Which of the following is a relatively inexpensive objective measurement that public relations (PR) specialists can use to gauge the effectiveness of their efforts?
A) personal evaluation of PR activities
B) opinion surveys among the firm's publics
C) coverage in print and broadcast media
D) gross ratings points (GRP)
E) cost per thousand (CPM)
C
Business
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Which of the following is a performance metric used to measure brand-image communications?
A) high recall of key content B) high rate of purchase C) high ad and brand recall D) response to requested action E) low ownership costs
Business
Which theory best applies to those industries capable of supporting only a few firms worldwide?
A) national defense argument B) industrial policy C) maintenance of existing jobs D) strategic trade theory
Business