One Way for a Company to Measure the Effectiveness of Its

question 132

Multiple Choice

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

• A) tabulate the equivalent in advertising dollars if the time and space were purchased.
• B) ask for return of reply cards.
• C) calculate market share increase.
• D) count the number of exposures in the media.
• E) conduct an environmental audit of media alternatives.

---

Definitions:

Independent Variable

A variable in an experiment or model that is manipulated or categorized to observe its effect on the dependent variable.

Dependent Variable

In an experimental setting, the variable being tested and measured, which is expected to change as a result of modifications to the independent variable.

Independent Variables

Variables in an experiment that are manipulated to determine if they cause a change in the dependent variable.

Observations

The individual entities or datapoints collected for research or analysis purposes, providing the basis for statistical conclusions.