Assuming That the Value of Public Relations Can Be Measured

question 6

Multiple Choice

Assuming that the value of public relations can be measured using an advertising model, which factor would be the most important?

• A) Price of ads and audience size
• B) Total number of impressions
• C) Reach and frequency calculations
• D) Only a and b
• E) None of the above

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Definitions:

Brand Names

Distinctive titles given to products or services by companies to differentiate them from competitors.

Intangibility

A characteristic of services that cannot be seen, touched, or measured before they are bought.

Off-Peak Pricing

Pricing strategy that offers lower prices during times of decreased demand to stimulate consumption.

Capacity Management

Integrating the service component of the marketing mix with efforts to influence consumer demand.