Each of the Following Statements About Campaign Duration Is True

question 148

Multiple Choice

Each of the following statements about campaign duration is true except:

• A)changing ads within a campaign too frequently can impede message retention.
• B)typical duration for most campaigns is around 1 year.
• C)a campaign should last long enough for the message to be embedded in consumers' long-term memories.
• D)the criterion typically used to determine when to change a campaign is wear-out effect.

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Definitions:

Consumer Surplus

The difference between the total amount that consumers are willing and able to pay for a good or service versus the total amount that they actually do pay.

World Price

The price of a good that prevails in the global market for internationally traded goods.

Trade Restrictions

Measures imposed by governments to limit international trade for various reasons, including protecting domestic industries.

Domestic Supply

The total amount of a product or service that is available to consumers in a domestic market.