Idil Cakim, author of Implementing Word of Mouth Marketing, discusses five benchmarks for evaluating consumer PR campaigns. Clearly identify the benchmarks
What will be an ideal response?
(1) how much a product or topic is being discussed, (2) stickiness – the
percentage of people who pass along a message among those who are exposed to the message,
(3) advocacy – examines whether a message is deemed descriptive or evaluative, (4) engagement
– a qualitative measure of how well users connect with online content, and (5) user action – how
many people changed their behavior or had their attitudes and beliefs reinforced as a function of
the online and offline messages they received through consumer PR.
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Alana is a white European American female
She never thought about her "white" identity while she was in the U.S. However, since she moved to Thailand for work, she is constantly aware of her "white" identity through interactions with local people who identify her as "white." This example explains that her "white" identity becomes: a. Avowed b. Expected c. Salient d. Personal
Lobbyists who work with federal employees say aspiring lobbyists should
A) try to think like a bureaucrat B) not expect them to be very responsive C) plan to spend a lot of time filling out forms D) document everything you do E) be well-prepared and work fast