PUR 3000 Exam 2 Study Guide
A direct-to-customer channel - ANSWER-Business model in which organizations such
as home delivery and subscription services market products and services directly to
consumers and bypass traditional retail channels
A/B Testing - ANSWER-Experiment in which one group of participants is randomly
assign to see one version of a message and another group is randomly assign to see a
second version. Results are then compared to test the effectiveness of message
variations
active public - ANSWER-people who are aware of a problem and will organize to do
something about it
Advertising Value Equivalency (AVE) - ANSWER-a calculation of the value of news or
editorial coverage based on the cost of the equivalent amount of advertising space or
time (junk number)
advertorial - ANSWER-Paid advertising that is presented in the form of editorial content
Analytics - ANSWER-A term describing the extensive use of data, statistical and
quantitative analysis, explanatory and predictive models, and fact-based management
to drive decisions and actions.
attitudinal - ANSWER-having to do with affect, emotion, favor or disfavor toward an
organization, brand, product, service, idea or any other attitude object
automated copy testing - ANSWER-using computer programs to automate the process
of testing digital messages such as promotional copy
aware public - ANSWER-recognizes that it shares an issue and perceives the
consequences as being relevant, but it is not organized to discuss and act on the issue
Barcelona Principles - ANSWER-1. Goal setting and measurement are fundamental to
communication and PR
2. Measuring communication outcomes is recommended vs. only measuring outputs
3. the effect on organizational performance can and should be measured where
possible
4. Measurement and evaluation require both qualitative and quantitative methods
5. Advertising Value Equivalents do not measure the value of communications/PR
6. Social media can and should be measured consistently with other media channels
7. Measurement and evaluation should be transparent, consistent, and valid
• input from PR leaders in 30+ countries; global standards and practices;
, Behavioral - ANSWER-Having to do with observable human action
Benchmarking - ANSWER-a process by which a company compares its performance
with that of high-performing organizations (process of setting a point for comparison
with eventual program results in order to observe change over time)
Big Data - ANSWER-Large amounts of data from traditional and digital sources that can
be used for ongoing discovery and analysis of media content and human behavior
Billable rate - ANSWER-amount that an agency or firm charges clients per hour of an
employee's time
bounce rate - ANSWER-the percentage of times a visitor leaves the website almost
immediately, such as after viewing only one page
Brochureware - ANSWER-web pages that present essentially the same material as
printed materials such as brochures
Budgets - ANSWER-* everything costs $
* Consider personnel, overhead and media costs
* Pro Bono
* Billable rates: when we're looking at it from an agency perspective, an interns billable
rate is typically going to be lower than someone who's been doing it for years (CEO
would have high billable rate bc of their expertise)
campaign - ANSWER-a series of activities that are planned in advance and relate to a
specific goal (includes RPIE)
Clipping services - ANSWER-Businesses that monitor print and electronic media for
mentions of clients in local, national or international outlets; see also media monitoring
services
cognitive - ANSWER-having to do with mental processes such as thinking, knowing,
previewing, learning and understanding
Communications audit - ANSWER-a systematic documentation of an organizations
communication efforts to understand how it communicates with its public's
Consequentialism - ANSWER-Results based system of ethics that holds that the best
ethical decision is the one leading to the best outcomes or impacts
Constraint recognition - ANSWER-when people detect a problem or situation in their
environment but perceive obstacles that limit their behavior to do anything about it
content analysis - ANSWER-A systematic method for analyzing recorded information
such as audio, video or text
A direct-to-customer channel - ANSWER-Business model in which organizations such
as home delivery and subscription services market products and services directly to
consumers and bypass traditional retail channels
A/B Testing - ANSWER-Experiment in which one group of participants is randomly
assign to see one version of a message and another group is randomly assign to see a
second version. Results are then compared to test the effectiveness of message
variations
active public - ANSWER-people who are aware of a problem and will organize to do
something about it
Advertising Value Equivalency (AVE) - ANSWER-a calculation of the value of news or
editorial coverage based on the cost of the equivalent amount of advertising space or
time (junk number)
advertorial - ANSWER-Paid advertising that is presented in the form of editorial content
Analytics - ANSWER-A term describing the extensive use of data, statistical and
quantitative analysis, explanatory and predictive models, and fact-based management
to drive decisions and actions.
attitudinal - ANSWER-having to do with affect, emotion, favor or disfavor toward an
organization, brand, product, service, idea or any other attitude object
automated copy testing - ANSWER-using computer programs to automate the process
of testing digital messages such as promotional copy
aware public - ANSWER-recognizes that it shares an issue and perceives the
consequences as being relevant, but it is not organized to discuss and act on the issue
Barcelona Principles - ANSWER-1. Goal setting and measurement are fundamental to
communication and PR
2. Measuring communication outcomes is recommended vs. only measuring outputs
3. the effect on organizational performance can and should be measured where
possible
4. Measurement and evaluation require both qualitative and quantitative methods
5. Advertising Value Equivalents do not measure the value of communications/PR
6. Social media can and should be measured consistently with other media channels
7. Measurement and evaluation should be transparent, consistent, and valid
• input from PR leaders in 30+ countries; global standards and practices;
, Behavioral - ANSWER-Having to do with observable human action
Benchmarking - ANSWER-a process by which a company compares its performance
with that of high-performing organizations (process of setting a point for comparison
with eventual program results in order to observe change over time)
Big Data - ANSWER-Large amounts of data from traditional and digital sources that can
be used for ongoing discovery and analysis of media content and human behavior
Billable rate - ANSWER-amount that an agency or firm charges clients per hour of an
employee's time
bounce rate - ANSWER-the percentage of times a visitor leaves the website almost
immediately, such as after viewing only one page
Brochureware - ANSWER-web pages that present essentially the same material as
printed materials such as brochures
Budgets - ANSWER-* everything costs $
* Consider personnel, overhead and media costs
* Pro Bono
* Billable rates: when we're looking at it from an agency perspective, an interns billable
rate is typically going to be lower than someone who's been doing it for years (CEO
would have high billable rate bc of their expertise)
campaign - ANSWER-a series of activities that are planned in advance and relate to a
specific goal (includes RPIE)
Clipping services - ANSWER-Businesses that monitor print and electronic media for
mentions of clients in local, national or international outlets; see also media monitoring
services
cognitive - ANSWER-having to do with mental processes such as thinking, knowing,
previewing, learning and understanding
Communications audit - ANSWER-a systematic documentation of an organizations
communication efforts to understand how it communicates with its public's
Consequentialism - ANSWER-Results based system of ethics that holds that the best
ethical decision is the one leading to the best outcomes or impacts
Constraint recognition - ANSWER-when people detect a problem or situation in their
environment but perceive obstacles that limit their behavior to do anything about it
content analysis - ANSWER-A systematic method for analyzing recorded information
such as audio, video or text
