The Main Purpose of Pretesting an Advertisement Is to

question 44

Multiple Choice

The main purpose of pretesting an advertisement is to

• A) establish a baseline by which to measure the effects of the advertisement over time.
• B) make sure that recall and attitude change created by the advertisement will translate into consumer action.
• C) determine the most effective match between target audience and product benefit.
• D) assess consumer reactions to an advertisement before time and money is spent on a full-blown media run.

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Definitions:

Attitudes Toward Conflict

Individuals' or groups' predispositions on how to perceive and approach conflicts, ranging from avoidance to confrontation.

Orientation

An introduction or adjustment to a new environment, situation, or concept.

Nature

The inherent qualities or characteristics of a person or thing; also refers to the physical world and its biological processes.

Interests

The stakes or investments that individuals or groups have in a particular issue, outcome, or situation.