John Kenney, who created BP's unsuccessful campaign to enhance its image ruefully admitted that the biggest reason it failed was that it was
A) "a false front without substance."
B) "mere marketing."
C) "over-shadowed by similar campaigns from other oil companies."
D) "woefully underfunded for such a massive campaign."
Answer: B
Communication & Mass Media
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Fortune magazine declared Steve Jobs as "second only to Bill Gates in his ability to manage a complex company during the troubled economy of the 21st century."
Fill in the blank with correct word
Communication & Mass Media
Good writing uses as few words as possible to make a point. What is this quality of good writing called?
a) Efficiency b) Precision c) Clarity d) Modesty
Communication & Mass Media