This topic contains a solution. Click here to go to the answer

Author Question: Describe the various methods used to evaluate the advertising effectiveness after a ... (Read 86 times)

audie

  • Hero Member
  • *****
  • Posts: 532
Describe the various methods used to evaluate the advertising effectiveness after a campaign.

Question 2

What level of commitment in international marketing may be most attractive when the political and economic stability of a foreign country is questionable?
 A) Joint ventures
  B) Direct ownership
  C) Exporting
  D) Limited exporting
  E) Licensing



Related Topics

Need homework help now?

Ask unlimited questions for free

Ask a Question
Marked as best answer by a Subject Expert

bbburns21

  • Sr. Member
  • ****
  • Posts: 336
Answer to Question 1

Evaluation of advertising effectiveness after the campaign is called a posttest. Advertising objectives often determine what kind of posttest is appropriate. If the objectives' focus is on communication-to increase awareness of product features or brands or to create more favorable customer attitudes-the posttest should measure changes in these dimensions. Advertisers sometimes use consumer surveys or experiments to evaluate a campaign based on communication objectives. These methods are costly, however. In posttests, generalizations can be made about why advertising is failing or why media vehicles are not delivering the desired results.
Posttest methods based on memory include recognition and recall tests. Such tests are usually performed by research organizations through surveys. In a recognition test, respondents are shown the actual advertisement and asked whether they recognize it. If they do, the interviewer asks additional questions to determine how much of the advertisement each respondent read. When recall is evaluated, respondents are not shown the actual advertisement but instead are asked about what they have seen or heard recently.

Recall can be measured through either unaided or aided recall methods. In an unaided recall test, respondents identify advertisements they have seen recently but are not shown any clues to help them remember. A similar procedure is used with an aided recall test, but respondents are shown a list of products, brands, company names, or trademarks to jog their memories.



Answer to Question 2

E




audie

  • Member
  • Posts: 532
Reply 2 on: Jun 29, 2018
YES! Correct, THANKS for helping me on my review


Bigfoot1984

  • Member
  • Posts: 321
Reply 3 on: Yesterday
Thanks for the timely response, appreciate it

 

Did you know?

Aspirin is the most widely used drug in the world. It has even been recognized as such by the Guinness Book of World Records.

Did you know?

Patients who have been on total parenteral nutrition for more than a few days may need to have foods gradually reintroduced to give the digestive tract time to start working again.

Did you know?

Asthma-like symptoms were first recorded about 3,500 years ago in Egypt. The first manuscript specifically written about asthma was in the year 1190, describing a condition characterized by sudden breathlessness. The treatments listed in this manuscript include chicken soup, herbs, and sexual abstinence.

Did you know?

Adult head lice are gray, about ? inch long, and often have a tiny dot on their backs. A female can lay between 50 and 150 eggs within the several weeks that she is alive. They feed on human blood.

Did you know?

Limit intake of red meat and dairy products made with whole milk. Choose skim milk, low-fat or fat-free dairy products. Limit fried food. Use healthy oils when cooking.

For a complete list of videos, visit our video library