With Regard to Copytesting, All of the Following Criticisms Have

question 101

Multiple Choice

With regard to 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:

Savings Function

A mathematical expression that depicts how savings vary with changes in income, usually stating that savings are a function of disposable income.

Induced Consumption

The portion of consumer spending that varies with changes in disposable income, suggesting that as people earn more, they spend more.

Autonomous Consumption

The level of consumption that occurs when income is zero, reflecting the basic level of consumption that does not vary with disposable income.

Disposable Income

Monetary provision for households to engage in saving and spending after the imposition of income taxes.