In Attempting to Measure the Effectiveness of Your Advertising You

question 127

Essay

In attempting to measure the effectiveness of your advertising you undertake to pretest the advertising. What are the three methods of pretesting?

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Definitions:

Creative Destruction

A concept in economics which signifies the process by which new innovations lead to the demise of older technologies, leading to economic progress.

Federal Trade Commission

A federal agency charged with protecting consumers and ensuring a strong competitive market by enforcing antitrust and consumer protection laws.

Wheeler-Lea Act

The federal law of 1938 that amended the Federal Trade Commission Act by prohibiting unfair and deceptive acts or practices of commerce (such as false and misleading advertising and the misrepresentation of products).

Misleading Advertising

Promotional activities that intentionally or unintentionally deceive or misguide consumers regarding the nature, qualities, or benefits of a product or service.