1. Explain the key distinction between pretesting and pilot testing. What makes
ID: 366407 • Letter: 1
Question
1. Explain the key distinction between pretesting and pilot testing. What makes direct-mail/email promotion so amenable to pilot testing? Does the ease of pilot testing with direct mail make mass-media advertising less valuable by comparison? Why or why not?
2. How would you explain the finding that ads that achieve high recall scores don’t always turn out to do a good job in generating sales? Might some features of ads make them memorable but also turn off consumers and dissuade them from buying the brand? Give an example from your experience.
3. Discuss the methods that have been proposed for measuring the overall effectiveness of an integrated marketing communication (IMC) program. Do you think these approaches are effective and/or accurate? Why or why not?
Explanation / Answer
1. Piloting is the entire research process course that is usually undertaken when dealing with large and complex surveys. This is a prior research study that is carried out before embarking on actual collection of data.
Pretesting is a part of the entire survey that aims pretest surveys with at least 5 people. Once all the testers have completed the survey, the researcher has to review his or her notes from each session. While pre-test is carried out for identifying problems in the language, tone, structure and design of a questionnaire that is used for a pilot study later.
Direct and mail promotion is amenable to pilot study due to the advantages that the process poses on the company and the consumers. Among them is that the direct mails are mailed to the company’s target market. In addition, the results produced are delivered from the company’s designed and well-written marketing message right to prospect consumers’ mailboxes.
Pilot study and direct mail makes media advertising more valuable. Both the company and the customers at times prefer making direct sales from the organizations, the option is cheaper and quicker to the organizations.
2.The contemporary consumer is informed, time-compressed, and difficult to impress, and they are only influenced by ads that are relevant and provide information. They do not want to have products pushed at them for instance through celebrities advertisements. As much as celebrities tend t attract the attention of consumers, they tend to lack relevance and information, which are the attributes that today’s consumers are drawn by.
3. Making the message clear to make it have call of action. Secondly, creative advertising that will be effective in promoting the sale of the products due to its message and relevance to the consumers. Establishing good public reaction is essential through platform such as media. Sales and promotion should be embraced effectively to reach both the local and international consumers as well keeping marketing strategies simple and creative in order to maintain a good relationship. The campaign consistency also determines the effectives of the IMC.
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