Exam 19: Evaluation of Effectiveness

Drawings or still photos shot on videotape synchronized with a rough version of the audio track are called ________.

The four types of research used in advertising evaluation are developmental research, concurrent research, consumer research, and psychological research.

Leslie was paid $50 to watch a commercial and then sort a deck of pictures from the commercial into images she remembered seeing and ones she didn't remember seeing. Then she was asked to sort them into five categories from strong positive to strong negative. What type of research did she participate in?

________ is a general term that describes various kinds of research used at different stages in the advertising development process - before, during, and after an ad or campaign has run.

Studies that periodically measure top-of-mind brand awareness are tracking studies.

Which type of research occurs after the ad has been used to determine if it met its objectives?

The evaluation of public relations examines the success of the program in getting the message out to the target audience in terms of output and outcomes, as well as public opinion and relationship tracking.

As described in the chapter's opening vignette, what research advantage did Vail Resorts have?

________ is a company that specializes in persuasion, brand/ad recall, and communication.

Which of the following is NOT a type of research used in evaluation?

Mars, Inc., the makers of M&M's candy, was recently running television ads featuring the colorful nature of its candy with the tagline, "Chocolate is better in color." What type of research is used to evaluate these commercials right now, that is, monitoring the way the campaign is unfolding and how the message is working?

With which method of collecting tracking data are consumers asked to record activities such as brands purchased, brands used for various activities, brand switches, media usage, exposure to competitive promotion, and the use of coupons?

Sam had just finished watching his favorite television show, American Idol, when he received a phone call asking him a series of questions about an ad he saw during the program. The researcher asked him what information he got from the ad. What type of research is this an example of?

Refer to the passage below to answer the questions that follow. You are having dinner with your former college roommate, who is a neurosurgeon. You are an account planner at an advertising agency, and you do a lot of ad testing. You're trying to get him to help you with some neurological tests to determine the effectiveness of some of your clients' ads, especially those that attempt to evoke strong emotional responses. He asks you, "If advertising is done to sell a product, why don't you just measure sales to determine the effectiveness of an ad?" You try to explain to him that it is not that simple, and you tell him about all the types of research you conduct at various stages of a campaign. -Which of the following is NOT a main communication effect that is assessed in various types of advertising research?

What is the biggest challenge in media planning?

Name and describe the four types of research used in evaluating the effectiveness of advertising and other elements of an IMC campaign.

Tom is conducting research with the target audience to test the relative effectiveness of various message strategies and creative ideas for his client's automobile advertising. He is testing the Big Idea. What type of message development research is he conducting?

Even though advertising is complex, most practitioners believe that advertising effects can be reduced to a single score.

Which of the following is a measurement dimension that reveals the hidden structure of audience attention to moving pictures?

RoC Retinol Correxion is a skin creme product that says you can "Get 10 Years Back." The print ad doesn't really give much information regarding the product, but it does say, "For more about the science behind RoC, visit rocskincare.com." How can the effectiveness of this ad be measured?