Portfolio tests involve placing a test ad among other ads and content, then asking consumers about their recall and impressions, making option C the correct description.

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Portfolio Tests

Question 104

Multiple Choice

Portfolio 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) place a test ad in the midst of other ads and stories, instruct consumers to look at the ads and stories, and then ask consumers questions about what was seen.
D) 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.

Correct Answer: