Some of the Posttest Methods for Measuring Advertising Effectiveness Are

question 42

Multiple Choice

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

• A) The actual ads are shown in the former but not in the latter.
• B) The former method relies on memory alone, and the latter shows the actual ads.
• C) One uses a consumer jury; the other uses random individuals.
• D) The respondents are given class clues in the latter but not in the former.
• E) One is used primarily by the government, and the other is used by private businesses.

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Definitions:

Issuing Firm

A company that offers securities to the public or existing shareholders.

Unfunded Bond

A bond issued without a specific reserve fund set aside for its repayment, relying solely on the issuer's general creditworthiness.

Callable Bond

A callable bond is a type of bond that gives the issuer the right to pay off the bond before its scheduled maturity date at a predefined call price.

Debenture

A type of debt instrument that is not secured by physical assets or collateral.