An Advertising Program Should Be

question 198

Multiple Choice

An advertising program should be:

• A) the basis of the IMC program
• B) one of many promotional efforts
• C) a stand-alone program
• D) the same thing as a public relations program

---

Definitions:

Sharpe Measure

A method to evaluate the risk-adjusted return of an investment, comparing portfolio excess return to the standard deviation of the portfolio.

Excess Returns

The return on an investment above the return expected from risk-free investments or the market's benchmark.

Risk-free Asset

An investment that is assumed to have no risk of financial loss, often exemplified by government bonds.

Kurtosis

A statistical measure that describes the shape of a distribution's tails in relation to a normal distribution, indicating the potential for extreme outcomes.