What Does the Advertising Response Function Help Marketers Do

question 51

Multiple Choice

What does the advertising response function help marketers do?

• A) use their advertising budgets wisely
• B) determine the reach and frequency of specific media
• C) create ads that will be noticed by consumers each time the ad runs
• D) select an executional appeal appropriate to the product being advertised

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Definitions:

Multiple Baseline Design

A method of graphing behavioral observations that provides a way to evaluate the effectiveness of an intervention when a reversal design is not desirable. A multiple baseline design permits recording and analyzing behavioral observations from three variables: (1) two or more behaviors associated with one student in a single setting, (2) two or more students exhibiting the same behavior in a single setting, and (3) two or more settings in which one student is exhibiting the same behavior.

Reversal Design

An experimental technique where a behavior is measured before and after a treatment is introduced, and then once again when the treatment is removed.

Intervention

Actions or strategies implemented to produce a change in a situation or in the behavior of individuals, often within educational or therapeutic contexts.

Changing Criterion Design

A method of graphing behavioral observations used to evaluate a slow and orderly increase or decrease in a student’s performance level by changing the criterion for the student to receive an intervention in a stepwise fashion.