Good tests of advertising effectiveness must address the nine principles established by PACT. One of the easiest ways to do this is to follow a decision sequence model. Which of the following is NOT one of the steps in this sequence?

Question

Quizplus · Accepted Answer

The decision sequence model for testing advertising effectiveness includes establishing communication objectives, using multiple measures, and using a consumer response model among its steps. Deciding whether to use pretests or posttests is not specified as a step in this model, as the focus is more on what to measure and how to interpret it rather than when to measure.

Good Tests of Advertising Effectiveness Must Address the Nine Principles