Test Bank

Chapter 8: Strategic Campaigns

Multiple Choice

1. Which of the following terms best apply to public relations campaigns?

a. systematic

b. client-driven

c. upbeat

d. product-oriented

Learning Objective: 8-1: Know what makes a PR campaign successful.

Cognitive Domain: Knowledge

Answer Location: What Is a PR campaign?

Difficulty Level: Easy

2. In addition to achieving business and communication goals, a public relations campaign can also strengthen ______.

a. revenue

b. relationships

c. resolve

d. legal position

Learning Objective: 8-1: Know what makes a PR campaign successful.

Cognitive Domain: Comprehension

Answer Location: What Is a PR campaign?

Difficulty Level: Medium

3. What is the common element that ties together a public relations campaign from beginning to end?

a. creativity

b. objectives

c. research

d. persuasion

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Knowledge

Answer Location: What are the steps for conducting a successful public relations campaign?
Difficulty Level: Easy

4. Once we have conducted research for a campaign, the next step is to identify ______.

a. schedule and budget

b. the internal and external environment

c. motives and appeals

d. purpose and audience

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Comprehension

Answer Location: Identifying Purpose and Audience

Difficulty Level: Medium

5. Aviation Gin’s integration of its product into a sequel commercial related to “Peloton wife” is an excellent example of strong ______ and ______ in a PR campaign.

a. revenue; ad buys

b. goals; purposes

c. creativity; strategy

d. scheduling; budget

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Application

Answer Location: Identifying Purpose and Audience

Difficulty Level: Hard

6. PR campaign planning is informed by both ______.

a. client desires and budget

b. media preferences and schedule

c. intuition and best practices

d. business objectives and creativity

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Analysis

Answer Location: Planning
Difficulty Level: Medium

7. Where do “big ideas” come from?

a. facts and insights

b. instinct and hunches

c. numbers and statistics

d. clients and PR staff

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Knowledge

Answer Location: Planning

Difficulty Level: Easy

8. To be effective, a campaign must reach target audiences through ______.

a. unpaid exposure

b. a wealth of creativity

c. a combination of media

d. psychological techniques

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Comprehension

Answer Location: Developing Content and Persuading Audiences

Difficulty Level: Medium

9. The Wild Turkey bourbon company’s branding campaign based on an employee tweet is a strong example of ______.

a. planning

b. ideation

c. concepting

d. technology

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Application

Answer Location: Experimenting With Innovative Ideas
Difficulty Level: Medium

10. When a campaign is evaluated, what is most important to clients?

a. research

b. budget

c. creativity

d. impact

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Knowledge

Answer Location: Evaluating Success

Difficulty Level: Easy

11. The RACE campaign model focuses on ______, while the ROPE model is more concerned with ______.

a. integration; planning

b. the client; the PR staff

c. process; outcome

d. action; objectives

Learning Objective: 8-3: Apply the RACE and ROPE models and the Strategic Model for campaigns.

Cognitive Domain: Comprehension

Answer Location: What Are the RACE and ROPE Models for conducting campaigns?

Difficulty Level: Medium

12. What are the common components shared by the RACE and ROPE models?

a. audience and message

b. planning and execution

c. research and evaluation

d. creativity and strategy

Learning Objective: 8-3: Apply the RACE and ROPE models and the Strategic Model for campaigns.

Cognitive Domain: Analysis

Answer Location: Conducting Research

Difficulty Level: Medium

13. In the campaign planning process, strategies are ______, while tactics are ______.

a. focused; creative

b. broad; specific

c. financial; strategic

d. first; last

Learning Objective: 8-3: Apply the RACE and ROPE models and the Strategic Model for campaigns.

Cognitive Domain: Comprehension

Answer Location: Strategies and Tactics

Difficulty Level: Medium

14. As a campaign planner, why might you choose the Strategic Model of public relations over the RACE and ROPE models?

a. objectives match the goals

b. greater emphasis on research

c. budget-based financial planning

d. integration with related disciplines

Learning Objective: 8-3: Apply the RACE and ROPE models and the Strategic Model for campaigns.

Cognitive Domain: Application

Answer Location: How Does the Strategic Model Benefit Campaigns?

Difficulty Level: Hard

15. A SWOT analysis can be used to ______.

a. take advantage of new opportunities

b. conduct a post-campaign evaluation

c. reach key journalists and editors

d. assess a client’s market win rate

Learning Objective: 8-4: Know the value of research, evaluation, situational analysis, and competitive analysis.

Cognitive Domain: Knowledge

Answer Location: Writing a SWOT Analysis

Difficulty Level: Easy

16. In considering campaign objectives, which of the following terms is most important?

a. expense

b. creativity

c. measurability

d. audience

Learning Objective: 8-4: Know the value of research, evaluation, situational analysis, and competitive analysis.

Cognitive Domain: Comprehension

Answer Location: Writing an Objectives Section

Difficulty Level: Medium

17. If you were planning a campaign and wanted to learn more about your audience’s attitudes and opinions, you should study their ______.

a. voter graphics

b. psychographics

c. graphic appeals

d. reprographics

Learning Objective: 8-4: Know the value of research, evaluation, situational analysis, and competitive analysis.

Cognitive Domain: Application

Answer Location: Types of Audiences

Difficulty Level: Hard

18. When you think of a campaign’s strategy and tactics, which body part describes them best?

a. the arms

b. the skeleton

c. the brain

d. the heart

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Comprehension

Answer Location: Writing a Strategies and Tactics Section

Difficulty Level: Medium

19. The strategy at the heart of Nike’s “Dream Crazy” campaign was built around ______.

a. female athletes

b. mental illness

c. physical disabilities

d. professional sports

Learning Objective: 8-4: Know the value of research, evaluation, situational analysis, and competitive analysis.

Cognitive Domain: Knowledge

Answer Location: The Nike Campaign

Difficulty Level: Easy

20. What is the primary advantage of a Gantt chart in setting timelines?

a. a budget item tied to each item on the chart

b. a strong strategic focus on each element

c. a view of individual campaign components

d. a reinforcement of goals and objectives

Learning Objective: 8-4: Know the value of research, evaluation, situational analysis, and competitive analysis.

Cognitive Domain: Analysis

Answer Location: Creating a Budget and Calendar Section
Difficulty Level: Medium

21. Measurement and evaluation are key parts of a campaign at the ______ and ______ stages.

a. beginning; ending

b. strategy; tactics

c. client; staffing

d. information; persuasion

Learning Objective: 8-4: Know the value of research, evaluation, situational analysis, and competitive analysis.

Cognitive Domain: Comprehension

Answer Location: Writing a Measurement and Evaluation Section

Difficulty Level: Medium

22. The PESO campaign model helps us to understand ______.

a. budgetary considerations

b. strategic outcomes

c. the primary objective

d. the media landscape

Learning Objective: 8-5: Apply the PESO model to promote a campaign.

Cognitive Domain: Comprehension

Answer Location: How Does the Peso Model for Media Promote Campaigns?
Difficulty Level: Medium

23. If you wanted to place your client’s message in a specific place at a specific time, what would be your best media choice?

a. owned

b. paid

c. shared

d. earned

Learning Objective: 8-5: Apply the PESO model to promote a campaign.

Cognitive Domain: Application

Answer Location: Paid Media

Difficulty Level: Hard

24. Earned media is distinguished from other media types by the fact that it is ______.

a. traditional

b. social

c. free

d. digital

Learning Objective: 8-5: Apply the PESO model to promote a campaign.

Cognitive Domain: Analysis

Answer Location: Earned Media

Difficulty Level: Medium

25. If you want to promote a brand message on media channels where you can exert a high degree of personal control, what is your best media choice?

a. owned

b. social

c. traditional

d. paid

Learning Objective: 8-5: Apply the PESO model to promote a campaign.

Cognitive Domain: Application

Answer Location: Owned Media

Difficulty Level: Hard

True/False

1. Public relations campaigns can achieve business goals and build brand relationships at the same time.

Learning Objective: 8-1: Know what makes a PR campaign successful.

Cognitive Domain: Comprehension

Answer Location: What Is a PR campaign?

Difficulty Level: Medium

2. The first step in beginning a campaign is to determine the budget.

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Knowledge

Answer Location: Identifying Purpose and Audience

Difficulty Level: Easy

3. Planning is the key determinant in whether a campaign succeeds or fails.

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Comprehension

Answer Location: Planning

Difficulty Level: Medium

4. The process of ideation is focused on meeting business objectives.

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Knowledge

Answer Location: Experimenting With Innovative Ideas

Difficulty Level: Easy

5. The RACE and ROPE models share common similarities and differences.

Learning Objective: 8-3: Apply the RACE and ROPE models and the Strategic Model for campaigns.

Cognitive Domain: Comprehension

Answer Location: What Are the RACE and ROPE Models for Conducting Campaigns?

Difficulty Level: Medium

6. The Strategic Model of campaign planning focuses exclusively on the public relations discipline.

Learning Objective: 8-3: Apply the RACE and ROPE models and the Strategic Model for campaigns.

Cognitive Domain: Knowledge

Answer Location: How Does the Strategic Model Benefit Campaigns?

Difficulty Level: Easy

7. A SWOT analysis is best used on its own, independent of the campaign itself.

Learning Objective: 8-3: Apply the RACE and ROPE models and the Strategic Model for campaigns.

Cognitive Domain: Comprehension

Answer Location: Writing a SWOT Analysis
Difficulty Level: Medium

8. While primary and secondary audiences are important, one should also analyze emerging audiences.

Learning Objective: 8-4: Know the value of research, evaluation, situational analysis, and competitive analysis.

Cognitive Domain: Knowledge

Answer Location: Types of Audiences

Difficulty Level: Easy

9. Tactics flow from the objectives and strategies that campaign planners create.

Learning Objective: 8-4: Know the value of research, evaluation, situational analysis, and competitive analysis.

Cognitive Domain: Comprehension

Answer Location: Writing a Strategies and Tactics Section

Difficulty Level: Medium

10. Measurement and evaluation are most important at the beginning of a campaign.

Learning Objective: 8-4: Know the value of research, evaluation, situational analysis, and competitive analysis.

Cognitive Domain: Knowledge

Answer Location: Writing a Measurement and Evaluation Section

Difficulty Level: Easy

11. The unifying term behind the PESO campaign model is “media.”

Learning Objective: 8-5: Apply the PESO model to promote a campaign.

Cognitive Domain: Comprehension

Answer Location: How does the PESO Model for media promote campaigns?

Difficulty Level: Medium

12. Shared media focuses exclusively on social media.

Learning Objective: 8-5: Apply the PESO model to promote a campaign.

Cognitive Domain: Knowledge

Answer Location: Shared Media

Difficulty Level: Easy

13. Owned media allows the news media to design and update your messages.

Learning Objective: 8-5: Apply the PESO model to promote a campaign.

Cognitive Domain: Comprehension

Answer Location: Owned Media

Difficulty Level: Medium

Essay

1. What are the major characteristics of a successful public relations campaign, and how do they relate to each other?

Learning Objective: 8-1: Know what makes a PR campaign successful.

Cognitive Domain: Analysis

Answer Location: What Is a PR Campaign?

Difficulty Level: Medium

2. Explain which steps you would follow if you were conducting a strategic campaign for your client.

Learning Objective: 8-2: Know the steps for conducting a strategic campaign.

Cognitive Domain: Application

Answer Location: What Are the Steps for Conducting a Successful PR Campaign?
Difficulty Level: Hard

3. Analyze the Strategic Model for campaign planning. How does it differ from the RACE and ROPE models?

Learning Objective: 8-3: Apply the RACE and ROPE models and the Strategic Model for Campaigns.

Cognitive Domain: Analysis

Answer Location: How Does the Strategic Model Benefit Campaigns?

Difficulty Level: Medium

4. Apply what you have learned about strategy and tactics to outline your own “Dream Crazy” campaign with Serena Williams. Which strategies and tactics would you have used, and why?

Learning Objective: 8-4: Know the value of research, evaluation, situational analysis, and competitive analysis.

Cognitive Domain: Application

Answer Location: The Nike Campaign

Difficulty Level: Hard

5. You have just completed a major branding campaign for one of your clients, a maker of designer sunglasses. During your presentation of the results, the CEO interrupts and says, “Let’s see some hard numbers on this campaign! How do I know my money was well spent on your agency?” Because you anticipated this question, you are ready with the answers. Now think back to the beginning of this campaign. What did you do to prepare for this moment?

Learning Objective: 8-4: Know the value of research, evaluation, situational analysis, and competitive analysis.

Cognitive Domain: Application

Answer Location: Writing a Measurement and Evaluation Section

Difficulty Level: Hard

6. Explain how paid and earned media are different from each other and provide examples.

Learning Objective: 8-5: Apply the PESO model to promote a campaign.

Cognitive Domain: Analysis

Answer Location: How Does the PESO Model for Media Promote Campaigns?

Difficulty Level: Medium

7. Explain how shared and owned media are different from each other and provide examples.

Learning Objective: 8-5: Apply the PESO model to promote a campaign.

Cognitive Domain: Analysis

Answer Location: How Does the PESO Model for Media Promote Campaigns?

Difficulty Level: Medium