Question 1

Advertising testing methods such as association measures,tracking studies and inquiry tests are examples of:

Accepted Answer

A)  single-source,real-world methods
B)  post-test,field methods
C)  laboratory,pretest methods
D)  single source,posttest laboratory methods
E)  pretest field methodsF) A) and B)
G) A) and C)

Question 2

The three principal readership scores of the Starch method are:

Accepted Answer

A)  seen-associated,noted,and read most
B)  comprehension,retention,and response
C)  noted,comprehended,and seen-associated
D)  readers per dollar,cost ratios,and CPMs
E)  recognition,retention,and comprehensionF) All of the above
G) B) and D)

Question 3

If the manufacturer of Jeep is interested in measuring consumers' movement through the adoption hierarchy,it should employ which of the following ad effectiveness measures?

Accepted Answer

A)  ad tracking
B)  day-after recall tests
C)  concept testing
D)  recognition test
E)  portfolio testingF) A) and D)
G) C) and E)

Question 4

In a field test,the firm:

Accepted Answer

A)  makes a final assessment of an ad before committing any money to media
B)  sacrifices control in order to assess the ad's real world impact
C)  evaluates the ability of the ad to communicate key issues correctly
D)  obtains quick and inexpensive feedback about the ad's impact
E)  does none of the aboveF) A) and E)
G) All of the above

Question 5

?

Accepted Answer

A)  Provide measurements that are relevant to the objectives of the advertising.
B)  Realize that the copy should be valid and that reliability may be too costly to guarantee.
C)  Provide controls to avoid the biasing effects of the ad content.
D)  Use a convenience sample.
E)  Realize that a single measurement is adequate to assess an ad's performance.F) All of the above
G) A) and E)

Question 6

Theater testing:

Accepted Answer

A)  is a popular field method of pretesting finished commercials
B)  is used to test animatic and photomatic roughs
C)  allows the researcher a high level of control over the environment
D)  is primarily used in business-to-business marketing
E)  is a popular field method of post testing finished commercialsF) None of the above
G) B) and E)

Question 7

One of the primary benefits inherent in using tracking studies to measure ad effectiveness is:

Accepted Answer

A)  high level of efficiency
B)  low cost
C)  the ability to tailor the measures to each campaign or situation
D)  its timeliness
E)  the speed with which results can be gathered and tabulatedF) D) and E)
G) B) and D)

Question 8

Neuromarketing is described as:

Accepted Answer

A)  another research methodology that promises more than it delivers
B)  wiring consumers while they watch commercial
C)  an alternative to asking consumers what they think
D)  a major marketing research breakthrough
E)  all of the above IMC Perspective 19-2.F) A) and B)
G) C) and E)

Question 9

_____ takes posttest measures of an advertising campaign's effectiveness at regular intervals.

Accepted Answer

A)  In-depth interviews
B)  Tracking studies
C)  Recognition tests
D)  Recall tests
E)  Consumer juriesF) C) and D)
G) B) and C)

Question 10

Pupillometrics,electrodermal response and electroencelphalographic measures are all forms of:

Accepted Answer

A)  field posttests
B)  rational measures of advertising effectiveness
C)  single-source field tests
D)  physiological measures of advertising effectiveness
E)  focus group interaction measuresF) A) and B)
G) C) and D)

Question 11

The portfolio test for ads assumes:

Accepted Answer

A)  the ad that yields the highest recall is the most effective
B)  reliability and validity are the most important part of the testing process
C)  the consumer will closely scrutinize all ads that he or she sees
D)  field and laboratory tests produce the same results
E)  there is no contextual different between an animatic rough and a photomatic roughF) D) and E)
G) A) and B)

Question 12

The vehicle option source effect refers to the:

Accepted Answer

A)  different reach and frequency provided by different media vehicles
B)  the fact that people perceive ads differently depending on their context
C)  responses that come from using a flighting,pulsing,or continuity strategy
D)  opportunity costs of the various media vehicles that are not chosen
E)  battle between budget constraints and creative optionsF) A) and E)
G) A) and D)

Question 13

Galvanic skin response is also known as:

Accepted Answer

A)  electrodermal response
B)  pupillometrics
C)  dermal resolution
D)  beta activity
E)  alpha activityF) B) and E)
G) B) and D)

Question 14

Good tests of advertising effectiveness must address the nine principles established by PACT.One of the easiest ways to do this is to follow a decision sequence model.The first step in the model is to:

Accepted Answer

A)  understand the appropriate research
B)  create a model that uses multiple measures
C)  establish communication objectives
D)  the decision whether to use posttests or pretests
E)  develop a consumer response modelF) A) and C)
G) None of the above

Question 15

Which of the following is an argument against measuring advertising effectiveness?

Accepted Answer

A)  costs
B)  disagreement as to what to test
C)  the objections of creative people
D)  difficulty in isolating the effects of specific advertisements
E)  all of the aboveF) A) and B)
G) None of the above

Question 16

The advantages associated with pretesting include:

Accepted Answer

A)  the successful communicative abilities of most mockups and storyboards
B)  the ability to use finely tuned mockups and storyboards in the testing process
C)  the absence of time delays
D)  relatively inexpensive feedback
E)  none of the aboveF) C) and D)
G) A) and E)

Question 17

Marketers should assess advertising effectiveness measures in order to:

Accepted Answer

A)  determine the break-even point for total costs of advertising
B)  create data for marginal cost pricing strategies
C)  determine if advertising objectives are achieved
D)  make sure advertising supported middlemen
E)  do all of the aboveF) A) and C)
G) A) and B)

Question 18

The day-after recall test would be the most appropriate measure of effectiveness for:

Accepted Answer

A)  the back outside cover position of the May issue of Fortune
B)  a full-page ad in a trade journal aimed at the supermarket industry
C)  a 30-second commercial promoting NCAA football games on the cable channel ESPN
D)  a transit ad on the back of the envelope that contains airplane tickets
E)  all of the aboveF) A) and E)
G) A) and B)

Question 19

To try to help Americans prepare for a terrorist attack,the U.S.Department of Homeland Security will used a $1.2 million advertising campaign involving both print and broadcast media.Prior to producing the finished commercials,people to whom the message was targeted were asked to look at a succession of photos and to give their reactions to the message delivered by the photos.In other words,people were asked to look at:

Accepted Answer

A)  photomatic rough
B)  animatic rough
C)  still motion animation
D)  still-action animatic
E)  panning frames of animaticsF) B) and D)
G) A) and D)

Question 20

.If the mattress manufacturer wanted to test how effective she was at reaching the company's target market,it would evaluate:

Accepted Answer

A)  source factors
B)  feedback mechanisms
C)  message variables
D)  budgeting decisions
E)  media strategiesF) B) and C)
G) B) and E)

Exam 19: Measuring the Effectiveness of the Promotional Program

The day-after recall test would be the most appropriate measure of effectiveness for:

Correct Answer
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Correct Answer
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One of the primary benefits inherent in using tracking studies to measure ad effectiveness is:

Correct Answer
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In a field test,the firm:

Correct Answer
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Which of the following is an argument against measuring advertising effectiveness?

Correct Answer
verified

If the manufacturer of Jeep is interested in measuring consumers' movement through the adoption hierarchy,it should employ which of the following ad effectiveness measures?

Correct Answer
verified

.If the mattress manufacturer wanted to test how effective she was at reaching the company's target market,it would evaluate:

Correct Answer
verified

Marketers should assess advertising effectiveness measures in order to:

Correct Answer
verified

Pupillometrics,electrodermal response and electroencelphalographic measures are all forms of:

Correct Answer
verified

The three principal readership scores of the Starch method are:

Correct Answer
verified

Galvanic skin response is also known as:

Correct Answer
verified

The portfolio test for ads assumes:

Correct Answer
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?

Correct Answer
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_____ takes posttest measures of an advertising campaign's effectiveness at regular intervals.

Correct Answer
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The advantages associated with pretesting include:

Correct Answer
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The vehicle option source effect refers to the:

Correct Answer
verified

Advertising testing methods such as association measures,tracking studies and inquiry tests are examples of:

Correct Answer
verified

Good tests of advertising effectiveness must address the nine principles established by PACT.One of the easiest ways to do this is to follow a decision sequence model.The first step in the model is to:

Correct Answer
verified

Theater testing:

Correct Answer
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Neuromarketing is described as:

Correct Answer
verified

Exam 19: Measuring the Effectiveness of the Promotional Program

The day-after recall test would be the most appropriate measure of effectiveness for:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One of the primary benefits inherent in using tracking studies to measure ad effectiveness is:

Correct AnswerverifiedShow Answer

In a field test,the firm:

Correct AnswerverifiedShow Answer

Which of the following is an argument against measuring advertising effectiveness?

Correct AnswerverifiedShow Answer

If the manufacturer of Jeep is interested in measuring consumers' movement through the adoption hierarchy,it should employ which of the following ad effectiveness measures?

Correct AnswerverifiedShow Answer

.If the mattress manufacturer wanted to test how effective she was at reaching the company's target market,it would evaluate:

Correct AnswerverifiedShow Answer

Marketers should assess advertising effectiveness measures in order to:

Correct AnswerverifiedShow Answer

Pupillometrics,electrodermal response and electroencelphalographic measures are all forms of:

Correct AnswerverifiedShow Answer

The three principal readership scores of the Starch method are:

Correct AnswerverifiedShow Answer

Galvanic skin response is also known as:

Correct AnswerverifiedShow Answer

The portfolio test for ads assumes:

Correct AnswerverifiedShow Answer

?

Correct AnswerverifiedShow Answer

_____ takes posttest measures of an advertising campaign's effectiveness at regular intervals.

Correct AnswerverifiedShow Answer

The advantages associated with pretesting include:

Correct AnswerverifiedShow Answer

The vehicle option source effect refers to the:

Correct AnswerverifiedShow Answer

Advertising testing methods such as association measures,tracking studies and inquiry tests are examples of:

Correct AnswerverifiedShow Answer

Good tests of advertising effectiveness must address the nine principles established by PACT.One of the easiest ways to do this is to follow a decision sequence model.The first step in the model is to:

Correct AnswerverifiedShow Answer

Theater testing:

Correct AnswerverifiedShow Answer

Neuromarketing is described as:

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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