A local chapter of the Red Cross undergoes a public relations audit. The result of this audit should ...

A local chapter of the Red Cross undergoes a public relations audit. The result of this audit should
 a. assess the degree of positive and negative media coverage the Red Cross received over the past year.
  b. prepare the Red Cross for both proactive and reactive strategies.
  c. tell the Red Cross whether or not it needs to hire an outside public relations firm.
  d. compare the cost of public relations efforts with commensurate advertising efforts.

Question 2

Behavioral advertising is costly and questionable in effectiveness.
 
 Indicate whether the statement is true or false

Question 3

The effectiveness of sexual content depends on ____.
 a. the appropriateness of it to the advertised subject matter
  b. the extent to which the product is liked or disliked
  c. its use with fear and guilt
  d. the credibility of the celebrity endorser
  e. all of the above

Question 4

The types of consumer panels in a longitudinal study are
 a. continuous panels.
  b. true panels.
  c. discontinuous panels.
  d. omnibus panels.
  e. All of these correctly refer to a type of consumer panel in a longitudinal study.

Question 5

Which of the following is an important element of a reactive public relations strategy?
 a. a current situation analysis c. identification of program rationale
  b. development of program objectives d. identification of vulnerabilities

Question 6

Contextual advertising makes use of keywords to target.
 
 Indicate whether the statement is true or false

Question 7

A potential role of sex in advertising is to ____.
 a. attract and hold attention
  b. enhance recall
  c. evoke emotional responses
  d. a and b
  e. a, b, and c

Question 8

The following statement best describes the sample used in which type of descriptive design? We will use a carefully selected sample, selection being based on household size, income level, and television viewing patterns. We must also be concerned with the stability of the sample elements in order to ensure repeated availability for measurement.
 a. Advertising evaluation design
  b. Longitudinal design
  c. Viewership pattern design
  d. Latitudinal design
  e. Cross-sectional design