According to Positioning Advertising Copy Testing (PACT), the Purpose of Copy

question 19

Multiple Choice

According to Positioning Advertising Copy Testing (PACT) , the purpose of copy testing is to

• A)use a single measurement to adequately assess ad performance.
• B)aid in the judgment of specific advertising executions.
• C)isolate causes of viewers' evaluations of ads.
• D)eliminate the use of controls to avoid the biasing effects of an exposure context.
• E)isolate each contributing factor of an ad performance.

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Definitions:

World-view

Encompasses the fundamental cognitive orientation of an individual or society encompassing the whole of the individual's or society's knowledge and point of view.

Normative Influence

The impact others have on our behavior through norms or behaviors that are deemed acceptable by a group, leading individuals to conform in order to be liked or accepted.

Solomon Asch

A prominent psychologist known for his research on conformity, including his famous experiments demonstrating how people could be influenced to contradict their own accuracy for group consensus.

Halo Effect

The cognitive bias where the perception of one positive trait (such as attractiveness) leads to the unfounded assumption of other positive traits, such as intelligence or morality.