Calculating return on investment (ROI) is often different for MPR practitioners since ________
A) the public relations discipline does not use quantitative tools
B) ROI is exclusively used to monitor advertising expenditures
C) marketing goals can be based on hard-to-measure attitudes and opinions
D) firms rarely trust ROI figures tabulated for communication efforts
E) MPR is solely a communication function, not a business tool
C
You might also like to view...
During a concealment investigation, an investigator fails to recognize that an invoice had been forged. This represents a:
a. sampling risk. b. non-sampling risk. c. systematic risk. d. systemic risk.
To minimize stress during a job interview, ________
A) prepare well by learning as much as you can about the process and the company B) remember that you are evaluating the employer, just as the employer is evaluating you C) become familiar with different types of interviews and their purposes D) do all of these