When participants are asked the meaning of a marketing communication piece during a concept test,the researcher is using a(n):
A) portfolio test
B) theater test
C) comprehension test
D) warmth test

Question

Quizplus · Accepted Answer

When participants are asked about the meaning of a marketing communication piece, it can be seen as a test of their comprehension of the message. Therefore, the researcher is using a comprehension test. Option A, a portfolio test, involves showing multiple advertising materials for a brand or product and asking participants to rate each one. Option B, a theater test, involves presenting a new product or advertisement in a simulated theater environment where participants react to the product or concept being shown. Option D, a warmth test, measures the overall appeal or likability of an advertisement or product.

When Participants Are Asked the Meaning of a Marketing Communication