Calculating return on investment (ROI) is often different for MPR practitioners since ________.
A) the public relations discipline does not use quantitative tools
B) ROI is exclusively used to monitor advertising expenditures
C) marketing goals can be based on hard-to-measure attitudes and opinions
D) firms rarely trust ROI figures tabulated for communication efforts
E) MPR is solely a communication function, not a business tool

Question

Quizplus · Accepted Answer

Marketing goals often involve changing or influencing attitudes and opinions, which can be more challenging to quantify directly in financial terms compared to more straightforward sales or revenue metrics. This makes calculating ROI for marketing and public relations efforts different from more direct financial investments.

Calculating Return on Investment (ROI) Is Often Different for MPR