Analytics Quiz
Headline = “Target Sales Surge as Walmart Clamors to Woo Back to School Shoppers”
Primary/Neutral
Secondary/Neutral
Primary/Positive
Secondary/Positive
o Prominence: Primary
Target is the main focus of the coverage.
o Tonality: Positive
Positive financial articles should be scored Positive
o Prominence: Primary
Target is the main focus of the coverage.
o Tonality: Positive
Positive financial articles should be scored Positive
News roundup highlighting 3 prominent movers and shakers in retail industry, including a two-paragraph write-up about Target’s new CFO. The article reports that the new CFO is a retail veteran with a track record of innovation.
Primary/Neutral
Secondary/Somewhat Positive
Primary/Positive
Secondary/Positive
o Prominence: Secondary
Target is not the main focus of the story; however, is discussed substantively and is more than a mere mention. Therefore, Secondary is the correct prominence.
o Tonality: Positive
Since the article is not only discussing the fact that Target has a new CFO, but characterizes the new CFO in a positive light, this story can be scored Positive.
However, had this story just mentioned that the CFO has moved to Target and factually
lists out their employment history, this should be scored as Somewhat Positive or
Neutral.
o Prominence: Secondary
Target is not the main focus of the story; however, is discussed substantively and is more than a mere mention. Therefore, Secondary is the correct prominence.
o Tonality: Positive
Since the article is not only discussing the fact that Target has a new CFO, but characterizes the new CFO in a positive light, this story can be scored Positive.
However, had this story just mentioned that the CFO has moved to Target and factually
lists out their employment history, this should be scored as Somewhat Positive or
Neutral.
An article about an armed robbery in Scottsdale, AZ. The robbery takes place in a Target parking lot, and is the second robbery there in the past month. Target has not been faulted, and the acts appear to be random.
Primary/Neutral
Secondary/Neutral
Primary/Very Negative
Secondary/Somewhat Negative
o Prominence: Secondary
Target is not the main focus of the story; however, is discussed substantively and is a key
player/bystander in the coverage. Therefore, Secondary is the correct prominence.
However, if the article had emphasized the Target aspect of the story, e.g., if the headline
had been “Second Target Armed Robbery in June Has Shoppers Spooked” – you would
have to score the topic as Primary.
o Tonality: Somewhat Negative
From the information provided, the tonality score should be Somewhat Negative. Target is an
unfortunate bystander in the story, and not at fault, but this is certainly a negative situation.
Again, if the story took a different approach, such as discussing how the lighting in the
parking lot is insufficient, then the tonality would definitely be downgraded to Negative.
o Prominence: Secondary
Target is not the main focus of the story; however, is discussed substantively and is a key
player/bystander in the coverage. Therefore, Secondary is the correct prominence.
However, if the article had emphasized the Target aspect of the story, e.g., if the headline
had been “Second Target Armed Robbery in June Has Shoppers Spooked” – you would
have to score the topic as Primary.
o Tonality: Somewhat Negative
From the information provided, the tonality score should be Somewhat Negative. Target is an
unfortunate bystander in the story, and not at fault, but this is certainly a negative situation.
Again, if the story took a different approach, such as discussing how the lighting in the
parking lot is insufficient, then the tonality would definitely be downgraded to Negative.
Forbes has come out with a list of top 100 companies to work for. Target is listed as #12. The article is accompanied by a detailed write-up of the top 10 companies.
Primary/Somewhat Positive
Mention/Very Positive
Secondary/Positive
Mention/Neutral
Prominence: Mention
As Target appears in a list of top 100 companies, without additional discussion, the correct
prominence for this story is Mention.
If Target had been one of the top 10 companies spotlighted in greater detail, the correct
prominence score would have been Secondary.
o Tonality: Positive or Very Positive
Since the article is superlative in nature – discusses Target as a “best” company – this story
should be scored as Very Positive.
Prominence: Mention
As Target appears in a list of top 100 companies, without additional discussion, the correct
prominence for this story is Mention.
If Target had been one of the top 10 companies spotlighted in greater detail, the correct
prominence score would have been Secondary.
o Tonality: Positive or Very Positive
Since the article is superlative in nature – discusses Target as a “best” company – this story
should be scored as Very Positive.
A Wall Street Journal article discusses how e-commerce is affecting brick and mortar retail stores. Target’s CEO is cited discussing Target’s successful online marketing/sales strategy.
Primary/Very Positive
Mention/Positive
Secondary/Positive
Mention/Neutral
o Prominence: Secondary
Target is not the main focus of the story; however, is discussed substantively and the quote in the story adds perspective and dimension to the coverage. This type of coverage falls outside our definition of mention, so Secondary is the correct prominence score.
o Tonality: Positive
Quotes/organizational perspective in coverage will skew positive; in this case, since the CEO
discusses a positive/successful business strategy, the story should be scored Positive.
Sometimes, if a quote is reactive in nature, it will skew positive, and offset a negative
score by upgrading it to neutral. For example, if this article had been about how Target is
among brick and mortar store that are on the brink of extinction, and the CEO was
commented on how they are diversifying their sales strategy by playing up online
marketing to drive online sales, the correct tonality score would have been Neutral.
o Prominence: Secondary
Target is not the main focus of the story; however, is discussed substantively and the quote in the story adds perspective and dimension to the coverage. This type of coverage falls outside our definition of mention, so Secondary is the correct prominence score.
o Tonality: Positive
Quotes/organizational perspective in coverage will skew positive; in this case, since the CEO
discusses a positive/successful business strategy, the story should be scored Positive.
Sometimes, if a quote is reactive in nature, it will skew positive, and offset a negative
score by upgrading it to neutral. For example, if this article had been about how Target is
among brick and mortar store that are on the brink of extinction, and the CEO was
commented on how they are diversifying their sales strategy by playing up online
marketing to drive online sales, the correct tonality score would have been Neutral.
A local Target in Bloomington, IN just donated $10,000 to a local Boys & Girls Club. The local newsweekly writes a piece about this, and focuses on how the funds will be used to promote physical activity after school.
Primary/Positive
Secondary/Neutral
Primary/Neutral
Secondary/Positive
o Prominence: Primary
Based on the information provided, the story appears to have focused on Target’s philanthropy. On this basis, the correct prominence score would be Primary.
o Tonality: Positive
This is positive all around; not Very Positive though. To be scored Very Positive, the story would need to much more dramatic – perhaps noting that Target has donated more than any other business in the community to the Boys & Girls Club.
o Prominence: Primary
Based on the information provided, the story appears to have focused on Target’s philanthropy. On this basis, the correct prominence score would be Primary.
o Tonality: Positive
This is positive all around; not Very Positive though. To be scored Very Positive, the story would need to much more dramatic – perhaps noting that Target has donated more than any other business in the community to the Boys & Girls Club.
Target’s Chief Digital Officer recently gave the keynote at a global marketing symposium. PRWeek covered the symposium, and references the keynote in a recap of the conference.
Secondary/Neutral
Mention/Neutral
Primary/Positive
Mention/Somewhat Positive
o Prominence: Mention
The PRWeek story mentions the Target keynote as part of a much bigger recap story;
presumably the mention was in passing. Therefore, Mention is the correct prominence score.
o Tonality: Somewhat Positive or Positive
Being invited to give a keynote at a major industry conference is to be viewed as a thought
leader. On this basis, the story will skew Positive. In the absence of detracting commentary, the
tonality score should be Positive.
o Prominence: Mention
The PRWeek story mentions the Target keynote as part of a much bigger recap story;
presumably the mention was in passing. Therefore, Mention is the correct prominence score.
o Tonality: Somewhat Positive or Positive
Being invited to give a keynote at a major industry conference is to be viewed as a thought
leader. On this basis, the story will skew Positive. In the absence of detracting commentary, the
tonality score should be Positive.
Headline = “Target Employee Charged with Running a Meth Lab on Store Property.” The article reveals that Target had not conducted background check on the employee, and was not aware of any criminal record prior to hiring.
Primary/Very Negative
Secondary/Very Negative
Primary/Somewhat Negative
Secondary/Somewhat Negative
o Prominence: Primary
Target is in the headline, and a main focus of the story. The article not only states the fact that the meth lab was on the store property (in which case Target would be more of a bystander in the story), but goes on to describe Target’s negligence in the matter.
o Tonality: Negative or Very Negative
Since Target is at fault in this story, the score can be no better than Negative.
Had the story included some mitigating comments from a Target spokesperson on the issue, or if the story explained that Target had conducted a thorough background check/drug screen and the employee was found to have no prior criminal record, it is possible it could be upgraded to somewhat negative.
o Prominence: Primary
Target is in the headline, and a main focus of the story. The article not only states the fact that the meth lab was on the store property (in which case Target would be more of a bystander in the story), but goes on to describe Target’s negligence in the matter.
o Tonality: Negative or Very Negative
Since Target is at fault in this story, the score can be no better than Negative.
Had the story included some mitigating comments from a Target spokesperson on the issue, or if the story explained that Target had conducted a thorough background check/drug screen and the employee was found to have no prior criminal record, it is possible it could be upgraded to somewhat negative.
Downtown Milwaukee has experienced an economic boom in the past year which has caused excitement among residents, with small businesses and new housing options all within a 3 mile radius of city center. The article highlights that a new Target, Moms Organic and Chipotle are set to open soon.
Mention/Very Positive
Mention/Somewhat Positive
Secondary/Positive
Secondary/Neutral
o Prominence: Mention
Target is not a main focus of the story; economic development in Milwaukee is. Target is
mentioned as one of many businesses slated to open – assuming the article did not talk about
Target in any detail, the correct prominence score is a Mention.
o Tonality: Somewhat Positive
Since this story in a way talks about growth (a new store), the tonality score should be somewhat positive. If there were any additional context directed at Target specifically, such as commentary about the sleek design of the Target store, then it would be Positive.
o Prominence: Mention
Target is not a main focus of the story; economic development in Milwaukee is. Target is
mentioned as one of many businesses slated to open – assuming the article did not talk about
Target in any detail, the correct prominence score is a Mention.
o Tonality: Somewhat Positive
Since this story in a way talks about growth (a new store), the tonality score should be somewhat positive. If there were any additional context directed at Target specifically, such as commentary about the sleek design of the Target store, then it would be Positive.
A Huffington Post blogger writes a piece about growing up as a millennial. She recounts her days as a Target inventory specialist during summer break in high school, and other odd-jobs she had during college.
Mention/Neutral
Secondary/Somewhat Positive
Mention/Positive
Secondary/Neutral
o Prominence: Mention
Target is mentioned in passing in the story; the correct prominence score is Mention.
o Tonality: Neutral
There is no tonality expressed towards Target in the story; the correct tonality score is Neutral. The writer does not appear to offer any commentary on the previous summer job that would reflect on Target in any way. If the writer had expressed a view that it was a great summer job, or that it helped her in her career, then the story would be positive. If the writer had expressed that it was a miserable summer job, the story would be negative.
o Prominence: Mention
Target is mentioned in passing in the story; the correct prominence score is Mention.
o Tonality: Neutral
There is no tonality expressed towards Target in the story; the correct tonality score is Neutral. The writer does not appear to offer any commentary on the previous summer job that would reflect on Target in any way. If the writer had expressed a view that it was a great summer job, or that it helped her in her career, then the story would be positive. If the writer had expressed that it was a miserable summer job, the story would be negative.
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