Before committing to the expense of a major campaign, advertisers may take their message-testing programs into the field. This type of message evaluation is commonly known as ________ testing.

Question

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Pilot testing involves taking a small-scale version of a campaign into the field to evaluate its effectiveness before launching a full-scale campaign. This allows advertisers to gather data and make necessary adjustments to improve the campaign's success.

Before Committing to the Expense of a Major Campaign, Advertisers