Any Evaluation of an Advertising Campaign's Effectiveness Should Track Both

question 53

Multiple Choice

Any evaluation of an advertising campaign's effectiveness should track both ________ and ________ over time.

• A)direct effects;indirect effects
• B)social effects;independent effects
• C)carryover effects;instantaneous effects
• D)concept effects;copy effects
• E)major performance effects;minor performance effects

---

Definitions:

Income Effect

The change in an individual's or economy's consumption patterns due to a change in real income.

Substitution Effect

The change in consumption patterns due to a change in the relative prices of goods, holding the consumer's utility level constant.

Income Effect

The modification of income for people or economies and how this adjustment affects their purchasing desires for goods or services.

Inferior Good

A type of good for which demand decreases as the income of the consumer increases, typically because consumers can afford better alternatives.