Which of the Following Statements Is FALSE Regarding Advertising Research

Multiple Choice

Which of the following statements is FALSE regarding advertising research? 

A)  Measures of advertising effectiveness are standardized across the industry. 
B)  Message research is also called copy research or copytesting. 
C)  Ad message research can be conducted at various stages from message development to after an ad appears in the media. 
D)  Advertising research is done under natural advertising conditions or laboratory situations. 
E)  Advertising research involves both pretesting and posttesting of messages.