Direct-Response Advertisers Generally Set Objectives and Measure Success in Terms

question 54

Multiple Choice

Direct-response advertisers generally set objectives and measure success in terms of:

• A)brand awareness.
• B)brand attitudes.
• C)purchase intentions.
• D)sales response generated by an ad.
• E)brand equity.

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Definitions:

Performance

The act of carrying out or accomplishing an action, task, or function.

Stereotype Threat

The risk of conforming to stereotypes about one's social group, which can hinder performance and behavior.

Social Identity Threat

The experience of feeling at risk of confirming a negative stereotype about one's social group, which can negatively affect performance and wellbeing.

Self-affirmation

A psychological theory suggesting that individuals can maintain their sense of self-integrity by telling themselves (affirming) positive truths about themselves.