In Chapter 15's opening scenario on Blake Leeper, the key lesson is that public relations writing is only as good as the actions behind it
Indicate whether the statement is true or false
FALSE
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The objective and task method of budgeting marketing communications links dollars to specific marketing or communication goals
Indicate whether the statement is true or false
The ______ are those who will actively or passive-aggressively attempt to undermine change efforts.
a. skeptics b. anti-freezers c. fence-sitters d. true resistors
Intel makes a product most people never see; however, it spends a great deal of money building its brand and now people ask for "Intel Inside." This is an example of linking the benefit of ________ to marketing strategy.
A. perceived bonuses B. brand standards C. brand connections D. brand image E. brand loyalty
Answer the following statement(s) true (T) or false (F)
1. Corporations account for most of the sales in the U.S. economy but less than 20 percent of the number of businesses in operation. 2. An S corporation allows shareholders to be treated as individuals for tax purposes. 3. A corporation that is doing business in a state other than the one in which it is incorporated is called an alien corporation. 4. A written partnership agreement should only include the names of the partners and the duties of each partner. 5. The duty of care requires that the board of directors act on behalf of the organization and avoid conflicts of interests.