Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
Chapter 2: Strategic Communication Campaign
Fundamentals
Test Bank
Multiple Choice
1. The foundation of a well-developed public relations plan has ______.
a. clear objectives
b. a communication blueprint
c. audience relevance
d. the support of stakeholders
2. Which of the following is NOT described as being part of a public relations plan?
a. a statement of values
b. a means for proposing ideas
c. a way toward idea approvals
d. a mechanism for monitoring the plan
3. Successful public relations strategies are dependent first upon ______.
a. accurate information about the challenge at hand
b. the effectiveness of past efforts and strategies
c. the talents of the practitioners involved
d. responding to changes as they occur
4. The MBO process often calls upon public relations professionals to ______.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
a. develop the research to set organizational objectives
b. assist in the development of the organization’s mission
c. identify measurable standards of communication
d. define direction when supporting specific organizational objectives
5. The Nager and Allen steps of MBO includes ______.
a. endorsements from practitioners who have applied the Nager-Allen approach
b. nine methods for comparing strategy effectiveness
c. evidence of past successful campaigns
d. help for building a plan
6. Both the ROPE and RACE models begin and end with the same steps. Which of the
below are these?
a. assessment and evidence
b. recognition and assessment
c. research and evaluation
d. evaluation and reporting
7. In which step in the ROPE and RACE models is target audience addressed?
a. first
b. second
c. third
d. fourth
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
8. Which of the following is NOT a factor that might mean a PR plan is necessary?
a. stable market trends
b. building an audience
c. enhancing brand image
d. mitigating bad publicity
9. Initial research and diagnosis helps the PR practitioner do which of the following?
a. frame a communications message
b. set a timetable for a PR strategy
c. identify experts who can assist in a PR strategy
d. learn about a target audience
10. A plan’s objectives that is made with “C” level executives in mind feature which of
one the following?
a. if they are representative of an organization’s mission
b. if they respond effectively to the challenge and hand
c. if they result in measurable data
d. if they are likely to create controversy
11. In times of limited resources, communications objectives will likely be judged how?
a. if they lead to innovation and change
b. if they contribute to a business objective
c. if they expand audiences
d. if they are cost-efficient
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
12. An objective of the “There is Help, There is Hope” campaign was ______.
a. a significant increase in state funding
b. a 20% response to an email survey
c. an increase in the number of calls to a hotline
d. greater reach to unserved populations in the state
13. To make metrics usable for assessing an objective, there would have to be ______.
a. trend data
b. baseline data
c. a highly specified target audience
d. a comparison group or audience
14. A PR practitioner decides to use television to promote a political point of view. This
decision is considered ______.
a. tactic
b. strategy
c. objective
d. goal
15. What is the key characteristic of a tactic?
a. It is tangible.
b. It generates data.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
c. It is familiar to a target audience.
d. It can be reproduced.
16. What was the selected strategy behind the Nestlé Natural Bliss promotion?
a. product placement
b. digital advertising
c. sample mailings
d. direct consumer experience
17. How did the Nestlé Natural Bliss campaign hope to use the internet?
a. as a way to show where the product was available
b. as paid digital advertising
c. as shared social media
d. a way to offer consumers discounts
18. Implementation of a campaign would include ______.
a. timing and staffing
b. timing and budget
c. production and cost
d. staffing and production
19. When does reporting and evaluation occur in a campaign?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
a. at the end of a campaign
b. as soon as objectives are achieved
c. throughout a campaign
d. when baseline or comparison data is established
20. Items such as sentiment data and content analysis would be associated with which
part of a campaign plan?
a. implementation
b. reporting and evaluation
c. strategies
d. objectives
21. Campaign reporting should address which kinds of objectives?
a. cost and timeline
b. perceptual and actual
c. measurements and outcomes
d. informational and motivational
22. Staff expenses related to a campaign can often represent approximately how much
of an overall budget?
a. 70%
b. 50%
c. 30%
d. 10%
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
23. A main objective of the “Wake Up and Smell the Bacon” campaign was to ______.
a. position the brand as organic
b. introduce the brand to new audiences
c. promote the brand over a competitor
d. extend the product to more recipe applications
24. What specific audience did Oscar Mayer direct its efforts toward in the “Say It With
Bacon” campaign?
a. teens
b. consumers who did not typically have bacon as part of their regular their diets
c. users of Amazon’s home food delivery services
d. consumers who liked technology and social media
25. What did Oscar Mayer employ to determine how their audience used their phones?
a. tangible audience surveys
b. likes and shares analytics
c. social listening tools
d. data from sales trend reports
26. What tactic did Oscar Mayer use to in its “Wake Up and Smell the Bacon”
campaign?
a. a device that emits the scent of bacon
b. created three new bacon flavors
c. its “Bacon For a Year’ contest
d. humorous online ads featuring celebrities and bacon
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
27. Who did Oscar Mayer recruit to support its “Wake Up and Smell the Bacon”
campaign?
a. retailers and distributors
b. reporters and influencers
c. cracker barrel restaurants
d. celebrities
28. Which of the following would Oscar Mayer track to obtain data regarding response
to its “Wake Up and Smell the Bacon” campaign?
a. TV ratings of bacon eating contests on morning shows
b. Facebook likes during the campaign
c. sales of bacon during the campaign
d. downloads of its special bacon app
29. What number of earned media impressions are attributed to the “Wake Up and
Smell the Bacon” campaign?
a. over 10 million
b. over 50 million
c. over 200 million
d. over 500 million
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
30. Oscar Mayer has continued to capture its audience by doing which of the following?
a. extending its brand to new products
b, shifting away from print marketing
c. increasing spending in both television and internet marketing
d. shifting away from television marketing
True/False
1. PR practitioners’ work is focused on media relations and relationship management.
2. All PR strategies should support organizational mission and goals.
3. Effective public relations work begins with a planning process that determines which
tactics will have the greatest effect on the problem at hand.
4. The ROPE public relations model has more steps than the RACE model
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
5. Mitigating the effect of bad publicity is typically addressed through advertising.
6. Developing campaign objectives should follow only after research and goals are
established.
7. Choosing to use television to promote a political point of view is considered to be a
strategy.
8. An open house event is a public relations strategy.
9. The Nestlé Natural Bliss campaign generated shared and earned media.
10. Reporting on a campaign is best done after objectives are met.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
11. It is appropriate to measure objectives at any point during the implementation phase
through the conclusion of the public relations campaign.
12. Often the costliest part of a campaign is the money spent on paid advertising.
13. Consumer targeting can focus on very specific interest such as an interest in
technology and social media.
14. The “Wake Up and Smell the Bacon” campaign resulted in a 2700 percent lift in
online bacon conversations.
15. Oscar Mayer have found that supplementing TV advertising with online promotion is
key to its future marketing efforts.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
Short Answer/Essay
1. Explain the role and importance of research in a PR campaign.
2. Explain at least one value of developing and presenting a strategic PR plan for
organizational leaders that would reflect positively on the PR practitioner.
3. A campaign objective should connect four key elements. State what they are.
4. In what ways is a public relations plan used for “C” suite communications?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
5. Describe at least one underlying cause of an ineffective PR campaign.
6. What is as a key difference between the ROPE model and the ROSTIR model
regarding what happens at the end of a campaign?
7. Executive staff may show more interest in a campaign’s strategy than its tactics.
Explain why.
8. Objectives, strategies, and tactics; explain their structural relationship.
9. Distributing one million brochures to the target audience was part of a campaign.
Identify each as either strategy, tactic, or objective.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
10. A campaign uses paid media to raise awareness which in turn garners earned
media. Do either or both of these yield a measurable outcome? Explain with examples.