The Use of Sales Effects as a Measure of Advertising

question 28

Multiple Choice

The use of sales effects as a measure of advertising effectiveness is problematic because:

• A) sales are affected by many factors other than advertising.
• B) there is a time lag between when advertisements are aired and when sales response occurs.
• C) sales are difficult to measure.
• D) all of the above
• E) none of the above

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Definitions:

Gall Bladder

A small, pear-shaped organ located under the liver which stores and concentrates bile.

Pancreas

Organ that secretes digestive enzymes into the small intestine, and insulin and glucagon into the blood.

Small Intestine

Longest portion of the digestive tract, and the site of most digestion and absorption.

Brush Border

A densely packed layer of microvilli found on the apical surface of epithelial cells in the small intestine, enhancing nutrient absorption.