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.

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Definitions:

General Journal

A comprehensive journal used in bookkeeping to record all types of accounting transactions before their transfer to specific accounts in the ledger.

Predetermined Rate

A rate established before the start of a period for the purpose of applying overhead costs to products or services, based on estimated costs.

Direct Labor Hours

The total time workers spend producing goods or providing services that are directly associated with the production costs.

Manufacturing Overhead-Control

An account that records the actual overhead costs incurred in the manufacturing process, differing from allocated overhead.