ABC Communication Measurement & Evaluation

Question 1

Which model is widely used in public relations to evaluate communication outcomes at multiple levels, from outputs to outcomes?

Accepted Answer

The Barcelona Principles Framework

Answer

The Shannon-Weaver Model

Answer

The RACE Model

Answer

The Lasswell Model

Question 2

In communication measurement, what is the primary distinction between an 'output' and an 'outcome'?

Accepted Answer

Outputs are immediate products of communication activity; outcomes reflect changes in awareness, attitude, or behavior

Answer

Outputs measure cost efficiency; outcomes measure audience size

Answer

Outputs are long-term goals; outcomes are short-term deliverables

Answer

Outputs are qualitative measures; outcomes are quantitative measures

Question 3

A communicator wants to measure whether a campaign changed employees' understanding of a new policy. Which type of research is MOST appropriate?

Accepted Answer

Pre- and post-campaign surveys

Answer

Competitive benchmarking

Answer

Media content analysis

Answer

Social media follower counts

Question 4

Which of the following is an example of an 'outtake' in the communication measurement hierarchy?

Accepted Answer

Audience recall and comprehension of a key message

Answer

Number of press releases distributed

Answer

Change in sales revenue

Answer

Number of media impressions earned

Question 5

When calculating 'share of voice' for a brand's media coverage, a communicator is measuring:

Accepted Answer

The brand's media coverage volume compared to competitors in the same category

Answer

The total number of articles published about the brand

Answer

The sentiment score of all brand mentions

Answer

The cost per media placement achieved

Question 6

Which research method involves systematically analyzing media coverage to identify themes, tone, and message prominence?

Accepted Answer

Content analysis

Answer

Focus group research

Answer

Ethnographic observation

Answer

A/B testing

Question 7

According to the Barcelona Principles, advertising value equivalency (AVE) is considered:

Accepted Answer

An invalid metric that should not be used to measure PR value

Answer

The gold standard for measuring PR value

Answer

An acceptable supplemental metric for reporting to executives

Answer

A useful proxy when no other data is available