The level of significance is the _____
a. maximum allowable probability of a Type II error
b. maximum allowable probability of a Type I error
c. same as the confidence coefficient
d. same as the p-value
b
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Which of the following is true about a pulsing message reinforcement strategy?
A) It is more expensive than maintaining a high level of awareness with traditional media. B) It can be used for products that are purchased more frequently at some times of the year than at others. C) It involves maintaining a certain level of base advertising at all times. D) It reduces copy wear-out due to overexposure to the same messaging. E) It involves increasing the message frequency just before and during the prime buying period of a product.
Ralph Nader is most closely associated with which of the following?
A) the consumerism movement of the 1960s B) the consumerism movement of the early 1900s C) the current environmentalism movement D) green marketing E) the social marketing concept