Campbell-Ewald Pumps Awareness into The American Heart Association
1. After watching the ads downloaded from the text website, take the Learn and Live quiz. Take a position on the tracking of individuals taking the quiz as a measure of direct response of the ads’ effectiveness; defend your position.
2. What are the advantages and disadvantages of using secondary data in this particular case.
3. Discuss the role of Diagnostic Research in American Heart Association’s selection of the personal stories creative approach.
4. Explain why both qualitative and quantitative research techniques were used to develop the personal stories campaign?