For a limited and short-term MPR campaign, marketers can personally monitor each medium and communicate with connectors to measure media mentions

Managers need to recognize ways customers and other publics perceive their company because

A) messages shared by employees with the public have considerable impact on marketing. B) most consumers do not trust private firms and the products they sell. C) firms are obligated to report MPR information annually to the SEC. D) a company's commitment to public relations determines the size of its advertising budget. E) consumers will generally not share their feelings about a company or its products.

The longer the time to maturity, the more sensitive a bond's price to changes in market interest rates

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