Refer to the Passage Below to Answer the Questions That

question 106

Multiple Choice

Refer to the passage below to answer the questions that follow.
You are having dinner with your former college roommate, who is a neurosurgeon. You are an account planner at an advertising agency, and you do a lot of ad testing. You're trying to get him to help you with some neurological tests to determine the effectiveness of some of your clients' ads, especially those that attempt to evoke strong emotional responses. He asks you, "If advertising is done to sell a product, why don't you just measure sales to determine the effectiveness of an ad?" You try to explain to him that it is not that simple, and you tell him about all the types of research you conduct at various stages of a campaign.
-You tell your friend about the research you do before an ad even appears in any medium. This research assists in the go/no-go decision about finished or nearly finished ads. This type of testing that assesses the strengths of the finished message and predicts how well it will perform is known as ________.

• A)message strategy testing
• B)concept testing
• C)tracking studies
• D)pretesting
• E)test marketing

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Definitions:

Heuristics

Mental shortcuts or rules of thumb that simplify decision making, often useful but sometimes leading to inaccuracies or biases.

Availability Heuristic

A cognitive heuristic that depends on readily accessible examples in an individual’s mind when assessing a particular topic, idea, strategy, or choice.

Improbable Dangers

Perceived threats or risks that have a very low likelihood of occurring.

Vivid Memories

Exceptionally clear, detailed, and lifelike memories, often of significant or emotional events.