Chapter 8 Quiz

Question 1

To be effective, a campaign must reach target audiences through _______

Answer 1

A combination of media

Question 2

What are the common components shared by the RACE and ROPE models?

Answer 2

Research evaluation

Question 3

In the campaign planning process strategies are _______ while tactics are ______?

Answer 3

Broad; specific

Question 4

A SWOT analysis can be used to _______

Answer 4

Identify new opportunities

Question 5

in considering campaign objectives, which of the following terms is most important?

Answer 5

Measurability

Question 6

if you were planning a campaign and wanted to learn more about your audiences attitudes and opinions, you should study their ________

Answer 6

Psychographics

Question 7

the strategy at the heart of Nike’s dream crazy campaign was built around ______

Answer 7

Female athletes

Question 8

the PESO campaign model helps us to understand ______

Answer 8

The media landscape

Question 9

earned media is distinguished from other media types by the fact that it is _____

Answer 9

Free

Question 10

if you want to promote a brand message on media channels where you can exert a high degree of personal control, what is your best choice?

Answer 10

Owned