_____ is conducted very early in a campaign development process in order to explore the targeted consumer's response to a potential ad or campaign or have a consumer evaluate advertising alternatives.
A)Posttesting
B)Concept testing
C)Recognition testing
D)Copy testing
E)Recall testing

Question

Quizplus · Accepted Answer

Concept testing is performed early on in the campaign development process to assess how a targeted consumer might respond to a potential ad or campaign. This is achieved by testing an ad alternative or using consumers to evaluate advertising alternatives. It allows marketers to determine if campaign concepts resonate with their core demographic and to make any necessary changes before launching the campaign.

_____ Is Conducted Very Early in a Campaign Development Process