Author Question: A marketing director, for a bicycle helmet manufacturing firm, has run a number of ads in ... (Read 121 times)

a0266361136 · **on:** Jun 29, 2018

A marketing director, for a bicycle helmet manufacturing firm, has run a number of ads in traditional forms of media.
Now she wants to directly measure the effectiveness of the first national bike race that the company is about to sponsor. She should:
a. compare the sales figures in the weeks before and after the race with the sales figures before and after traditional advertising placement.
b. compare the brand-preference figures in the weeks before and after the race with the brand-preference figures before and after traditional advertising placement.
c. compare the brand exposures at the race and from media coverage of the race with the brand exposures from the same amount spent on traditional advertising.
d. compare the expenditures to sponsor the race with the expenditures needed to run traditional advertising over the same time period.

Question 2

Which type of research tries to identify specific cognitive responses that occur during an individual's exposure to a specific ad by having the person jot his or her thoughts down on the spot?
a. Day-after recall
b. Attitude-change study
c. Communication test
d. Thought listing