A Marketing Analyst Conducted a Market Research Test on the Influence

Multiple Choice

A marketing analyst conducted a market research test on the influence of a celebrity driven advertising campaign on sales of a new skincare product, which had the following result: b = 0.46, p = 0.02. How would you interpret her results?

A) A direct effect between the celebrity driven advertising campaign and sales of the skincare product
B) No direct effect between the celebrity driven advertising campaign and sales of the skincare product
C) No indirect effect between the celebrity driven advertising campaign and sales of the skincare product
D) An indirect effect between the celebrity driven advertising campaign and sales of the skincare product