ADPR exam 2: evaluation questions with complete solutions to pass

ADPR exam 2: evaluation questions with
complete solutions to pass

measurement - correct answer ✔✔evaluation of results against agreed-upon objectives established
during planning



informational objectives - correct answer ✔✔may need to focus on message dissemination or audience
exposure



motivational objective - correct answer ✔✔may require public opinion surveys to determine how
audience attitudes shifted



behavioral objectives - correct answer ✔✔may require sales data or self-report survey data



measuring dissemination - correct answer ✔✔- quantity over quality

- count of releases, photos, pitch releases, etc



measurements - correct answer ✔✔- compile clippings

- internet hits

- media impressions

- advertising value

- info requests

- cost per person

- systematic tracking



systematic tracking - correct answer ✔✔- analyze volumes and tone of media placement

- making comparisons to competitors

- exploring percentage of time stories