If a manufacturer of fast-moving consumer goods (FMCG) is interested in measuring consumers' movement through the adoption hierarchy, which of the following ad effectiveness measures should it employ?

Question

Quizplus · Accepted Answer

Tracking studies are the best choice for measuring consumers' movement through the adoption hierarchy as they provide a continuous measure of brand awareness, attitudes, usage, and loyalty over time. They can also track the impact of advertising campaigns on these measures, allowing the manufacturer to assess the effectiveness of their advertising over time. Day-after recall tests, concept testing, recognition tests, and portfolio analysis are useful for other aspects of ad effectiveness measurement but do not specifically address the adoption hierarchy.

If a Manufacturer of Fast-Moving Consumer Goods (FMCG) Is Interested