A major problem associated with using awareness and attitude tracking to evaluate advertising effectiveness is that
A) they provide no pretest measure on which to base a comparison.
B) they rely heavily on an artificial viewing experience.
C) respondents are shown the advertisement immediately before awareness and attitude measurements are taken.
D) it's impossible to determine if changes are directly attributable to the advertising.
Correct Answer:
Verified
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Q36: Big Burgers runs a promotional campaign stressing
Q37: Which of the following types of pretest
Q38: Determining the extent to which a message
Q39: A key feature of an attitude change
Q41: Mike is a retail buyer. He runs
Q42: Single-source tracking
A) measures identify the extent to
Q43: Single-source tracking depends on monitoring viewing behavior
Q44: P-O-P materials effectiveness is measured
A) almost exclusively
Q45: _ provide information from individual households about
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