IMC 391 quiz 7 with complete
solutions A+ graded
Evaluation in public relations is the process by which we determine ____________. - ANS
✔✔the value of our work
You're working with the police department to offer an anti-drug program for local middle
schools. You're writing the brochure and want to know if your copy is easy enough for a 12-year-
old to read and understand. Which of the following message testing options would be most
valuable? - ANS ✔✔readability testing
You're developing social media content for a travel agency, and you want to test what copy
prompts the most clicks to your website. You use the same image of a tropical beach scene for
both posts, but you pose a question in one and make a statement in the other. This is an
example of what kind of message testing? - ANS ✔✔A/B testing
William collects information for his client through examination of cookies and customer
registrations. Because he collected this information himself, it is an example of __________. -
ANS ✔✔first-party data
Aurora, a media specialist with Radley, is packaging an online promotional sale of its newest
women's high-end handbag. She tracks 1,000 visitors to her website. The data show that 700
visitors leave the site after seeing the first page. What is the bounce rate percentage in this
scenario? - ANS ✔✔bounce rate is 70%
Adrian, a PR professional with Ogilvy, developed a campaign to recruit college seniors. Right
from the beginning, Adrian kept in mind that she would have to demonstrate the value of public
relations and its contributions to the client's overall organizational mission. She applied the
concepts of the ____________, the first global standard of public relations measurement. - ANS
✔✔Barcelona Declaration of Research Principles
solutions A+ graded
Evaluation in public relations is the process by which we determine ____________. - ANS
✔✔the value of our work
You're working with the police department to offer an anti-drug program for local middle
schools. You're writing the brochure and want to know if your copy is easy enough for a 12-year-
old to read and understand. Which of the following message testing options would be most
valuable? - ANS ✔✔readability testing
You're developing social media content for a travel agency, and you want to test what copy
prompts the most clicks to your website. You use the same image of a tropical beach scene for
both posts, but you pose a question in one and make a statement in the other. This is an
example of what kind of message testing? - ANS ✔✔A/B testing
William collects information for his client through examination of cookies and customer
registrations. Because he collected this information himself, it is an example of __________. -
ANS ✔✔first-party data
Aurora, a media specialist with Radley, is packaging an online promotional sale of its newest
women's high-end handbag. She tracks 1,000 visitors to her website. The data show that 700
visitors leave the site after seeing the first page. What is the bounce rate percentage in this
scenario? - ANS ✔✔bounce rate is 70%
Adrian, a PR professional with Ogilvy, developed a campaign to recruit college seniors. Right
from the beginning, Adrian kept in mind that she would have to demonstrate the value of public
relations and its contributions to the client's overall organizational mission. She applied the
concepts of the ____________, the first global standard of public relations measurement. - ANS
✔✔Barcelona Declaration of Research Principles
