Author Question: Why do ads for heartburn medications spend so much time talking about how quickly the product works ... (Read 67 times)

go.lag · **on:** Jun 22, 2018

Why do ads for heartburn medications spend so much time talking about how quickly the product works and whether there is calcium or magnesium in the product?

a. Such medications are highly relevant to people who suffer from indigestion.
b. The public is well informed about the causes of and treatments for heartburn.
c. Emotional appeals are not likely to work when people are already suffering.
d. Few celebrities would agree to appear in heartburn commercials.

Question 2

Research that employs split cable market tests involves

a. surveys mailed to consumers to assess their purchasing patterns.
b. inspections of sales records to see which products are purchased most.
c. splitting a market into categories of purchaser and non-purchaser.
d. exposing some consumers to advertisements and others to nothing.