Idil Cakim, author of Implementing Word of Mouth Marketing, discusses five benchmarks for evaluating consumer PR campaigns. Clearly identify the benchmarks
What will be an ideal response?
(1) how much a product or topic is being discussed, (2) stickiness – the
percentage of people who pass along a message among those who are exposed to the message,
(3) advocacy – examines whether a message is deemed descriptive or evaluative, (4) engagement
– a qualitative measure of how well users connect with online content, and (5) user action – how
many people changed their behavior or had their attitudes and beliefs reinforced as a function of
the online and offline messages they received through consumer PR.
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Which of the following statements is true about the technological imperative to study intercultural communication?
A. Technology has drastically decreased the frequency with which most people encounter multilingual situations. B. All media experts believe that online connectivity necessarily strengthens relationships. C. The absence of nonverbal cues in online communication makes communication easier and helps in avoiding misunderstandings, especially when communicating across cultures. D. Technology connects people to events in the remote parts of the world and also to people one may never meet face-to-face.
The sexuality of videos featuring performers such as Madonna and Cyndi Lauper was interpreted by teenage fans as a ______.
A. simple display of promiscuity B. sign of female power C. display of seduction prowess D. sign of male-dominated media
Which of the following best describes the necessary conditions for workplace democracy and deliberation?
a. Workplace democracy and deliberation rely on shared values among the members of a group. b. Workplace democracy and deliberation rely on organizational structures that support cooperation and encourage individual participation c. Workplace democracy and deliberation rely on fostering the development of individual talents and resources, as well as making appropriate use of those talents and resources. d. Workplace democracy and deliberation rely on three things: (1) shared values among the members of a group, (2) organizational structures that support cooperation and encourage individual participation, and (3) fostering the development of individual talents and resources, as well as making appropriate use of those talents and resources.
What must speakers keep in mind when using statistics as supporting evidence?
A. They must never be summarized or approximated. B. They must be explained to listeners. C. They must stand alone without interpretation. D. They must be used often to have an impact.