If sales is 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

Yes, this statement is true. Situational factors such as economic conditions, competition, and consumer preferences can also impact sales, making it difficult to attribute changes in sales solely to advertising. Additionally, products that are already established in the market may have lower potential for growth through advertising compared to new, innovative products. Large-dollar purchases may also require more consideration and research by consumers before making a purchase, reducing the immediate impact of advertising on sales.

If Sales Is Used as a Direct Measure of Response