The key issue in the research on the predictive ability of ARS scores was whether these scores accurately predict the magnitude of _____ gain (or loss)following advertising.
A) share-of-voice
B) market-share
C) return on investment
D) audience
E) consumer awareness

Question

The key issue in the research on the predictive ability of ARS scores was whether these scores accurately predict the magnitude of _____ gain (or loss)following advertising.
A) share-of-voice 
B) market-share 
C) return on investment 
D) audience 
E) consumer awareness

Quizplus · Accepted Answer

Market-share gain (or loss) following advertising is what ARS scores aim to predict accurately. ARS (Advertising Research System) scores are used to forecast the effectiveness of advertisements in terms of their impact on a brand's market share.

The Key Issue in the Research on the Predictive Ability