When Caterpillar decided to sponsor a NASCAR driver and racing team,its advertising department measured the effectiveness of the event by counting the references to the Caterpillar car and driver in newspapers,magazines,and on television and radio news.Which method is Caterpillar using in this example?
A) Laboratory post testing
B) Field pretesting
C) Comprehension and reaction tests
D) Exposure methods
E) "Top of mind" awareness
Correct Answer:
Verified
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Q86: The _ is a technique for measuring
Q87: Good tests of advertising effectiveness must address
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Q90: A measure of a commercial's _ is
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