A Billboard Is Positioned Correctly Beside a Busy Highway

question 63

Multiple Choice

A billboard is positioned correctly beside a busy highway. However, the merchant that has purchased the billboard is complaining that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

• A) the absolute threshold
• B) the intensity threshold
• C) the relative threshold
• D) the exposure threshold
• E) the differential threshold

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Definitions:

Pretests

Preliminary tests or assessments conducted to evaluate the effectiveness or performance of a product, campaign, or theory before its full-scale implementation.

Target Audience

A specific group of consumers identified as the intended recipient of a product or marketing message.

Limited-Service Agencies

Advertising agencies that offer specific services such as creative design or media buying, as opposed to a full range of marketing and advertising services.

Creative Services

A sector within the marketing and advertising industry that focuses on creating and delivering visually engaging and message-driven content, such as graphics, videos, and written content.