Assume That the Greyhound Bus Company Runs a Six-Month Advertising

question 12

Multiple Choice

Assume that the Greyhound Bus Company runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting any sort of marketing research.At the end of the six-month period,Greyhound conducts a study and finds that 80 percent of its frequent travellers agree that the bus company has convenient bus routes and excellent on-time service.Greyhound can conclude that:

• A) the campaign was successful in changing perceptions regarding its service
• B) the campaign was not successful since it should have nearly 90 percent of riders agreeing that it offers convenient bus routes and excellent on-time service
• C) its advertising is working
• D) without benchmark measures, it will never know if the campaign was a success or a failure