty Level: Medium
14. The most common form of content presented on social media is ______-form content.
a. quick
b. slow
c. long
d. short
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Knowledge
Answer Location: Short, Long, and Slow Forms of Content
Difficulty Level: Easy
15. You are a content creator leading a team of interns. For a furniture brand you are launching, you are most interested in generating in-depth content with a long shelf life. Which type of content should you direct the interns to produce for your client?
a. slow form
b. blog form
c. pre-form
d. video form
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Application
Answer Location: Short, Long, and Slow Forms of Content
Difficulty Level: Hard
16. By discussing the issue of mental health on Twitter, Steak-Umm’s social media writers were successful in sparking ______.
a. debate
b. backlash
c. conversation
d. sales
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Application
Answer Location: Content Types That Spark Conversations With Audiences
Difficulty Level: Hard
17. Which of the following is true of visual content?
a. It is likely to offend.
b. It needs verbal content.
c. It is extremely powerful.
d. It is overrated.
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Analysis
Answer Location: Visual Content
Difficulty Level: Medium
18. When professionals use various channels as mainstays and then create content from those channels, they are using the ______ approach.
a. laddering
b. pillar
c. progressive
d. spider-web
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Knowledge
Answer Location: The Pillar Approach
Difficulty Level: Easy
19. When Tik-Tok helps creators make videos including lip-syncing or dance moves, they are enabling ______.
a. audio
b. story line
c. conversation
d. user involvement
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Comprehension
Answer Location: Emerging Apps and Platforms
Difficulty Level: Medium
20. Augmented reality adds ______ elements into the real world, while virtual reality interjects the user into the ______.
a. virtual; experience
b. audio; video
c. fake; real world
d. enhanced; unreal world
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Analysis
Answer Location: Content for Augmented, Virtual, and Mixed Realities
Difficulty Level: Medium
21. Audio content, now advanced in the 21st century, is also considered a ______.
a. strong advertising channel
b. traditional public relations tool
c. declining form of messaging
d. strong return on investment
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Comprehension
Answer Location: Audio and Vocal Content
Difficulty Level: Medium
22. As PR professionals, we must now learn how to integrate voice technology into ______.
a. our shareholder messaging
b. all phases of client relations
c. specialized brand communities
d. various aspects of our brand
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Comprehension
Answer Location: Audio and Vocal Content
Difficulty Level: Medium
23. What do we need in order to make sure our content is consistent with our brand, channels, and platforms?
a. a creative meeting
b. a research study
c. a brand style guide
d. a company website
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Knowledge
Answer Location: What Are Best Practices for Creating Content?
Difficulty Level: Easy
24. If you are struggling to develop content, it is important to remember that ______.
a. we can always learn from others
b. you are not alone; it is tough
c. we must constantly re-innovate
d. the best ideas are usually free
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Comprehension
Answer Location: What Are Best Practices for Creating Content?
Difficulty Level: Medium
25. You are a content creator for a fast-food restaurant chain. You think you have some edgy, fun ideas that will catch on with potential customers. But you’re not quite sure what they really desire. What should you do?
a. try out all of your ideas
b. ask your audiences
c. keep working at it
d. edit and edit again
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Application
Answer Location: What Are Best Practices for Creating Content?
Difficulty Level: Hard
True/False
1. The Marketing Flywheel is considered to be a more advanced form of the Marketing Funnel.
Learning Objective: 10-2: Evaluate content using the marketing funnel and Flywheel models.
Cognitive Domain: Comprehension
Answer Location: The Funnel and Flywheel Models
Difficulty Level: Medium
2. The first step on the Marketing Flywheel is to research audiences.
Learning Objective: 10-2: Evaluate content using the marketing funnel and Flywheel models.
Cognitive Domain: Knowledge
Answer Location: The Funnel and Flywheel Models
Difficulty Level: Easy
3. As content creators, we should constantly be studying the media landscape.
Learning Objective: 10-1: Understand the importance of creative content and content marketing.
Cognitive Domain: Comprehension
Answer Location: Media Platforms
Difficulty Level: Medium
4. Content amplification can become a concern when the message speaks too loudly.
Learning Objective: 10-1: Understand the importance of creative content and content marketing.
Cognitive Domain: Comprehension
Answer Location: How Do We Describe and Share Content?
Difficulty Level: Medium
5. Without content, there can be no community building.
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Knowledge
Answer Location: What Is a Message Strategy?
Difficulty Level: Easy
6. Writing and editing skills are key to creating strong video content.
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Knowledge
Answer Location: Short, Long, and Slow Forms of Content
Difficulty Level: Easy
7. Slow form content is the type of content we usually present on social media.
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Comprehension
Answer Location: Short, Long, and Slow Forms of Content
Difficulty Level: Medium
8. Responding to someone’s content by saying “thanks for sharing!” is a good example of conversation.
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Knowledge
Answer Location: Content Types That Spark Conversations With Audiences
Difficulty Level: Easy
9. Sometimes, visual content is more powerful than words.
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Knowledge
Answer Location: Visual Content
Difficulty Level: Easy
10. The Pillar Approach to social media involves creating content in one pillar, rewriting it, and moving on to a new pillar.
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Comprehension
Answer Location: Social Media Content
Difficulty Level: Medium
11. Despite the growth of more advanced technologies, audio and vocal content remain powerful types of content.
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Comprehension
Answer Location: Audio and Vocal Content
Difficulty Level: Medium
12. If you need some inspiration for new content, you should avoid looking at previous case studies and stories because they are obsolete.
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Knowledge
Answer Location: What Are Best Practices for Creating Content?
Difficulty Level: Easy
13. Editing skills become important at the end of content creation process.
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Comprehension
Answer Location: What Are Best Practices for Creating Content?
Difficulty Level: Medium
Essay
1. Distinguish between the Marketing Funnel and the Marketing Flywheel models, and explain the advantages and disadvantages of each and how they can help us create strong relationships with customers.
Learning Objective: 10-2: Evaluate content using the marketing funnel and Flywheel models.
Cognitive Domain: Analysis
Answer Location: The Funnel and Flywheel Models
Difficulty Level: Medium
2. Analyze the differences between content creation and content curation.
Learning Objective: 10-1: Understand the importance of creative content and content marketing.
Cognitive Domain: Analysis
Answer Location: How Do We Describe and Share Content?
Difficulty Level: Medium
3. You are a content creator working on a branding campaign with an automobile manufacturer. One of their managers tells you, “I feel that we lack any cohesive message strategy. Can you give us some pointers to get back on track?” How do you respond?
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Application
Answer Location: Best Practices for Creating a Message Strategy
Difficulty Level: Hard
4. Explain how Steak-Umm has succeeded in sparking a higher level of conversation and dialogue with its followers and how you would apply these principles to your own brand.
Learning Objective: 10-3: Understand message strategies and how to adapt content pieces for different platforms.
Cognitive Domain: Application
Answer Location: Content Types That Spark Conversations With Audiences
Difficulty Level: Hard
5. Apply Gary Vaynerchuk’s Pillar Approach to his work on various social media platforms.
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Application
Answer Location: Social Media Content
Difficulty Level: Hard
6. Differentiate between augmented reality (AR), virtual reality (VR), and mixed reality (MR) and explain the advantages and disadvantages of using each in a PR campaign.
Learning Objective: 10-4: Evaluate the range of creative content, including textual, visual, audio, and multimedia.
Cognitive Domain: Analysis
Answer Location: Content for Augmented, Virtual, and Mixed Realities
Difficulty Level: Medium
7. Point out some ways in which the Marketing Flywheel can be applied to the strategizing, creation, and execution of content.
Learning Objective: 10-2: Evaluate content using the marketing funnel and Flywheel models.
Cognitive Domain: Application
Answer Location: What Are Best Practices for Creating Content?
Difficulty Level: Medium
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Connected Book
Complete Test Bank Discovering Public Relations 1e with Answers
By Karen Freberg