Portfolio Tests

question 195

Multiple Choice

Portfolio tests:

• A)present a panel of consumers with an ad and ask for their reactions concerning the ad's effectiveness, appeal, etc.
• B)present a panel of consumers with an ad for a limited period of time.The ad is then removed, and the respondents are asked to recall as much pertinent information as possible.
• C)present consumers with a sample of a product and several different advertisements for the product.They are asked to select the one they think is most effective and explain why.
• D)place a test ad in the midst of other ads and stories, instruct consumers to look at the ads and stories, and then ask consumers questions about what was seen.

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Definitions:

Marketing Activities

The wide range of actions companies undertake to promote and sell their products or services to consumers.

Tactical Marketing Decisions

Short-term actions and strategies designed to achieve immediate marketing goals.

Place/Distribution Strategy

A component of the marketing mix that determines the channels through which a product reaches the end consumer, including decisions about retailers, online presence, and logistics.

Mass Merchandisers

Large retail stores that sell a wide variety of goods at low prices, often in bulk quantities.