BMW has developed two new print ads designed to appeal to women.One ad uses local scenes from around its South Carolina plant and emphasizes the "made in America" aspect.The other ad uses a spokesperson and emphasizes the safety of the car.Which type of ad effectiveness measure should BMW use to test which ad is most effective?
A)split-run testing
B)day-after recall
C)consumer juries
D)physiological measures
E)portfolio tests

Question

Quizplus · Accepted Answer

Split-run testing involves randomly selecting a sample of potential customers and exposing them to different versions of an advertisement. By comparing the response rates of each group, BMW can determine which ad is more effective in appealing to women. Day-after recall, consumer juries, and physiological measures are less relevant for comparing the effectiveness of print ads, while portfolio tests are better suited for testing advertising campaigns involving multiple media channels.

BMW Has Developed Two New Print Ads Designed to Appeal