Measuring the Success of a Public Relations Campaign Is

question 43

Multiple Choice

Measuring the success of a public relations campaign is:

• A) Straightforward if you have kept track of the details of each event
• B) Frequently based on the value of the exposure created in the medium relative to the value in terms of paid advertising
• C) Related directly to the increased profits during the campaign
• D) Not quite as important as measuring other aspects of the communications mix

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Definitions:

Risk-Free Rate

The theoretical rate of return of an investment with zero risk, often represented by the yield on government Treasury bills.

Stock Index

A measurement of a section of the stock market, usually representing the performance of certain stocks or industries.

Soybean Future

A standardized contract for the future sale or purchase of soybeans, traded on a commodities exchange.

Wheat Spot Price

The current market price at which wheat can be bought or sold for immediate delivery.