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:

Spec Limits

Short for "Specification Limits," which are the maximum and minimum values within which a product or process's performance measures must lie to meet customer requirements.

Sample Mean

The average value calculated from a subset of a larger population, used in statistics as an estimate of the population mean.

OC Curve

Operating Characteristic Curve, a graph that describes how well a statistical test or procedure performs in detecting a true condition.

AOQ Curve

is a graphical representation that shows the relationship between the Average Outgoing Quality (AOQ) and the fraction defective in incoming batches, used in quality control to determine the effectiveness of inspection procedures.