57. The narrowly focused public relations activities designed to directly suppor

Question

57. The narrowly focused public relations activities designed to directly support the company's marketing goals are usually called a relationship marketing b. marketing public relations. C nonmarketing public relations. d integrated marketing communications. 58. A local newspaper is doing a special interest story on the growth of entrepreneurial business within the community. Each week an article featuring a different business owner and his or her success story will be published. This type of activity would be considered a. sales promotion b publicity c. marketing public relations d nonmarketing public relations for the business owners 59. Though difficult and costly, it is essential that a marketing plan should include an assessment strategy for: a measuring social b measuring the effectiveness of advertising c. defending criticisms of advertising ethics. d creating selective perception. responsibility 0. Which of the following is a fee paid by advertisers based on the cost to deliver the message to viewers, listeners, or readers? a. cost-per reach b cost-per thousand impressions cost-per gross rating point d. cost-per advertisement 61. The simplest and least costly level of assessment of public relations effectiveness involves: a conducting extensive focus group b measuring target audiences to see if the messages were assessments. received and understood. counting the number of evaluating government response to public relation press releases distributed c. d 62. A company's ad proclaims its product is the "most effective" in alleviating flu symptoms. This ad could be guilty of a. prejudice b. pufn violating FTC regulations. d plagiarism.

Explanation / Answer

57. The correct option is b. marketing public relations.

58. The correct option is b. publicity.

59. The correct option is b.measuring the effectiveness of advertising.

60. The correct option is b.cost-per thousand impressions.

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