MINI-CASE
You are having dinner with your former college roommate, who is a neurosurgeon. You are an account planner at an advertising agency, and you do a lot of ad testing. You're trying to get him to help you with some neurological tests to determine the effectiveness of some of your clients' ads, especially those that attempt to evoke strong emotional responses. But he asked you, "If advertising is done to sell a product, why don't you just measure sales to determine the effectiveness of an ad?" You try to explain to him that it is not that simple, and you tell him about all the types of research you conduct at various stages of a campaign.
-Refer to Mini-Case. Which of the following is a reason why advertisers use other measures besides sales as a measure of advertising effectiveness?
A) Advertising effects tend to be delayed, so it's difficult to link the advertising seen at one time to a purchase made days or weeks later.
B) There are factors other than advertising that affect sales, and that makes it hard to isolate advertising in order to determine its impact.
C) Manufacturers, and therefore their advertising agencies, do not have access to sales data because it is collected by retailers who don't make that available to them.
D) a and b
E) a, b, and c

Question

Quizplus · Accepted Answer

Advertising effects can be delayed, making it difficult to directly link an ad to a purchase made later, and there are many factors besides advertising that can affect sales, complicating the isolation of advertising's impact. However, manufacturers and their agencies often do have access to sales data through various means, making choice C incorrect.

MINI-CASE You Are Having Dinner with Your Former College Roommate, Who