Each of the following is an argument for measuring advertising effectiveness EXCEPT:
A) money spent on research could go to improved ad production or additional media buys
B) assessing ad effectiveness can help avoid costly mistakes that minimize return on marketing investment
C) posttesting will establish whether objectives were met, and whether similar programs should be run in future
D) research can assist the manager to determine which competing strategies might be most effective
Correct Answer:
Verified
Q11: In _ _, people are brought
Q12: One advantage of pretesting is:
A) feedback is
Q13: Which of the following is NOT a
Q14: Research to measure advertising effectiveness can be
Q15: Disadvantages associated with laboratory tests include:
A) lack
Q17: The fact that people brought in to
Q18: An advantage offered by field test measures
Q19: Commercials and print ads are posttested to:
A)
Q20: From a decision-making point of view, research
Q21: A live-action rough:
A) uses the live motion
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