After Determining Its Advertising Objectives,the Company's Next Step in Developing

question 2

Multiple Choice

After determining its advertising objectives,the company's next step in developing an advertising program is to ________.

• A)set its advertising budget
• B)evaluate ad campaigns
• C)develop an ad strategy
• D)make message decisions
• E)make media decisions

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Definitions:

Dummy Variables

Binary variables created to represent categorical data in order to use such variables in regression analysis.

Nominal Variable

A type of categorical variable for which there is no inherent order or ranking among the categories.

Indicator Variables

Variables used in regression analysis that take on the value of 0 or 1 to indicate the absence or presence of a categorical effect that may be expected to shift the outcome.

Indicator Variable

A variable used in mathematical modeling and statistical analysis that takes on the value of 0 or 1 to indicate the absence or presence of a certain condition or feature.