The portfolio test for ads assumes that
A)ads that yield the highest recall are the most effective.
B)reliability and validity are the most important parts of the testing process.
C)a consumer will closely scrutinize all ads that he or she sees.
D)field and laboratory tests produce the same results.
E)there is no contextual difference between an animatic rough and a photomatic rough.

Question

Quizplus · Accepted Answer

The portfolio test assumes that ads that yield the highest recall are the most effective, as it is based on the assumption that the more an ad is remembered, the more likely it is to have an impact on the consumer's attitudes and behaviors towards the brand.

The Portfolio Test for Ads Assumes That