Samsung, maker of the Galaxy Note, is interested in measuring consumers' movement through the adoption hierarchy. It should employ which of the following ad effectiveness measures?

Question

Quizplus · Accepted Answer

Ad tracking study would be the best choice as it can measure consumers' movement through the adoption hierarchy by tracking their reactions and behavior towards Samsung's advertising over time. This measure can help Samsung understand how effective their advertisements are in moving consumers from the awareness stage to the interest, evaluation, trial, and adoption stages. Portfolio testing assesses the effectiveness of different advertising strategies or executions, recognition test measures how well consumers remember or recognize an ad, and day-after recall tests measure consumers' memory of an ad a day after exposure. While these measures can provide valuable insights, they do not specifically address measuring consumers' movement through the adoption hierarchy.

Samsung, Maker of the Galaxy Note, Is Interested in Measuring