高考宁夏卷(理综生物 新课标卷)试题及各题答案详解.pdf

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1、Aninitialinvestigationontheuseof‘ReturnonInvestment”inpublicrelationspracticeAbstract‘ReturnonInvestment’(ROI)isusuallydefinedinmanagementandmarketingliteratureasameasureoffinancialeffectivenessthatisconcernedwiththereturnsoncapitalemployedinbusiness(profit-ma

2、king)activities.Inpublicrelationspractice,however,ROIappearstobeusedinamuchlooserformtoindicatetheresultsofactivity.Thisquantitativeresearchusinganonlinesurveyinstrumentinvestigatedpractitionerunderstandingoftheterm,primarilyintheUK,withtheaimofpreparingabench

3、markontheirunderstandingoftheROIconceptandusageofROIasameasurementoftheeffectivenessofpublicrelationsactivity.Thesefindingsresulted:(1)two-thirdsofPRpractitionersregularlyusethetermROIwhenplanningandevaluatingcommunicationactivity;(2)ROIisrelatedmainlytocommun

4、icationobjectives(66.7%)whicharemorewidelyusedthanfinanciallyrelatedROIs(12.8%);(3)thereisacleardifferenceinROIpracticesbetweenconsultants/freelancesandin-housecolleagues.Nearlythree-quartersofconsultantsandfreelances(73.1%)offeredanROIformulatoclientsbutonly2

5、6.3%ofin-housepractitionershaveone;and(4)ontheoft-discussedquestionofanindustry-wideROIformula,only35.6%supportedthepropositionwith64.4%opposed.ThesurveyalsofoundthatpractitionerconceptsofROIareverynarrowlyexpressed,mainlyinrelationtomediaoutputs.Highlights►Tw

6、o-thirdsofPRpractitionersregularlyusethetermROIwhenplanningandevaluatingcommunicationactivity.►ROIsrelatedtocommunicationobjectives(66.7%)aremuchmorewidelyusedthanfinanciallyrelatedROIs(12.8%).►ThereisacleardifferenceinROIpracticesbetweenconsultants/freelances

7、andin-housecolleagues.Nearlythree-quartersofconsultantsandfreelances(73.1%)offeranROIformulatoclientsbutonly26.3%ofin-housepractitionershaveone.►Ontheoft-discussedquestionofanindustry-wideROIformula,only35.6%supportedthepropositionwith64.4%opposed.Keywords•Mea

8、surementandevaluation;•Publicrelations;•ReturnonInvestment(ROI)1.IntroductionReturnonInvestment(ROI)isdefinedinmanagementandmarketingliteratureasanoutcomeperformancemeasureoffinanc