Use this textbook for information and any references: Introduction to Public Rel

Use this textbook for information and any references:
Introduction to Public Relations Strategies and Tactics-updated 11th edition Dennis L Wilcox/Glen Cameron/Bryan Reber ISBN 9780134003559 or 9780205960644
Directions:
Below respond to all 6 questions. Each question is worth 10 points.    Read the questions carefully as many have multiple parts…for example, list and describe, explain and provide an example of each. Please use terms from the book in your response but any definition, explanation, analysis, or discussion portion of your response should be in your own words.  (10 points/per question =50 points. Plus maximum 10 extra credit points if you answer all 6).
1. Define research and evaluation.  Why do public relations professionals give so much importance to research and evaluation?
2. Define qualitative and quantitative research.  When would you recommend qualitative research rather than quantitative research to your client as part of your communication campaign proposal?
3. List and describe the five step adaption process.  Why are the last two steps the most difficult to achieve?
4. Why is it important to identify the target audience for a pubic relations program?  How would you go about identifying demographic and psychographic characteristics of the target audience?
5. What is the difference between strategy and tactics? Explain and provide an example of each.
6. Define two-way communication. Why has two-way communication always been an important aspect of effective communications?  Why is two-way communication even more important in today’s media environment?