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:

Reserve Requirement

A regulation that sets the minimum amount of reserves a bank must hold against deposits, used as a tool to control banking stability and money supply.

Deposits

Money placed into a financial institution for safekeeping, which can earn interest over time.

Loans

Funds borrowed that are expected to be paid back with interest.

Required Reserves

The fraction of deposits that banks are obligated to hold in reserve and not lend out, as mandated by the central bank.