Good Tests of Advertising Effectiveness Must Address the Nine Principles

question 1

Multiple Choice

Good tests of advertising effectiveness must address the nine principles established by PACT.One of the easiest ways to do this is to follow a decision sequence model.Which of the following is NOT one of the steps in this sequence?

• A) Establish communication objectives
• B) Use a consumer response model
• C) Decide whether to use pretests or posttests
• D) Use multiple measures

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Definitions:

Jurgen Habermas

A German sociologist and philosopher known for his theories on communicative rationality and the public sphere.

Consciousness

The state of being aware of and able to think about one's surroundings, thoughts, and experiences.

Purposive-Rational Action

Action undertaken towards a specific goal and guided by rational consideration of the means to achieve it.

Jurgen Habermas

A German sociologist and philosopher in the tradition of critical theory and pragmatism, known for his theories on communicative rationality and the public sphere.