BMW Has Developed Two New Print Ads Designed to Appeal

question 14

Multiple Choice

BMW has developed two new print ads designed to appeal to women.One ad uses local scenes from around Toronto,Montreal,Edmonton,and Vancouver.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

---

Definitions:

Creative Self

According to Adler, the self-aware aspect of personality that strives to achieve its full potential.

Ego

In psychoanalysis, one of the three divisions of the psyche that is responsible for dealing with reality while balancing the demands of the id and superego.

Superego

In psychoanalytic theory, the part of the mind that acts as a self-critical conscience, reflecting social standards learned from parents and teachers.