Exam 20: Post-Production Advertising Testing and Optimization

Gallup & Robinson's copy testing methodology shows the test commercial ________

List and briefly describe the four dimensions that distinguish between different company's approaches to television advertising copy testing.

Imagine that you are conducting research to explore the effects of different manipulations on responses to online advertising.You are using a 2 x 2 x 3 design.How many different versions of the ad would be needed?

Mapes and Ross' copy testing methodology does not collect any measures related to commercial communication.

One advantage of multivariate testing over A/B and full factorial designs is that multiple changes in communication stimuli can be tested and evaluated all at once,reducing the amount of time and cost associated with other approaches.

________ campaign evaluation is common for advertising placed in media where continuous data collection is possible.Data gathered in concurrent evaluations is typically behavioral and is collected throughout the campaign.

A ________ test permits an advertiser to compare a current approach to print advertising to one or more potential alternatives.

________ research provides a solution to situations in which full factorial designs are not practical due to a large number of factors and levels.Multivariate testing uses a subset of all possible combinations in order to estimate the effects of all combinations.

The name of Gallup & Robinson's copy testing service is:

Imagine that a multivariate e-mail test has been conducted by the American Savings Association (ASA).The results are shown below.The five manipulations appear as the column headers while the data beneath each column notes the contribution (to click-through)made by that manipulation when it is present or absent. Recipient Personalization Images Subject Line From Address Length Positive (present) (yes) (short) (personalized) (short) Contribution +7.6\% +3.4\% +2.2\% +.2\% +2.9\% Negative (absent) (no) (long) (ASA) (long) Contribution -10.2\% -.2\% -2.2\% -.1\% -3.1\% Mary and Peter look at the results.Mary says that "Our next e-mail should not have recipient personalized,but should have images,a short subject line,a personalized from address,and be short in length." Peter says that "Our new e-mail should have recipient personalization,and it should not have images.In addition,the e-mail should have a long subject line,a personalized from address,and be long in length." Who is making the better recommendation? Why?

How many of the criteria shown below are part of the FTC's determination of advertising deception? - The ad makes a representation,has an omission,or uses a practice that is likely to mislead the consumer. - The representation,omission,or practice is misleading when examined from the perspective of a reasonable consumer. - The advertiser must admit that the advertisement has the potential to deceive.

Copy testing research is ________ in nature.

Mapes and Ross' copy testing methodology is named ________.

According to Mapes and Ross,________ is a measure of respondents' ability to link the advertised brand to the commercial from a category description.

Mapes and Ross' copy testing methodology collects data ________ commercial viewing.

________ campaign evaluation might monitor and collect data on the number of Web site visits generated by a campaign,track the number of banner ad click-throughs,or monitor the number of "forwards" of the viral videos comprising a communication campaign.

Gallup & Robinson define commercial ________ as the commercial's ability to break through the clutter and communicate an advertiser or brand name.

Commercial copy testing companies provide norms to help advertisers interpret their results.

The text notes that the closer a copy testing methodology is to "real world" exposure,the more accurately the results will reflect "real world" advertising performance and consumer response.Which copy testing company's methodology is closest to the "real world."

________ designs are appropriate whenever an advertiser needs to determine the simultaneous effect of relatively few manipulations that have multiple levels (or aspects)of each manipulation.