10.1 Marketing Communications and Customer Response (Figure 10-15)

Customer Response
75
68
43
33
61
37
46
23
32
10
16.0
1.8
8.4
7.8
29.0
37.0
100%
Customer Response Metrics Starting Data Analysis
Advertising Exposure
75%
%
75%
%
Advertising Awareness
69%
%
69%
%
Ad Comprehension
43%
%
43%
%
Customers intending to purchase
33%
%
33%
%
Customers that will purchase
61%
%
61%
%
Customer Response Index
16.03
16.03
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