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

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