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Question
Scenario 7-2You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months. There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded. The Runners' upper management is convinced that past failures were the result of improper marketing of the teams. Therefore, management has committed a substantial amount of money to developing smart, effective advertising. Management has put you in charge of an intensive one-year program to guide and track the advertising.
All the Rhode Island Runners' advertisements feature a phone number to get more information and to order tickets. This allows you to use ____ to assess advertising effectiveness.
a. brand-talk
b. split-cable and split-run testing
c. inquiry/direct response
d. single-source tracking
Answer
This answer is hidden. It contains 1 characters.
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