The portfolio test for ads assumes that:
A) 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
Correct Answer:
Verified
Q17: Testing whether the impact and use of
Q18: One disadvantage of _ is that mock-ups,storyboards,or
Q19: Which of the following is a pretest
Q20: Commercials and print ads are posttested to:
A)
Q21: _ is the laboratory method of pretesting
Q23: When two or more ads are used
Q24: In order to assess consumers' emotional attachment
Q25: Some firms conducting theatre testing also insert
Q26: Which of the following statements DOES NOT
Q27: A _ is conducted very early in
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