Multiple Choice
In the chapter opening vignette,what technology for measuring advertising effectiveness allows researchers to determine not only what customers see but what they are specifically looking at?
A) Commercial testing
B) Eye tracking
C) Focus group pre-tests
D) Observational lab testing
Correct Answer:
Verified
Correct Answer:
Verified
Q27: _ is the laboratory method of pretesting
Q28: Many approaches toward effectiveness tend to measure
Q29: Which one of the following statements about
Q30: _ studies are used to measure the
Q31: Sometimes,participants rate an ad as good on
Q33: One method of testing how consumers relate
Q34: _ measures electrical frequencies in the brain
Q35: The day-after recall test would be the
Q36: Pretesting of finished ads can consist of
Q37: Which testing method should Starbucks employ to