Which of the Following Is a True Statement About Advertising

question 47

Multiple Choice

Which of the following is a true statement about advertising?

• A) For most organizations, advertising is one of the smallest marketing expenditures.
• B) The most important measure of advertising is its entertainment value.
• C) Informing consumers about a brand is typically a short-term advertising effort.
• D) The construction of an advertising campaign should be guided by communication objectives.
• E) Call-to-action advertising asks for a long-term response from consumers.

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Definitions:

Extinction

The gradual weakening and disappearance of a conditioned response tendency because the response is no longer reinforced.

Conditioned Stimulus

In classical conditioning, a previously neutral stimulus that, after becoming associated with an unconditioned stimulus, eventually comes to trigger a conditioned response.

Unconditioned Stimulus

A stimulus that naturally and automatically triggers a response without prior conditioning.

Classical Conditioning

A learning process that occurs when two stimuli are repeatedly paired; a response that is at first elicited by the second stimulus is eventually elicited by the first stimulus alone.