Which type of test transmits an identical commercial to two groups of households but varies the number of gross rating points (GRPs)between the groups during the course of the test period?
A) pretests
B) posttests
C) message tests
D) copy tests
E) weight tests

Question

Quizplus · Accepted Answer

This type of test is called a weight test, which aims to measure the effects of different levels of advertising weight (GRPs) on sales. By transmitting identical commercials to two groups with varying GRPs, advertisers can identify the optimal level of advertising weight that generates the highest return on investment. Pretests and message tests focus on the development and evaluation of ad content, whereas copy tests measure the effectiveness of different ad executions. Posttests measure the actual impact of advertising on consumer behavior after it runs in the marketplace.

Which Type of Test Transmits an Identical Commercial to Two