Which of the following is true of theater testing?
A)Theater testing is a popular field method of pretesting finished commercials.
B)Theater testing is used to test animatic and photomatic roughs.
C)The methods of theater testing operations vary, though all measure brand preference changes.
D)One of the disadvantages of theater testing is that it fails to identify strong or weak commercials.
E)Theater testing is typically considered to be "self-indulgent" by most critics.

Question

Quizplus · Accepted Answer

Theater testing is used to measure brand preference changes among a sample audience. The methods of theater testing can vary, but the goal is always to gather data on how the audience responds to the commercial. Option A and B are incorrect as theater testing is used to test finished commercials, not animatics or photomatic roughs. Option D is incorrect as theater testing can identify strong or weak commercials based on audience response. Option E is incorrect as theater testing is an established and widely used method in the advertising industry.

Which of the Following Is True of Theater Testing