Actimel is a dairy-based probiotic supplemental beverage made by Dannon.Originally,it was sold in organic food stores and only promoted in natural health magazines.The company has recently embarked on an extensive advertising campaign to promote the product to a larger health-conscious market.First,Dannon needs to explain to the general public the benefits of the product,and then it needs to create brand awareness.To determine the long-term effects of its campaign Dannon could most effectively use:
A)day-after recall tests.
B)tracking studies.
C)Starch recognition tests.
D)on-air tests.
E)split-run tests.

Question

Quizplus · Accepted Answer

Tracking studies would be the best choice for Dannon to determine the long-term effects of its advertising campaign. This type of research involves measuring the impact of advertising over a period of time and tracking changes in consumer attitudes or behavior. Day-after recall tests, Starch recognition tests, and on-air tests would not provide enough data about the long-term effects of the campaign. Split-run tests could be useful, but tracking studies would provide a more comprehensive understanding of the campaign's impact.

Actimel Is a Dairy-Based Probiotic Supplemental Beverage Made by Dannon