Discuss the Process of Pretesting and Posttesting Advertising Copy

question 170

Essay

Discuss the process of pretesting and posttesting advertising copy. Include a list of methods used for pretesting and posttesting in your answer. Be sure to explain why marketers should pretest and posttest ad copy.

---

Definitions:

Short-run Phillips Curve

An economic model depicting an inverse relationship between the rate of unemployment and the rate of inflation in the short-term.

Potential Output

The optimum level of real gross domestic product achievable over a prolonged period without triggering higher inflation.

Expected Inflation Rate

The rate at which the general level of prices for goods and services is rising, and, subsequently, purchasing power is falling, as anticipated by consumers and businesses.

Short-run Phillips Curve

A curve illustrating the short-term trade-off between inflation and unemployment, suggesting that lower unemployment in an economy can lead to higher inflation rates.