Which PACT principle of copy testing suggests that copy testing procedures should attempt to duplicate the eventual setting of an advertisement?
A) A good copy testing system is based on a model of human response to communications.
B) A good copy system provides controls to avoid the bias normally found in the exposure context.
C) A good copy testing system takes into account basic considerations of sample definition.
D) A good copy testing system can demonstrate reliability and validity.
E) A good copy testing system provides multiple measurements.

Question

Which PACT principle of copy testing suggests that copy testing procedures should attempt to duplicate the eventual setting of an advertisement? 
A) A good copy testing system is based on a model of human response to communications. 
B) A good copy system provides controls to avoid the bias normally found in the exposure context. 
C) A good copy testing system takes into account basic considerations of sample definition. 
D) A good copy testing system can demonstrate reliability and validity. 
E) A good copy testing system provides multiple measurements.

Quizplus · Accepted Answer

The principle that suggests that copy testing procedures should attempt to duplicate the eventual setting of an advertisement is called "context realism." This principle is directly related to Choice B, which states that a good copy system should provide controls to avoid bias in the exposure context. By testing the copy in a realistic setting, the results are more likely to accurately predict how the advertisement will perform in the real world.

Which PACT Principle of Copy Testing Suggests That Copy Testing