It Is More Difficult to Assess the Bottom-Line Impact of Public

question 18

True/False

It is more difficult to assess the bottom-line impact of public relations activities than the bottom-line impact of advertising.

---

Definitions:

Reinforcers

Any events or objects that, when following a response, increase the likelihood of that response occurring again.

Systematic Desensitization

A therapeutic technique used to reduce anxiety by gradually exposing the person to the feared object or situation.

Phobias

Extreme or irrational fears of specific objects, situations, or activities that result in severe anxiety and avoidance behaviors.

Aversive Conditioning

A form of behavior modification that involves the use of negative stimuli to reduce or eliminate undesired behaviors.