The effectiveness of an advertising campaign can be measured
A) only after the campaign has been carried out completely and results have been tabulated.
B) only before the campaign begins, to prevent unnecessary expenditures.
C) during the campaign to determine whether more or less funds should be allocated, but not after the campaign.
D) several weeks after the beginning of the campaign to determine whether the campaign is headed in the right direction.
E) before, during, and after the campaign through the use of pretests, inquiries, and posttests.

Question

Quizplus · Accepted Answer

The effectiveness of an advertising campaign can be measured through pretests, inquiries, and posttests before, during, and after the campaign. This allows for adjustments to be made to the campaign while it is ongoing and for a final evaluation of its success after it has been completed.

The Effectiveness of an Advertising Campaign Can Be Measured