Paul Is Consolidating Measurement Reports Representing Public Relations Results in Five

question 12

Multiple Choice

Paul is consolidating measurement reports representing public relations results in five countries. Paul has to be careful to avoid the many traps he could fall into on the interpretation and reporting of data. Which of the following is not one of those potential traps?

• A) Not including all channels in the analyses to make the public relations results look better
• B) Using images and graphics to present the data visually
• C) Using AVEs and multipliers
• D) Count news releases as coverage

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Definitions:

Joint Processing Costs

Costs incurred in a production process that yields multiple products simultaneously, up to the split-off point.

Processing Further

Decision-making process regarding the additional refining or processing of products to enhance their value or marketability.

Intermediate Products

Goods that are used as inputs in the production of final products, not intended for end consumers.

Further Processing

involves additional operations on a product to enhance its value before selling.