You Are a Brand Manager for a Major Retailer, and You

question 146

Multiple Choice

You are a brand manager for a major retailer, and you just completed developing a series of advertisements with the help of your outside ad agency. You are excited about the ads and you are anxious to get the marketing vice president's opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. She wants you to do some type of effectiveness evaluation of the ads before the company spends a lot of money running them. Which of the following evaluation techniques should you use?

• A) A consumer jury
• B) A recognition test
• C) An unaided recall test
• D) An aided recall test
• E) Any type of post test

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Definitions:

Psychological Test

A standardized measure of a sample of a person's behavior or mental processes.

Personality Trait

A characteristic way of thinking, feeling, and behaving that is relatively stable over time and across situations.

Reliable

The quality of being consistently good in quality or performance; able to be trusted.

Personality Test

A questionnaire or other standardized instrument designed to assess various aspects of a person's character or psychological makeup.