Exam 19: Advertising Testing: Concept and Communications Tests

A (n)________ is the recommended choice for a television ad communication test whenever a drawing is an inadequate representation,such as showing appetizing food.

Another name for communication testing is ________ research.

Think about concept and communication tests.The areas explored in reactions to the message probe the extent to which respondents feel the message is believable,unique and easy to understand.

The Secondhand Smoke research discussed in the text used ________ to collect the required data.

Concept and communication tests ________

Think about concept and communication tests.________ approaches to data collection begin the interview with open-ended questions.

Think about concept and communication tests.At the end of the test,you want to explore attitudinal or behavior impact.In this regard,consider the two questions shown below. I.Based on what you read,how likely are you to recycle? II.Based on what you read,would you say that you are now more or less Likely to recycle? According to the text,which would be the preferred approach?

Think about concept and communication tests.Questions related to affective reactions primarily try to identify respondents' likes and dislikes.

The following may or may not describe acceptable practice in writing a concept test headline. - Use catchy phrases - Use sentence fragments - Use simple declarative statements - Use provocative questions How many,if any,of these recommendations are allowable when writing a concept test headline?

Briefly list two important considerations to keep in mind when communication research is done in a focus group setting.

In a concept or communication test,after the stimulus is presented and read,it is then removed prior to the start of the interview or group discussion.

A ________ focuses on how well messages are conveyed and reactions to the message,both within the context of alternative executions.

The body copy in a communication test should be identical to that proposed for the finished advertisement.

A concept or communication test gives respondents ________ to initially read the stimulus.

The following may or may not describe acceptable practice in the writing of concept test tag lines. - Be highly focused - Use a brief phrase - Be single-minded - Be believable How many,if any,of these recommendations are allowable when writing a concept test tag line?

Why is it important to be single-minded in concept test body copy?

A (n)________ is a storyboard on film or tape accompanied by a rough soundtrack.

Consider the two statements shown below. I.Concept tests can be used to identify and then compare the strengths and Weaknesses of alternative benefits or positionings. II.Concept tests can be used to identify the strengths and weaknesses of Alternative approaches to communicating a selected positioning. Which,if any,of these statements is (are)true?

A ________ focuses on messages and message evaluation outside of the context of actual executions.

A concept test headline should closely resemble the headline that will be used in the final advertisement.