Author Question: One way for a company to measure the effectiveness of its publicity-based public relations efforts ... (Read 151 times)

tnt_battle · **on:** Jun 29, 2018

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to
A) tabulate the equivalent in advertising dollars if the time and space were purchased.
B) ask for return of reply cards.
C) calculate market share increase.
D) count the number of exposures in the media.
E) conduct an environmental audit of media alternatives.

Question 2

XYZ Logistics was engaging in limited transportation of agricultural products overseas. However, it recently made the decision that it wanted to increase the exporting of products to Canada, Mexico, Argentina, Brazil, and other countries. To do this it created a new subunit of its marketing division that would specifically focus on these activities. XYZ Logistics has adopted a(n) __________ structure.
A) export department
B) trading company
C) international division
D) internationally integrated division
E) geographic