The portfolio test for ads assumes:
A)the ad that yields the highest recall is the most effective
B)reliability and validity are the most important part of the testing process
C)the consumer will closely scrutinize all ads that he or she sees
D)field and laboratory tests produce the same results
E)there is no contextual different between an animatic rough and a photomatic rough

Question

Quizplus · Accepted Answer

The portfolio test assumes that the ad with the highest recall is the most effective, which is the main purpose of the test. Therefore, option A is the correct choice. Option B is incorrect as it does not reflect the main assumption of the portfolio test. Option C is incorrect, because the assumption is that the consumer will be exposed to the ads in a natural setting without any additional scrutiny. Option D is incorrect because field and laboratory tests may produce different results. Lastly, option E is incorrect, as there can be contextual differences between the two types of ad roughs.

The Portfolio Test for Ads Assumes