Which of the Following Best Explains Why It Is Difficult

question 97

Multiple Choice

Which of the following best explains why it is difficult to evaluate the effectiveness of public relations campaigns?

• A)Public relations campaigns do not have measurable objectives.
• B)The effects of many public relations activities are difficult to separate from the effects of other marketing communications activities happening at the same time.
• C)Marketing experts typically do not see the value in measuring the results of public relations activities.
• D)Although outcome can be easily identified, output is difficult to quantify.
• E)Public relations campaigns rely upon uncontrolled media.

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Definitions:

Residual Income

The amount of income that an individual or company has after subtracting all costs and expenses, including the cost of capital.

Net Operating Income

The income generated from a company's everyday business operations, indicating the profitability from core operations before interest and taxes.

Contribution Margin

The amount by which sales revenue exceeds variable costs of a product, used to cover fixed costs and generate profit.

Return On Investment

An evaluation metric employed to assess the effectiveness or financial gain of an investment, or to compare the effectiveness among several investments.