Roger Is Looking to Evaluate the Effectiveness of an M&Ms

question 16

Multiple Choice

Roger is looking to evaluate the effectiveness of an M&Ms contest on Instagram for the Mars Corporation. He had a strong call-to-action statement that drove audiences on Instagram to a microsite where they could win various prizes. What is Roger trying to evaluate?

• A) He is trying to evaluate the effectiveness of the Red M&M character in the post.
• B) He is trying to evaluate the attitudinal outcomes of audience members to the M&M's post.
• C) He is trying to evaluate the conative outcomes of the audience members to the M&M's post.
• D) He is trying to measure the influence of who is driving the traffic to this post for M&Ms.

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Definitions:

Financial Capital

Financial Capital refers to the funds provided by lenders (and investors) to businesses to purchase real capital equipment for producing goods/services.

Infrastructure

The fundamental physical and organizational structures and facilities (e.g., buildings, roads, power supplies) needed for the operation of a society or enterprise.

Brain Drain

The tendency for talented people from developing countries to become educated in a developed country and remain there after graduation.

Developing Countries

are nations with a lower living standard, underdeveloped industrial base, and low Human Development Index (HDI) compared to more developed countries.