Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
Chapter 1: Introduction to Integrated Campaigns
Test Bank
Multiple Choice
1. What is one way that students of PR in the future will be able to make more
thoughtful and informed choices as practitioners?
a. by using a research-first approach
b. by integrating tactics with professional skills
c. by explaining its budgets
d. by challenging stereotyped perceptions of the PR profession
2. Why are new competencies needed in the PR field?
a. There are more practitioners in the field.
b. There are more clients using PR than in previous generations.
c. There is a new emphasis on accountability in the PR field.
d. There are new roles emerging in the PR workforce.
3. Which of the following is NOT cited as a contributing factor to the rapidly changing
PR profession?
a. online community management
b. multi-tier campaigns
c. social media analytics
d. content amplification
4. Which if the following is NOT cited as a critical element to a campaign’s success?
a. research
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
b. evaluation and reporting
c. measurable objectives
d. campaign accountability
5. What effect does newer models of PR such as ROSTIR and PESO represent for
future generations of PR practitioners?
a. changes in how management sees PR’s role in corporate affairs
b. an emphasis on technical skills and tactics
c. changes in the traditional scope of functions of PR
d. a shift toward digital strategies
6. Which of the following is NOT included in the ROSTIR model?
a. research
b. theory
c. strategies
d. reporting
7. How do the newer models of ROSTIR and PESO contrast with older models of
R.A.C.E and R.O.P.E.?
a. Newer models have fewer steps.
b. Older models are no longer in use.
c. Older models are used mostly by large organizations.
d. Newer models have more emphasis on connection with audiences.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
8. Which of the following is NOT included in the ROSTIR model?
a. research
b. theory
c. implementation
d. reporting
9. What is the stated value of a PR planning model?
a. It represents how a function has evolved over time.
b. It helps with our understanding of how an industry or function is practiced.
c. It explains how an industry can address problems.
d. It maps out effective decision-making paths.
10. Public relations should be considered how within an organization?
a. as the centerpiece of an organization’s marketing program
b. as an ancillary means to change public awareness
c. as part of a crisis management function
d. as a strategic management function
11. Which of the following is NOT a factor in how real-world campaigns are judged?
a. market research
b. purchasing actions consumers take
c. consumer awareness of events
d. consumer reaction to an individual
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
12. A PR campaign’s plan ultimately strives to ______.
a. drive audience action or change
b. connect a targeted audience with the correct message
c. control the timing of targeted messages
d. produce data on audience reactions to messages
13. Which of the following is NOT what PR models include?
a. develop strategic communication targets
b. define communication goals
c. goals for consumer actions
d. identify organizational purposes
14. How can the PR practitioner ensure that the best resources are being allocated to a
campaign?
a. by considering past efforts and their effectiveness
b. by adjusting plans as the plan is executed
c. by keeping up to date on which resources are readily available
d. by keeping the audience, mission, and goals in mind
15. Case Study Krusteaz: When did Krusteaz release its speed-scratch mix campaign?
a. weekly for a month starting in November
b. beginning just after Thanksgiving
c. during the busiest holiday season of the year.
d. on December first
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
16. Case Study Krusteaz: What did Krusteaz do to aid consumers’ understanding of its
products during the busy holiday season?
a. showed professional chefs using Krusteaz
b. showed Krusteaz creations of school children
c. showed consumers how to add extra ingredients to its base product
d. interviewed the Krusteaz chef staff about uses of the product
17. Case Study Krusteaz: How did Krusteaz use online media to promote its products?
a. It posted hours of YouTube how-to videos.
b. It presented a Facebook live-stream video series called Creating-With-Krusteaz.
c. It shared customer recipes each day on its website for a month.
d. It conducted an online contest for the most creative Kresteaz holiday treats.
18. Case Study Krusteaz—What did online research show regarding holiday gifts, which
was compatible with Krusteaz?
a. DIY gifts and food gifts had grown in popularity
b. DIY gifts would need to be promoted via YouTube
c. Most people like receiving food gifts
d. Children enjoy making food gifts
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
19. Case Study Krusteaz—Which of the following was NOT an objective of the Seize the
Holidays with Krusteaz campaign?
a. Drive traffic to Krusteaz.com
b. Increase conversation about Krusteaz for holiday baking
c. Increase engagement on the Krusteaz social media channels
d. Increase sales to consumers
20. Case Study Krusteaz—How did Krusteaz campaign encourage influencer
engagement and consumer engagement?
a. With Tweets to food bloggers
b. With a live Krusteaz holiday baking webcast
c. With a Facebook live session with food bloggers and typical Krusteaz users
d. Through the use of Instagram postings of Krusteaz creations
21. Case Study Krusteaz—Why was video blogger Catherine McCord a part of the
Krusteaz campaign ?
a. She is a food and menu consultant for Krusteaz
b. She had a strong social media presence
c. She is known as a professional baker
d. She hosted her own television show on Food Network
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
22. Case Study Krusteaz—How did Krusteaz’s Seize the Holidays campaign create
earned media ?
a. The campaign was featured on ABC’s Good Morning America
b. Bloggers supported the campaign
c. The LA Times ran a piece on the event
d. The event was covered on fourteen local television news programs across the
country
23. Case Study Krusteaz—According to the Krusteaz Case Study, when Krusteaz users
posted their recipes on social media sites such as Facebook and Twitter, what PESO
channel were they using ?
a. Owned Media
b. Paid Media
c. Earned Media
d. Shared media
24. Case Study Krusteaz—What did food blogger Catherine McCord do that supported
Krusteaz’s use of shared media?
a. She used her Facebook page to show Krusteaz users trying innovative recipes
b. She hosted an online baking event on her personal YouTube page.
c. She posted consumer Krusteaz creations on Instagram
d. She announced the winner of the Krusteaz bakeoff on Twitter
25. Krusteaz used its owned media platform during the Seize the Holidays event. How
did the audience respond?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
a. They shared their own recipes on social media platforms
b. They downloaded recipes from Krusteaz.com
c. They downloaded the Krusteaz baking app
d. They attended a Krusteaz live-stream baking class
26. Case Study Krusteaz—How was the Krusteaz campaign implemented?
Catherine McCord’s kitchen was used to show recipe demos and tips
a. The campaign used paid media to feature spokespersons
b. The campaign carried out a national search for the best Krusteaz recipes
c. Krusteaz speed-mix was incorporated into PBS programs
d. Krusteaz.com was used to showcase recipes
27. Case Study Krusteaz—What did Krusteaz do with the video content after its two-hour
webcast?
a. Made the entire webcast available on its website
b. Placed the entire webcast available on Weelicious.com
c. Edited the webcast into vignettes for its website
d. Paid to have portions of the webcast featured on Foodnetwork.com
28. Case Study Krusteaz—In the Reporting/Evaluating phase of the Krusteaz campaign,
which of the following was NOT a result?
a. Improvements in Krusteaz’s online search rankings
b. Engagement with bloggers
c. Increased traffic to Krusteaz.com
d. Earned media coverage
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
29. Case Study Krusteaz – As a result of the campaign, what difference was shown in
the category of brand conversation ?
a. More than a double increase from the previous month
b. A slight decline from the last quarter
c. Brand conversation remained steady when compared to the previous quarter
d. More than a three-time increase from the previous month
30. Case Study Krusteaz—What was the perceived new idea that Krusteaz promoted to
consumers ?
a. Krusteaz was a simple-to-use baking product
b. Krusteaz was a popular among children
c. Krusteaz was a good product to use during the busy holiday season
d. Krusteaz was a new trend in home baking
31. Case Study Krusteaz—What made the Krusteaz campaign a two-way
communication?
a. It involved both paid and earned media
b. It involved interactions between Krusteaz and its consumers
c. It earned a high number of shares on Facebook
d. It gained coverage in both entertainment and news media
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
True/False
1. The Research-first approach in public relations practice has been replaced by
engagement-first approach
2. Content amplification is considered one of several news roles in the public relations
workforce
3. Older models of PR did not include research
4. PESO is a model of public relations that is measurable.
5. Real-world models of PR are judged on ability to affect organizational profits
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
6. Research is found in the first step of a PR plans.
7. PR models do not include goals for consumers
8. Effective campaigns are about creating a PR plan.
9. Good public relations models include the development of strategic communication
targets with defined goals, objectives, tied to a clear organizational purpose.
10. A good PR practitioner will address challenges when they arise.
11. The Krusteaz campaign was centered on the busy holiday season
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
12. Video blogger Catherine McCord was known to the Krusteaz audience because she
hosted her own television show on Food Network
13. Video vignettes of the Krusteaz webcast were made available on Kursteaz.com
14. Brand conversation cannot be affected by webcast content
Short Answer/Essay
1. Content amplification and social media analytics are indicators of what regarding the
development of the PR field?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
2. Explain what conditions brought on the need for new educational approaches in the
PR field.
3. Name the critical elements necessary to a campaign’s success.
4. Explain what the acronym PESO stands for and what they represent with regard to
public relations communications.
5. The ROSTIR model differs from ROPE model in what distinguishing way?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
6. According to the text, what evolutionary changes in organizations have led to the
need for new models for the next generation of PR professionals?
7. Explain what the Krusteaz campaign for its brand by conducting a campaign that
focused on baking cookies rather than pancakes, which it was traditionally known for.
8. In what way was two-step communications used in the Krusteaz campaign?
9. Krusteaz found two ways to use video for its baking event. What were they?
10. Describe the distinct characteristic of two-way asymmetrical communication and
how the Krusteaz campaign exemplified that.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e