The portfolio test for ads assume 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 for ads assumes that ads that yield the highest recall are the most effective. This means that the primary focus is on the recall of the ad message by the consumer rather than any other factor such as reliability or validity. Field and lab tests may not always produce the same results as contextual differences matter, but the assumption is not related to the differences between an animatic rough and a photomatic rough.

The Portfolio Test for Ads Assume That