In the context of advertising, what does the term 'attribution' refer to?

• A. The evaluation of consumer satisfaction after a purchase
• B. The process of identifying which marketing effort or channel is responsible for a consumer's response or conversion
• C. The act of creating persuasive messages to influence consumer attitudes
• D. The measurement of overall brand awareness in a target market

Answer: (B)

Verified step by step guidance

1. Step 1: Understand that in advertising, 'attribution' is a concept related to determining the effectiveness of marketing efforts.
2. Step 2: Recognize that attribution involves identifying which specific marketing channel or campaign led to a consumer's action, such as a purchase or inquiry.
3. Step 3: Differentiate attribution from other concepts like consumer satisfaction, message creation, or brand awareness measurement, which are related but distinct areas.
4. Step 4: Know that attribution helps marketers allocate resources efficiently by understanding which efforts drive consumer responses or conversions.
5. Step 5: Summarize that attribution is essentially the process of linking consumer responses back to the marketing efforts responsible for them.