The day-after recall test would be the most appropriate measure of effectiveness for
A. the back outside cover position of the May issue of a women's magazine.
B. a direct mail containing details of products offered by a furniture manufacturer.
C. a full-page ad in a trade journal aimed at the supermarket industry.
D. an aerial ad by a leading fast-food chain.
E. a 30-second commercial promoting a baseball league on a cable channel.
Answer: E
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Interest rates on long-term loans are generally ____ than interest rates on short-term loans, partly because ____ loans are riskier.
A. lower; short-term B. lower; long-term C. higher; long-term D. higher; short-term
Which of the following statements about Groupon is most accurate?
A. In the alternative evaluation stage of the consumer purchase decision process, many Groupon customers focus on place or distribution as the most important evaluative criterion. B. The typical Groupon user is a 35- to 45-year old male with an average income of about $25,000 who is looking for a great deal. C. The Groupon purchase decision is made online and then confirmed by a telephone call when enough consumers agree to the offer and the "deal tips." D. A Groupon "deal of the day" e-mail may trigger a need in a consumer's problem recognition stage of the purchase decision process to do (buy) something they may not ordinarily do. E. Generally, Groupon consumers rarely follow the purchase decision process like they do for other consumer offerings because they do not have time for an information search.
In which of the following stages of the product life cycle would operating losses not be expected?
a. growth. b. introduction. c. development. d. decline.
A trademark lasts for:
a. 20 years after the application is filed. b. 70 years after the death of the creator. c. 10 years, but it can be renewed for an unlimited number of terms as long as it is used. d. as long as it is kept confidential.