Research to Evaluate Advertising Effectiveness

question 42

Multiple Choice

Research to evaluate advertising effectiveness:

• A) should focus primarily on the judgment of advertising experts.
• B) should focus primarily on measuring increases in sales.
• C) includes experiments conducted using split runs on cable TV systems.
• D) is a problem because nothing can be done until after the ad has actually run.
• E) None of these alternatives is correct.

---

Definitions:

Heart Attack

A heart attack occurs when blood flow to a part of the heart is blocked for a long enough time that part of the heart muscle is damaged or dies.

Operant Conditioning

A learning process through which the strength of a behavior is modified by reinforcement or punishment, pioneered by B.F. Skinner.

Contingency Management

A therapeutic intervention that uses reward and punishment to encourage desirable behaviors and discourage unwanted ones.

Aversion Therapy

A form of behavior therapy that involves reducing or eliminating undesirable behaviors by associating them with discomfort or an unpleasant stimulus.