69 Cards in this Set
| Front | Back |
|---|---|
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standing or single use plans are produced by combining..
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strategic and tactical plans
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developing the budget for a PR plan is the responsibility of..
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the PR planner
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planning creates PR plans that are..
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proactive
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the campaign purpose statement must contain..
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clear and measurable objectives
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plans that involve the use of standing plans regarding policies and procedures are
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emergency plans
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what types of guidelines should be used during emergencies?
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standard procedures
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in planning which comes first?
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strategies
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goals should be based on a company's...
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mission statement
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what type of evaluation technique includes monitoring necessary to make changes while the plan is still being implemented?
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formative
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a group that faces an indeterminate situation but does not recognize it as a problem is
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latent public
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what is NOT a step in the public relations audit process?
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compiling financial reports
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what type of sampling technique allows each member of a public an equal chance of being selected?
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simple random sampling
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when an organization systematically codes its presence in local TV and print news coverage for a two-month period, that is called:
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content analysis
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which of the following is Secondary research?
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reviewing previously published or broadcast information
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which of the following is not a formal, scientific research technique?
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focus groups
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which of the following is not true of random sampling:
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it is rarely accurate
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laboratory and field experiments are
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experimental research
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surveys that measure various publics' perceptions about an organization's social responsiveness are used in
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social audits
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the fastest-growing type of public relations research is:
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environmental monitoring
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what type of formal method of research that assembles a small number of people who share some demographic characteristic to answer a planned series of closed questions.
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focus groups
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if a researcher randomly picks a random starting point from a list of telephone numbers and then proceeds to select every nth number, what type of sampling technique is she using?
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systematic
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successful public relations professionals maintain good media relations, produce employee publications and be able to ________ the effects of their programs.
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measure
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what research method allows the researcher to code and quantify the verbal content of written or transcribed messages.
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content analysis
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a group that recognizes a problem, that is, what is missing in the situation
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aware public
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which of the following is most important for influencing people?
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personal experience
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what is a controlled medium?
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organizational website
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which of the following is not a principle of effective writing?
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write in the passive voice
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direct mail is preferred over TV because..
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it is extremely selective
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individuals who have direct contact with the primary audience and can pass messages along to them are described as...
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intervening publics
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in the early stages of a campaign the best channels to use are..
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mass media
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launching a blog..
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should be done by no companies
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three levels of evaluation of PR efforts are..
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preparation, implementation, and impact
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which method of evaluation emphasizes the importance of factors such as unintended audiences and economic situations?
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open system model
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what system is most widely used by public relations practitioners?
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a closed system evaluation model
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which readability instrument computes both sentence length and the number of infrequently used words?
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dale chall formula
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ideally, focus groups are composed of _____________.
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randomly selected individuals
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common mistakes in the measurement of public relations effectiveness include all but which one of the following?
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use of scientifically selected samples
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closed system evaluation simply refers to _____________
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measuring the messages and events planned for the campaign
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the pretest/posttest design measures all but which of the following?
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environmental mediation
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the ________________ strategy is a closed-system evaluation that is an effective way to evaluate campaign effectiveness
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pretest/posttest
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how does attitude relate to behavior?
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it is possible to change a person's attitude but see no change in his behavior
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what are the 4 types of research?
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secondary, primary, qualitative, quantitative
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what is secondary research?
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uses existing information in books, articles, and databases
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what is primary research?
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generates new and original information
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what are polls, surveys, interviews, and focus groups? (research type)
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primary
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what is qualitative research?
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insight and understanding of a situation, doesn't use numerical data
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what is quantitative research?
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uses scientific surveys, statistical tabulations, numbers
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simple random sampling
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allows each member of a population an equal chance to be selected
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systematic sampling
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uses a list of directory to select a random sample
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stratified random sampling
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population is divided into two groups and samples are drawn from each
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cluster sampling
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groups rather than individuals are selected at random
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quota sampling
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fixed numbers of individuals are drawn from sub groups
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what are the five objectives for a communicator?
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message exposure, accurate dissemination, acceptance by audience, attitude change, behavior change
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example of internal audience
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employees, stockholders
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example of external audience
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media, organizations, government
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what is the most effective form of communication?
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face to face
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passive audiences
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want to be entertained
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active audiences
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seek information
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what are the 5 steps of diffusion?
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awareness, interest, evaluation, trials, adoption
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what are the 5 types of adopters?
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innovators, early adopters, early majority, late majority, laggards
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what are the 8 elements of a program plan?
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situation, objectives, audience, strategy, tactics, calendar/timetable, budget, measurement
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what are the 3 major elements of a program plan?
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objectives, tactics, budget
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what are the 6 levels of strategic planning?
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mission statement, problem statement, goals, objectives, strategies, tactics
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what is the problem statement?
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summarizes the key elements of the issue and how it relates to the organization's ability to fulfill its mission
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what are goals? (program plan)
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the conceptual directional statement
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what is the objective? (program plan)
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the measurable outcome
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what are tactics? (program plan)
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tasks that must be accomplished to achieve a stated objective
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what are you measuring during evaluation?
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message exposure, audience awareness, audience attitudes, audience action, production
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what are the 4 basic categories of research in PR?
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environmental monitoring, public relations audits, communication audits, social audits
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JOUR 201: Exam 3