什么是品牌提升测试？

A brand lift study is a survey-based research method designed to measure the impact of advertising on consumer attitudes and perceptions towards a brand. It directly assesses how an ad campaign influences metrics like brand awareness, ad recall, message association, and purchase intent. This is why the correct answer, "A questionnaire-based survey designed to measure the impact of advertising on consumer attitudes and perceptions of the brand," is accurate. The other options are incorrect because: Measuring incremental conversions at the member level relates more to direct response or performance marketing attribution, not brand lift. Measuring how often consumers hear about a brand across all media forms describes share of voice or media monitoring, not a brand lift study. Comparing two campaigns with one variable difference describes A/B testing or split testing, which focuses on campaign optimization rather than brand perception shifts.