Refer to the passage below to answer the questions that follow.
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. He asks 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.
-You also explain that while it is important to calculate the return on investment (ROI)for brand communication efforts,it is often difficult to directly measure ROI.For which marketing tool is it easiest to determine ROI?
A) broadcast advertising
B) out-of-home advertising
C) direct marketing
D) public relations
E) buzz marketing

Question

Quizplus · Accepted Answer

Direct marketing is the marketing tool that is easiest to determine ROI for because it involves direct communication with the consumer and can track responses, sales, and other actions taken. Broadcast advertising, out-of-home advertising, public relations, and buzz marketing are all more difficult to directly measure the ROI for.

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