With Regard to Copytesting, the Current Thought by a Number

question 35

Multiple Choice

With regard to copytesting, the current thought by a number of marketing professionals is that the test:

• A)favors affective approaches over rational approaches.
• B)inspires creativity.
• C)is necessary primarily because of the issue of accountability.
• D)is not really useful, but necessary because of demands of creatives.

---

Definitions:

Information Overload

The state of having too much information to process, making decision-making and understanding difficult.

Message Congruency

The degree to which a message is consistent with existing attitudes, behaviors, or beliefs of an audience.

Tangible Effect

A clear and definite impact or result that can be perceived by touch or visibly observed.

Specific Behavior

A particular or distinct action or mannerism displayed by an individual.