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 dividing the target audience into two groups, and showing one group one ad and the other group the other ad. The effectiveness of each ad can then be measured by comparing the response rates of each group. This would be the best measure for BMW to use to test which ad is more effective, as it allows for direct comparison between the two ads with the same target audience.

BMW Has Developed Two New Print Ads Designed to Appeal