What is the role of an auditing firm? Why are auditing firms not helpful in evaluating non-media connectors? How then can marketers evaluate non-media connectors?
What will be an ideal response?
Auditing firms or bureaus are third-party organizations that verify audience reach and demographics for media outlets. Non-media connectors, which are accessible electronically and face-to-face, often escape the attention of auditing bureaus and therefore, reliable statistics about their audiences are hard to come by. MPR practitioners need to do their homework before including non-media connectors to their list. This homework includes surveying customers and spending time getting to know better a connector's claimed audience.
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Indicate whether the statement is true or false
As a business practice, broadening involves _________
A) acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope B) factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise C) buying more goods and services from outside domestic or foreign vendors D) appointing teams to manage customer-value-building processes and break down walls between departments E) becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions