Some of the Posttest Methods for Measuring Advertising Effectiveness Are

question 42

Multiple Choice

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

• A) The actual ads are shown in the former but not in the latter.
• B) The former method relies on memory alone, and the latter shows the actual ads.
• C) One uses a consumer jury; the other uses random individuals.
• D) The respondents are given class clues in the latter but not in the former.
• E) One is used primarily by the government, and the other is used by private businesses.

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Definitions:

Supply

The total amount of a good or service available for purchase at any given price.

Inelastic Demand

A situation where the quantity demanded of a good or service changes little when its price changes.

Elastic Demand

A condition where the quantity demanded of a product changes significantly in response to changes in its price.

Expenditures Decline

A situation where the amount of money spent by individuals or entities decreases over a period of time.