Use the following passage to answer the questions below.
Essentials is a rapidly growing brand of women's make-up, perfumes, and nail care products. The company has established itself as a high-end cosmetic product available at most national drug stores. In the past, almost all of the advertising for Essentials has been in women's fashion magazines.
Essentials is now launching a new line of skin care products, ranging from facial cleansers to body lotion. These products are designed to be marketed to a broader audience, so the marketing team is exploring the effectiveness of different promotional mixes.
Sarah Burnes, the brand manager for Essentials, has decided to implement a marketing accountability process as her team develops and places marketing communications that meet the company's objectives. Sarah is concerned with achieving significant return on marketing investment and using the marketing resources efficiently.
-The Essentials marketing team has approved the development of a television advertising campaign to launch the new product line. The team wants to assess which elements of the advertisements are most effective before the advertisements are aired. The marketing team is most likely to use which of the following?
A) CRM indicators
B) copy testing
C) a purchase funnel
D) a brand tracking model
E) hurdle rating

Question

Quizplus · Accepted Answer

The marketing team wants to assess which elements of the advertisements are most effective before they are aired. This suggests that they need to conduct pre-testing of the advertisement, which typically involves copy testing. CRM indicators relate to customer relationship management, a database of current or potential customers, and are not relevant to pre-testing advertisements. A purchase funnel is a model that describes the stages through which a customer passes before making a purchase, and is not relevant to pre-testing advertisements. A brand tracking model is used to measure brand awareness and perception. Hurdle rating is used to assess the potential success of a new product idea before it is developed, so it is also not relevant to pre-testing advertisements.

Use the Following Passage to Answer the Questions Below