A better measure to evaluate the effectiveness of MPR is to measure ________.
A) the change in product awareness
B) the number of exposures carried by the media
C) the number of minutes of radio airtime garnered
D) the difference between PR costs and advertising space expense
E) the extent of viewer repeat exposure

Question

Quizplus · Accepted Answer

Measuring the change in product awareness is a better measure of the effectiveness of MPR because it indicates whether the message is reaching the target audience and whether there is an increase in knowledge and interest in the product or service. The number of exposures carried by the media or the number of minutes of radio airtime garnered may not necessarily translate to increased product awareness or interest. The difference between PR costs and advertising space expense is not a reliable measure of effectiveness, as PR and advertising serve different purposes. The extent of viewer repeat exposure may be an indicator of effectiveness, but it is not as reliable as measuring product awareness.

A Better Measure to Evaluate the Effectiveness of MPR Is