Test Bank Ch8 Evaluation

Type: multiple choice question

Title: Chapter 8, Question 1

1) Evaluation in public relations is the process by which we determine ____________.

Page reference: Chapter Introduction

a. The value of our work

b. How hard we worked

c. The speed of our work

d. How much we streamlined our work

Type: multiple choice question

Title: Chapter 8, Question 2

2) Media tracking firms have developed __________ technology that enables audio and video to be tracked with digital information woven into the signals that carry programming content.

Page reference: Chapter Introduction

a. Cross-platform

b. Crowdsourcing

c. Viral

d. Digital watermarking

Type: multiple choice question

Title: Chapter 8, Question 3

3) If you type a tweet and show it to a friend before posting, that is an example of _____________.

Page reference: Message Testing

a. Message testing

b. Controlled media

c. A focus group

d. An experiment

Type: multiple choice question

Title: Chapter 8, Question 4

4) Parson’s Publishing evaluates a college freshman textbook for readability. A sample showed 5 sentences, 94 words, 160 syllables, and 484 characters, with an average of 1.7 syllables per word and 19 words per sentence. This added up to an average readability score for a grade level of 13. This type of message testing is _______________.

Page reference: Readability Tests

a. Qualitative

b. Quantitative

c. Editorial

d. Suggestive

Type: multiple choice question

Title: Chapter 8, Question 5

5) The cliQ platform monitors millions of broadcast TV hours, online news stories, and social media mentions. It accumulates and organizes this information in real time for data analysis for its clients. This platform is an example of __________.

Page reference: Media Monitoring Services

a. Intranet communication

b. Tactical communication

c. Crowdsourcing

d. Media monitoring services

Type: multiple choice question

Title: Chapter 8, Question 6

6) Ophelia, a media analyst for Edelman, develops an algorithm for her client Samsung to collect information on message placement and click-through rates. This sizable gathering of Internet information is known as ____________.

Page reference: Metrics, Analytics and Data

a. Brand formation

b. Big data

c. Qualitative research

d. Viral content

Type: multiple choice question

Title: Chapter 8, Question 7

7) William collects information for his client through examination of cookies and customer registrations. Because he collected this information himself, it is an example of __________.

Page reference: Metrics, Analytics and Data

a. Spyware

b. Second-party data

c. First-party data

d. Third-party data

Type: multiple choice question

Title: Chapter 8, Question 8

8) Aurora, a media specialist with Radley, is packaging an online promotional sale of its newest women’s high-end handbag. She tracks 1,000 visitors to her website. The data show that 700 visitors leave the site after seeing the first page. What is the bounce rate percentage in this scenario?

Page reference: Metrics, Analytics and Data

a. Bounce rate is 60%

b. Bounce rate is 70%

c. Bounce rate is 75%

d. Bounce rate is 30%

Type: multiple choice question

Title: Chapter 8, Question 9

9) Kelly works for a digital marketing firm. Her assignment is to harvest possible customers for the Green Bay Packers. She targets males who tweet about the Packers, live in a medium to large city, and tailgate for home games. Her approach is an example of __________.

Page reference: Parsing Big Data

a. Demographic profiling

b. Selective studies

c. Psychographic profiling

d. Shotgun strategy

Type: multiple choice question

Title: Chapter 8, Question 10

10) Adrian, a PR professional with Ogilvy, developed a campaign to recruit college seniors. Right from the beginning, Adrian kept in mind that she would have to demonstrate the value of public relations and its contributions to the client’s overall organizational mission. She applied the concepts of the ____________, the first global standard of public relations measurement.

Page reference: Barcelona Principles

a. Brussels Declaration of Research Principles

b. London Declaration of Research Principles

c. Barcelona Declaration of Research Principles

d. Frankfurt Declaration of Research Principles

Type: multiple choice question

Title: Chapter 8, Question 11

11) Bianca developed a questionnaire survey for Comcast to measure the level of employee engagement that asked employees to respond to statements with a range of defined response options such as the range from “strongly disagree” to “strongly agree.” This type of questionnaire is an example of ________.

Page reference: Principle 2: Measuring Communication Outcomes is Recommended

a. Qualitative items

b. Personalized items

c. Likert-type items

d. Analytic items

Type: multiple choice question

Title: Chapter 8, Question 12

12) John uses the same measurement tactics he employs for business performance evaluation on the nonprofit Habitat for Humanity. This is an example of an evaluation tactic that is searching for __________.

Page reference: Principle 3 – The Effect on Organizational Performance Should Be Measured

a. Business results

b. Organizational results

c. Charity results

d. Political correctness results

Type: multiple choice question

Title: Chapter 8, Question 13

13) Jessica is contracted by Pizza Hut to evaluate the success of their latest video posted on their brand channel on YouTube about hiring veterans and military spouses. The video was viewed 5,576 times and had 64 thumbs up, 2 thumbs down, and 12 comments. Jessica examined both the number of hits and the comments. Her PR tactic used ___________.

Page reference: Principle 4: Measurement and Evaluation Require Both Qualitative and Quantitative Methods

a. Both qualitative and quantitative methods

b. Both action and communication

c. Both intuition and common sense

d. Both interviews and surveys

Type: multiple choice question

Title: Chapter 8, Question 14

14) Social change agency BritSpot represents the Wikimedia Foundation. They realize their client can best benefit by their see–say–feel–do model of social media metrics. This PR model focuses on __________.

Page reference: Measuring the Right Outcomes

a. Message testing

b. Measuring the right outcomes

c. Big data

d. Advertising value equivalency

Type: multiple choice question

Title: Chapter 8, Question 15

15) Public relations firms often operate within a dichotomy, especially when it comes to statistics. It is a common suspicion that statistics can be manipulated to distort the truth. Yet PR practitioners depend on statistics to clarify complex scenarios for the clients they are advocating. When massaging statistics, practitioners must balance advocacy with _______________.

Page reference: Ethics: Independence

a. Subtle mind control

b. Political correctness

c. Subjective independence

d. Objective independence

Type: multiple choice question

Title: Chapter 8, Question 1

16) When we invest time, energy and budgets in both short- and long-term projects, we use ______ to understand our return on investment.

Page reference: Chapter Introduction

a. Budget planning

b. Investment analytics

c. Financial modelling

d. Evaluation

Type: multiple choice question

Title: Chapter 8, Question 2

17) __________, which are one of the older methods of evaluation, are conducted to gather data that describe demographics and what people think, feel, and do.

Page reference: Chapter Introduction

a. Experiments

b. Charts

c. Surveys

d. Listening

Type: multiple choice question

Title: Chapter 8, Question 3

18) Nielsen uses digital watermarking technology to track what content is delivered to TV and mobile devices. Without surveys and paper diaries, though, Nielsen cannot tell whether viewers ___________

Page reference: Chapter Introduction

a. Are switching channels

b. Are paying attention

c. Are using a DVR

d. Are streaming content

Type: multiple choice question

Title: Chapter 8, Question 4

19) In a laboratory setting, communication researchers might use __________ software to observe how people pay attention to and respond to messages.

Page reference: Chapter Introduction

a. Lie detector

b. Eye-tracking

c. Photoshop

d. Heart rate monitoring

Type: multiple choice question

Title: Chapter 8, Question 5

20) Teagan is conducting some tests to see how viewers respond to a public service announcement she is producing for a client. She is using technology that can generate images of brain activity in response to the video to help her make it as emotionally powerful as possible. What kind of technology is Teagan likely using?

Page reference: Chapter Introduction

a. Functional magnetic resonance imaging

b. Virtual reality headsets

c. Computerized axial tomography

d. Positron emission tomography

Type: multiple choice question

Title: Chapter 8, Question 6

21) Organizers of a school violence prevention campaign conduct _____ to help improve the effectiveness of the campaign content among high school students. A trained moderator leads a discussion where the students respond to various campaign concepts to see which ones appeal most.

Page reference: Focus Groups

a. Experiments

b. Surveys

c. Online polls

d. Focus groups

Type: multiple choice question

Title: Chapter 8, Question 7

22) Marketing and advertising researchers conduct ________ by using software and computer programs to automatically test digital messages.

Page reference: Experiments

a. Automated marketing analytics

b. Automated beta testing

c. Automated copy testing

d. Automated digital message testing

Type: multiple choice question

Title: Chapter 8, Question 8

23) Message testing experiments are known in digital media as _____________.

Page reference: Experiments

a. Indirect

b. A/B testing

c. A/Z testing

d. Direct

Type: multiple choice question

Title: Chapter 8, Question 9

24) Instead of tracking her client’s coverage manually by checking web sites where she is expecting news coverage, Robin uses a ________ to monitor coverage, capture related content, and conduct content analysis of news and editorial mentions.

Page reference: Media Monitoring Services

a. Clipping service

b. Digital portfolio

c. Transcription service

d. Paid analyst

Type: multiple choice question

Title: Chapter 8, Question 10

25) While media monitoring services can conduct content analysis of traditional and social media, they aren’t able to measure many of the most important goals and objectives of public relations programs. In short, content analysis can’t measure ___________.

Page reference: Media Monitoring Services

a. The number of media impressions

b. What people think, feel and do offline

c. The advertising value equivalency

d. The comments people leave on social posts

Type: multiple choice question

Title: Chapter 8, Question 11

26) Anabella is trying to find the most effective email marketing template by using __________. She creates a few different options with various combinations of headlines, subheads, colors, embedded graphics, and word choice, and will monitor which combination produces the most sales.

a. Placement testing

b. Outcomes testing

c. Multivariate testing

d. A/Z testing

Type: multiple choice question

Title: Chapter 8, Question 12

27) Forbes contributing writer Lisa Arthur defines ________ as “a collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis.”

a. First-party data

b. Big data

c. Aggregated data

d. Third-party data

Type: multiple choice question

Title: Chapter 8, Question 13

28) Jai needs to determine the conversion rate to understand how many people click on his company’s web site after seeing an online ad. If 500 people view the ad, but only 100 click the link to visit the web site, what is the conversion rate?

Page reference: Tracking Visitor Behavior

a. Conversion rate is 10%

b. Conversion rate is 15%

c. Conversion rate is 20%

d. Conversion rate is 25%

Type: multiple choice question

Title: Chapter 8, Question 14

29) Gemma is conducting an analysis of the _________ to better understand how people found her client’s web site. She wants to know if visitors simply typed in the URL or if they found the site from organic search results or paid search results.

Page reference: Segmenting Referring Sources

a. Web path

b. Google Ad Words

c. Keyword links

d. Referring sources

Type: multiple choice question

Title: Chapter 8, Question 15

30) Steve was overjoyed when he helped his client, an international coffee brand, achieve 5,000 followers on Twitter. However, Steve’s boss said 5,000 followers was a low number for such a large multi-national brand, and the combination of the number of followers and _______ would yield actual strategic value.

a. The follower demographics

b. The initial goal

c. The sentiment of comments

d. The speed of gaining new followers

Type: multiple choice question

Title: Chapter 8, Question 16

31) When people scroll and download information from your Web page, comment on and share your social media posts, write about your news, or watch and recommend your videos, measuring those behaviors are examples of measuring __________.

Page reference: Principle 2: Measuring Communication Outcomes is Recommended

a. Outputs

b. Outcomes

c. Goals

d. Strategies

Type: multiple choice question

Title: Chapter 8, Question 17

32) Addilyn summarized her team’s results in a campaign report she will send to her client. Addilyn concluded her campaign was a success based on the number of web pages they developed, the number of blog posts they wrote, the amount of social media posts they published, and the number of news releases they sent to reporters. Why is this not a definitive measure of success?

a. This summary measures outcomes, not outputs.

b. This summary is based on metrics.

c. This summary measures outputs, not outcomes.

d. This summary isn’t quantitative.

Type: multiple choice question

Title: Chapter 8, Question 18

33) Olivier hopes to convey the intricacies of geothermal heating technologies to city planners and architects so they might consider them when designing new buildings. Olivier’s desired result can best be described as _______.

Page reference: Principle 2: Measuring Communication Outcomes is Recommended

a. Cognitive

b. Aspirational

c. Attitudinal

d. Contingent

Type: multiple choice question

Title: Chapter 8, Question 19

34) Jesse hopes to drive more behavioral outcomes as a result of his public relations campaign in support of a candidate for city council. What would be a realistic behavioral outcome for Jesse to track?

a. Increased flyers delivered to voters

b. Increased donations to the candidate’s campaign

c. Additional meet-the-candidate events scheduled

d. Endorsement from the local newspaper editorial board

Type: multiple choice question

Title: Chapter 8, Question 20

35) The specific value of _______ depends on how it is defined, and therefore, how it is measured. For example, it can be attitudinal and based on emotions, or cognitive and based on what people think, learn, and know. It can be measured with questionnaires or even inferred from metrics like how much time people spend reading a web page.

Page reference: Principle 2: Measuring Communication Outcomes is Recommended

a. Awareness

b. Engagement

c. An output

d. Advocacy

Type: multiple choice question

Title: Chapter 8, Question 21

36) When goals are marketing-based, the measurement metrics should include the steps involved in the __________, such as searching for key terms, clicking on links, browsing product offerings and making purchases.

Page reference: Principle 3: The Effect on Organizational Performance Should Be Measured

a. Four P’s

b. Return on investment

c. Search engine optimization

d. Conversion funnel

Type: multiple choice question

Title: Chapter 8, Question 22

37) Karl hopes to see if viewers of his video ad sparks interest in his product. He conducts an experiment where one group sees Karl’s ad, and another group sees an unrelated video. He will then use Google to track search habits of those in both groups. If Karl sees more searches for his product among those exposed to the ad, then he knows he can attribute it to the campaign video. What program is Karl likely using to conduct this video ad test?

Page reference: Principle 3: The Effect on Organizational Performance Should Be Measured

a. Google Brand Lift

b. Medium

c. YouTube Ads

d. Google Marketer

Type: multiple choice question

Title: Chapter 8, Question 23

38) Gillette’s “We Believe” campaign struck a chord. While ad has been viewed millions of times, and received hundreds of thousands of shares on social media, the ad isn’t necessarily a success. It generated hundreds of thousands of negative comments, as well. The only way for Gillette to evaluate the campaign is to ___________.

Page reference: Principle 4: Measurement and Evaluation Require Both Qualitative and Quantitative Methods

a. Subtract the number of negative responses from the number of positive ones to net a quality score

b. Count how many visitors came to the company’s web site

c. Take into account both qualitative and quantitative measures

d. Evaluate the reach based on comments by influencers

Type: multiple choice question

Title: Chapter 8, Question 24

39) One problem with AVEs is that they falsely indicate ______ based on media placement and do not measure attitudes, knowledge, or behavior.

Page reference: Principle 5: Advertising Value Equivalencies Are Not the Value of Communications

a. Value

b. Reach

c. Quality

d. Audience

Type: multiple choice question

Title: Chapter 8, Question 25

40) Jeff believes that for each copy of a magazine that goes into circulation, four people will have the opportunity to read it. He also thinks that editorial coverage in the magazine is worth twice as much as advertising. With these _______, Jeff is able to inflate his potential reach numbers, making them look far more impressive.

Page reference: Principle 5: Advertising Value Equivalencies Are Not the Value of Communications

a. Multipliers

b. Impressions

c. Inflations

d. Concessions

Type: multiple choice question

Title: Chapter 8, Question 26

41) ____________ in research means that researchers are open and not secretive about their methods. For example, if Harris says a campaign generated 100 million media impressions, he should be open about how he calculated that figure.

Page reference: Principle 7: Measurement and Evaluation Should Be Transparent, Consistent and Valid

a. Objectivity

b. Traceability

c. Transparency

d. Skepticism

Type: multiple choice question

Title: Chapter 8, Question 27

42) Arnon is frustrated because he keeps running an experiment to determine the best times of day to run his online ads. But he keeps getting different results every time he runs the same test. Arnon’s research lacks __________.

Page reference: Principle 7: Measurement and Evaluation Should Be Transparent, Consistent and Valid

a. Authority

b. Replicability

c. Validity

d. Specialization

Type: multiple choice question

Title: Chapter 8, Question 28

43) Tina McCorkindale, president and CEO of the Institute for Public Relations, says measurement should always operate from ____________. She said you should think about the question you want to answer and then use technology to help answer it.

Page reference: Voices from the Field: Tina McCorkindale

a. Budgets and resources

b. Tactics and campaigns

c. Executives and clients

d. Goals and strategy

Type: multiple choice question

Title: Chapter 8, Question 29

44) _________ are computer programs that automatically send unsolicited emails, post comments in online forums, or inflate numbers for comments and followers.

Page reference: Ethics: Independence

a. Instabots

b. Chatbots

c. Googlebots

d. Spambots

Type: multiple choice question

Title: Chapter 8, Question 30

45) Paul is consolidating measurement reports representing public relations results in five countries. Paul has to be careful to avoid the many traps he could fall into on the interpretation and reporting of data. Which of the following is not one of those potential traps?

a. Not including all channels in the analyses to make the public relations results look better

b. Using images and graphics to present the data visually

c. Using AVEs and multipliers

d. Count news releases as coverage