What approaches can be used to evaluate the effectiveness of public relations programs?
What will be an ideal response?
A public relations audit is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program. A communications audit may include a content analysis of messages, a readability study, or a readership survey.One approach to measuring the effectiveness of publicity-based public relations is to count the number of exposures in the media. To determine which releases are published in print media and how often, an organization can hire a clipping service, a firm that clips and sends news releases to client companies.Counting the number of media exposures does not reveal how many people have actually read or heard the company's message or what they thought about the message afterward. However, measuring changes in product awareness, knowledge, and attitudes resulting from the publicity campaign helps yield this information. To assess these changes, companies must measure these levels before and after public relations campaigns. Although precise measures are difficult to obtain, a firm's marketers should attempt to assess the impact of public relations efforts on the organization's sales. For example, critics' reviews of films can affect the films' box office performance.
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Indicate whether the statement is true or false
Which of the following is not a disadvantage of using the FIFO cost flow assumption?
A) creates the highest outflow for income taxes during periods of rising prices B) does not match current costs against current revenues C) includes all the holding gains in income during periods of rising prices D) provides a relevant ending inventory value
Which of the following is an example of a good?
A) a massage B) a handbag C) a medical examination by a doctor D) an idea for a new television show E) dry cleaning
In its simplest form, communication is defined as ________
A) the transmission of information from a sender to a receiver B) the transmission of data from a sender to a receiver C) the transmission of information and meaning from a sender to a receiver D) the transmission of ideas from a sender to a receiver