Geena is testing an ad using the nine principles established by Positioning Advertising Copy Testing (PACT).When she isolates mall intercept participants and does not disclose what the interviews are about, she is trying to adhere to the seventh principle, which is to
A)provide controls to avoid the biasing effects of the exposure context.
B)create a model that uses multiple measures.
C)establish communication objectives.
D)decide whether to use pretests or posttests.
E)develop a consumer response model.

Question

Quizplus · Accepted Answer

The seventh principle of PACT is to provide controls to avoid the biasing effects of the exposure context. Geena is adhering to this principle by isolating mall intercept participants without disclosing the purpose of the interviews, which helps to minimize any potentially biasing factors in the context of the interviews.

Geena Is Testing an Ad Using the Nine Principles Established