A Research Study by Dynamic Logic on the Effect of Adding

question 68

Multiple Choice

A research study by Dynamic Logic on the effect of adding online to a television campaign found that:

• A)adding the Web was stronger at raising awareness.
• B)adding the Web significantly impacts sales.
• C)use of the Web links a brand to a message twice as much as does use of broadcast.
• D)use of the Web links a brand to a value proposition twice as much as does use of broadcast.
• E)adding the Web virtually had little effect on raising associations or awareness.

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Definitions:

Confidence

The feeling or belief that one can rely on someone or something; firm trust.

Social Facilitation

The tendency for people to perform differently when in the presence of others than when alone, typically improving on simple or well-rehearsed tasks.

Pool Players

Individuals who play billiards, a sport involving the use of a cue to strike billiard balls and cause them to move around a cloth-covered table bounded by rubber cushions.

Shots

Injections or vaccinations administered using a syringe and needle intended to provide immunization or therapeutic care.