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Measurement and Evaluation of Public Relation MCQ

Measures that look good but do really show anything other than low numbers (follower count, impressions, etc.) is known as Vanity Metrics?

True

False

Answer

Correct Answer: False

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_________ is an evaluation of the overall tone of a message as positive, negative, or neutral.

Sentiment Analysis

Sentiment

Impressions

Impressions Value

Answer

Correct Answer: Sentiment Analysis

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How do people feel about content?

Positive

Negative

Neutral

All of these

Answer

Correct Answer: All of these

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______ is the reactions and behaviors that occur as a result of our messages, content, and actions; the likeliness that others recall our content and share it with others.

Outtakes

Sentiment

Sentiment Analysis

None of these

Answer

Correct Answer: Outtakes

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Monitoring is the systematic process of analyzing and reporting offline outsights and conversations on a brand’s reputation, position, and community, and the opinions of key staff members.

True

False

Answer

Correct Answer: False

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The systematic assessment of PR initiatives; determining whether PR professionals and clients have been held accountable for efforts in a campaign is known as ?

Measurement and Evaluation

Monitoring

Sentiment

Denunciation

Answer

Correct Answer: Measurement and Evaluation

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Listening is Uncovering emerging trends,______, activities, and issues that could impact an organization either positively or negatively.

Disasters

Godsends

Benefits

Blessings

Answer

Correct Answer: Disasters

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Who our target audience is, what the current situation is, and what resources are available to understand them is known as ______.

Impressions

Impressions Value

Inputs

Listening

Answer

Correct Answer: Inputs

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How much the exposure would cost you if you had to pay for this coverage?

Impressions

Impressions Value

Inputs

Listening

Answer

Correct Answer: Impressions Value

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____ is an interaction between a piece of content and an audience member.

Impressions

Impressions Value

Inputs

Listening

Answer

Correct Answer: Impressions

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Low-level objectives that contribute to social media protocols and actions, and to the well-being of the entire organization; objectives that reflect brand reputation, changes in policies, or improved business practices is known as Impact .

True

False

Answer

Correct Answer: False

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How many people were able to see a message?

Exposure

Impact

Impressions

None of these

Answer

Correct Answer: Exposure

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An integrated approach for collecting data, interpreting data patterns, and applying data insights into actionable strategies is known as ?

Advertising Value Equivalents

Activities

Analysis

Analytics

Answer

Correct Answer: Analytics

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Analysis determines what happened in the present and what we can learn from that experience in the present ?

True

False

Answer

Correct Answer: False

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Also known as AVEs; first implemented by advertising firms in the_______s with the overall purpose of evaluating the effectiveness of message exposure.

1965

1985

1942

1940

Answer

Correct Answer: 1940

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The strategies and tactics portion of a campaign plan; the content and messages we will create and disseminate out to our audiences is known as?

Advertising Value Equivalents

Activities

Analysis

Analytics

Answer

Correct Answer: Activities

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