Theatre Tests

question 179

Multiple Choice

Theatre 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)use electronic devices for questionnaires during or after consumers view a TV advertisement to measure viewer response or feelings.

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Definitions:

Creative Destruction

The process by which new innovations cause the demise of existing technologies, firms, or products, considered essential for progress in a capitalist economy.

Music Listening Industry

The sector of the economy associated with the production, distribution, and consumption of music by audiences.

Invisible Hand

A concept introduced by Adam Smith to describe the unintended social benefits resulting from individual actions when individuals pursue their own interests.

Competitive Market System

A market structure characterized by many buyers and sellers, free entry and exit from the market, and products that are similar.