If a Consumer Is Shown a Particular Advertisement and Asked

question 12

Multiple Choice

If a consumer is shown a particular advertisement and asked if she has seen it before,a(n) ____ is being performed.

• A) pretest
• B) consumer jury test
• C) recognition test
• D) unaided recall test
• E) aided recall test

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Definitions:

Contribution Margin Ratio

The percentage of each sales dollar that remains after deducting variable costs, used to cover fixed costs and provide profit.

ROI

Return on Investment (ROI) measures the efficiency of an investment, calculated as net profit divided by the cost of the invested capital.

Margin

An accounting term that refers to the difference between the selling price of a product or service and its cost, often expressed as a percentage of the selling price.

Sales

The total revenue generated from goods or services sold by a company during a particular period.