The Two Basic Measures of Advertising Impact Used in the Industry

question 58

Multiple Choice

The two basic measures of advertising impact used in the industry are:

• A) power and persuasiveness.
• B) readership and remembrance.
• C) recognition and recall.
• D) reliability and recall.

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Definitions:

Learning

The process through which experience or practice results in a relatively permanent change in behavior or potential behavior.

Conditioning

A process of behavior modification in which a subject comes to respond in a desired manner to a previously neutral stimulus, by associating it with a stimulus that elicits an automatic response.

Classical Conditioning

A learning process that occurs when two stimuli are repeatedly paired together; a response that is at first elicited by the second stimulus is eventually elicited by the first stimulus alone.

Operant Conditioning

A learning process where the strength of a behavior is modified by reinforcement or punishment.