Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
Chapter 3: Understanding PESO
Test Bank
Multiple Choice
1. In a publicity campaign, the PESO model is considered in which part of the plan?
a. objective
b. strategy
c. tactic
d. goal
2. In the PESO model, paid media is commonly thought of as ______.
a. foundational communication
b. advertising costs
c. traditional advertising
d. print and broadcast presence
3. In the PESO model, an example of earned media would be which one of the
following?
a. a downloadable document from an organization’s website
b. an ad on Facebook
c. a review from a blogger
d. likes for a YouTube video
4. In the PESO model, shared media occurs when ______.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
a. customers or fans create content about a brand
b. the brand publishes content on more than one social media platform
c. a brand places information on both social and traditional media
d. customers learn about a brand on one communications platform and discuss it on
another platform
5. Successful shared media uses which one of these?
a. multiple channels
b. consumers
c. advertisers
d. influencers
6. Successful shared media requires which of the following?
a. consistent reviews from consumers
b. brands that keep tabs on influencers’ comments
c. responses from consumers
d. brands that trust influencers
7. The key feature of owned media in the PESO model is that it is ______.
a. controlled by the brand
b. reviewed by influencers
c. influenced by consumers
d. regulated by law
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
8. Which of the following represents owned media?
a. Facebook likes
b. a YouTube video by a brand’s customer
c. a brand’s website
d. a newspaper’s review of a brand’s products
9. Brands have changed the way they manage their information in what way?
a. They create more content than they used to.
b. They commonly employ editorial staff to produce content.
c. They limit content to specific time periods.
d. They customize content for a range of audiences.
10. In the PESO model, which one of these allows the PR practitioner to control
distribution?
a. paid media
b. earned media
c. shared media
d. owned media
11. In the PESO model, which one of these allows the company story to be told by a
third party?
a. paid media
b. earned media
c. shared media
d. owned media
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
12. In the PESO model, which one of these allows the company story to be passed on?
a. paid media
b. earned media
c. shared media
d. owned media
13. In the PESO model, which one of these allows the company to have complete
control over its story?
a. paid media
b. earned media
c. shared media
d. owned media
14. A brand places it messages using Google ads. In the PESO model, which medium
type is this?
a. paid media
b. earned media
c. shared media
d. owned media
15. A brand is reviewed on a blog that is not related to the company. In the PESO
model, which medium type is this?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
a. paid media
b. earned media
c. shared media
d. owned media
16. Users of a brand post images of the brands product on Instagram. In the PESO
model, which medium type is this?
a. paid media
b. earned media
c. shared media
d. owned media
17. A brand sets up a Facebook page to promote itself. In the PESO model, which
medium type is this?
a. paid media
b. earned media
c. shared media
d. owned media
18. Under Armour’s use of a “take no prisoners” approach in its campaign to women is
an example of which one of these?
a. tactic
b. objective
c. strategy
d. goal
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
19. The goal of Under Armour’s I Will What I Want campaign was an appeal to women
to ______.
a. recognize their uniqueness
b. chart their own course
c. break from routine
d. develop mental strength
20. Under Armour’s I Will What I Want campaign was considered a success. Which of
the following was the indicator of that?
a. the celebrities in the campaign
b. the campaign’s budget
c. the campaign’s length
d. the campaign’s engagement data
21. What was the goal of Baskin-Robins’ Wacky Summer Flavors campaign?
a. gain traditional and online coverage
b. increase name recognition
c. brand season extension
d. new audience development
22. What was the strategy of Baskin-Robins’ Wacky Summer Flavors campaign?
a. shared media
b. owned media
c. paid media
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
d. earned media
23. How did Baskin-Robins create media interest in its Wacky Summer Flavors
campaign?
a. by sending links for its YouTube videos to traditional media
b. it named two new flavors after TV celebrities
c. it created flavors related to three holidays
d. through interesting stories about its flavors
24. What indicator was used to determine if the Baskin-Robins Wacky Summer Flavors
campaign was successful?
a. coverage in national news outlets
b. shares on Facebook
c. feedback on the Baskin-Robins website
d. more than 1 million Instagram impressions
25. To engage fans in the 100,000th Disney wish granted and Disneyland Resort’s 60th
Anniversary, what did Disney do?
a. invited fans to use shared media
b. placed paid ads on Facebook and Google
c. set up a new website for donations to Make-A-Wish
d. arranged for three Disney fans to be interviewed on The Today Show
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
26. Luxury brand Dior used which strategy to promote the final instalment of The
Hunger Games?
a. Instagram images of actor Jennifer Lawrence wearing in Dior designs
b. Dior-sponsored YouTube clips of Jennifer Lawrence in the movie
c. appearances of Jennifer Lawrence wearing Dior on late night talk shows
d. ad placements of Jennifer Lawrence in magazines that typically feature the Dior
brand
27. Web site content that is owned by an organization is defined by what key
characteristic?
a. The content is usually restricted to controlled re-distribution.
b. Its content is often produced by users of the site.
c. The content is produced and edited by the organization.
d. The content is less likely to be updated as quickly as in other platforms such as
Facebook.
28. What enabled the Sephora brand to capture customer data?
a. It created its own channels for distributing content.
b. It created its own mobile app to engage customers.
c. It created customer-friendly services for its products.
d. It used e-mail promotions.
29. A brand creates a site on which customers can engage by posting their own stories
and images. This activity represents ______.
a. paid and owned media
b. shared and paid media
c. owned and shared media
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
d. earned and paid media
30. Why did Burger King reposition its brand with its Be Your Way campaign?
a. to change perceptions popular perceptions about convenience dining
b. to revise its product line
c. to align with younger audiences and changing societal values
d. to regain losses over time in its primary customer base
31. By showing support for same sex couples, Burger King did what to its perceived
brand?
a. depicted Burger King as an organization involved in communities
b. maintained its recognized role as a leader in reaching new customers
c. created an updated personal image with an updated King
d. strengthened its progressive identity
32. The Proud Wrapper design in the Be Your Way campaign was ______.
a. objective
b. strategy
c. goal
d. tactic
33. How did the Burger King Be Your Way campaign leverage its campaign online?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
a. the use of tactics such as special burger wrappers and its famous crown
b. with a website on the history of LGBTQ issues in America
c. with videos featuring consumers
d. with San Francisco-based live events
34. What did Burger King do in its Be Your Way campaign to extend the campaign?
a. ran the campaign for a month
b. interacted with consumers on their pages
c. recruited a wide range of spokespersons for the campaign
d. created a YouTube series about the campaign’s theme “We’re All The Same Inside”
35. Burger King’s Be Your Way campaign focused on an issue, an audience and an
event that would ensure engagement. This was an example of ______.
a. situational theory of public
b. policy based theory of public
c. values based theory of public
d. contextual theory of public
36. Burger King’s Be Your Way campaign focused on an issue, took a stand, and used
its platform as a global organization to draw attention to the issue. This is an example of
______ theory.
a. agenda building
b. agenda setting
c. issue advocacy
d. consensus building
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
37. Regarding the PESO model, when is the PR practitioner better able to craft
messages for a cross-channel campaign?
a. during strategy selection
b. throughout a campaign
c. once objectives are set
True/False
1. The PESO model can be customized to varying PR situations and needs.
2. PESO paid media does not include paid advertising
3. Earned media is one of the most common associations with public relations
professionals and the industry as a whole.
4. When a consumer posts a review of a product, that posting is typically considered to
be owned media.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
5. An organization’s owned media cannot be edited by its customers
6. While websites, and blogs are considered to be owned media, newsletters and
brochures are not.
7. In the PESO model, an individual that posts a review of a business is creating earned
media
8. A brand that purchases space on Google ads is said to be using shared media
9. To support credibility for its message to an audience, the PR practitioner may rely on
earned media.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
10. A brand uses its a Facebook page to promote itself. This is an example of owned
11. The goal of Baskin-Robins’ Wacky Summer Flavors campaign was to raise its name
recognition among younger audiences
12. The Sephora brand captured customer data through its own mobile app
13. Burger King’s Proud Wrapper was an effective strategy.
14. An owned Facebook page also be considered shared media?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
15. During the Be Your Way campaign, Burger King was criticized for maintaining no
Short Answer/Essay
1. Name the four media types in the PESO model.
2. In the PESO model, explain why it is difficult to predict the results of relying on
Shared Media.
3. In the PESO model, explain why it is difficult to predict the results of relying on
Earned Media.
4. In the PESO model, what are some reasons an organization might prefer NOT to use
paid media?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
5. In the PESO model, what are some of the distinct advantages of using Paid Media?
6. What is the motivation for organizations to add editorial staff in relation to managing
owned media?
7. Why did the choice of Misty Copeland fit with the Under Armour campaign?
8. What made the Reese’s NCAA campaign integrated?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
9. In what ways do owned media represent more than just a way to present product
information?
10. What did Burger King do to create direct interaction with thousands of consumers?