Elite Motors Inc., an automaker, develops two new print ads targeted to women. One ad uses local scenes from around its Tennessee plant and emphasizes the "Made in America" aspect. The other ad uses a spokesperson and emphasizes the safety of the car. Which of the following types of ad effectiveness measures should Elite Motors use to test the most effective ad?
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 testing multiple versions of an ad to see which one performs the best, making it the most appropriate measure for testing the effectiveness of two different print ads. Day-after recall measures the ability of consumers to remember an ad the day after it is seen, consumer juries involve small groups of consumers evaluating ads, physiological measures involve measuring physical responses to ads, and portfolio tests involve testing multiple ads together.