An Attitude Scale Measures the

question 148

Multiple Choice

An attitude scale measures the

• A) strength of a buyer's need for a product.
• B) buyer's level of information about a product.
• C) amount of experience the buyer has had with the product.
• D) intensity of a buyer's feelings toward a certain object.
• E) intensity of a buyer's desire for the product.

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Definitions:

IMC Program

Integrated Marketing Communications program; a strategic approach that integrates and coordinates all marketing communication tools and sources within a company into a seamless program in order to maximize the impact on consumers.

Implementation Phase

The stage in a project where plans are put into action or executed.

Posttest the Promotion

The evaluation process of a promotional campaign after its execution to assess its effectiveness.

Design the Promotion

The process of planning and creating marketing activities to boost product or service sales.