Which of the Following Parameters Forms the Basis for Measuring

question 16

Multiple Choice

Which of the following parameters forms the basis for measuring sponsorship effectiveness using demand-side methods?

• A) impact on market share of sponsor
• B) amount of time a brand is clearly visible on a television screen
• C) amount of relevant newsprint mentioning the sponsor
• D) influence on consumers' brand knowledge of the sponsor
• E) net impact on the sponsor's bottom line

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Definitions:

Relative Deprivation

A perceived disadvantage occurring when individuals think they are worse off compared to others in some respect.

Subjective Well-being

The self-perceived happiness or satisfaction with life. Used along with measures of objective well-being to evaluate people's quality of life.

Adaptation-level Phenomenon

The human tendency to judge new experiences by comparing them to past experiences or to what we've grown accustomed to.

Do-good,feel-good Phenomenon

Suggests that participating in altruistic behaviors, such as helping others, leads to personal happiness and well-being.