Pretests refer to tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement. These tests are conducted to identify any weaknesses in the ad before it is launched, to improve the effectiveness of the ad and save the company money in the long term by avoiding costly mistakes.

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Pretests Refer to

Question 245

Multiple Choice

Pretests refer to

A) tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market.
B) tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives.
C) tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy.
D) tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement.
E) sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account.

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