TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
-In the TISSUE MINI CASE, Paper Queen measured the effectiveness of its advertising via the ________.
A) sleeper effect
B) primacy effect
C) sales effect
D) publicity effect
E) persuasion effect

Question

Quizplus · Accepted Answer

Paper Queen measured the effectiveness of its advertising campaign based on the increase in sales, which directly corresponds to the sales effect. This method evaluates the success of an advertising effort by looking at the actual change in product sales.

TISSUE MINI CASE: Paper Queen Is a Paper Goods Company