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APR Campaign & Program Management Flashcards

6 cards from real APR practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

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  1. Pilot testing a campaign message before full launch is considered a form of:

    Answer: Pre-testing or formative research

    Pre-testing messages with a sample audience before launch is a formative research technique to refine campaign communications.

  2. Which segmentation variable divides audiences by values, attitudes, and lifestyles?

    Answer: Psychographic

    Psychographic segmentation categorizes audiences based on psychological traits such as values, attitudes, interests, and lifestyles.

  3. A public relations team sets a goal to 'increase brand awareness among millennials by 15% in six months.' This is best classified as a(n):

    Answer: Objective

    The statement is specific, measurable, time-bound, and audience-focused, which are defining characteristics of an objective.

  4. In public relations program planning, 'strategies' are best described as:

    Answer: The overall approaches or methods chosen to achieve objectives

    Strategies are the overarching approaches that guide how tactics are selected and deployed to meet objectives.

  5. Which type of research is used to determine why a specific outcome occurred after a campaign has ended?

    Answer: Causal research

    Causal (or explanatory) research investigates cause-and-effect relationships to explain why outcomes occurred.

  6. The RACE model (Research, Action Planning, Communication, Evaluation) was introduced by:

    Answer: John Marston

    John Marston introduced the RACE model in 1963 as a systematic framework for public relations planning.