Which of the following is the primary measurement tool for assessing the effectiveness of direct-response communication?
A)memory tests
B)persuasion tests
C)likability tests
D)inquiry tests
E)single-source tests

Question

Quizplus · Accepted Answer

Inquiry tests are the primary measurement tool for assessing the effectiveness of direct-response communication. Inquiry tests measure the number of people who respond to a call for action or offer, such as a coupon or phone number, included in the communication. This provides a direct measure of the communication's ability to motivate a response from the audience.

Which of the Following Is the Primary Measurement Tool for Assessing