Chapter 8 Test Bank
8.1 Multiple-Choice Questions
1. Motivational objectives are more difficult to accomplish because
A) they lack the clarity of informational objectives.
B) of the trouble discerning that public relations accounted for the desired results rather
than advertising and marketing.
C) there is high competition for available dollars.
D) of difficulty in counting attendance figures.
2. In a 2010 study, experts optimistically projected that evaluation measures should be at
least 10 percent of overall budgets because
A) of the decrease in research budgets.
B) the practitioners have to prove their value to the bottom line.
C) of the overall increase in available capital.
D) of government enforcements involving regulation and assessment.
3. What measurement tool do practitioners rely on most?
A) opinion surveys
B) benchmarking
C) media clippings
D) dashboards
4. The most advanced form of evaluation is
A) measurement of changes in attitudes, opinions, and behavior.
B) compilations of message distribution and media placement.
C) audience awareness, comprehension, and retention of the message.
D) measuring value of secondary and collateral research.
5. If an objective is informational, measurement techniques must show
A) attendance figures.
B) audience exposure.
C) increased sales.
D) print and broadcast mentions.
6. The number of people “exposed” to media messages is referred to as
A) population or census.
B) advertising equivalency.
C) media impressions.
D) benchmarking.
7. Advertising Value Equivalency (AVE) basically refers to the notion of measuring
A) “monetary value of message exposure.”
B) audience recall of messages.
C) gatekeeper influence.
D) hits or visits.
8. Using databases and computer software to analyze content of media placement is quite
common with this technique.
A) benchmarking
B) systematic tracking
C) day-after-recall
D) environmental scanning
9. Which can be accomplished by systematic tracking?
A) immediate media acceptance of audience behavior
B) real-time audience acceptance of the message
C) instant analysis of a speech
D) market penetration of information
10. A measurement of audience attitudes and opinions before and after a public relations
campaign is a technique known as
A) systematic tracking.
B) day-after-recall.
C) copy-testing.
D) baseline studies.
11. What figures are necessary to calculate “cost-per-thousand”?
A) media impressions and potential readership
B) census data and event costs
C) media outlets and advertising equivalency
D) media impressions and cost of program publicity
12. Day-after recall measures
A) audience awareness and comprehension.
B) web site copy and graphics.
C) purchasing intent by consumers.
D) semantic issues and cognitive barriers.
13. The evaluation of the communication activity of an organization, which should be
done at least once a year is a(n)
A) action plan.
B) annual report.
C) communication audit.
D) baseline study
14. Pretesting an audience is usually involved with a(n)
A) comment card.
B) organizational audit.
C) split message technique.
D) pilot test.
15. Direct mail campaigns often use this approach, in which several different appeals or
options are prepared.
A) multiple regression
B) split-messaging
C) nominal group technique
D) copy testing
16.Social media can be an effective measurement tool because:
A) practitioners can determine recall of messages.
B) tweets and Facebook posts are immediate and easy to track.
C) practitioners can get input from key gatekeepers.
D) of their effect on measurable objectives.
17. An effective readership-interest survey becomes more valuable when it is compared
with the
A) measurable objectives.
B) circulation figures of a publication.
C) content analysis of a publication.
D) communication audit.
18. The split-message technique is often used in
A) television talk shows.
B) news releases.
C) national trade shows.
D) direct-mail campaigns.
19. Which is NOT a common method to measure reasons behind event attendance?
A) informally gauging behavior patterns of the audience
B) day-after recall of speech pattern and text
C) ask attendees about the key messages of the spokesperson
D) Likert-type comment card
1. The evaluation stage best matches up with the planning stage in terms of measuring
objectives of the campaign.
2. Measuring audience awareness and comprehension with day-after recall is a credible
metric for measurement.
3. The most widely practiced form of evaluating public relations programs is the
compilation of print and broadcast mentions.
4. In systematic tracking, some practitioners take the approach of calculating the cost of
advertising for the same amount of space, and then multiplying that total three to six
times to reflect that a news story has higher credibility than an ad.
5. A baseline study is an assessment of an organization’s entire communication program.
6. Monitoring blogs and chat groups is increasingly important in issues management.
7. The ultimate objective of any public relations effort is to accomplish organizational
objectives.
8. The split-message evaluation approach revolves around a single appeal and
audience.
9. Quantitative analysis should be avoided in evaluating the success of a meeting.
10. The best article recall surveys involve trained interviewers.
8.3 Essay Questions
1. You’ve been asked to oversee a new website launch for your company. Your boss said
that a website hit counter will not suffice as a measurement tool. You really aren’t well
Page Ref: 202-203
2. Your university president has asked you to oversee an assessment of your department
or school’s classrooms. Describe how you might use baseline studies within the construct
Page Ref: 207