Market-Based Management 6th Edition by Roger Best

تمرين 13

The three interactive marketing performance tools and the application exercises outlined here will add to your understanding of customer response to marketing communications, advertising elasticity, and the advertising carryover effect. To access the tools, go to www.MBM-BEST.com. For the questions, you can enter the data presented to obtain the answers. You may also enter other data to see the results, and you may save your work. The figure numbers in parentheses are related examples in Chapter 10, but the lettered instructions pertain to the online exercises.
Marketing Communications and Customer Response (Figure 10-15)
A. Using the data provided, how do the results of this marketing communication change when advertising exposure is only 50 percent?
B. Using the results provided, evaluate the impact of improving ad awareness from 69 to 75 percent.
C. For future advertisements, would it be more effective to work on increasing comprehension by 10 points (from 43% to 53%) or to work on improving intentions to purchase by 10 points (from 33% to 43%)?