BMW has developed two new print ads designed to appeal to women. One ad uses local scenes from around Toronto, Montreal, Edmonton, and Vancouver. The other ad uses a spokesperson and emphasizes the safety of the car. Which type of ad effectiveness measure should BMW use to test which ad is most effective?

Question

Quizplus · Accepted Answer

Split-run testing is the best choice for testing the effectiveness of the two print ads. This method involves printing different versions of the ad and distributing them randomly to different markets or publication types. The results can be measured based on which version of the ad generates the most response or sales. This method would allow BMW to compare the effectiveness of the two ads by testing them simultaneously and in different markets. Physiological measures, day-after recall, and consumer juries may not be as effective in this case as they are better suited for testing other types of advertising, such as TV commercials or interactive ads.

BMW Has Developed Two New Print Ads Designed to Appeal