Exam 20: Post-Production Advertising Testing and Optimization

The following criteria refer to aspects of copy testing of television advertising. - the naturalness of the viewing situation - the number of advertising exposures - the amount paid to respondents - the timing of data collection According to the text,how many of these criteria are valuable in distinguishing different approaches to copy testing?

The FTC has responded favorably to copy test designs that use control groups to help distinguish prior knowledge from knowledge acquired as the direct result of advertising exposure.

________ allow advertisers to compare reactions to their test commercial to an objective,external criterion.

Mapes and Ross' copy testing methodology measures commercial persuasion by comparing pre-exposure brand preferences to post-exposure brand preferences.

When planning an A/B test,an advertiser has only one option: to have the test ad reflect a single,incremental change versus the current ad.

The two statements below refer to copy testing methodologies. I.All copy testing companies collect the exact same set of measurements. II.All copy testing companies collect data immediately after commercial viewing. Which,if any,of these statements is (are)true?

The following two statements refer to the length of an A/B test. I.The length of an A/B test should reflect the amount of time required For participants to take action. II.The length of an A/B test should reflect the amount of time required For a sufficient sample size to be obtained. How many,if any,of these statements is (are)true?

According to Gallup & Robinson,levels of recall are the key measures associated with commercial ________.

You want to compare the performance of your current banner ad against the performance of a potential new ad.You would use a(n)________ methodology.

The following are potential considerations for A/B testing. - the length of the test - rotation of test and control ads - Characteristics of current and test ads How many of these are mentioned by the text as important considerations in the planning of an A/B test?