take posttest measures of an advertising campaign's effectiveness at regular intervals.

Question

Quizplus · Accepted Answer

Tracking studies are designed to measure changes in attitudes and behaviors over time. They are the most appropriate method for taking posttest measures at regular intervals to evaluate the effectiveness of an advertising campaign. In-depth interviews and recognition tests may provide valuable insights, but they are not designed to track changes over time. Recall tests may be useful for measuring short-term recall of specific ad elements, but they do not assess overall effectiveness of the campaign.

Take Posttest Measures of an Advertising Campaign's Effectiveness at Regular