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Author Question: A copy test that yields consistent results each time an advertisement is tested is said to be ... (Read 626 times)

rlane42

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on: Jun 29, 2018
A copy test that yields consistent results each time an advertisement is tested is said to be ______.
 a. contextual
  b. reliable
  c. biased
  d. valid
  e. selective

Question 2

What is segment effectiveness? List and explain the criteria one can use to determine segment effectiveness.


nikmaaacs

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Reply #1 on: Jun 29, 2018
Answer to Question 1

b

Answer to Question 2

Segement effectiveness, or attractiveness, is the degree to which a segment is attractive enough to be worth the marketers attention. There are five criteria for segment effectiveness.
1 . Measurable: the degree to which useful information exists on the segment
2 . Substantial: the degree to which the segment is large enough and/or profitable to be worth attention
3 . Accessible: the degree to which a firm can focus its marketing efforts on the segment
4 . Differentiable: the degree to which the segment is distinguishable and will respond differently to changes in marketing mix elements and programs
5 . Actionable: the degree to which the programs can be formulated and implemented


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