Criticism has been leveled at the use of advertising value equivalency (AVE) in evaluating public relations because ________
A) public relations doesn't require evaluation
B) third-party endorsement multipliers are arbitrary
C) it doesn't address whether the audience took desired actions
D) A and C
E) B and C
Answer: E
Communication & Mass Media
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Define stimulus and explain the role of stimulus in the selection process
What will be an ideal response?
Communication & Mass Media
The purpose of the Corporate Responsibility Black List is to ________
A) ridicule big business B) encourage a consumer boycott of companies with unsound environmental practices C) encourage great transparency among public companies D) bring pressure to bear on politicians E) fight global warming
Communication & Mass Media