Chapter 7&8
With regard to shared media response timing, what makes social media a challenge for organizations?
Social media can be instantaneous.
What is the worst outcome for an organization when using advertorial content?
Advertorials can be seen as deceitful.
Campaigns should adhere to which one of the following guidelines regarding media use?
Choose a mix of media according to organizational goals and audiences.
The research Hewlett-Packard (HP) did with regard to its Winning with Wellness initiative indicated which one of the following?
Different generations had different communications preferences.
What is the feature that brings added credibility to organizations using earned media?
Earned media is an uncontrolled tactic.
What does overlap in the PESO model mean to organizations?
Organizations can post their messages for free on a social media platform and also supplement them with paid messages.
The best example of using owned media versus other forms in the PESO model is which one of the following?
Owned media can spread to a widening audience.
What does the successful practitioner do to increase the likelihood of attaining earned media coverage when creating content?
address the needs of those they are creating content for
The Toys in Mourning campaign caught the attention of the residents of Paraguay, as well as the news media, in order to promote changes in national policy. This exemplifies which one of the following theories?
agenda building
Broom and Sha's description of the term controlled describes which one of the following media?
brouchures
How should a practitioner make selections for media outlets for audiences during a campaign?
by considering how the target audience overlaps with a media outlet's audience
UNICEF's Toys in Mourning campaign sought to influence, as a primary audience, which one of the following?
government authorities
Which one of the following was NOT an objective of the Teens 4 Pink campaign?
increase name recognition
What is the name of the management function that identifies needs and wants, offers products and services to satisfy those demands?
marketing
Which task would make the use of paid media in a campaign imperative?
new brand introduction
Which media should be at the center of an organizations informational campaigns?
owned media
In its use of earned and shared media, WashU thought leaders were used to do which of the following?
pitch to local and national media
Which one of the following is NOT a cost factor when presenting an ad in a specific market?
production cost
According to the text, information provided by an outside source is used by media because the information has news value is called ___________.
publicity
The availability of multiple media channels supports which one of the following?
reaching multiple publics through multiple channels
Objectives are completed through the use of which one of the following?
strategies
In the WashU crisis communication campaign, its use of messaging, checklists, and media relations target lists represented which part of its communications approach?
strategy
Organizations of a large size often rely on which kind of practitioners when executing tactical approaches?
tactical specialists
What feature does a shared media story have for an organization?
that stories are presented without the mediation of reporters
What advantage has the proliferation of media channels offered organizations?
the ability to reach more audiences with varied messages
Which one of the following factors in paid media will NOT usually affect price?
the ad's message
How are psychographics measured?
through a person's responses to questions
Collateral materials run the risk of which one of the following?
too much content
The HP Global Wellness Challenge did not involve employees in things such as online conversations or picture sharing. It featured a steady flow of information that focused on persuasion. This means the HP GWC represented which one of the following models?
two-way asymmetrical model
Which one of the following would represent an instance of when to use paid media as a tactical approach?
when a message must reach a particular audience at a particular time