Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
Chapter 11: Formulating an Integrated Campaign—Case
Studies
Test Bank
Multiple Choice
1. How did PR firm Exponent learn about coffeehouse trends relate to the Caribou
Coffee campaign?
a. secondary research
b. primary research
c. online surveys
d. focus group research
2. How did PR firm Exponent discover that Caribou coffee brand customers are people
with wide-ranging interests?
a. online surveys
b. focus group research
c. social listening
d. primary research
3. What task was PR firm Exponent’s given by Caribou coffee with regard to its existing
fans?
a. to deepen relationships with fans
b. to broaden the age range of fans
c. to create new fans
d. to increase fan engagement
4. The overarching objectives of the Caribou campaign addressed which of the
following?
a. customer engagement and name recognition
b. name recognition and retail sales
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
c. retail store sales and customer engagement
d. customer loyalty and commercial sales
5. What did PR firm Exponent do to support customer engagement in the Caribou
campaign?
a. posted YouTube videos
b. encouraged fans to share content
c. created a separate fan Facebook page
d. hosted live online Q and A chats with Caribou roastmasters
6. What did PR firm Exponent do to engage customers during the fall season?
a. put out a Fall Flavor Cookbook
b. created a scavenger hunt
c. ran a coffeemaker giveaway promotion
d. ran magazine ads featuring celebrities with Caribou Coffee
7. How did Exponent attempt to sustain outreach and engagement throughout the
holiday season?
a. by showcasing customer creations that used coffee and ginger
b. by conducting an online contest involving customers’ recipes
c. by creating videos of customers in their kitchens at home
d. by working with prominent bloggers to create cookie recipes
8. The Arch of Hope art design was intended to do which one of the following?
a. raise awareness for early childhood education programs
b. promote a sense of belonging
c. promote a charitable organization
d. evoke a sense of warmth and comfort
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
9. According to the text, the Caribou campaign objectives for sales and retail store traffic
reported during the summer were described how?
a. Sales and store traffic dipped during the summer but rebounded later.
b. Sales increased, store traffic grew in the south dramatically.
c. National sales maintained, while store traffic increased modestly.
d. Both sales and store traffic numbers were among the best ever.
10. The good numbers of earned media placements and impressions among core
audiences in the Caribou campaign is attributed to which one of the following?
a. extensive use of social media platforms
b. uniqueness of tactics used
c. clearly stated objectives
d. targeting of media placements
11. Which of Caribou’s Instagram metrics showed the greatest percentage increase
over the course of the year in which the campaign ran?
a. Instagram followers
b. organic posts using #cariboucoffee
c. average likes per post
d. average shares
12. What sentiment did informal interviews by the Flag for All Mississippians Coalition
reveal about how Mississippians felt about its state flag at the time?
a. a mixed sentiment, mostly favorable
b. a mixed sentiment, mostly unfavorable
c. a totally unfavorable sentiment
d. a totally favorable sentiment
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
13. The Flag for All Mississippians Coalition objectives were to ______.
a. change the minds of Mississippi state legislature members to consider public
hearings on the flag
b. replace the existing flag design with a new one
c. get signatures on a petition and change public opinion
d. solicit public opinion on what should be done about the flag design
14. The strategy used in the Mississippi Flag campaign sought to mobilize which one of
the following groups?
a. individuals without political power
b. Mississippi state legislators
c. active and past military personnel
d. Mississippi Civil Liberties groups
15. The strategy of the Mississippi Flag campaign was to achieve which one of the
following?
a. attracting the attention of media and opposition groups
b. attracting the attention of all Mississippians
c. raising funds that would support public demonstrations
d. introducing the flag campaign to schools and on college campuses
16. The Mississippi Flag campaign included on all of the following EXCEPT ______.
a. TV ads
b. rallies
c. social media
d. a website
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
17. According to the text, the success of the Mississippi Flag campaign rallies led to
which one of the following?
a. a demonstration inside the Senate chamber during hearings on the proposed bill to
change the flag
b. a bill introduced to the Mississippi legislature to change the flag
c. an increase in the number of people who supported the Flag campaign
d. coverage in newspapers and TV
18. How did the Flag for All Mississippians Coalition help journalists cover the
campaign?
a. It made spokespersons available to do public talks.
b. It provided a form on its website for reporter questions and interview requests.
c. It scheduled face-to-face question-and-answer sessions at local media outlets.
d. It used a freelance publicist to contact reporters and news outlets.
19. One of the objectives of the American Greetings campaign was to do which one of
the following?
a. have the target audience send a gift
b. have the target audience buy a card
c. build its email contact list
d. engage more American Greetings shoppers online
20. What strategy was used to convey emotional appeal in the American Greetings
campaign?
a. Facebook ads prior to Mother’s Day
b. paid and shared social media
c. television ads on Hallmark Channel programs
d. magazine advertising
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
21. The World’s Toughest Job campaign did not have target audience members
engaging in things such as entering contests or submitting ideas or comments to
American Greetings. Instead, American Greetings simply presented its persuasive
message to consumers. This approach is typical of which one of the following models?
a. asymmetrical communication
b. single communication
c. press agentry
d. direct communication
22. In the Harambe crisis communications case, the Cincinnati Zoo used which one of
the following strategies to establish its credibility with the public?
a. highlighted its long-running safety record
b. highlighted its history of advocacy for animals and wildlife in general
c. highlighted its relationship with the Association of Zoos and Aquariums and the U.S.
Dept. of Agriculture
d. defended its actions by emphasizing that the zoo prioritized human life and safety as
first
23. In the Harambe crisis case, how did the Cincinnati Zoo use its owned media to
respond to the public?
a. It posted formal statements of apology.
b. It posted a statement by the zoo’s executive director.
c. It posted a recounting and analysis of the crisis incident and how it played out.
d. It hosted a one-hour livestream question-response session via Facebook to address
audience questions.
24. In the Harambe crisis case, what was offered by the zoo to build credibility with
news media?
a. a statement of the zoo’s policy regarding safety regulations for its patrons
b. statements from the chair of the zoo’s board of directors
c. a written account of the events as they unfolded
d. statements from the zoo director
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
25. What did the Cincinnati Zoo do that demonstrated it was using the excellence theory
in the Harambe crisis?
a. listened to and responded to key audiences
b. used social media channels
c. relied on owned media channels
d. enlisted supporters to provide favorable comments about the zoo
26. When organizational responses are scaled to the magnitude of the crisis, this is an
example of which one of the following?
a. excellence theory
b. diffusion theory
c. situational theory
d. systems theory
27. UNICEF’s Toys in Mourning campaign sought to influence, as a primary audience,
which one of the following?
a. doctors in private practice
b. hospital staffs and related personnel
c. parents of newborns
d. government authorities
28. The strategy of the UNICEF campaign was to do which one of the following?
a. create conversations
b. change attitudes
c. change behaviors
d. change opinions
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
29. The UNICEF campaign used a hashtag word that attempted to do what?
a. summarize a campaign goal
b. introduce a new concept
c. invent a campaign name
d. create harmony
30. The UNICEF Toys in Mourning campaign sought to initiate its conversation about
infant deaths using which one of the following?
a. doctors
b. parents
c. journalists
d. government officials
31. According to the text, which one of the following is specifically identified as
extending the conversation about infant mortality to countries outside Paraguay?
a. earned media
b. paid media
c. owned media
d. social media
32. The highly successful Toys in Mourning campaign resulted in a review of
Paraguay’s health policies and practices, which was led by which one of the following?
a. the medical community
b. the government
c. parents in and outside Paraguay
d. international news media
33. The Toys in Mourning campaign caught the attention of the residents of Paraguay,
as well as the news media, in order to promote changes in national policy. This
exemplifies which one of the following theories?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
a. consensus building
b. agenda setting
c. issue advocacy
d. agenda building
34. Which one of the following in the Toys in Mourning campaign exemplifies the Press
Agentry model of communication?
a. information sent out to the public
b. feedback from parents to the medical establishment
c. protests at government offices
d. the use of surveys
35. Which one of the following was NOT an objective of the Teens 4 Pink campaign?
a. increase name recognition
b. raise awareness
c. demonstrate commitment
d. expand reach
36. The Teens 4 Pink campaign sought change through which one of the following?
a. teen centers
b. one family at a time
c. high school sports programs
d. online communities and groups
37. Having teens in the Teens 4 Pink become Pink Ambassadors is considered which
one of the following?
a. objective
b. strategy
c. tactic
d. goal
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
38. A program such as Teens 4 Pink that works to educate people on specific issues
such as breast cancer exemplifies which one of the following theories?
a. agenda building theory
b. diffusion theory
c. awareness theory
d. framing theory
39. In the WashU crisis communication campaign, its use of messaging, checklists, and
media relations target lists represented which part of its communications approach?
a. tactic
b. goal
c. objective
d. strategy
40. In the WashU crisis communication campaign, its efforts at supporting community
dialogue and keeping people informed represented which part of its communications
approach?
a. goal
b. objective
c. strategy
d. tactic
41. In its use of earned and shared media, WashU thought leaders were used to do
which of the following?
a. present academic sessions on race relations
b. conduct talks and open forums
c. serve as spokespersons
d. pitch to local and national media
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
42. WashU’s launch of a special section website called WashU Voices represents which
one of the following media types?
a. paid
b. shared
c. owned
d. earned
43. The research Hewlett-Packard (HP) did with regard to its Winning with Wellness
initiative indicated which one of the following?
a. Younger employees were unaware of HPs investment in wellness programs.
b. Older generations showed little interest in the wellness campaign.
c. Different generations had different communications preferences.
d. Wellness programs were popular with European-based HP employees.
44. The HP communications objectives for its wellness programs were to affect all of the
following EXCEPT ______.
a. employee interaction with coworkers
b. employee participation in the program
c. employee attitudes toward the program
d. employee overall health
45. The strategic approach for the HP wellness initiative served key audiences,
including all of the following EXCEPT ______.
a. HP leadership
b. healthcare providers
c. wellness ambassadors
d. HR leaders in HP