With regard to copytesting, the current thought by a number of marketing professionals is that the test:
A)favors affective approaches over rational approaches.
B)inspires creativity.
C)is necessary primarily because of the issue of accountability.
D)is not really useful, but necessary because of demands of creatives.

Question

Quizplus · Accepted Answer

The question suggests that copytesting is necessary primarily because of the issue of accountability, meaning that companies want to ensure that their advertising is effective and worth the money they're spending on it. This implies that copytesting is seen as a valuable tool for measuring advertising effectiveness and justifying marketing budgets. While copytesting may also inspire creativity and prefer affective approaches over rational approaches, these aren't the primary reasons why marketing professionals see it as necessary. The idea that copytesting isn't useful may be true for some creatives, but it's not a widely held belief among marketing professionals.

With Regard to Copytesting, the Current Thought by a Number