On-air tests of commercials:
A)offer the advantages of laboratory testing
B)are neither valid nor reliable
C)use day-after recall as the primary measure
D)is used primarily with concept testing
E)are described by all of the above

Question

Quizplus · Accepted Answer

On-air tests of commercials primarily use day-after recall as the primary measure to determine how well the commercial was remembered and comprehended by viewers. While they may offer some advantages of laboratory testing, they are not as rigorous or controlled. They may also be considered somewhat reliable but not entirely valid since they are conducted in a more naturalistic setting. On-air tests are not primarily utilized for concept testing.

On-Air Tests of Commercials