Assertion (A): Copy testing is a message building methodology that is used when an advertisement is conceived or it is in its initial stages of development prior to ad. making. Reason (R): The tests are designed to solicit responses to the main message of ad. as well as the format in which that message is being presented. (A) Both (A) and (R) are true (B) Both (A) and (R) are true, but (R) is not the correct explanation (C) (A) is true, but (R) is false (D) (A) is false, but (R) is true Correct Ans: (A) Explanation: Assertion (A): Copy testing is a message-building methodology used when advertisers conceive an advertisement. It is used in the early stages of ad development, before the ad is finalized. Copy testing helps advertisers refine their advertisements in the initial stages. It provides valuable insights before the ad is completed or released. Reason (R): Advertisers design tests to gather feedback. These tests focus on the ad’s main message and its presentation format. The tests aim to evaluate two main aspects. First, they gather responses to the ad’s central message. Second, they assess how the format communicates the message. Correct Answer: (A) Both (A) and (R) are true. Both the assertion and reason are accurate. Copy testing is used in the early stages of ad development. It helps evaluate both the message and its format.