Good Tests of Advertising Effectiveness Must Address the Nine Principles

Multiple Choice

Good tests of advertising effectiveness must address the nine principles established by PACT.One of the easiest ways to do this is to follow a decision sequence model.Which of the following is NOT one of the steps in this sequence?

A) Establish communication objectives
B) Use a consumer response model
C) Decide whether to use pretests or posttests
D) Use multiple measures