Which of the following is an evaluation tool that involves using two different versions of an ad in a magazine and then measuring which ad pulls the most responses?
A)wave analysis
B)city-by-city test
C)split-run technique
D)double-source research
E)payout analysis

Question

Quizplus · Accepted Answer

The split-run technique involves using two different versions of an ad and then measuring which of them pulls the most responses. This allows advertisers to test different ad designs, copy, images, or offers to see which performs better. The other options (wave analysis, city-by-city test, double-source research, and payout analysis) do not involve splitting the ad into two versions for testing.

Which of the Following Is an Evaluation Tool That Involves