Which of the following can advertisers accomplish if they create their own story for a branded entertainment initiative?
a. They can attract specific target audiences.
b. They can find a special place for their brands in existing shows.
c. They can make target audiences three times more likely to purchase their products.
d. They can expect quantifiable return on investment.
Question 2
Which method hopes to zero in on the emotional components of ads by having respondents turn dials to show their like or dislike while viewing commercials?
a. Single-source tracking
b. Eye-tracking system
c. Pre- and post-exposure attitude measurement
d. Frame-by-frame testing
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