____________: States that greatest good for greatest number of people should be overriding concern Benefit vs. cost analysis

An ad program's marketing ROI refers to ________

A) the net marketing contribution divided by the cost of the ad program B) the total sales divided by the net marketing cost C) the customer response index divided by the net marketing cost D) the total sales multiplied by the net marketing cost E) the net marketing contribution plus the cost of the ad program

Trust is most important in which of the following situations?

a. uncertainty and high risk b. certainty and risk c. favorable outcomes and certainty d. when we have a lot of information about a situation or person