On-Air Tests of Commercials

question 30

Multiple Choice

On-air tests of commercials:

• A)offer the advantages of laboratory testing
• B)are neither valid nor reliable
• C)use day-after recall as the primary measure
• D)is used primarily with concept testing
• E)are described by all of the above

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Definitions:

Price

The value that must be exchanged to obtain a good or service.

Quantity

Quantity refers to the amount or number of a material or immaterial good or service.

Marginal Cost

The price of manufacturing one additional product or service unit.

Marginal Revenue

The increase in income from the sale of one extra unit of a good or service.