BMW has developed two new print ads designed to appeal to women. One ad uses local scenes from around its South Carolina plant and emphasizes the "made in America" aspect. The other ad uses a spokesperson and emphasizes the safety of the car. Which type of ad effectiveness measure should BMW use to test which ad is most effective?

A) split-run testing

B) day-after recall

C) consumer juries

D) physiological measures

E) portfolio tests

Question

Business

Elaine Heath

12 September, 11:35

BMW has developed two new print ads designed to appeal to women. One ad uses local scenes from around its South Carolina plant and emphasizes the "made in America" aspect. The other ad uses a spokesperson and emphasizes the safety of the car. Which type of ad effectiveness measure should BMW use to test which ad is most effective?

A) split-run testing

B) day-after recall

C) consumer juries

D) physiological measures

E) portfolio tests

+5

Answers (1)

Know the Answer?

Tobias Herman · Answer 1

The correct answer is letter "A": split-run testing.

Explanation:

A split-run test is useful for companies advertising their products through e-mails or print advertisements. The firm takes a sample of the target population and divides the test into two sections to measure the responsiveness of consumers to one and another promotion. The advertisement that ends up resulting in being more beneficial is sent to all the audience the institution has.