Because public relations communications are typically

49. Because public relations communications are typically perceived as ____, they are not
subject to the problems with clutter that are common to other forms of promotional
communication.
A. corporate-sponsored advertisements
B. altruistic
C. image builders
D. news items
E. exclusives
50. Which of the following statements is true about public relations?
51. Which of the following is an advantage associated with public relations?
52. Criteria for measuring the effectiveness of public relations activities include:
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Chapter 17 - Public Relations, Publicity, and Corporate Advertising
53. Measuring the effectiveness of PR activities provides which of the following advantages?
A. It helps deal with the problem of clutter.
B. It reduces the high absolute costs connected with PR activities.
C. It helps in reaching specific audience groups.
D. It helps in completing the communication process.
E. It gives management a way to judge the quality of public relations achievements and
activities.
54. Which of the following is a method for measuring the effectiveness of public relations
activities?
55. _____ refers to the generation of news about a person, product, or service that appears in
broadcast or print media.