APR 241
When should you conduct summative research?
Before a campaign launches incorrect
At the start of a campaign incorrect
At least one month into a campaign incorrect
At the end of a campaign correct
That is correct!
2. ____________ are internal factors that make it harder for your organization or client to do what it sets out to do, while ______________ are external factors that help your organization reach its goals.
Weaknesses; strengths incorrect
Threats; strengthsincorrect
Threats; opportunities incorrect
Weaknesses; opportunities correct
That is incorrect. Please try again!
3. An organization's _________________ describes a desired end-state resulting from its work.
Mission statementincorrect
Vision statement correct
Goals and objectives incorrect
Communications plan incorrect
That is correct!
4. Julie is 20 years old and lives in Houston, Texas. She is a junior in college, and she likes to eat healthy. Which of the following is an example of psychographic data?
She is 20 years oldincorrect
She lives in Houston incorrect
She is a junior in college incorrect
She likes to eat healthy correct
That is correct!
5. Which of the following is NOT an example of a quantitative research method?
Content analysis incorrect
Survey incorrect
Experiment incorrect
Focus group correct
That is correct!
6. Which type of research expands BEYOND the numbers and data that surveys and experiments can provide?
Qualitative research correct
Quantitative research incorrect
Formal research incorrect
Summative research incorrect
That is correct!
7.__________________ research involves the re-use of existing research, whereas ______________ research involves collecting your own data.
Primary; secondary incorrect
Secondary; primary correct
Qualitative; quantitative incorrect
Informal; formal incorrect
That is correct!
8. ______________ is conducted with rules and procedures that allow for more confidence in the results.
Informal researchincorrect
Formal researchcorrect
Quantitative research incorrect
Secondary research incorrect
That is correct!
9. ____________ refers to the accuracy of a measurement or observation in reflecting what the research intends to measure or observe.
Fairness incorrect
Reliability incorrect
Validity correct
Quality incorrect
That is correct!
10. In utilitarian ethics, you should consider which action:
Does the most good and least badcorrect
Is the most useful to the group incorrect
Requires the clearest disclosures incorrect
Affects minority groups the least incorrect
That is correct!
According to the hierarchy-of-effects model, before people can comprehend a message, they must also:
Agree with the message incorrect
Like the message correct
Remember the message incorrect
Act on the message incorrect
That is correct!
2. Imagine you're working for your university's communications department. The university is opening a new history museum, and it's your responsibility to drive attendance for opening night. In this situation, the desired outcome is most closely associated with which level?
Acting correct
Agreeing incorrect
Remembering incorrect
Proselytizing incorrect
That is incorrect. Please try again!
3. _________ are the specific measurable steps you must achieve to accomplish larger ________, which are the desired outcomes that directly help an organization pursue its mission or vision.
Goals; objectives incorrect
Outcomes; goals incorrect
Outputs; objectives incorrect
Objectives; goals correct
That is incorrect. Please try again!
4. You've drafted an objective for your organization's (Company X) employee communications campaign. It reads "To drive a 20% click-through rate from Company X's internal e-newsletter to Company X's employee portal." In the past year, you've been able to achieve a 16% click-through rate. Which of the SMART criteria is missing?
Measurable incorrect
Achievable incorrect
Time-bound correct
Relevant incorrect
That is incorrect. Please try again!
5. Your boss has asked you to report the number of news releases you've distributed this year for your travel client. This is an example of:
An outcome incorrect
An output correct
An objective incorrect
A strategy incorrect
That is correct!
6. Which of the following is characteristic of a good timeline?
It highlights key dates and events, such as campaign launches incorrect
It creates accountability with clear deadlines incorrect
It encourages organization with larger teams incorrect
It determines when to spend resources on what correct
That is incorrect. Please try again!
7. Imagine you're managing the social media content for your university's PRSSA chapter. You set regular intervals to check how well the content is performing, and you notice that posts featuring guest speakers are the most popular. You use this information to adjust your content strategy. This is an example of:
Formative evaluation correct
Benchmarking incorrect
Tactical decision-making incorrect
Goal setting incorrect
That is incorrect. Please try again!
8. According to the textbook, which of the following is NOT one of the key resources to consider in a public relations budget?
Personnel incorrect
Administrative costs and supplies incorrect
Partnerships correct
Media incorrect
That is incorrect. Please try again!
9. Even though you're making $25/hour as an account manager at an agency, the ______ charged to the client for your work may be up to three to four times your salary.
Fringe cost incorrect
Profitable fee incorrect
Overhead fee incorrect
Billable rate correct
That is correct!
10. If you were to apply consequentialism to decide whether buying zombie social media followers is ethical, you would focus your decision making on:
Rules incorrect
Outcomes correct
People involved incorrect
Values incorrect
That is incorrect. Please try again!
Which of the following describes crisis response strategies as ranging from pure advocacy to pure accommodation?
Social media crisis communication model incorrect
Organizational crisis theory incorrect
Contingency theory correct
Crisis response model incorrect
That is correct.
2. Which stage of the issue life cycle occurs when the negative impact on an organization becomes public and pressure on the organization builds?
Early/potential incorrect
Emerging incorrect
Current/crisis correct
Dormant incorrect
That is incorrect. Please try again!
3. Public relations crises like those Nike and Gap faced, when news broke that they used child labor and sweatshops, could be prevented with:
Responsible supply chain management correct
Pure advocacy for the organization incorrect
Social media monitoring incorrect
Conceding to public demand for transparency incorrect
That is incorrect. Please try again!
4. In which step of proactive issues management should you determine if an issue is significant or just a random occurrence?
Monitoring incorrect
Identification correct
Analysis incorrect
Prioritization incorrect
That is correct.
5. In the implementation phase of proactive issues management, public relations practitioners do which of the following?
Determine how many resources to allocate to an issueincorrect
Analyze how an issue will affect key publics incorrect
Develop the communications strategy to address an issue incorrect
Put policies and programs into action to address an issue correct
That is incorrect. Please try again!
6. Which of the following is NOT one of the main groups of crisis types, according to researchers?
Victim crises incorrect
Natural crises correct
Accident crises incorrect
Preventable crises incorrect
That is correct.
7. In which type of crises do publics assign minimal responsibility for the crisis to the organization?
Victim crises correct
Natural crises incorrect
Accident crises incorrect
Preventable crises incorrect
That is incorrect. Please try again!
8. Organizations that apply ________ strategies seek to absolve themselves of responsibility, while those that acknowledge the existence of a crisis but want to minimize responsibility apply __________ strategies.
Diminish; rebuild incorrect
Reinforce; diminish incorrect
Deny; diminish correct
Diminish; reinforce incorrect
That is incorrect. Please try again!
9. Bolstering and ingratiation are two classic forms of what response strategy?
Deny strategy incorrect
Diminish strategy incorrect
Rebuild strategy incorrect
Reinforce strategy correct
That is incorrect. Please try again!
10. The SMCC suggests public relations practitioners should pay attention to all of the following social media users EXCEPT:
Social media creators incorrect
Social media followers incorrect
Social media detractors correct
Social media inactives incorrect
That is incorrect. Please try again!
In _____________ communication, most of the meaning of a message is stated explicitly in the message, while in _____________ communication most of the meaning of a message is based on context.
Dialogic; monologic incorrect
Low-context; high-context correct
Indirect; direct incorrect
Two-way; one-way incorrect
That is incorrect. Please try again!
2. Which of the following is NOT one of Hofstede's cultural dimensions?
Approval-denial correct
Power distance incorrect
Individualism-collectivism incorrect
Masculinity-femininity incorrect
That is correct.
3. In which of the following cultures are people less comfortable with ambiguity, and therefore tend to prefer stricter rules and procedures?
Low power distance cultures incorrect
Masculine cultures incorrect
Collectivist cultures incorrect
High uncertainty avoidance cultures correct
That is incorrect. Please try again!
4. __________ is our belief that we can perform certain behaviors to achieve certain outcomes, and some psychologists believe it's the key to social learning.
Cultural aptitude incorrect
Cognitive ability incorrect
Self-efficacy correct
Emotional intelligence incorrect
That is incorrect. Please try again!
5. Multinational conglomerates like Omnicom and Publicis that have subsidiaries across the globe and conduct their business internationally are evidence of which of the following?
Economic convergence correct
Cultural convergence incorrect
Social convergence incorrect
International convergence incorrect
That is incorrect. Please try again!
6. Weber Shandwick recommends that public relations practitioners globalize ________ and localize __________.
Tactics; implementation incorrect
Standards; planning incorrect
Strategies; tactics correct
Strategies; language incorrect
That is incorrect. Please try again!
7. Though Mastercard's World Cup campaign targeted publics in Latin America, it failed to consider which of the following:
Political constraints in Latin America incorrect
Cultural norms in Latin America incorrect
Shift in perception of its athletic partners incorrect
Global social amplification beyond Latin America correct
That is incorrect. Please try again!
8. Relational public diplomacy aligns well with which model of public relations?
Asymmetrical model incorrect
Symmetrical model correct
One-way model incorrect
Public information model incorrect
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9. In ___________ public diplomacy, nations strategically use media to promote their agendas, while in ___________ public diplomacy, nations engage their foreign publics in two-way communication to achieve mutual benefits.
Mediated; relational correct
Promotional; mediated incorrect
Promotional; relational incorrect
Mediated; integrated incorrect
That is incorrect. Please try again!
10. In _______________, communicators strive to impose their views on others.
Low-context communication incorrect
High-context communication incorrect
Dialogic communication incorrect
Monologic communication correct
That is incorrect. Please try again!