The portfolio test for ads assumes:
A)that the ad that yields the highest recall is the most effective.
B)reliability and validity are the most important part of the testing process.
C)the 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 different between an animatic rough and a photomatic rough.

Question

Quizplus · Accepted Answer

The portfolio test for ads assumes that the ad that yields the highest recall is the most effective. Recall is a measure of how well the ad is remembered by the target audience, and it is often used as an indicator of ad effectiveness. Therefore, option A is the correct choice. The other options are either incorrect or incomplete.

The Portfolio Test for Ads Assumes