Direct-response advertisers generally set objectives and measure success in terms of:
A) brand attitudes
B) purchase intentions
C) sales response generated by an ad
D) brand equity

Question

Quizplus · Accepted Answer

Direct-response advertising is focused on driving immediate sales response from the audience. Hence, the objectives of such advertising are usually centered around generating direct sales, and measuring the success in terms of sales response generated by the ad. Options A, B, and D are mostly used to measure the effectiveness of traditional advertising which has a more long-term impact on brand attitudes and equity.

Direct-Response Advertisers Generally Set Objectives and Measure Success in Terms