Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in six months. There have been minor league franchises in the area in the past, but due to a lack of fan support, they all have folded. The Runners' upper management is convinced that past failures were the result of improper marketing. Therefore, management has committed a substantial amount of money to developing smart, effective advertising. Management has put you in charge of an intensive one-year program to guide and track the advertising.
-(Scenario 7-2)All the Rhode Island Runners' advertisements feature a phone number to get more information and to order tickets.This allows you to use to assess advertising effectiveness.

Question

Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in six months. There have been minor league franchises in the area in the past, but due to a lack of fan support, they all have folded. The Runners' upper management is convinced that past failures were the result of improper marketing. Therefore, management has committed a substantial amount of money to developing smart, effective advertising. Management has put you in charge of an intensive one-year program to guide and track the advertising.
-(Scenario 7-2)All the Rhode Island Runners' advertisements feature a phone number to get more information and to order tickets.This allows you to use   to assess advertising effectiveness.

Quizplus · Accepted Answer

Including a phone number for more information and to order tickets is a form of direct response advertising, which allows for easy tracking of response rates and overall effectiveness of the advertisements. This is known as inquiry/direct response tracking. Brand-talk is not relevant in this scenario as it pertains to qualitative research about a brand's reputation, rather than advertising effectiveness. Split-cable and split-run testing and single-source tracking could also be useful methods for assessing advertising effectiveness, but they are not specifically related to the presence of a phone number for inquiry/direct response.

Scenario 7-2 You Have Been Appointed Director of Research for the Rhode