Question 1

Which of the following is NOT recommended when writing a concept?

Accepted Answer

A) use puffery 
B) avoid exaggeration 
C) avoid salesmanship 
D) present the core idea simply 
E) present the core idea realistically 
A) use puffery 
B) avoid exaggeration 
C) avoid salesmanship 
D) present the core idea simply 
E) present the core idea realistically

Question 2

Why are the initial questions in a concept or communication test asked in an open-ended way?

Accepted Answer

Initiating the interview with this type

Question 3

A concept test ________ succinctly summarizes the main communication idea and provides an explicit lead-in to the body copy.

Accepted Answer

A) visual 
B) tag line 
C) lead paragraph 
D) headline 
A) visual 
B) tag line 
C) lead paragraph 
D) headline

Question 4

Think about concept and communication tests.When exploring affective reactions,it is recommended that a respondent always be asked "What did you like?" prior to asking "What did you dislike?"

Accepted Answer

A) True 
 B)False

Question 5

When preparing body copy for a concept it is important to ________.

Accepted Answer

A) keep the copy focused and single-minded 
B) try and communicate as many product benefits as possible 
C) keep each paragraph focused on a different benefit 
D) use copy that closely resembles final advertising copy 
A) keep the copy focused and single-minded 
B) try and communicate as many product benefits as possible 
C) keep each paragraph focused on a different benefit 
D) use copy that closely resembles final advertising copy

Question 6

Think about data collection for either a concept or communication test.It is appropriate to ________.

Accepted Answer

A) only use a qualitative approach to data collection 
B) only use a quantitative approach to data collection 
C) use either qualitative or quantitative approach to data collection 
A) only use a qualitative approach to data collection 
B) only use a quantitative approach to data collection 
C) use either qualitative or quantitative approach to data collection

Question 7

Think about concept and communication tests.In quantitative approaches,reactions to the message are collected via ________.

Accepted Answer

A) only closed-ended questions 
B) only open-ended questions 
C) a combination of both open- and closed-ended questions 
A) only closed-ended questions 
B) only open-ended questions 
C) a combination of both open- and closed-ended questions

Question 8

Which of the following is NOT a recommended format for the communication testing of television ads?

Accepted Answer

A) storyboard 
B) animatic 
C) photomatic 
A) storyboard 
B) animatic 
C) photomatic

Question 9

Data summarization in concept and communication tests should include an analysis of total sample responses as well as the responses of specific subgroups of individuals.

Accepted Answer

A) True 
 B)False

Question 10

Communication testing typically ________ concept testing.

Accepted Answer

A) is conducted at the same time as 
B) comes before 
C) follows 
A) is conducted at the same time as 
B) comes before 
C) follows

Question 11

Which of the following is NOT an important consideration in writing the body copy for a concept?

Accepted Answer

A) use short paragraphs 
B) use active,declarative sentences 
C) keep all word length to seven letters or less 
D) avoid sentence fragments 
E) keep overall length short 
A) use short paragraphs 
B) use active,declarative sentences 
C) keep all word length to seven letters or less 
D) avoid sentence fragments 
E) keep overall length short

Question 12

The purpose of concept and communication tests is to ________.

Accepted Answer

A) select a "winner" 
B) identify the "losers" 
C) collect diagnostic information on strengths and weaknesses 
A) select a "winner" 
B) identify the "losers" 
C) collect diagnostic information on strengths and weaknesses

Question 13

Think about concept and communication tests.Initial questions probing reactions to the message focus on the extent to which respondents feel that the message is important and ________.

Accepted Answer

A) creative 
B) interesting 
C) relevant 
D) motivating 
E) inspiring 
A) creative 
B) interesting 
C) relevant 
D) motivating 
E) inspiring

Question 14

Think about concept and communication tests.An investigation of message recall is carried out through the use of a(n)________.

Accepted Answer

A) open-ended question 
B) rating scale 
C) dichotomous question 
D) semantic differential 
E) constant sum question 
A) open-ended question 
B) rating scale 
C) dichotomous question 
D) semantic differential 
E) constant sum question

Question 15

What role does a communication test play in the advertising development process?

Accepted Answer

Once advertisers know what they want to

Question 16

The use of visuals and headlines are important,required components of a concept.

Accepted Answer

A) True 
 B)False

Question 17

What role does a concept test play in the advertising development process?

Accepted Answer

Early in the advertising planning proces

Question 18

The following statements refer to the format of print ads used in a communication test.
I.Print ads should be actual size.
II.Print ads can use drawings instead of photographs.
Which,if any,of these statements is (are)true?

Accepted Answer

A) I only 
B) II only 
C) I and II are both true 
D) Neither I nor II are true 
A) I only 
B) II only 
C) I and II are both true 
D) Neither I nor II are true

Question 19

Think about concept and communication tests.In quantitative approaches,affective reactions are collected via ________.

Accepted Answer

A) only closed-ended questions 
B) only open-ended questions 
C) a combination of both open- and closed-ended questions 
A) only closed-ended questions 
B) only open-ended questions 
C) a combination of both open- and closed-ended questions

Question 20

A concept or communication test begins with ________.

Accepted Answer

A) an explanation of the task and stimulus materials 
B) payment of the incentive 
C) identification of the research sponsor 
D) the collection of information regarding respondents' media habits 
E) the collection of information regarding respondents' attitudes toward advertising 
A) an explanation of the task and stimulus materials 
B) payment of the incentive 
C) identification of the research sponsor 
D) the collection of information regarding respondents' media habits 
E) the collection of information regarding respondents' attitudes toward advertising

Exam 19: Advertising Testing: Concept and Communications Tests

Which of the following is NOT recommended when writing a concept?

Why are the initial questions in a concept or communication test asked in an open-ended way?

A concept test ________ succinctly summarizes the main communication idea and provides an explicit lead-in to the body copy.

Think about concept and communication tests.When exploring affective reactions,it is recommended that a respondent always be asked "What did you like?" prior to asking "What did you dislike?"

When preparing body copy for a concept it is important to ________.

Think about data collection for either a concept or communication test.It is appropriate to ________.

Think about concept and communication tests.In quantitative approaches,reactions to the message are collected via ________.

Which of the following is NOT a recommended format for the communication testing of television ads?

Data summarization in concept and communication tests should include an analysis of total sample responses as well as the responses of specific subgroups of individuals.

Communication testing typically ________ concept testing.

Which of the following is NOT an important consideration in writing the body copy for a concept?

The purpose of concept and communication tests is to ________.

Think about concept and communication tests.Initial questions probing reactions to the message focus on the extent to which respondents feel that the message is important and ________.

Think about concept and communication tests.An investigation of message recall is carried out through the use of a(n)________.

What role does a communication test play in the advertising development process?

The use of visuals and headlines are important,required components of a concept.

What role does a concept test play in the advertising development process?

The following statements refer to the format of print ads used in a communication test. I.Print ads should be actual size. II.Print ads can use drawings instead of photographs. Which,if any,of these statements is (are)true?

Think about concept and communication tests.In quantitative approaches,affective reactions are collected via ________.

A concept or communication test begins with ________.

The Nature and Process of Advertising Research

Research Ethics

Secondary Research

Sampling

Collecting Qualitative Insights

Focus Groups

Analysis of Qualitative Data

Observation Research: Human and Automated

Observation Research: Biometrics

Data Collection Through Surveys

Measurement

Writing Survey Questions

Questionnaire Design

Experimentation

Descriptive Statistics

Inferential Statistics

Segmentation

Brand Mapping

Post-Production Advertising Testing and Optimization

Reporting Research

Filters