The First Major Decision Company Leaders Must Make Concerning Public

question 102

Multiple Choice

The first major decision company leaders must make concerning public relations is:

• A)who will handle the various activities, an internal department or an external agency.
• B)the objectives of the public relations effort.
• C)how it will be integrated with the firm's IMC plans.
• D)the criteria for the selection of a public relations firm.

---

Definitions:

Market Penetration

A strategy aimed at increasing the market share of an existing product or promoting a new product through aggressive marketing techniques.

Growth Strategy

A plan of action designed to increase the size and scope of a business, by expanding its customer base, markets, or product offerings.

Disney

A global entertainment conglomerate known for its movies, theme parks, merchandise, and media networks.

Related Diversification

A growth strategy whereby the current target market and/or marketing mix shares something in common with the new opportunity.