Refer to the Passage Below to Answer the Questions That

question 125

Multiple Choice

Refer to the passage below to answer the questions that follow.
You are having dinner with your former college roommate, who is a neurosurgeon. You are an account planner at an advertising agency, and you do a lot of ad testing. You're trying to get him to help you with some neurological tests to determine the effectiveness of some of your clients' ads, especially those that attempt to evoke strong emotional responses. He asks you, "If advertising is done to sell a product, why don't you just measure sales to determine the effectiveness of an ad?" You try to explain to him that it is not that simple, and you tell him about all the types of research you conduct at various stages of a campaign.
-Which of the following is a reason that advertisers use other measures in addition to sales as a measure of advertising effectiveness?

• A) Sales are never an accurate measurement of advertising effectiveness.
• B) Measuring other data is far cheaper than measuring sales.
• C) Manufacturers, and therefore their advertising agencies, do not have access to sales data because it is collected by retailers who don't make that available to them.
• D) Creating higher levels of brand recognition is one of the major objectives of advertising and isn't necessarily reflected in sales.
• E) Advertisers don't normally measure advertising effectiveness with other measures besides sales.

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Definitions:

PLISSIT Model

A model for sex therapy consisting of four progressive levels: permission, limited information, specific suggestions, and intensive therapy.

Permission

Consent or authorization for something to happen or be done.

Internalized Homophobia

The personal acceptance of homophobic attitudes and beliefs towards oneself or others, often resulting in self-loathing and shame.

Societal Homophobia

The presence of homophobic attitudes and norms within society, leading to discrimination against LGBTQ+ individuals.