The proposed content of an ad that has not yet been produced and the impact the ad may have on potential customers is measured using:
A) behavioral response models
B) multiattribute analysis
C) concept testing
D) emotional testing

Question

Quizplus · Accepted Answer

Concept testing is the process of testing new product or campaign ideas with a sample of target consumers before launching it in the market. This is done to measure the extent of appeal, understanding, and relevance of the proposed concept, idea or ad to the target audience. It helps in identifying potential issues or weaknesses in the concept and provides insights on how to improve it before launch. Hence, concept testing is the best method to measure the impact of a proposed ad on potential customers.

The Proposed Content of an Ad That Has Not Yet