Which of the following is NOT a surrogate measure for the sales impact of an advertising campaign?
A)brand awareness
B)number of purchases made
C)consumer liking of a brand
D)change in brand perception
E)intent to purchase

Question

Quizplus · Accepted Answer

The number of purchases made is a direct measure of the sales impact of an advertising campaign, not a surrogate measure. The other options are all surrogate measures, as they indirectly reflect the impact on sales. Brand awareness, consumer liking of a brand, change in brand perception, and intent to purchase are all important indicators of the effectiveness of an advertising campaign in influencing consumer behavior, but they do not directly measure the actual increase in sales.

Which of the Following Is NOT a Surrogate Measure for the Sales