Test Bank

Chapter 12: Measurement and Evaluation

Multiple Choice

1. Being able to measure the overall value of public relations efforts is ______.

a. a major challenge today

b. an increasing problem

c. the reason PR exists

d. easier than in the past

Learning Objective: 12-1: Understand the importance of measurement and evaluation in public relations.

Cognitive Domain: Knowledge

Answer Location: Why Are Measurement and Evaluation Important?
Difficulty Level: Easy

2. Evaluating PR efforts can be equated with ______.

a. spending on an unknown outcome

b. demonstrating worth to an organization

c. goals, objectives, and strategies

d. working with higher-level clients

Learning Objective: 12-1: Understand the importance of measurement and evaluation in public relations.

Cognitive Domain: Analysis

Answer Location: Showing Value
Difficulty Level: Medium

3. When constructing the measurement and evaluation section of a public relations plan, what major areas should we address?

a. clients, customers, and shareholders

b. paid, earned, and owned media

c. metrics, methods, and analyses

d. surveys, interviews, and focus groups

Learning Objective: 12-2: Identify the core principles of measurement in public relations.

Cognitive Domain: Application

Answer Location: Making Strategic Plans
Difficulty Level: Hard

4. Which component is the most important in creating SMART objectives?

a. specificity

b. measurability

c. achievability

d. being realistic

Learning Objective: 12-2: Identify the core principles of measurement in public relations.

Cognitive Domain: Analysis

Answer Location: Explaining How and Why We’ve Succeeded
Difficulty Level: Medium

5. Measurement of campaign outputs relates to ______, while outcomes relate to ______.

a. production; action

b. emotion; logic

c. media; events

d. quality; quantity

Learning Objective: 12-2: Identify the core principles of measurement in public relations.

Cognitive Domain: Comprehension

Answer Location: Output and Outcome Measurements
Difficulty Level: Medium

6. When we use exposure analysis, what are we are measuring?

a. how many people acted on a message

b. how many people liked a message

c. how many people analyzed a message

d. how many people saw a message

Learning Objective: 12-2: Identify the core principles of measurement in public relations.

Cognitive Domain: Knowledge

Answer Location: Sentiment and Exposure Analysis
Difficulty Level: Easy

7. To analyze the success of “Top Gun: Maverick,” PR professionals relied upon ______.

a. logic, emotion, and credibility

b. positivity, negativity, and neutrality

c. mentions, influence, and sentiment

d. ticket price, home views, and overall sales

Learning Objective: 12-2: Identify the core principles of measurement in public relations.

Cognitive Domain: Application

Answer Location: An Analysis of the Top Gun: Maverick Launch
Difficulty Level: Hard

8. What is the key element of a benchmark survey?

a. quality of data

b. span of time

c. age of participants

d. mode of delivery

Learning Objective: 12-3: Compare and contrast methods of evaluation used in public relations.

Cognitive Domain: Comprehension

Answer Location: Surveys
Difficulty Level: Medium

9. Imagine that you are a promoter of concerts and pop-up events. You need to know how well last month’s events did in order to make some decisions about where and when to run the upcoming series. What is your best measurement method?

a. focus groups

b. audience analysis

c. drop-off survey

d. communication audit

Learning Objective: 12-3: Compare and contrast methods of evaluation used in public relations.

Cognitive Domain: Application

Answer Location: Attendance and Sales Records
Difficulty Level: Hard

10. When you select the correct metrics to evaluate a campaign, you are able to determine its ______.

a. accomplishment

b. outputs

c. well-being

d. satisfaction

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Analysis

Answer Location: What Metrics Do We Use to Evaluate a Campaign?
Difficulty Level: Medium

11. Which of the following is true of the advertising value equivalent (AVE)?

a. It measures advertising cost.

b. It is valuable for social media.

c. It is very expensive.

d. It is no longer very useful.

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Knowledge

Answer Location: Advertising Value Equivalent
Difficulty Level: Easy

12. Engagement is a measure of ______, and sentiment is a measure of ______.

a. attitude; opinion

b. quantity; quality

c. interaction; feeling

d. practice; theory

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Comprehension

Answer Location: Impressions
Difficulty Level: Medium

13. You are a PR professional interested in uncovering trends, opportunities, activities, and issues that could impact your client. What is your best evaluation method?

a. talking

b. listening

c. interacting

d. monitoring

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Application

Answer Location: Monitoring and Listening
Difficulty Level: Hard

14. In order to be effective in measurement and evaluation, what should social media professionals do?

a. Invest in the right tools.

b. Hire measurement experts.

c. Update and repurpose AVE.

d. Create new social channels.

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Knowledge

Answer Location: New Metrics: Analytics
Difficulty Level: Easy

15. You are a product engineer with Chevrolet who wants to know how customers view your trucks relative to Ford or Toyota trucks. You should employ ______.

a. web analytics

b. social media analytics

c. people analytics

d. market analytics

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Application

Answer Location: Market analytics
Difficulty Level: Hard

16. Which of the following is true regarding web analytics and social media analytics?

a. Both require user permission.

b. They gather only qualitative data.

c. Both operate in a similar fashion.

d. They are highly regulated.

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Analysis

Answer Location: Types of Analytics
Difficulty Level: Medium

17. Analytics is concerned with the ______, while analysis focuses on the ______.

a. qualitative; quantitative

b. future; past

c. channel; end user

d. hardware; software

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Analysis

Answer Location: Analytics Versus Analysis
Difficulty Level: Medium

18. What is the key idea behind impressions value as a metric?

a. advertising equivalency

b. follower count

c. unique authors

d. organic posts

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Analysis

Answer Location: Metrics of Analysis Tools
Difficulty Level: Medium

19. Hubspot is unique among software companies because it provides ______.

a. 24-7 customer support

b. a money-back guarantee

c. a research staff

d. an education academy

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Comprehension

Answer Location: HubSpot
Difficulty Level: Medium

20. If you were a social media professional interested in a program combining digital and social analytics, then ______ would be a logical choice for you.

a. Google Analytics

b. Facebook Blueprint

c. Brandwatch

d. HubSpot

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Application

Answer Location: Brandwatch
Difficulty Level: Hard

21. Which organization has taken the lead in creating a consistent and sustainable model for measurement and evaluation practices?

a. Public Relations Society of America

b. Council of Public Relations Firms

c. Coalition for Public Relations Research Standards

d. Consortium of Software Developers

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Knowledge

Answer Location: Standard: Public Relations Society of America (PRSA)
Difficulty Level: Easy

22. When we discuss reactions and behaviors occurring as a result of our messages, content, and actions, we are referring to ______.

a. inputs

b. outtakes

c. activities

d. outcomes

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Comprehension

Answer Location: Framework: International Association for Measurement and Evaluation of Communication (AMEC)
Difficulty Level: Medium

23. If you were a PR professional evaluating your social media efforts according to the Barcelona Principles, you would begin with ______.

a. being transparent

b. measuring impact

c. measuring outcomes

d. setting goals

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Application

Answer Location: Standards: The Barcelona Principles (AMEC)
Difficulty Level: Hard

24. Why is it important to evaluate the “why” of measurement?

a. It forces you to question your investment in it.

b. It fits with the “where” and “when” factors.

c. It can break out cost versus non-cost items.

d. It enables you to keep PRSA certification.

Learning Objective: 12-5: Be familiar with best practices for measurement and evaluation in public relations.

Cognitive Domain: Analysis

Answer Location: What Are Best Practices for Measurement and Evaluation?
Difficulty Level: Medium

25. You are working with a colleague to learn a new piece of measurement and evaluation software. She becomes frustrated with it and says, “This is just too complicated! I already know enough about this stuff. I’ll just rely on what I learned last year.” Which principle is she ignoring?

a. We have to understand our limitations.

b. We should recheck our methods.

c. We must be willing to learn and grow.

d. We need to manage our frustrations.

Learning Objective: 12-5: Be familiar with best practices for measurement and evaluation in public relations.

Cognitive Domain: Application

Answer Location: What Are Best Practices for Measurement and Evaluation?
Difficulty Level: Hard

True/False

1. The challenge of measuring the value of PR efforts will likely grow in the future.

Learning Objective: 12-1: Understand the importance of measurement and evaluation in public relations.

Cognitive Domain: Comprehension

Answer Location: Why Are Measurement and Evaluation Important?
Difficulty Level: Medium

2. Effective evaluation of PR boils down to counting press clippings and media impressions.

Learning Objective: 12-1: Understand the importance of measurement and evaluation in public relations.

Cognitive Domain: Knowledge

Answer Location: Showing Value
Difficulty Level: Easy

3. PR efforts may be worthy but they require independent validation.

Learning Objective: 12-1: Understand the importance of measurement and evaluation in public relations.

Cognitive Domain: Comprehension

Answer Location: Making Strategic Plans.
Difficulty Level: Medium

4. In PR measurement, outputs and outcomes are essentially the same things.

Learning Objective: 12-2: Identify the core principles of measurement in public relations.

Cognitive Domain: Knowledge

Answer Location: Output and Outcome Measurements
Difficulty Level: Easy

5. If you wanted to determine how many people saw your message, then measuring exposure would make sense.

Learning Objective: 12-2: Identify the core principles of measurement in public relations.

Cognitive Domain: Comprehension

Answer Location: Sentiment and Exposure Analysis
Difficulty Level: Medium

6. Findings from a focus group can be generalized to the larger population.

Learning Objective: 12-3: Compare and contrast methods of evaluation used in public relations.

Cognitive Domain: Knowledge

Answer Location: Focus Groups
Difficulty Level: Easy

7. The advertising value equivalent (AVE) is no longer an adequate measure of PR success.

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Comprehension

Answer Location: Advertising Value Equivalent
Difficulty Level: Medium

8. Analytics represent an integrated approach to collecting and interpreting data.

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Knowledge

Answer Location: Types of Analytics
Difficulty Level: Easy

9. Market analytics and people analytics essentially measure the same thing.

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Comprehension

Answer Location: Types of Analytics
Difficulty Level: Medium

10. Analytics refers to past events, while analysis refers to future events.

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Knowledge

Answer Location: Analytics Versus Analysis
Difficulty Level: Easy

11. The Public Relations Society of America (PRSA) has played a leading role in determining industry standards for measurement and evaluation.

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Comprehension

Answer Location: Standard: Public Relations Society of America (PRSA)
Difficulty Level: Medium

12. Even when you can’t measure what you want to do, it may still be a good idea to try it for the sake of creativity.

Learning Objective: 12-5: Be familiar with best practices for measurement and evaluation in public relations.

Cognitive Domain: Knowledge

Answer Location: What Are Best Practices for Measurement and Evaluation?
Difficulty Level: Easy

13. All measurement methods and tools have limitations.

Learning Objective: 12-5: Be familiar with best practices for measurement and evaluation in public relations.

Cognitive Domain: Comprehension

Answer Location: What Are Best Practices for Measurement and Evaluation?
Difficulty Level: Medium

Essay

1. You know the upcoming year is going to be rough at your corporation. Because you are a savvy PR professional, you’ve been carefully measuring and evaluating the success of all your programs. Should your budget be threatened, how will this enable you to explain PR’s value to management?

Learning Objective: 12-1: Understand the importance of measurement and evaluation in public relations.

Cognitive Domain: Application

Answer Location: Why Are Measurement and Evaluation Important?
Difficulty Level: Hard

2. Point out the differences between output and outcome measurements, and provide a few examples of each.

Learning Objective: 12-2: Identify the core principles of measurement in public relations.

Cognitive Domain: Analysis

Answer Location: Output and Outcome Measurements
Difficulty Level: Medium

3. Compare the various strengths and challenges of the survey as a measurement/evaluation method.

Learning Objective: 12-3: Compare and contrast methods of evaluation used in public relations.

Cognitive Domain: Analysis

Answer Location: Surveys
Difficulty Level: Medium

4. As a PR professional tasked with choosing metrics to evaluate a branding campaign, what are some key questions you should ask yourself in advance?

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Application

Answer Location: What Metrics Do We Use to Evaluate a Campaign?
Difficulty Level: Hard

5. Compare monitoring to listening as an evaluation tool, and discuss their relevance to PR measurement.

Learning Objective: 12-4: Understand various metrics used in measurement and evaluation practices.

Cognitive Domain: Analysis

Answer Location: Monitoring and Listening
Difficulty Level: Medium

6. Categorize the key areas that need to be covered in measuring social media according to the International Association for measurement of Communication (AMEC). Point out the strengths and weakness of each area.

Learning Objective: 12-2: Identify the core principles of measurement in public relations.

Cognitive Domain: Analysis

Answer Location: Framework: International Association for Measurement and Evaluation of Communication (AMEC)
Difficulty Level: Medium

7. Your poor agency colleague appears to be bent upon trying to measure anything and everything related to a recent branding campaign you launched together. After several frustrating weeks, you decide it’s time to help him take a harder look at this unfocused effort. Which best practice would you use to explain this to him? Illustrate your answer with a few examples.

Learning Objective: 12-5: Be familiar with best practices for measurement and evaluation in public relations.

Cognitive Domain: Application

Answer Location: What Are Best Practices for Measurement and Evaluation?
Difficulty Level: Hard