The only good method to determine the total amount of money to be spent on the communications ...

The only good method to determine the total amount of money to be spent on the communications package is using the advertising budget as a percentage of last year's sales.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

When a third variable is included in an analysis and that third variable changes the relationship between the independent variable and the dependent variable in an important way, the third variable is called a(n) ____.
 a. spurious variable
  b. moderator variable
  c. contingency variable
  d. outlier variable

Question 3

Most attributes and benefits in many product categories can be whittled down to
 a. needs and wants.
  b. price and quality.
  c. profit and loss.
  d. success and failure.

Question 4

Capital cost focuses on the cost of capital tied up in ________and the resulting lost opportunity from investing that capital elsewhere.
 a. plants
  b. inventory
  c. distribution centers
  d. WIP

Question 5

One media question that companies need to answer is: How much should we spend?
 a. True
  b. False
 Indicate whether the statement is true or false

Question 6

Examining responses to the question Have you ever purchased a ticket online for an American Airlines flight? by looking at subgroups based on gender and zip code is an example of ____.
 a. a box and whisker plot analysis
  b. an index number
  c. elaboration analysis
  d. interquartile analysis

Question 7

A form of comparative analysis where customers show their opinions of a firm's strengths vis--vis their competitors is a
 a. perceptual map.
  b. SWOT analysis.
  c. conjoint analysis.
  d. target comparison.