Each of the Following Is an Argument for Measuring Advertising

question 51

Multiple Choice

Each of the following is an argument for measuring advertising effectiveness EXCEPT:

• A) money spent on research could go to improved ad production or additional media buys
• B) assessing ad effectiveness can help avoid costly mistakes that minimize return on marketing investment
• C) posttesting will establish whether objectives were met, and whether similar programs should be run in future
• D) research can assist the manager to determine which competing strategies might be most effective

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Definitions:

Psychoanalytic Therapy

A therapeutic approach developed by Sigmund Freud that aims to explore unconscious conflicts and desires influencing behavior.

Free Association

A psychoanalytic technique where a patient speaks freely to reveal unconscious thoughts and feelings.

Repressed Memories

Memories that have been unconsciously blocked due to being associated with a high level of stress or trauma, but can sometimes resurface.

Projection

A defense mechanism by which an individual ascribes their own unwanted emotions, traits, or impulses onto someone else.