When copytesting television ads,researchers often use:
A) a portfolio test
B) a theater test
C) a reaction test
D) the mall intercept technique

Question

Quizplus · Accepted Answer

A theater test involves showing the ad to a group of consumers in a movie theater-like setting while measuring their reactions and feedback. This allows for a more realistic viewing experience and can provide valuable insights into the ad's effectiveness. The other options listed (a portfolio test, a reaction test, and the mall intercept technique) may be useful in certain contexts but are not typically used specifically for copytesting television ads.

When Copytesting Television Ads,researchers Often Use