According to Positioning Advertising Copy Testing (PACT), the purpose of copy testing is to
A)use a single measurement to adequately assess ad performance.
B)aid in the judgment of specific advertising executions.
C)isolate causes of viewers' evaluations of ads.
D)eliminate the use of controls to avoid the biasing effects of an exposure context.
E)isolate each contributing factor of an ad performance.

Question

Quizplus · Accepted Answer

The purpose of copy testing, according to PACT, is to aid in the judgment of specific advertising executions. It is meant to evaluate the effectiveness of an advertising message and how well it resonates with the target audience. Copy testing helps identify strengths and weaknesses in the advertising copy in order to make improvements and adjustments. It does not aim to use a single measurement to assess ad performance or isolate each contributing factor. It also does not eliminate the use of controls, as controls are necessary to get an accurate assessment of ad performance.

According to Positioning Advertising Copy Testing (PACT), the Purpose of Copy