A set of captive audience is sent a questionnaire. Later they are sent free ads to view the test ads in a theatre and then again are administered a questionnaire. It assesses product, brand and the ad theme. The greatest advantage of theater tests is the control over the context in which the ad appears.
Because of this, it is possible to attribute the recall to the test ad rather than uncontrolled variation that plague the traditional tests. The downside with theater tests is that it is a forced exposure method, which tends to make the processing of the ad more artificial.
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