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Question
The value of an inquiry/direct response measure is that it is:a. a straightforward measurement of ads designed to generate inquiries.
b. cheaper than other forms of ad testing.
c. versatile enough to be used for many different kinds of ads.
d. available to consumers as they respond to the ad being tested.
Answer
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It is possible to make a reasonable argument that the massive consumption that advertising upholds and glorifies is actually quite good for American society, and for other cultures around the world.
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When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.