Theatre Tests

Multiple Choice

Theatre tests:

A) use electronic devices for questionnaires during or after consumers view a TV advertisement to measure viewer response or feelings.
B) 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.
C) present a panel of consumers with an ad and ask for their reactions concerning the ad's effectiveness, appeal, etc.
D) 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.