Good tests of advertising effectiveness must address the nine principles established by Positioning Advertising Copy Testing (PACT). One of the easiest ways to accomplish this is by following a decision sequence model. The first step in the model is to
A. create a model that uses multiple measures.
B. establish communication objectives.
C. develop a consumer response model.
D. decide whether to use pretests or posttests.
E. understand the appropriate research.
Answer: B
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The following are examples of typical marketing communications objectives, except:
A) increase market share B) increase the number of products offered C) increase profits D) increase return on investment
During the interview, it would be appropriate to ask the interviewer about their experiences in the profession or industry
Indicate whether the statement is true or false.
External analysis of preferences is preferred in most situations
Indicate whether the statement is true or false
Only sales to outsiders and purchases from outsiders are reflected in a consolidated income statement because all intercompany transactions are eliminated in preparing the consolidated statement
Indicate whether the statement is true or false