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    Advertising Research Theory and Practice
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    Exam 19: Advertising Testing: Concept and Communications Tests
  5. Question
    A Concept Test ________ Succinctly Summarizes the Main Communication Idea
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A Concept Test ________ Succinctly Summarizes the Main Communication Idea

Question 23

Question 23

Multiple Choice

A concept test ________ succinctly summarizes the main communication idea and provides an explicit lead-in to the body copy.


A) visual
B) tag line
C) lead paragraph
D) headline

Correct Answer:

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