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:

Fair Bet

A wager in which the expected value to both parties involved is equal; no side has an advantage.

Standard 52-card Deck

A common set of playing cards used for a variety of games, consisting of four suits with thirteen ranks each.

Decreasing Slope

A downward trend on a graph indicating that one variable decreases as another variable increases.

Risk-loving

A preference for options with uncertain outcomes, even when the expected return is the same as safer alternatives.