Each of the Following Is an Argument Against Measuring Advertising

question 24

Multiple Choice

Each of the following is an argument against measuring advertising effectiveness EXCEPT:

• A) assessing effectiveness can avoid costly mistakes
• B) disagreement as to what to test
• C) the objections of creative people
• D) research problems

---

Definitions:

Market Value

The price that a buyer pays to purchase shares of capital stock in the open market. Of course, for every buyer there is a seller.

Face Value

The nominal or dollar value printed on a security or instrument, such as a bond or currency note.

Contract Rate

The agreed-upon rate specified in a contract for performing services or supplying goods.

Bond Indenture

A contract that spells out the provisions of the contract between the corporation and bondholder.