If sales are used as a direct measure of response to advertising, products characterized as large-dollar purchases and those in the maturity or decline stages of the product would be less likely to benefit.

Question

Quizplus · Accepted Answer

Large-dollar purchases and products in maturity or decline stages tend to require more consideration and are less likely to be influenced by advertising alone, resulting in lower direct response to advertising in terms of sales.

If Sales Are Used as a Direct Measure of Response