Which of the Following Statements About Audience Measurement in Promotional

question 27

Multiple Choice

Which of the following statements about audience measurement in promotional products marketing is true?

• A) Reach and frequency are as easy to measure with promotional products marketing as with print advertising.
• B) Donnelly Marketing has established an acceptable method for measuring the impact of promotional products marketing on sales.
• C) Companies that use promotional products marketing are not interested in sales; they only want to create goodwill.
• D) There is no established ongoing audience measurement system for promotional products marketing.

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Definitions:

Hourly Rate

The amount of compensation or payment received for each hour of work performed.

Behavioral Contrast

The phenomenon where the rate of response to a stimulus changes significantly when the conditions of reinforcement for another stimulus are modified.

Lack of Money

The state of not having sufficient monetary resources, which can affect one’s ability to satisfy basic needs or attain certain goals.

Generalization Gradient

A measure of the degree to which a conditioned response is elicited by stimuli that resemble the original conditioned stimulus.