Describe the communication-effect research method of evaluating advertising effectiveness
What will be an ideal response?
Communication-effect research, called copy testing, seeks to determine whether an ad is communicating effectively. Marketers should perform this test both before an ad is put into media and after it is printed or broadcast. Pretest critics maintain that agencies can design ads that test well but may not necessarily perform well in the marketplace. Proponents maintain that useful diagnostic information can emerge and that pretests should not be used as the sole decision criterion anyway. Many advertisers use posttests to assess the overall impact of a completed campaign. If a company hoped to increase brand awareness from 20 percent to 50 percent and succeeded in increasing it to only 30 percent, then the company is not spending enough, its ads are poor, or it has overlooked some other factor.
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Some works are considered to be in the public domain because ______________________
a. their copyright has expired b. the author is unknown c. they have no intrinsic value d. copyright was never filed
Which of the following statements is TRUE regarding the rights of employees under the NLRA?
a. Employees of the U.S. government and the states are considered to be employees under the definition of the NLRA. b. Persons employed by a spouse or parent are considered to be employees under the terms of the NLRA. c. Employees of U.S. employers who are permanently stationed in another country do not have rights under the NLRA. d. Illegal aliens and undocumented workers are not covered by the NLRB.