Geena Is Testing an Ad Using the Nine Principles Established

question 59

Multiple Choice

Geena is testing an ad using the nine principles established by Positioning Advertising Copy Testing (PACT) .When she isolates mall intercept participants and does not disclose what the interviews are about, she is trying to adhere to the seventh principle, which is to

• A)provide controls to avoid the biasing effects of the exposure context.
• B)create a model that uses multiple measures.
• C)establish communication objectives.
• D)decide whether to use pretests or posttests.
• E)develop a consumer response model.

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Definitions:

Lens

A transparent structure in the eye that focuses light rays onto the retina, allowing us to see clearly.

Keratometry

The measurement of the curvature and shape of the cornea, particularly used in eye examinations.

Gonioscopy

A diagnostic procedure to examine the angle in the eye where the iris meets the cornea, primarily to assess for glaucoma.

Exophthalmometry

A measurement technique used to assess the degree of forward displacement of the eyeball, often related to conditions like Graves' disease.