Why is spill-out a concern for marketers conducting a test run of a proposed national media plan in a live test market?
What will be an ideal response?
Through spill-out, potential customers outside the test market may be exposed to the media plan being tested and become frustrated when they are unable to purchase the advertised product or service in their area; this frustration may cause negative associations with the product.
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The measure of variability that is influenced most by extreme values is the
A. variance. B. standard deviation. C. range. D. interquartile range.
Cash-basis accounting as a basis for preparing financial statements is
A) allowed under GAAP. B) not allowed under GAAP. C) preferred under GAAP. D) used by most companies.
If the parties agree on the amount of damages that will be paid to the injured party, this amount is known as ________.
A. liquidated damages B. registration expenses C. remedial agreements D. consequential damages
Many companies seek integrity in job applicants and even test for ______.
A. accountability B. ethics C. authority D. sustainability