In a field test,the firm:
A)makes a final assessment of an ad before committing any money to media.
B)sacrifices control in order to assess the ad's real world impact.
C)evaluates the ability of the ad to communicate key issues correctly.
D)obtains quick and inexpensive feedback about the ad's impact.
E)sacrifices realism in order to gain more control.

Question

Quizplus · Accepted Answer

In a field test, the firm sacrifices control in order to assess the ad's real-world impact. Field tests are usually conducted outside of a controlled environment like a lab or focus group to evaluate the impact of an ad in real-world situations where the ad's audience is likely to see it. Therefore, the firm gives up control to understand how well the ad works in the real world.

In a Field Test,the Firm