Analysis of sales increases for measuring the effectiveness of a firm's advertising makes the most sense with ______________ advertising.

Question

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Direct-response advertising is designed to elicit an immediate response or action from the target audience, such as making a purchase or submitting contact information. By measuring the increase in sales directly resulting from a specific direct-response ad campaign, a firm can more accurately gauge the effectiveness of that campaign. Comparative, broadcast, billboard, and institutional advertising may also have measurable effects on sales, but they are not as directly tied to immediate responses as direct-response advertising is.

Analysis of Sales Increases for Measuring the Effectiveness of a Firm's