Using electronic devices for questionnaires during or after consumers view a TV advertisement provides immediate data on viewer response or feelings. It also eliminates recall bias that may occur with other methods.

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Theatre Tests

Question 127

Multiple Choice

Theatre tests:

A) present a panel of consumers with an ad and ask for their reactions concerning the ad's effectiveness, appeal, etc.
B) present a panel of consumers with an ad for a limited period of time.The ad is then removed, and the respondents are asked to recall as much pertinent information as possible.
C) present consumers with a sample of a product and several different advertisements for the product.They are asked to select the one they think is most effective and explain why.
D) use electronic devices for questionnaires during or after consumers view a TV advertisement to measure viewer response or feelings.

Correct Answer: