Before Committing to the Expense of a Major Campaign, Advertisers

question 37

Multiple Choice

Before committing to the expense of a major campaign, advertisers may take their message-testing programs into the field. This type of message evaluation is commonly known as ________ testing.

• A) theater
• B) concept
• C) pilot
• D) split-run

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Definitions:

Optical Tomography

A medical imaging technique that uses light to capture multidimensional images of a structure, especially useful in visualizing soft tissues.

Microdialysis

A technique used in research to sample the chemical composition of extracellular fluid in living tissues, allowing for the measurement of neurotransmitters, hormones, and drugs.

Animal Model

Non-human animal species used in research to study biological processes, diseases, or potential treatments that might be relevant to humans.

Neurological Diseases

Disorders that affect the central and peripheral nervous systems, including the brain, spinal cord, and nerves, leading to various symptoms and functional impairments.