Question 1

A type of campaign scheduling that presents the messages in waves- or short bursts is called

Accepted Answer

A)  massing 
B)  pulsing 
C)  flighting 
D)  continuous 
E)  Hiatus 
A)  massing 
B)  pulsing 
C)  flighting 
D)  continuous 
E)  Hiatus C

Question 2

Return on investment for a campaign is

Accepted Answer

A)  a non-financial outcome 
B)  impossible to calculate in strategic communications 
C)  a media metric 
D)  the profit or loss in dollars that a client receives as a result of the campaign 
E)  Audience impressions 
A)  a non-financial outcome 
B)  impossible to calculate in strategic communications 
C)  a media metric 
D)  the profit or loss in dollars that a client receives as a result of the campaign 
E)  Audience impressions D

Question 3

All but which of the following could be considered outputs of a campaign to introduce a new electric car

Accepted Answer

A)  number of television commercials that ran in a week for the campaign. 
B)  news stories placed in in national media outlets about electric cars. 
C)  attitudes among the general public toward driving electric cars 
D)  visits by consumers to the car dealership 
E)  none of the above 
A)  number of television commercials that ran in a week for the campaign. 
B)  news stories placed in in national media outlets about electric cars. 
C)  attitudes among the general public toward driving electric cars 
D)  visits by consumers to the car dealership 
E)  none of the above C

Question 4

In campaign evaluation, Business Results include all but which of the following

Accepted Answer

A)  sales revenue 
B)  market share 
C)  stock price 
D)  cost reduction 
E)  positive social media posts 
A)  sales revenue 
B)  market share 
C)  stock price 
D)  cost reduction 
E)  positive social media posts

Question 5

The two types of campaign evaluation that happen at the end of a campaign are _______, which compares the final results to the benchmarks set at the beginning of the campaign and __________, which describes what was learned from the campaign, what worked and what didn't work.

Accepted Answer

A)  contingency, comparative 
B)  summative, formative 
C)  formative, summative 
D)  summative, comparative 
E)  pre-testing, objective-setting 
A)  contingency, comparative 
B)  summative, formative 
C)  formative, summative 
D)  summative, comparative 
E)  pre-testing, objective-setting

Question 6

A budget should never be part of the campaign plans book.

Accepted Answer

A) True 
 B)False

Question 7

In a traditional campaign budget, the element that is usually the most expensive is

Accepted Answer

A)  promotions 
B)  contingency 
C)  production 
D)  paid media 
E)  salaries 
A)  promotions 
B)  contingency 
C)  production 
D)  paid media 
E)  salaries

Question 8

Research is conducted during which phase of the campaign process?

Accepted Answer

A)  research 
B)  programming 
C)  evaluation 
D)  a and c only 
E)  all of the above 
A)  research 
B)  programming 
C)  evaluation 
D)  a and c only 
E)  all of the above

Question 9

Campaign evaluation measures the outcomes and outputs of the campaign against the ______

Accepted Answer

A)  programming 
B)  objectives 
C)  tactics 
D)  ROI 
E)  Research 
A)  programming 
B)  objectives 
C)  tactics 
D)  ROI 
E)  Research

A type of campaign scheduling that presents the messages in waves- or short bursts is called

Return on investment for a campaign is

All but which of the following could be considered outputs of a campaign to introduce a new electric car

In campaign evaluation, Business Results include all but which of the following

The two types of campaign evaluation that happen at the end of a campaign are _, which compares the final results to the benchmarks set at the beginning of the campaign and ____, which describes what was learned from the campaign, what worked and what didn't work.

A budget should never be part of the campaign plans book.

In a traditional campaign budget, the element that is usually the most expensive is

Research is conducted during which phase of the campaign process?

Campaign evaluation measures the outcomes and outputs of the campaign against the ______

Introduction to the Theory of Strategic Communication

Careers in Strategic Communication

The Concept of Strategy

The Three Management Levels of Strategic Communication

Ethics and Societal Issues in Strategic Communication

Research

Strategic Communication Planning

Stakeholders

Message Tactics

Traditional Media

Evolving Media

Strategic Communication Campaigns

Filters

Exam 13: Strategic Communication Campaigns

A type of campaign scheduling that presents the messages in waves- or short bursts is called

Return on investment for a campaign is

All but which of the following could be considered outputs of a campaign to introduce a new electric car

In campaign evaluation, Business Results include all but which of the following

The two types of campaign evaluation that happen at the end of a campaign are _______, which compares the final results to the benchmarks set at the beginning of the campaign and __________, which describes what was learned from the campaign, what worked and what didn't work.

A budget should never be part of the campaign plans book.

In a traditional campaign budget, the element that is usually the most expensive is

Research is conducted during which phase of the campaign process?

Campaign evaluation measures the outcomes and outputs of the campaign against the ______

Introduction to the Theory of Strategic Communication

Careers in Strategic Communication

The Concept of Strategy

The Three Management Levels of Strategic Communication

Ethics and Societal Issues in Strategic Communication

Research

Strategic Communication Planning

Stakeholders

Message Tactics

Traditional Media

Evolving Media

Strategic Communication Campaigns

Filters

The two types of campaign evaluation that happen at the end of a campaign are _, which compares the final results to the benchmarks set at the beginning of the campaign and ____, which describes what was learned from the campaign, what worked and what didn't work.