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Exam 8: Evaluation

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Question 21

Multiple Choice

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Jai needs to determine the conversion rate to understand how many people click on his company's web site after seeing an online ad. If 500 people view the ad, but only 100 click the link to visit the web site, what is the conversion rate?

A) Conversion rate is 10%
B) Conversion rate is 15%
C) Conversion rate is 20%
D) Conversion rate is 25%

E) A) and C)
F) C) and D)

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Question 22

Multiple Choice

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Parson's Publishing evaluates a college freshman textbook for readability. A sample showed 5 sentences, 94 words, 160 syllables, and 484 characters, with an average of 1.7 syllables per word and 19 words per sentence. This added up to an average readability score for a grade level of 13. This type of message testing is _______________.

A) Qualitative
B) Quantitative
C) Editorial
D) Suggestive

E) A) and B)
F) A) and C)

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Question 23

Multiple Choice

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When people scroll and download information from your Web page, comment on and share your social media posts, write about your news, or watch and recommend your videos, measuring those behaviors are examples of measuring __________.

Tina McCorkindale, president and CEO of the Institute for Public Relations, says measurement should always operate from ____________. She said you should think about the question you want to answer and then use technology to help answer it.

Evaluation in public relations is the process by which we determine ____________.

____________ in research means that researchers are open and not secretive about their methods. For example, if Harris says a campaign generated 100 million media impressions, he should be open about how he calculated that figure.

Gillette's "We Believe" campaign struck a chord. While ad has been viewed millions of times, and received hundreds of thousands of shares on social media, the ad isn't necessarily a success. It generated hundreds of thousands of negative comments, as well. The only way for Gillette to evaluate the campaign is to ___________.

Nielsen uses digital watermarking technology to track what content is delivered to TV and mobile devices. Without surveys and paper diaries, though, Nielsen cannot tell whether viewers ___________

Anabella is trying to find the most effective email marketing template by using __________. She creates a few different options with various combinations of headlines, subheads, colors, embedded graphics, and word choice, and will monitor which combination produces the most sales.

In a laboratory setting, communication researchers might use __________ software to observe how people pay attention to and respond to messages.

Kelly works for a digital marketing firm. Her assignment is to harvest possible customers for the Green Bay Packers. She targets males who tweet about the Packers, live in a medium to large city, and tailgate for home games. Her approach is an example of __________.

__________, which are one of the older methods of evaluation, are conducted to gather data that describe demographics and what people think, feel, and do.

Adrian, a PR professional with Ogilvy, developed a campaign to recruit college seniors. Right from the beginning, Adrian kept in mind that she would have to demonstrate the value of public relations and its contributions to the client's overall organizational mission. She applied the concepts of the ____________, the first global standard of public relations measurement.

Olivier hopes to convey the intricacies of geothermal heating technologies to city planners and architects so they might consider them when designing new buildings. Olivier's desired result can best be described as _______.

Jesse hopes to drive more behavioral outcomes as a result of his public relations campaign in support of a candidate for city council. What would be a realistic behavioral outcome for Jesse to track?

Marketing and advertising researchers conduct ________ by using software and computer programs to automatically test digital messages.

Forbes contributing writer Lisa Arthur defines ________ as "a collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis."

The cliQ platform monitors millions of broadcast TV hours, online news stories, and social media mentions. It accumulates and organizes this information in real time for data analysis for its clients. This platform is an example of __________.

If you type a tweet and show it to a friend before posting, that is an example of _____________.

Steve was overjoyed when he helped his client, an international coffee brand, achieve 5,000 followers on Twitter. However, Steve's boss said 5,000 followers was a low number for such a large multi-national brand, and the combination of the number of followers and _______ would yield actual strategic value.