Exam 20: Post-Production Advertising Testing and Optimization

Gallup & Robinson asks respondents how much they agree or disagree with the statement "This commercial is one of the best I've seen recently." This is a measure of commercial ________.

According to Gallup & Robinson,"favorable buying attitude" is a key measure of commercial ________.

________ campaign evaluation is a "point-in-time" evaluation of advertising effects for advertising typically placed in traditional media.

Imagine the following research study: The research manipulates two factors: ad placement on the page and ad shape."Placement" has three manipulations: absolute top of page above all content,integrated with content in center of page,standing alone on right-hand side of page."Shape" has three manipulations: rectangular,small square and large square.What type of factorial design is this?

What are the two limitations of A/B testing?

The following statements refer to potential limitations of A/B testing. I.When single changes are instituted sequentially,A/B testing takes a significant amount of time in order to continuously test and compare modified ads to the current "best" ad. II.When multiple changes are made all at once,it is impossible to say which specific Changes affected the outcome. Which,if any,of these statements is (are)true?

Mapes and Ross and Gallup & Robinson measure commercial persuasion in the same way.

Mapes and Ross defines commercial ________ as the ad's ability to change or maintain preference and interest toward the advertised brand.

Individuals participating in a Gallup & Robinson copy test are aware that the goal of the research is to collect information on commercial effectiveness.

Provide a brief description of a yellow pages split run test.

Split-run and A/B tests permit an advertiser to compare a current approach to advertising to one or more potential alternatives.

An advertiser is considering a multivariate test.The test will manipulate eight characteristics with two aspects (or levels)of each characteristic.In total,the advertiser needs to create ________ different stimuli.

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\% Which manipulation has the greatest overall effect on click-through? Which manipulation has the least overall effect? Why?

The following two statements refer to the sampling in deceptive advertising copy testing research. I.The FTC requires a minimum sample size of 250. II.The FTC requires nonprobability samples. Which,if any,of these statements is (are)true?

A(n)________ test permits an advertiser to compare a current approach to online advertising to one or more potential alternatives.

A split-run test is a variation of the ________ research design.

Mapes and Ross' copy testing methodology shows the test commercial ________.

There are two main approaches to how respondents are exposed to a commercial in a copy test.One way is via a VHS or DVD that contains a prerecorded television program in which the test commercial has been inserted.What is the second approach?

________ campaign evaluation typically requires a reference group in order to adequately evaluate campaign effects.

The primary metric in Mapes and Ross' copy testing methodology is ________.