The Principles of Positioning Advertising Copy Testing (PACT)state That a Good

question 92

Multiple Choice

The principles of Positioning Advertising Copy Testing (PACT) state that a good copy testing system will:

• A)use a single measure of a single dependent variable to ensure clarity of interpretation.
• B)provide measurements that are relevant to the objectives of the advertising.
• C)evaluate responses at a single level of the hierarchy of effects.
• D)test alternative executions at various stages of completion.
• E)measure needs satisfaction levels proposed by each ad under consideration.

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Definitions:

Specialty Product

A product that is characterized by a unique quality, brand, or characteristic that consumers are willing to make a special purchase effort to obtain.

Shopping Product

A type of product that consumers purchase after comparing quality, price, and style from various sellers, requiring more thought and effort than routine purchases.

Discretionary Product

Products or services that are non-essential and purchased with disposable income, the demand for which tends to be more elastic and influenced by consumers' economic status.

Unsought Product

Goods or services that consumers typically do not think about buying or do not know exist until they encounter them, usually requiring aggressive sales strategies.