Which one of the following is NOT a way publicity activity is evaluated?
A. survey sampling
B. news clip analysis
C. advertising
D. attempts to correlate efforts directly with sales

answer: C

SS 

Which of the following is not one the five stages of the adoption process?

a. Evaluation
b. Awareness
c. Trial
d. Information
e. Adoption

answer: D.

RF

True or False: Two way communication involves a sender and a receiver, in which the receiver provides feedback.

KS
 

True Or False : All people exposed to media impressions retained and obsorbed the message that they were exposed to.

False: Just because someone was exposed to media doesn’t mean that they actually paid attention to what they were exposed to, or even remember being exposed to it. Think about how wherever you are youre exposed to media messages constantly, either subconsciously or consciously, and how many messages do you actually remember.

Which of the following is now a measurement tool of message exposure?

Clippings                                           Benchmarking

Return on Investment (ROI)        Advertising Equivalency (AVE)

Return on Investment: Although ROI is used to evaluate efficiency of an investment; it isn’t used to measure message exposure, only to find out if an investment is cost effective.


TC

What is the difference between a passive and active audience?

Passive audience receive messages while they are doing something else. They are not seeking information, but they come across it in daily activities such as driving a car or using facebook.

Active audience is in search of more informaiton such as brochures, websites and attending lectures.

WB