Which of the Following Is NOT a Perspective on Measuring

question 10

Multiple Choice

Which of the following is NOT a perspective on measuring the effectiveness of public relations and corporate advertising given in the text?

• A) Evaluate the effect on sales of the specific strategic business units running the public relations.
• B) Merely count the number of media exposures created by the PR program.
• C) Save the expense of the measurement process and just have faith that these are important and useful forms of promotion and they are doing their behind-the-scenes job.
• D) Measuring the effects of public relations and corporate advertising shouldn't even be tried.

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Definitions:

Cash Payments

Outflows of cash from a company to settle debts, purchase goods or services, or make investments.

Cash Account

An account recording the amounts of cash received and paid out in transactions.

Credit

A financial term denoting the provision of money, goods, or services with the expectation of future payment.

Consuming Goods

The action of using up goods or products, thereby reducing inventory.