Evaluation of potential alternative strategies results from it. There is no more need for testing once an advertising strategy has been put into place.
inquiry test; it is a field-based, carefully monitored experiment. In an inquiry test, the quantity of consumer questions generated by a piece of advertising material or a particular media is taken into account as a gauge of how well it communicates.
It gauges how well an advertisement is remembered. The target audience is asked to listen to or watch the specific commercial. Then, they are prompted to recall the same. Advertising effectiveness is determined by how much of the message and substance they can recall.
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