Good Tests of Advertising Effectiveness Must Address the Nine Principles

question 38

Multiple Choice

Good tests of advertising effectiveness must address the nine principles established by PACT. One of the easiest ways to do this is to follow a decision sequence model. Which of the following is NOT one of the steps in this sequence?

• A) Use multiple measures
• B) Establish communication objectives
• C) Decide whether to use pretests or posttests
• D) Use a consumer response model

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Definitions:

Moving Averages

Moving averages are statistical measures used to analyze data points by creating a series of averages of different subsets of the full data set.

Mean Absolute Deviation

The average of the absolute differences of each data point from the data set's mean.

Smoothing Constant

A coefficient used in exponential smoothing to weight the relevance of historical data.

Autoregressive Model

A statistical model that predicts future behavior based on past values.