Theater testing:
A)is a popular field method of pretesting finished commercials.
B)is used to test animatic and photomatic roughs.
C)allows the researcher a high level of control over the environment.
D)is primarily used in business-to-business marketing.
E)is a popular field method of post testing finished commercials.

Question

Quizplus · Accepted Answer

Theater testing allows the researcher to have a high level of control over the environment, as they can control factors such as the size and type of audience, the timing and placement of the commercial, and the overall viewing experience. This makes it an effective method for pretesting finished commercials. It is not typically used for testing animatic or photomatic roughs, nor is it primarily used in business-to-business marketing. Post-testing finished commercials can also be done using theater testing, but it is not the most popular field method for this purpose.

Theater Testing