A Research Study by Dynamic Logic on the Effect of Adding

question 68

Multiple Choice

A research study by Dynamic Logic on the effect of adding online to a television campaign found that:

• A)adding the Web was stronger at raising awareness.
• B)adding the Web significantly impacts sales.
• C)use of the Web links a brand to a message twice as much as does use of broadcast.
• D)use of the Web links a brand to a value proposition twice as much as does use of broadcast.
• E)adding the Web virtually had little effect on raising associations or awareness.

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Definitions:

Marginal Utility

The additional satisfaction or benefit a consumer receives from consuming one more unit of a good or service.

Newspaper

A publication, generally made of paper and ink, that is distributed on a regular or daily basis and contains news, articles, advertisements, and other information of public interest.

Marginal Utility

The supplementary contentment or value a shopper obtains by buying an extra unit of a certain item or service.

Total Utility

The overall satisfaction or value a consumer receives from consuming a given quantity of goods or services.