Measurement (Ch. 12)
Why is measurement essential in strategic communication?
A. It guarantees positive media coverage
B. It determines whether goals were achieved
C. It increases creativity
D. It replaces planning
Answer: B. It determines whether goals were achieved
What are outputs?
A. Audience reactions
B. Content produced/distributed
C. Behavior changes
D. Business impact
Answer: B. Content produced/distributed
What is the first step in an effective presentation?
A. Show data
B. Grab attention
C. Ask questions
D. End summary
Answer: B. Grab attention
What does CTA stand for?
A. Campaign Target Analysis
B. Call to Action
C. Creative Timing Approach
D. Content Target Audience
Answer: B. Call to Action
What is disinformation?
A. True information
B. Accidental misinformation
C. Intentional false information
D. Entertainment content
Answer: C. Intentional false information
What are the three main communication metrics?
A. Budget, staff, timing
B. Creativity, visuals, tone
C. Reach, engagement, performance
D. Opinion, persuasion, conflict
Answer: C. Reach, engagement, performance
What are outtakes?
A. Media placements
B. Audience reactions and understanding
C. Campaign costs
D. Final results
Answer: B. Audience reactions and understanding
What should you NOT do in a presentation?
A. Tell a story
B. Engage audience
C. Read off slides
D. Use visuals
Answer: C. Read off slides
Why support main points with benefits?
A. To add time
B. To impress others
C. To show relevance to audience
D. To use statistics
Answer: C. To show relevance to audience
What is “pay for play”?
A. Free promotion
B. Paid media exposure
C. Social sharing
D. Writing press releases
Answer: B. Paid media exposure
What is measurement?
A. Observing trends
B. Comparing data to a standard
C. Producing content
D. Reporting results
Answer: B. Comparing data to a standard
What are outcomes?
A. Number of posts
B. Audience changes in attitude/behavior
C. Budget spent
D. Media mentions
Answer: B. Audience changes in attitude/behavior
What is a pitch deck?
A. Long report
B. Slide deck around one big idea
C. Essay
D. Interview
Answer: B. Slide deck around one big idea
Which tool measures social media engagement?
A. Surveys
B. Analytics tools
C. Focus groups
D. Interviews
Answer: B. Analytics tools
What are ethical codes?
A. Personal opinions
B. Formal behavior guidelines
C. Marketing plans
D. Media strategies
Answer: B. Formal behavior guidelines
What is an example of a measurement tool?
A. Logo design
B. Surveys
C. Press releases
D. Emails
Answer: B. Surveys
What is impact?
A. Engagement rate
B. Awareness levels
C. Organizational/business results
D. Message recall
Answer: C. Organizational/business results
What is the best way to reduce presentation anxiety?
A. Walk around
B. Focus on outfit
C. Prepare and rehearse
D. Speak quickly
Answer: C. Prepare and rehearse
What question is NOT part of persuasive strategy?
A. What problem are you solving?
B. Why now?
C. Is my argument biased?
D. How was it verified?
Answer: C. Is my argument biased?
When should ethical decisions be made?
A. During a crisis
B. After mistakes
C. Before dilemmas occur
D. When asked
Answer: C. Before dilemmas occur
What do the Barcelona Principles emphasize?
A. Outputs only
B. Creativity
C. Outcomes and impact
D. Advertising value
Which is NOT an output?
A. Social media posts
B. Events
C. Online engagement
D. Meetings
Answer: C. Online engagement
What is a strong presentation structure?
A. Random ideas
B. Introduction, body, conclusion
C. Only visuals
D. One repeated point
Answer: B. Introduction, body, conclusion
What should a persuasive presentation include?
A. Only opinions
B. Benefits tied to points
C. No examples
D. Only statistics
Answer: B. Benefits tied to points
What is transparency?
A. Hiding information
B. Sharing truthful information
C. Marketing tactics
D. Avoiding questions
Answer: B. Sharing truthful information