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:

Photoreceptors

Cells in the retina that respond to light, enabling vision by converting light into signals that can be processed by the brain.

Cerebellum

A region of the brain that plays a significant role in motor control, balance, coordination, and speech.

Anterior Chambers

The anterior chamber is the fluid-filled space inside the eye between the cornea and the iris.

Iris

The colored part of the eye responsible for controlling the diameter and size of the pupil.