When Evaluating Advertising or IMC Campaigns, Examples of Long-Term Measures

question 80

Multiple Choice

When evaluating advertising or IMC campaigns, examples of long-term measures would include all of the following except brand:

• A) sales.
• B) awareness.
• C) loyalty.
• D) equity.

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Definitions:

Stock Dividend

A payment made in the form of additional shares rather than cash, distributed to shareholders from the company's existing stock.

Cash Dividends Payable

A liability account on a company’s balance sheet representing the amount of dividends declared by the board of directors but not yet paid out to shareholders.

General Journal Entry

A basic accounting record used to log all business transactions and events in the accounting system.

Cash Dividends

Payments made to shareholders out of a company's earnings, representing a share of the profits.