Direct-response advertisers generally set objectives and measure success in terms of:
A)brand awareness.
B)brand attitudes.
C)purchase intentions.
D)sales response generated by an ad.
E)brand equity.

Question

Quizplus · Accepted Answer

Direct-response advertising aims to directly generate sales or leads, so the success is measured by the sales response generated by the ad. Choices A, B, and E are more relevant to brand advertising, while C is a more indirect measure that does not necessarily lead to actual sales.

Direct-Response Advertisers Generally Set Objectives and Measure Success in Terms