"Without application, the benefits of knowledge cannot be fully achieved." - Roger J. Best
10.1 Marketing Communications and Customer Response (Figure 10-15)
Using the data provided, how do the results of this marketing communication change when advertising exposure is only 50 percent?
Using the results provided, evaluate the impact of improving ad awareness from 69 to 75 percent.
For future advertisements, would it be more effective to work on increasing comprehension by 10 points (from 43% to 53% ) or to work on improving intentions to purchase by 10 points (from 33% to 43% )?