Author Question: Chevrolet has an advertising objective an increased level of brand awareness for the Chevy Volt and ... (Read 38 times)

maegan_martin · **on:** Jun 28, 2018

Chevrolet has an advertising objective an increased level of brand awareness for the Chevy Volt and has determined that consumer awareness of the brand is an appropriate variable to measure. Which of the following has Chevrolet accomplished in terms of objective setting?
a. Specify a time frame.
b. Establish a quantitative benchmark.
c. Specify criteria for success.
d. Specify measurement methods.

Question 2

Which of the following is an indirect means of questioning enabling respondents to project beliefs and feelings onto a third party, an inanimate object, or task situation?
a. phenomenology
b. ethnography
c. projective technique
d. boomerang technique