p 624 The day after recall test would be the most appropriate measure of

P 624 the day after recall test would be the most

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85.(p. 624)The day-after recall test would be the most appropriate measure of effectiveness for: A. the back outside cover position of the May issue of Fortune.B. a full-page ad in a trade journal aimed at the supermarket industry.C.a 30-second commercial promoting NCAA football games on the cable channel ESPN.D. a transit ad on the back of the envelope that contains airplane tickets.E. an aerial ad by McDonald's.The most popular method of posttesting employed in the broadcasting industry for decades was the Burke Day-After Recall test.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: HardLearning Objective: 18-02 To know the various measures used in assessing promotional program effectiveness.Topic: Market Testing of Ads18-65
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Chapter 18 - Measuring the Effectiveness of the Promotional Program86.(p. 624)Which of the following is associated with the Day-after-Recall test? While a number of companies offered day-after recall methodologies, the "Burke test" for all intents and purposes became the generic name attached to these tests.AACSB: AnalyticBloom's: RememberDifficulty: EasyLearning Objective: 18-02 To know the various measures used in assessing promotional program effectiveness.Topic: Market Testing of Ads87.(p. 625)An advertiser that wanted to gather _____ could ask participants in a research program to choose a brand of athletic shoe they would like to win and then ask the same question later after the participants have been exposed to ads for various brands of athletic shoes. A measure of a commercial's persuasive effectiveness is gathered by asking consumers to choose a brand that they would want to win in a drawing and then—after exposure to the ad—ask the question again.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: HardLearning Objective: 18-02 To know the various measures used in assessing promotional program effectiveness.Topic: Market Testing of Ads18-66
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Chapter 18 - Measuring the Effectiveness of the Promotional Program88.(p. 625)A measure of a commercial's _____ is gathered by asking consumers to choose a brand that they would want to win in a drawing and then—after exposure to the ad—ask the question again. A measure of a commercial's persuasive effectiveness is gathered by asking consumers to choose a brand that they would want to win in a drawing and then—after exposure to the ad—ask the question again.AACSB: AnalyticBloom's: RememberDifficulty: EasyLearning Objective: 18-02 To know the various measures used in assessing promotional program effectiveness.
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