BMW Has Developed Two New Print Ads Designed to Appeal

question 17

Multiple Choice

BMW has developed two new print ads designed to appeal to women.One ad uses local scenes from around its South Carolina plant and emphasizes the "made in America" aspect.The other ad uses a spokesperson and emphasizes the safety of the car.Which type of ad effectiveness measure should BMW use to test which ad is most effective?

• A)Split-run testing
• B)Day-after recall
• C)Consumer juries
• D)Physiological measures
• E)Portfolio tests

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Definitions:

Social Responsibility Values

Ethical principles that emphasize the importance of acting in ways that benefit society at large.

Parenting Style

Sets of child-rearing behaviors a parent uses across situations to form a child-rearing climate.

Moral Reasoning

The process of determining right and wrong in situations, informed by personal, cultural, or societal values.

Low Levels

Referring to a quantity or intensity that is less than average or beneath the typical range.