One Way for a Company to Measure the Effectiveness of Its

question 132

Multiple Choice

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

• A) tabulate the equivalent in advertising dollars if the time and space were purchased.
• B) ask for return of reply cards.
• C) calculate market share increase.
• D) count the number of exposures in the media.
• E) conduct an environmental audit of media alternatives.

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Definitions:

Mean Mileage

The average distance a vehicle can travel per unit of fuel.

Standard Deviation

A measure of the amount of variation or dispersion of a set of values, indicating how much the values differ from the mean.

Confidence Interval

A selection of values from statistical analyses of samples, likely to cover the value of an undiscovered population parameter.

Shelf Life

The length of time for which an item remains usable, fit for consumption, or saleable.