MCQs > Sales & Marketing > Public Relations MCQs > Reporting and Evaluation Campaign MCQs

Reporting and Evaluation Campaign MCQ

Quantitative reporting of media coverage using formulas to adjust the value of individual news stories based on factors such as prominence is known as ________ .

Answer

Correct Answer: Weighted volume

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Relative volume is comparing the amount of media coverage between, for example, different organizational messages/objectives, or among competing organizations in the same publications or channels.

Answer

Correct Answer: True

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Simple media evaluation and reporting based solely on the number of “clips”—organizational or campaign mentions in relevant media coverage is known as ________ .

Answer

Correct Answer: Raw volume

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Observer bias evaluates results to confirm their own opinions and biases.

Answer

Correct Answer: True

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Influence or tone, Message communicated, Prominence, Audience reached, Consultant/spokesman quoted, and Type of article is known as _______ .

Answer

Correct Answer: I.M.P.A.C.T.

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The group that is not acted on by the variable being studied is known as _______ .

Answer

Correct Answer: Control groups

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