Humor offers an advantage over nonhumor at increasing persuasion.
Indicate whether the statement is true or false
Question 2In CLV calculations the discount rate is based solely on the current interest rate.
Indicate whether the statement is true or false
Question 3Cross-platform research will play an increasingly important role as researchers begin to harness the different sources of data (internal and external) that are becoming available.
a. True
b. False
Indicate whether the statement is true or false
Question 4Describe the overall trend in spending on advertising and sales promotion since the 1980s. Outline at least four reasons behind this trend.
Question 5Humor enhances liking of both the advertisement and the advertised brand.
Indicate whether the statement is true or false
Question 6CLV is essentially the NPV of all sales to a given customer.
Indicate whether the statement is true or false
Question 7The availability of demographic, consumer-behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small is called geodemography.
a. True
b. False
Indicate whether the statement is true or false