On-air tests of commercials:
A)offer the advantages of laboratory testing.
B)are neither valid nor reliable.
C)use day-after recall as the primary measure.
D)is used primarily with concept testing.
E)is used for posttesting of commercials.

Question

Quizplus · Accepted Answer

On-air tests of commercials primarily use day-after recall as a measure to evaluate the effectiveness of the advertisement in terms of audience memory and retention.

On-Air Tests of Commercials