A company evaluates whether a proposed advertising campaign reached its intended audience and produced the planned response. This activity is called:
Correct answer: B. Promotion evaluation
- A. Market segmentation
- B. Promotion evaluation
- C. Product testing
- D. Channel selection
Explanation
Promotion evaluation measures the reach, communication effects or sales response of promotional activity. Product testing examines the product itself, while channel selection concerns how the product reaches buyers.
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Marketing covers how organisations identify customer needs, create value and exchange products or services through suitable markets. Key concepts include market segmentation, targeting, positioning, consumer behaviour, the marketing mix of product, price, place and promotion, branding, product life cycle and differences between marketing and selling.
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