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?