Deck 12: Budgeting and Scheduling for a Public Relations Campaign

Question 1

Typically, what percentage of the marketing budget is allocated to public relations?

A) 10-20%
B) 6-15%
C) 6-10%
D) 20-25%
E) 3-5%.

Answer 1

3-5%.

Question 2

Personnel, administrative, and production/programs are the three major areas associated with:

A) Campaign costs
B) Personnel
C) Profit centers
D) Customer allocations
E) None of the above.

Answer 2

Campaign costs

Question 3

A contingency fund usually represents what percentage of the public relations campaign budget?

A) 11-15%
B) 6%
C) 5-10%
D) 8%
E) 2%.

Answer 3

5-10%

Question 4

Which one of the following is not a scheduling strategy?

A) Flighting
B) Continuous
C) Pulsing
D) Dual spike
E) None of the above.

Question 5

A --------------- is a horizontal bar chart designed as a management tool to coordinate, track, and manage the flow of tasks from start to completion.

A) Pareto chart
B) Frequency chart
C) Category chart
D) Gantt chart
E) All of the above.

Question 6

------------ is the number of individuals or households who are exposed to a message over a specified amount of time.

A) Exposure
B) Impressions
C) CPM
D) TCPM
E) Reach.

Question 7

Messaging transpiring only at certain times of the year because of the seasonal nature of an issue (or product) such as selling snow blowers, selling Cadbury Easter eggs, and recruiting volunteers to work at various summer festivals is what type of scheduling?

A) Flighting
B) Continuous
C) Pulsing
D) Intermittent
E) Sporadic.

Question 8

Messaging that happens throughout the year consistently and maintaining the same schedule is known as:

A) Flighting
B) Continuous
C) Pulsing
D) Intermittent
E) Sporadic.

Question 9

Messaging that combines flighting and continuous scheduling is called:

A) Flighting
B) Continuous
C) Pulsing
D) Intermittent
E) Sporadic.

Question 10

What is the most common budgeting method utilized by organizations to market products and/or services?

A) Subjective budgeting
B) Percentage-of-sales budgeting
C) Objectives-based budgeting
D) Zero-based budgeting
E) Past spending-based budgeting.