Author Question: Which of the following describes methods to capture what consumers remember about the advertisement, ... (Read 13 times)

vicotolentino · **on:** Jun 29, 2018

Which of the following describes methods to capture what consumers remember about the advertisement, the brand name, and the benefits and costs of the brand by asking subjects to recall the information without giving them memory cues?
a. image measure c. cognitive-structure index
b. aided-recall measure d. None of the above.

Question 2

Which of the following is not a measure of marketing objectives and performance?
a. aided-recall c. belief strength
b. cognitive structure d. All of the above are valid measures.

zhanghao · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

B
Definition of aided-recall measure

Answer to Question 2

A
Some possible measures include recognition of brand knowledge, aided-recall measures of brand knowledge, and image measures of brand knowledge.