With Regard to Copytesting, Each of the Following Criticisms Has

question 96

Multiple Choice

With regard to copytesting, each of the following criticisms has recently been voiced except:

• A)copytests stifle creativity that is needed to produce ads that stand out.
• B)copytests favor emotional approaches in advertising.
• C)copytests tend to lead to ads about product benefits that are believable and understandable to a focus group.
• D)members of focus groups know little about creativity and are not legitimate judges of creative advertising.

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Definitions:

Aging Method

An accounting technique used to estimate the amount of bad debts (uncollectible accounts) by categorizing accounts receivable according to their age (how long they have been outstanding).

Allowance Account

A contra asset account associated with accounts receivable that estimates the amount of receivables that may not be collected.

Doubtful Accounts

An estimate of the debts owed to a company that may not be collected, often listed as a contra account to accounts receivable.

Accounts Receivable

Funds that are yet to be paid by customers for the products or services they have received from a business.