A marketing company compares the value of its story to the space in paid advertising. What is this comparison called?
a) Advertising value equivalency
b) Evaluating media impressions
c) Measuring advertisement reach
d) Assessing pilot tests
a
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Movement is not used to achieve dominant contrast
Indicate whether this statement is true or false.
Which of the following situations would require a PR professional to engage in crisis management activities?
a. A competitor introduces a similar product. b. Suppliers are unable to provide product inputs. c. The government recalls a defective product. d. Consumers post comments about a product.
Which of the following statements on the view of communication as transactional is FALSE?
A) Communication is not meant merely to influence and persuade. B) Communication is intended to improve one's knowledge, to seek understanding, to develop agreements and to negotiate shared meanings. C) Communication is intended to influence and control the receiver for the purpose of reaching agreement. D) There are no such entities as pure senders and pure receivers.
Answer the following statement(s) true (T) or false (F)
1. The Edelman Trust Barometer show an increase in the expectation that the business community will drive change and improvement in the quality of life for citizens. 2. Large companies have very different communications goals than small companies. 3. Marketing and communications have two fundamentally different purposes. 4. Managing media relations and defending your company’s reputation is easier with social media, because communications professionals have more control over the public message. 5. The recent developments in digital media have changed the fundamental relationship between the PR practitioner and the journalist.