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

Multiple Choice

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