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Multiple Choice
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1

Three levels of evaluation of public relations efforts are
A)research, implementation and impact.
B)return on investment, output and attitude change.
C)closed-systems, open-systems and environmental factors.
D)preparation, implementation and impact.
2

Which is not one of the four dimensions of measurement used to determine the impact of a campaign?
A)audience coverage
B)newsletters printed
C)environmental mediation
D)audience response
3

Which method of evaluation emphasizes the importance of factors such as unintended audiences and economic situations?
A)open-system model
B)closed-system model
C)measurement-by-objectives
D)none of the above
4

What system is most widely used by public relations practitioners?
A)a closed-system evaluation model
B)an open-system evaluation model
C)one-way communication
D)all of the above
5

Time and Reader's Digest are written at what grade levels?
A)7th and 8th
B)9th and 10th
C)11th and 12th
D)lower college
6

Which readability instrument computes both sentence length and the number of infrequently used words?
A)Flesch Formula
B)Gunning Fog Index
C)Dale-Chall Formula
D)Cloze Procedure
7

Focus groups are composed of
A)individuals specifically selected for their expertise on a subject.
B)individuals who are often the focus of media attention.
C)public relations practitioners.
D)randomly selected individuals.
8

Common mistakes in the measurement of public relations effectiveness include all but which one of the following?
A)assuming that volume is equal to results
B)use of scientifically-selected samples
C)belief that estimate equals measurement
D)confusion of attitude with behavior
9

Closed system evaluation simply refers to
A)measuring the messages and events planned for in the campaign.
B)not allowing for feedback in the design.
C)laboratory studies.
D)measuring variables that are within the organization.
10

The pretest/posttest design measures all but which of the following?
A)the channels through which campaign messages are distributed
B)whether or not the audience understands the messages
C)the change in the attitudes of target publics attributed to a campaign
D)environmental mediation





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