In Terms of Copytesting, All of the Following Criticisms Have

question 136

Multiple Choice

In terms of copytesting, all of the following criticisms have 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:

Stanley Schachter

A psychologist known for his work on social and emotion theories, particularly the two-factor theory of emotion.

Jerome Singer

An American psychologist known for his research on daydreaming, imagination, and the psychology of the arts.

Epinephrine

A hormone and neurotransmitter, also known as adrenaline, that plays a key role in the body's fight-or-flight response by increasing heart rate, blood flow, and energy release.

Cognitive Appraisal

Cognitive appraisal is the process by which an individual evaluates and interprets a situation or event in terms of its personal significance.