Author Question: A soft drink brand sponsors a baseball match that is also broadcast to large audiences on the ... (Read 27 times)

geodog55 · **on:** Jun 29, 2018

A soft drink brand sponsors a baseball match that is also broadcast to large audiences on the television and radio.
The company measures a huge number of gross media impressions. However, this does not result in a huge rise in the sales of the soft drink. Which of the following is a reason for the lack of sales?
a. The brand failed to connect to the emotional experience of the viewers.
b. They did not correctly estimate the number of media impressions.
c. They created too much direct contact with the customers leading to intrusion.
d. The brand allowed for the delivery of the ad message in a traditional way.

Question 2

__________ is a major type of research which usually occurs right before or after the advertisement is finalized to evaluate advertisements and promotions.
a. Results-oriented research
b. Copy research
c. Developmental advertising research
d. Promotional research