comm 216 quiz questions

When establishing goals, a strat comm professional should:

A and B (always align goals with the organizations mission and develop goals as based on solid research

Reviewing the uses and abuses of focus group (p. 55), we know that:

Focus group helps to crystalize opinions that participants might not think about before.

Which of the following item is NOT a benefit of research?

Increase "gut reaction"

Why a big idea is of crucial importance to a strat comm campaign?

It is a campaign's master strategy and overriding message

Which of the following statement is NOT true regarding a big idea?

It requires detailed explanations when communicating it to external publics

To write the background for the research step, a strat comm professional would need to:

Present a concise summary of pertinent facts and information

Which of the following statement is true?

Quantitative research uses both descriptive and inferential statistical analyses.

Which of the following is NOT a principle for effective brainstorming?

Refrain from freewheeling, or verbalizing any ideas comes into your mind

Which of the following choice is NOT one of the three components for the research step as in the 8-step Strat Comm Matrix?

SWOT analysis

Which of the follow statement does NOT describe the focus of research (as in the four-step PR model/8-Step Strat Comm Matrix)?

Sending messages to key publics and stakeholders

Luka, a PR manager, works for a company who recently went through a product tampering crisis. Her goal now is "to restore the company's tarnished reputation." Referring to the features of objectives, which of the following objective is problematic?

To communicate with key consumer groups on the company's correcting efforts

You are designing a first-ever communication effort for Volu, a startup company cosmetic company. The research step or section requires you to examine which of the following areas?

all of the above (market share and competition, Volu's physical facilities/budgets/promotions, key publics research/esp. intervening publics)

(Refer to Textbook p. 63 for this question) Cofc is in the process of changes and transformations. Before any changes were made, the university conducted a survey among high school students on their perception of Cofc. After the first round of changes, the university plans to conduct the same survey in the same high schools again. This type of research is called:

benchmark survey

Watch this video on Dove's another commercial regarding its "real beauty" idea. https://www.youtube.com/watch?v=DIclLasJQDw. if we apply Heineken's Creative Ladder to evaluate this case, which of the following descriptor is most applicable to the case?

confusing

Recalling your group project on the Charleston housing crisis, which types of stakeholder groups should policy makers fall into?

enabling stakeholders

Which of the following is NOT considered a secondary research source for a product test project?

focus group interviews on the products

Which of the following might limit the effectiveness of brainstorming?

Not priming or preparing participants for discussion questions or topics beforehand