ABC ABC Public Relations & Brand Management 2

Question 1

When a brand faces a reputational threat from a viral social media post, the FIRST recommended action is to:

Accepted Answer

Monitor the conversation and assess the facts before responding

Answer

Gathering facts and monitoring the situation before responding prevents ill-informed reactions that could escalate the reputational risk.

Question 2

What is 'share of voice' (SOV) in brand communications?

Accepted Answer

The percentage of total market advertising spend a brand represents compared to competitors

Answer

Share of voice measures a brand's proportion of total advertising or media presence in a market compared to competitors, indicating visibility and competitive standing.

Question 3

In brand management, 'brand equity' is best defined as:

Accepted Answer

The added value a brand name provides to a product beyond its functional attributes

Answer

Brand equity represents the premium value consumers attach to a brand based on perceptions, loyalty, and associations beyond the product itself.

Question 4

Which public relations evaluation method measures campaign outcomes rather than outputs?

Accepted Answer

Measuring changes in audience awareness, attitude, or behavior

Answer

Outcome measurement assesses actual changes in audience knowledge, attitudes, or actions, providing a true evaluation of PR effectiveness.

Question 5

A 'dark site' in crisis PR refers to:

Accepted Answer

A pre-built website kept offline until needed during a crisis to provide accurate information

Answer

A dark site is a pre-prepared web property that can be quickly activated during a crisis to communicate accurate, timely information to stakeholders and the public.

(ABC) Accredited Business Communicator Practice Test

(ABC) Accredited Business Communicator Practice Test

ABC ABC Public Relations & Brand Management 2