1answer.
Ask question
Login Signup
Ask question
All categories
  • English
  • Mathematics
  • Social Studies
  • Business
  • History
  • Health
  • Geography
  • Biology
  • Physics
  • Chemistry
  • Computers and Technology
  • Arts
  • World Languages
  • Spanish
  • French
  • German
  • Advanced Placement (AP)
  • SAT
  • Medicine
  • Law
  • Engineering
ddd [48]
2 years ago
12

What are the three stages at which advertising evaluation occurs, and what do marketers evaluate at each stage? What are the dif

ferent types of testing methods for measuring ad effectiveness? If you were an advertiser, which type of testing method would you use? Explain the reasons for
your choice of method. (PLATO)
Business
1 answer:
krek1111 [17]2 years ago
4 0

Answer:

There are 3 phases of advertising: Awareness (audience building), Consideration (lead generation and obtaining authority), and Conversion (nurture and sales). Advertising has a history going back millennia. In fact, the origins of advertising go back to ancient times or even earlier, right to the stone age. From rock carvings and papyrus to the radio and T.V. and the latest addition of online advertising, the journey of advertising has been a most metamorphic one.

1. Pre-test and Post Test: Pre-test implies testing advertising message before it is sent to specific media.

2. Communication and Sales Effect Test.

3. Laboratory and Field Test.

4. Experimental and Survey Test.

5. Message and Media Effect Test.

Inquiry tests: It is controlled experiment conducted in the field. In inquiry test, the number of consumer inquiries produced by an advertising copy or the medium is considered as to the measure of its communication effectiveness.

Copy testing often evaluates ad based on demographics and certain changes in the ad are made with respect to its demographics. Memory tests (recall/recognition), direct response tests, persuasion tests, continuous measurement tests, psychological response tests are some of the quantitative methods of copy testing.

(My Answer^)

Explanation:

(Plato Example Answer) : Advertising evaluation can occur at three different stages: during ad in preparation, after the ad launches in the market, and while the ad campaign is running in the market.

During the first stage before the ad’s launch, marketers use pre-testing methods to evaluate an ad’s effectiveness. They help a company identify and correct flaws in its ad copy through trials or surveys. Randomly selected consumers view the ad. Based on the data gathered from their responses, the company will make changes in the ad copy or select one ad from among different ad alternatives. Various aspects of an ad copy, such as colors, message, language, design, etc., might change or gain further approval based on the results of these tests. Pre-testing methods include consumer jury methods such as an order of merit test or paired comparison test, advertising concept test, direct mail test, and in-home projection test.

During the post-testing stage after the ad’s market launch, marketers use post-testing methods to measure ad effectiveness. These tests help in gauging the immediate effect that the ad campaign has had on consumers and determine whether the ad has succeeded in achieving its goals. Post-testing methods also make use of randomly selected samples of respondents from the market. The methods include a rating scale test, day-after recall test, portfolio test, and association test.

The ad campaign is continuing its market run. During this stage, marketers use concurrent testing methods to evaluate ad effectiveness. If properly implemented, the tests can help the company to adapt an ad campaign to make it more effective. Concurrent testing methods also help advertisers to decide which expenses to curtail. These methods depend on observing consumers’ reactions to the ad and thus determining how consumers perceive the ad. Concurrent testing methods include telephone surveys, interview tests, and passers-by count tests.

If I were an advertiser, I would spend money on pre-testing methods because they would help me to make critical changes in an ad’s content before it goes out in the market. These methods of measuring ad effectiveness are more proactive. For instance, an advertising concept test can help in gathering consumer responses regarding various aspects of an advertisement. I would make sure that the sample selected for these tests is large enough so that it would leave little room for uncertainty regarding the ad’s effectiveness. In addition, I would use more than one method to measure the effectiveness of my ad campaign.

You might be interested in
​Laurel, Inc., has debt outstanding with a coupon rate of 5.9 % and a yield to maturity of 7.1 %. Its tax rate is 40 %. What is​
Ipatiy [6.2K]

Answer:

4.26%

Explanation:

The computation of the Laurel's effective​ (after-tax) cost of​ debt is shown below:

= Cost of debt × (1 - tax rate)

= 7.1% × (1 - 0.40)

= 4.26%

The cost of debt is also known as the yield to maturity.

For computing it, we deduct the tax rate from the cost of debt so that the accurate rate can come

All other information which is given is not relevant. Hence, ignored it

6 0
3 years ago
Projects A and B both require an initial investment of $100,000. Project A produces $200,000 in cash flows in the subsequent 5 y
Marysya12 [62]

Answer:

d. The NPV of project A will be more sensitive to changes in the cost of capital compared to the NPV of project B

Explanation:

The net present value is the present value of after tax cash flows from an investment less the amount invested.

The sensitivity to cost of capital can he determined by calculating the npv using different cost of capitals.

Net present value can be calculated using a financial calculator.

For the first project:

Cash flow in year zero = -100,000

Cash flow each year from year one to five = 200,000

Npv when I is 8% = 698,542.01

Npv when I is 10% = 657,157.35

NPV when I is 12% = 620,955.2

For the second project:

Cash flow in year zero = -100,000

Cash flow in year one = 400,000

Cash flow in year two = 300,000

Cash flow in year three = 200,000

Cash flow in year four and five = 50,000

Npv when I is 8% = 757,119.12

Npv when I is 10% = 727,029.95

NPV when I is 12% = 698,804.32

The percentage change in the npvs of project A is greater than the percentage change in npv of project b when different cost of capitals are used. Thus, project A is more sensitive to cost of capital.

To find the NPV using a financial calacutor:

1. Input the cash flow values by pressing the CF button. After inputting the value, press enter and the arrow facing a downward direction.

2. After inputting all the cash flows, press the NPV button, input the value for I, press enter and the arrow facing a downward direction.

3. Press compute

I hope my answer helps you

6 0
3 years ago
Underwater, Inc. had a flood in its plant that destroyed most of its inventory. Its records show that beginning inventory was $2
nata0808 [166]

Answer:

$ 16,875

Explanation:

Beginning Inventory $  20,000  

Purchases                 $ 250,000  

Sales                         $ 300,000  

Gross Profit:                          35%  

 

<u>Inventory before flood determination</u>:

<em />

<em>Cost of Sales ( 100% - 35% ) x Sales  </em>

 

<em> = ( 1 - 0.35 ) x 300.000   --->   Cost of Sales </em>

<em> =  195,000 </em>  

 

Sales         300,000.00         100%

Cost         <u>195,000.00</u>         65%

Gross Profit: 105,000.00         35%

 

Beginning Inventory    $    20,000  

Purchases               $  250,000  

Sales                            -$   195,000  

Inventory before flood:  $  75,000  

 

Inventory before flood:    $     75,000  

Inventory damaged sold: $    -7,500  

Net Loss:                    $    67,500

<u>Insurance Reimbursement</u>: $ 50,625.00 ( 67,500 x 75% )

 

<u>Net Loss from flood</u>: $ 16,875 ( 67,500 - 50,625 )

5 0
3 years ago
Governments, for many​ reasons, often intervene in international​ markets, offsetting some of the efficiencies that may be reali
Soloha48 [4]

Answer:

The correct answer is option b.

Explanation:

A tariff is a tax imposed on the imports of a product. It is used to restricts imports from another country by increasing the price of goods and services. Tariffs are generally of two types:

  • Specific tariff
  • Ad-valorem tariff

A quota is a quantitative restriction on imports of goods and services. An export subsidy is a type of subsidy that is paid to the domestic producers to encourage exports.

Dumping is a situation when a country, a firm or an industry sells a product in a foreign market at a lower price than what it charges in domestic market.

7 0
2 years ago
Loring Company incurred the following costs last year:
seropon [69]

Answer and Explanation:

1. The classification of each cost using the table provided i.e shown in the attachment is presented on the spreadsheet. Kindly find it below

2. Total product cost is

= Direct materials + Direct labor + Manufacturing overhead

= $216,000 + $120,000 + $147,300

= $483,300

The product cost includes direct material, direct labor and manufacturing overhead cost

3. Total period cost is

= Selling expenses + Administrative expenses

= $129,000 + $215,000

= $344,000

The period cost includes all selling and admin expenses

4. The total unit product cost is

= Total product cost ÷ Number of units produced

= $483,300 ÷ 30,000 units

= $16.11 per unit

7 0
3 years ago
Other questions:
  • As the owner of an art gallery with a keen eye for upcoming talent, you find a painting that you feel is sure to net a large pro
    5·1 answer
  • What can other companies that are considering investing in china learn from the experiences of best buy and ebay?
    10·1 answer
  • Which of the following would cause the supply of pesos to decrease, ceteris paribus? Ford opens automobile assembly plant in Mex
    9·1 answer
  • Why are public works projects like the Honolulu Rail project nearly impossible to stop once they have been approved, even if lat
    11·1 answer
  • Wholesale insurance brokers (also called excess and surplus lines brokers) are intermediaries between:
    14·1 answer
  • City Foods, is a firm that is experiencing rapid growth. The firm just paid a dividend of $2.00 yesterday. They expect to see th
    11·1 answer
  • You purchased a roundtrip ticket to a friend's wedding in Cleveland on Saturday for $400, but on Sunday you discover your return
    5·1 answer
  • What is a file manager? Give an example the file manager is a user medium platform interface
    7·1 answer
  • Click this link to view O*NET’s Work Context section for Human Resources Managers. Note that common contexts are listed toward t
    15·2 answers
  • Which of the following best
    13·1 answer
Add answer
Login
Not registered? Fast signup
Signup
Login Signup
Ask question!