Few companies use purchase intent as the criterion in setting ad objectives because it tends to be much less accurate in predicting sales than other factors, such as attitude.
Correct Answer:
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Q1: An advertising plan should be a direct
Q3: When an ad agency is asked to
Q5: A percentage-of-sales approach to budgeting is easy
Q6: The tension between those who advocate sales
Q7: Viewing advertising strictly from a communications perspective
Q8: The method of budget setting that focuses
Q9: Objectives for advertising are measurable only in
Q10: Advertisers should set only one objective in
Q11: Bias is another name for one's subconscious
Q20: Share of voice,or share of market,is a
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