chap 9 Flashcards
measuring effectiveness of promotional media.
1
Q
reasons to measure effectiveness
A
avoiding costly mistakes
- evaluating alternative strategies
- increasing advertising efficiency
- determing if objectives have been achieved
2
Q
reasons not to measure effectiveness
A
- cost
- research problems
- disagreement on what to test.
- objectived of creative specialists.
3
Q
what to test
A
- creative strtegy decisions
- creative tactic decisions
- other promotional tools.
4
Q
pretests
A
results tken before test.
5
Q
post tests
A
results after media exposure
