Good Tests of Advertising Effectiveness Must Address the Nine Principles

question 14

Multiple Choice

Good tests of advertising effectiveness must address the nine principles established by Positioning Advertising Copy Testing (PACT) . One of the easiest ways to accomplish this is by following a decision sequence model. The first step in the model is to:

• A)understand the appropriate research.
• 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:

Luck

The experience of notably positive, negative, or improbable events that are not attributable to one's own actions and are considered to be influenced by chance.

Fate

The development of events beyond a person's control, regarded as predetermined by a supernatural power.

Smiles

Facial expressions formed primarily by flexing the muscles at the sides of the mouth, often expressing happiness or pleasure.

Underlying Emotion

The fundamental feeling or affect that lies beneath an individual's immediate emotional response or expression.