Theatre test
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Theatre test is a method used to test finished broadcast advertisements. Consumers visit a theatre (laboratory or hall) to preview television programmes, into which are submitted test and control ads. A before and after preference measure is taken to judge the influence of the ads.
Definitions
According to the Marketing Communications by Fill (5th edition),
- Theatre test. A method used to test finished broadcast advertisements. Consumers visit a theatre (laboratory or hall) to preview television programmes, into which are submitted test and control ads. A before and after preference measure is taken to judge the influence of the ads.
