Good tests of advertising effectiveness must address the nine principles established by Positioning Advertising Copy Testing (PACT). One of the easiest ways to accomplish this is by following a decision sequence model. The first step in the model is to:
A)understand the appropriate research.
B)create a model that uses multiple measures.
C)establish communication objectives.
D)decide whether to use pretests or posttests.
E)develop a consumer response model.

Question

Quizplus · Accepted Answer

The first step in the decision sequence model is to establish communication objectives, which are based on the communication goals of the advertising campaign. Understanding appropriate research, creating a model with multiple measures, deciding on pretests or posttests, and developing a consumer response model are all important steps, but they come after setting communication objectives. Therefore, choice C is the best answer.

Good Tests of Advertising Effectiveness Must Address the Nine Principles