BMW has developed two new print ads designed to appeal to women.One ad uses local scenes from around Toronto,Montreal,Edmonton,and Vancouver.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?

Question

Quizplus · Accepted Answer

Split-run testing involves randomly selecting a sample of the target market and exposing them to different versions of the ad. In this case, BMW can use this method to expose one group to the local scenes ad and another group to the spokesperson/safety ad, and then measure which ad generated the most interest, engagement, and effectiveness in terms of persuading women to consider buying a BMW. This will provide BMW with valuable insight on which ad resonates better with their target female audience.

BMW Has Developed Two New Print Ads Designed to Appeal