Conveys a firm’s position on a public issue not the product Measurement of Advertising

Conveys a firm’s position on a public issue not the product Measurement of Advertising

The percentage of consumers in the target audience exposed to a particular advertisement in a stated period (once) → FrequencyTrue/False

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  • communication efforts used to create and maintain favorable relations between an organization and its stakeholders. (company IS behind the message)
    Starbucks, Palm, Botox, and Segway were successfully launched this way
    Segway was introduced with no advertising but generates 758 million impressions through publicity
    Rockport launched the idea of fitness walking as a PR initiative and doubled its sales
    Tinderdoption: adopt animals through an app, cat café → Public RelationsTrue


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