In an Attempt to Set the Company Apart from Its

question 55

Multiple Choice

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

• A) buzz marketing
• B) corporate logos
• C) corporate identity materials
• D) product publicity
• E) public service materials

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Definitions:

Ratio Analysis

A financial analysis technique that involves comparing different figures from the balance sheets, income statements, or other financial reports.

Dramatistic Analysis

A method developed by Kenneth Burke for analyzing human behavior and communication through the lens of drama.

Agent

In Burke’s dramatistic analysis, the individual(s) taking the action.

Fantasy Theme Analysis

The process of searching for and analyzing fantasy themes, the sagas, stories, or ideas shared by members of a group and that give members a common perspective and a shared understanding of the group’s accomplishments.