An examination of a creative message and the physical design of an advertisement or other marketing communication pieces is called:
A) respondent behavior evaluation
B) pretesting
C) message evaluation
D) message synthesis

Question

Quizplus · Accepted Answer

The examination of a creative message and physical design of an advertisement or other marketing communication pieces is called message evaluation. This involves assessing the effectiveness of the message in achieving its intended communication objectives. Pretesting may be a part of message evaluation, but it specifically refers to testing a message's effectiveness before it is released to the public. Respondent behavior evaluation and message synthesis are not directly related to evaluating the effectiveness of a message's creative and physical design.

An Examination of a Creative Message and the Physical Design