Good tests of advertising effectiveness must address the nine principles established by PACT.One of the easiest ways to do this is to follow 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)the decision whether to use posttests or pretests.
E)develop a consumer response model.

Question

Quizplus · Accepted Answer

The first step in the decision sequence model is to establish communication objectives, as this will guide the development of the research design and help ensure that the test focuses on the most relevant aspects of advertising effectiveness. The other options are important steps in the model, but come after establishing communication objectives.

Good Tests of Advertising Effectiveness Must Address the Nine Principles