Mass Media Research: An Introduction, 8th Edition Instructor’s Manual (стр. 11 )

VH1 program = GRPs = 40 X 1.0 = 40

MTV program scores better in the reach-frequency combination than VH1 so the former is the better buy.

Multiple Choice

1.  In the cognition dimension of advertising research, researchers study all of the following except:

a)  Attention

b)  Exposure

c)  Recognition

d)  Behavior

2.  The affective dimension of advertising research usually involves research into whether a consumer’s attitudes toward a particular product have changed because of exposure to an ad or a campaign. What a technique is not used to study the affective dimension?

a)  Projective tests

b)  Socio-psychological tests

c)  Theater testing

d)  Semantic differential scale

3.  Four physiological tests are frequently used to measure the affective dimension. All of the following are physiological tests except:

a)  Pupilometer test

b)  Galvanic skin response

c)  Brain wave analysis

d)  Heart rate test

4.  All of the following measure readership except:

a)  Unaided recall

b)  Aided recall

c)  Perception test

d)  Recognition

5.  Choose the correct statement regarding Internet advertising.

a)  The first attempts to monitor web page traffic consisted of software programs that measured the number of banner ads and the speed of server

b)  As of 2002, the two most visible organizations that measure the Internet audience are Nielsen/net and Arbitron

c)  Reliable data on who is looking at web pages and banner advertising are important for advertisers because they are reluctant to invest money on net advertising without such data.

d)  Internet ratings firms face a difficult problem in buying ratings software

6.  Web advertising has shifted from the traditional banner ad to new forms. Which is not one of these new forms?

a)  Skyscraper ads

b)  Pop-up ads

c)  Large square and rectangular ads

d)  Text-oriented ads

7.  The following statements concern campaign assessment research. Which is correct?

a)  Campaign assessment research builds on political campaign strategy and media research

b)  There are three kinds of assessment research

c)  Pretest/posttest studies typically use personal interviews to collect data

d)  Tracking studies also rely on personal or Internet surveys as their main data collection devices

8.  Gross rating points (GRPs) are found by doing which of the following?

a)  Contacting the Federal Communication Commission

b)  Multiplying a station’s reach by its average frequency

c)  Searching databases of one of the many reputable GRP firms

d)  GRPs are promotional hyperbole, with no standard way of finding them

9.  An example of a qualitative technique used specifically to study the effects of advertising is:

a) forced exposure

b) pantry check

c) GSR

d) split cable survey

True/False

1.  Measuring the Internet audience by counting the number of “hits” and the number of time someone logs onto the page is a reliable method for determining audience exposure. (F)

2.  People who do not participate simultaneously in two or more activities belong to a category known as monochromic behavior. (T)

3.  To assess campaign effectiveness, advertising agencies use experimental research and copy testing. (F)

4.  Some companies are not interested in selling their product online. Instead, they are using online advertising to build brand recognition. (T)

Fill in the Blank

1.  The three functional research areas in advertising are (copy research), (media research), and (campaign assessment research).

2.  (Theater tests) involve bring an audience to a special facility where they are shown television commercials that are embedded in a TV show.

3.  (Reach) is the total number of households or persons exposed to a message in a particular medium at least once over a certain period.

4.  (Frequency) refers to the number of exposures to the same message that each household receives.

5.  The people who simultaneously participate in two or more activities, such as TV viewing and reading, belong to a category known as (polychronic behavior).

Short Answer

1.  To sell video games for children, a company wants an advertising agency to produce violent commercials. If you were executive director in the agency, how would you respond?

2.  Compare Internet advertising with print media advertising. If you were a company owner, what would you decide?

3.  Many advertisers waste a lot of money in relation to the effectiveness of ads. What is your opinion? Is advertising worth it?

Chapter 16 - Research in Public Relations

Overview

Public relations has become research-oriented because research findings provide the initial information necessary to plan public relations programs and to assess their effectiveness. In this chapter a variety of research trends related to public relations are discussed

Public relations research can be divided into three types: 1) applied; 2) basic; and, 3) introspective. Applied research examines specific practical issues; in many instances, it is conducted to solve a specific problem. Specifically, strategic and evaluation research methods are used. Basic research in public relations creates knowledge that cuts across public relations situations. It is most interested in examining the underlying processes and in constructing theories that explain the public relations process. Introspective research examines the field of public relations: the percentages of women in the sports information field, PR professionals across a number of department in companies, PR college students’ opinions, etc.

Research in the public relations process is presented by a four-step model: 1) defining public relations problems; 2) planning public relations programs; 3) implementing public relations programs through actions and communications; and, 4) evaluating the program.

In defining public relation programs, several techniques (environment monitoring, public relations audits, communication audits, and social audits) are used. Gathering information helps define and anticipate possible public relations problems.

In addressing public relation problems, after obtaining data from the various methods of environmental scanning, the next public relations step is to interpret the information in order to identify specific problems and opportunities that can be addressed by a systematic public relations program.

In implementing public relations programs, two monitoring techniques are used to check the efforts of the public relations program. Gatekeeping research analyzes the characteristics of press releases and video news releases that allow them to pass through the gate and appear in a mass medium. Output analysis measures how well the organization presents itself to others and the amount of exposure or attention that the organization receives by measuring the total number of stories or articles that appear in selected mass media or gauging the tone of the article.

Evaluation research refers to the process of judging the effectiveness of program planning, implementation, and impact. The following three specific phases (implementation checking, in-progress monitoring, and outcome evaluation), provide information about how the program corrected the problem.

Qualitative research is enjoying increased popularity in public relations research. Two methods that are frequently used are the critical incident technique (a mini-case study of a single significant event) and discourse analysis (analyzing language elements of a particular message).

Exercises

Using “SWOT” technique, let students evaluate your department’s strength and weakness. Make an appropriate program to change weakness into strength. Visit the public relations department in local newspapers or universities and discuss their strategy.

Multiple Choice

1.  All of the following research types are conducted in public relations except:

a)  Applied research

b)  Basic research

c)  Introspective research

d)  Cultivation research

2.  In defining public relations problems, all of the following techniques are used to gather information except:

a)  Environment monitoring

b)  Public relations audits

c)  Communication audits

d)  Agenda setting research

3.  A public relations audit investigates the public relations position of an organization. Which of the following is correct?

a)  This study is used only used to measure a company’s standing internally

b)  Sometimes this has been called identifying the key memberships in the organization

c)  This stakeholder analysis is usually conducted via personal interviews with all employees in each department

d)  This study involves conducting a corporate image study

4.  In a communication audit, what research techniques are generally used?

a)  Readership surveys and readability studies

b)  Mail surveys and cultural studies

c)  Telephone surveys and lifestyle segmentation research

d)  Internet surveys and reader-nonreader studies

5.  Evaluation research should be involved in virtually every phrase of a program. In this research, there are three specific phrases to check the program. Which of the following does not belong?

a)  Implementing checking

b)  In-progress monitoring

c)  Environmental reporting

d)  Outcome evaluation

True/False

According to the Journal of Public Relations Research, the mail survey was the most used data collection method. (T) The communication audit does not resemble a public relations audit. (F) Evaluation research refers to the process of judging the effectiveness of program planning, implementation, and impact. (T) In public relations research, the two most popular qualitative techniques are intensive interviewing and field observation (F) Output analysis refers to the study on the characteristics of press releases and video releases that appear in a mass medium. (F) An advantage of discourse analysis is that it can be conducted quickly. (F)

Fill in the Blank