Which of These Statements About Inquiry Tests Is Most Accurate

question 145

Multiple Choice

Which of these statements about inquiry tests is most accurate?

• A) In inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
• B) In inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most requests are presumed to be the most effective.
• C) Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
• D) In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
• E) In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

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Definitions:

Marketing Mix

The set of actions, or tactics, that a company uses to promote its brand or product in the market, commonly referred to as the Four Ps: product, price, place, and promotion.

Production-oriented Era

A historical phase in marketing when businesses focused primarily on production capabilities and efficiencies, with less concern for customer desires or market demand.

Sales-oriented Era

A period in marketing history characterized by a focus on sales techniques and increasing the volume of products sold, with less emphasis on the needs and wants of the consumers.

Market-oriented Era

A period in business philosophy where companies prioritize identifying and meeting the needs and desires of customers as the central focus of their operations.