Regarding Measuring Advertising Effectiveness, Which of the Following Statements Is

question 200

Multiple Choice

Regarding measuring advertising effectiveness, which of the following statements is FALSE?

• A) Advertising effectiveness is easily measured by looking at the sales results.
• B) Managers probably should pretest advertising rather than relying only on the judgment of advertising "experts."
• C) If specific advertising objectives are set, then marketing research can help evaluate the effectiveness of ads.
• D) Some advertisers are now demanding laboratory or market tests to evaluate effectiveness.
• E) No single research technique has proven most effective.

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Definitions:

Opportunity Cost

The result of losing potential upsides from other choices by committing to one.

Market Price

The current market price for purchasing or selling goods or services.

Opportunity Cost

The benefit lost when one decision is made over another, effectively the cost of forgoing the next best alternative.

Park Construction

The process of designing, planning, and building an area of land with recreational facilities, natural elements, and landscaping intended for public use.