COMM 370 EXAM 2 QUIZ QUESTIONS VERIFIED
ANSWERS
News releases - Answers - NOT advertising
Allen Iverson Interview - Answers - example of having a communication objective
On the Record - Answers - Preferred interview
Media directory - Answers - NOT a part of the 8 step process
George Bush and India - Answers - Hidden Agenda
if one agrees to participate in a media interview, the interview should not be longer than:
- Answers - 30 minutes
if you're writing some sort of media message, it shouldn't be more than... - Answers -
75-100 words
Jargon - Answers - an answer
Definition: special words or expressions that are used by a particular profession or
group and are difficult for others to understand.
is it better to say "no comment" or ask to rephrase the q if you don't understand during
an interview - Answers - FALSE
Budgeting question - Answers - 5%
return on investment - Answers - an answer
Super Bowl 2009
$3 million -30-second spot
150 million viewers (estimated)
Cost per person: .02 cents
A 16-inch article in a trade magazine that charges $300 per column inch in advertising
would be worth $4,800. Which particular evaluation approach shown below was used? -
Answers - Advertising equivalency
The most widely practiced form of evaluating public relations programs is the
compilation of press clippings and radio-television mentions. What do the results of this
practice measure? - Answers - Message Exposure
, is the overall majority active or passive? - Answers - Passive
production - Answers - number of press releases, photos, and all of the stuff you send
out is measuring...
what is the million dollar word? - Answers - the word you do not know
the preferred type of interview to participate in is the ______ interview. - Answers - On-
the-record
if media interviews can be so risky, why do them at all? - Answers - you've been asked
a question, and you have something to gain from participating
you receive a call from a reporter for an interview with the boss, and he/she agrees to
participate in the process. Where should the interview NOT take place? - Answers - in
the CEO's office
when agreeing to participate in a media interview, all of the following is true about the
"typical reporter" except: - Answers - is not well educated
what is most used in PR? - Answers - Press Release
Schramm's Communication Model - Answers - Source-->encoder-->signal-->decoder--
>destination
"Who, says what, in which channel, to whom, with what effect?" - Answers - Harold
Lasswell
Which one of the following is an example of an informational objective?
A) Increasing audience attendance at . . .
B) Educating consumers about . . .
C) Increasing funding for . . .
D) None of the above
E) Changing attitudes about . . . - Answers - B) Educating consumers about . . .
-most used by PR people - Answers - Informational Objectives
Easy to measure - Answers - Motivational Objectives
the reporter may quote verbatim the interviewee by name and title - Answers - on-the-
record
the interviewee provides information which may not be used. It is provided for a
reporter's understanding of an issue. - Answers - Off-the-record
ANSWERS
News releases - Answers - NOT advertising
Allen Iverson Interview - Answers - example of having a communication objective
On the Record - Answers - Preferred interview
Media directory - Answers - NOT a part of the 8 step process
George Bush and India - Answers - Hidden Agenda
if one agrees to participate in a media interview, the interview should not be longer than:
- Answers - 30 minutes
if you're writing some sort of media message, it shouldn't be more than... - Answers -
75-100 words
Jargon - Answers - an answer
Definition: special words or expressions that are used by a particular profession or
group and are difficult for others to understand.
is it better to say "no comment" or ask to rephrase the q if you don't understand during
an interview - Answers - FALSE
Budgeting question - Answers - 5%
return on investment - Answers - an answer
Super Bowl 2009
$3 million -30-second spot
150 million viewers (estimated)
Cost per person: .02 cents
A 16-inch article in a trade magazine that charges $300 per column inch in advertising
would be worth $4,800. Which particular evaluation approach shown below was used? -
Answers - Advertising equivalency
The most widely practiced form of evaluating public relations programs is the
compilation of press clippings and radio-television mentions. What do the results of this
practice measure? - Answers - Message Exposure
, is the overall majority active or passive? - Answers - Passive
production - Answers - number of press releases, photos, and all of the stuff you send
out is measuring...
what is the million dollar word? - Answers - the word you do not know
the preferred type of interview to participate in is the ______ interview. - Answers - On-
the-record
if media interviews can be so risky, why do them at all? - Answers - you've been asked
a question, and you have something to gain from participating
you receive a call from a reporter for an interview with the boss, and he/she agrees to
participate in the process. Where should the interview NOT take place? - Answers - in
the CEO's office
when agreeing to participate in a media interview, all of the following is true about the
"typical reporter" except: - Answers - is not well educated
what is most used in PR? - Answers - Press Release
Schramm's Communication Model - Answers - Source-->encoder-->signal-->decoder--
>destination
"Who, says what, in which channel, to whom, with what effect?" - Answers - Harold
Lasswell
Which one of the following is an example of an informational objective?
A) Increasing audience attendance at . . .
B) Educating consumers about . . .
C) Increasing funding for . . .
D) None of the above
E) Changing attitudes about . . . - Answers - B) Educating consumers about . . .
-most used by PR people - Answers - Informational Objectives
Easy to measure - Answers - Motivational Objectives
the reporter may quote verbatim the interviewee by name and title - Answers - on-the-
record
the interviewee provides information which may not be used. It is provided for a
reporter's understanding of an issue. - Answers - Off-the-record
