According to Kurtz/lecture, all of the following are true of promotional mix effectiveness EXCEPT:
a) CPM as the characteristic manner promotional prices are set whereby advertisers pay by cost per thousand impressions to deliver their message to viewers, listeners, or readers
b) Direct sales results test attempts to reveal the specific impact on sales revenues for each dollar of promotional spending
c) Posttesting as research that evaluates an ad during its development stage
d) Split runs as methods of testing alternate ads by dividing a cable TV audience or a publication's subscribers in two, using two different ads, and then evaluating the relative effectiveness of both
Answer: C