Most television commercials are designed so that they could be readily understood by viewers with a 12^th grade education.Which of the following measures should be used to test an ad to see if it met this criterion? A)Recognition tests B)Day-after recall C)Comprehension and reaction D)Tracking studies E)Physiological measures

Question

Quizplus · Accepted Answer

Comprehension and reaction tests would be the best choice for testing if an ad can be readily understood by viewers with a 12th grade education. These tests would measure if viewers were able to comprehend the message of the ad and if they had a positive reaction to it. Recognition tests and day-after recall would measure if viewers remembered the ad, but not necessarily if they understood it. Tracking studies and physiological measures would be more useful for measuring long-term effects of an ad on brand awareness or emotional response, but not for testing if an ad can be understood by viewers with a specific education level.

Most Television Commercials Are Designed So That They Could Be