Question 1

Which PACT principle of copy testing suggests that copy testing procedures should attempt to duplicate the eventual setting of an advertisement?

Accepted Answer

A)  A good copy testing system is based on a model of human response to communications. 
B)  A good copy system provides controls to avoid the bias normally found in the exposure context. 
C)  A good copy testing system takes into account basic considerations of sample definition. 
D)  A good copy testing system can demonstrate reliability and validity. 
E)  A good copy testing system provides multiple measurements. 
A)  A good copy testing system is based on a model of human response to communications. 
B)  A good copy system provides controls to avoid the bias normally found in the exposure context. 
C)  A good copy testing system takes into account basic considerations of sample definition. 
D)  A good copy testing system can demonstrate reliability and validity. 
E)  A good copy testing system provides multiple measurements. B

Question 2

Which type of test transmits an identical commercial to two groups of households but varies the number of times the commercial is aired between the groups during the course of the test period?

Accepted Answer

A)  pretests 
B)  posttests 
C)  message tests 
D)  copy tests 
E)  weight tests 
A)  pretests 
B)  posttests 
C)  message tests 
D)  copy tests 
E)  weight tests E

Question 3

A test commercial received an ARS score of 1.2.What does this mean?

Accepted Answer

A)  This commercial is likely to result in a 20 percent increase in market share. 
B)  This commercial is likely to result in market-share gains between 1 and 2 percent. 
C)  This commercial is probably incapable of driving market-share gains. 
D)  This commercial is probably incapable of catching consumers' attention. 
E)  The score for this commercial is defined as elastic. 
A)  This commercial is likely to result in a 20 percent increase in market share. 
B)  This commercial is likely to result in market-share gains between 1 and 2 percent. 
C)  This commercial is probably incapable of driving market-share gains. 
D)  This commercial is probably incapable of catching consumers' attention. 
E)  The score for this commercial is defined as elastic. C

Question 4

PACT is an acronym for _____.

Accepted Answer

A)  product advertising and consumer testing 
B)  positioning advertising copy testing 
C)  product advertising in compact markets 
D)  promotional advertising and consumer testing 
E)  placement of action copy tests 
A)  product advertising and consumer testing 
B)  positioning advertising copy testing 
C)  product advertising in compact markets 
D)  promotional advertising and consumer testing 
E)  placement of action copy tests

Question 5

Which of the following is NOT an advantage of the in-home videotape methodology used in the Next*TV method?

Accepted Answer

A)  In-home exposure makes it possible to measure advertising effectiveness in a natural environment. 
B)  By embedding test advertisements in actual programming content along with other advertisements, it is possible to assess the ability of TV commercials to break through the clutter, gain the viewer's attention, and influence message recallability and persuadability. 
C)  Be measuring recall one day after exposure, it can be determined how well tested commercials are remembered after this delay period. 
D)  The videotape technology allows the use of representative national sampling. 
E)  By providing a standardized measure of persuasion, national norms can be determined. 
A)  In-home exposure makes it possible to measure advertising effectiveness in a natural environment. 
B)  By embedding test advertisements in actual programming content along with other advertisements, it is possible to assess the ability of TV commercials to break through the clutter, gain the viewer's attention, and influence message recallability and persuadability. 
C)  Be measuring recall one day after exposure, it can be determined how well tested commercials are remembered after this delay period. 
D)  The videotape technology allows the use of representative national sampling. 
E)  By providing a standardized measure of persuasion, national norms can be determined.

Question 6

A storyboard is footage taken from existing commercials and spliced together to represent the proposed commercial.

Accepted Answer

A) True 
 B)False

Question 7

There is evidence to indicate that galvanic skin response is a valid indicator of the amount of warmth generated by an advertisement.

Accepted Answer

A) True 
 B)False

Question 8

Harold wants to gain insights into and interpretations of those advertising elements that influence people's responses to his company's advertisements and is planning on conducting a focus group.Which form of message research does this represent?

Accepted Answer

A)  secondary 
B)  posttesting 
C)  pretesting 
D)  qualitative 
E)  quantitative 
A)  secondary 
B)  posttesting 
C)  pretesting 
D)  qualitative 
E)  quantitative

Question 9

Which of the following is NOT one of the classifications used by Starch?

Accepted Answer

A)  noted 
B)  associated 
C)  influenced 
D)  read-any 
E)  read-most 
A)  noted 
B)  associated 
C)  influenced 
D)  read-any 
E)  read-most

Question 10

A copy test that yields consistent results each time an advertisement is tested is said to be ______.

Accepted Answer

A)  contextual 
B)  reliable 
C)  biased 
D)  valid 
E)  selective 
A)  contextual 
B)  reliable 
C)  biased 
D)  valid 
E)  selective

Question 11

List and describe the four major conclusions that have been derived from research about television advertising.

Accepted Answer

All commercials are not created equal: A

Question 12

Bruzzone Research Company provides information on consumer recognition of _____.

Accepted Answer

A)  radio commercials 
B)  magazine advertisements 
C)  newspaper advertisements 
D)  outdoor advertisements 
E)  television commercials 
A)  radio commercials 
B)  magazine advertisements 
C)  newspaper advertisements 
D)  outdoor advertisements 
E)  television commercials

Question 13

The _____ method tests television commercials in consumers' homes.

Accepted Answer

A)  Next*TV 
B)  TiVo 
C)  Behavioral 
D)  Sensory 
E)  Visual 
A)  Next*TV 
B)  TiVo 
C)  Behavioral 
D)  Sensory 
E)  Visual

Question 14

Message research has historically focused excessively on the _____ aspect of human behavior and given insufficient attention to _____ aspects.

Accepted Answer

A)  hedonic; functional 
B)  central; peripheral 
C)  rational; emotional 
D)  motivational; perceptual 
E)  personality; situational 
A)  hedonic; functional 
B)  central; peripheral 
C)  rational; emotional 
D)  motivational; perceptual 
E)  personality; situational

Question 15

Which of the following is a category of message research?

Accepted Answer

A)  recognition and recall 
B)  emotional reactions 
C)  persuasion 
D)  sales response 
E)  All of these are correct. 
A)  recognition and recall 
B)  emotional reactions 
C)  persuasion 
D)  sales response 
E)  All of these are correct.

Question 16

The purpose of testing commercials in rough form is to have a baseline against which to compare final commercials after the ad has been run in the media.

Accepted Answer

A) True 
 B)False

Question 17

Gallup & Robinson provides recall testing of advertisements placed in televised media.

Accepted Answer

A) True 
 B)False

Question 18

Measures of _____ are used when an advertiser's objective is to influence consumers' attitudes toward and preference for the advertised brand.

Accepted Answer

A)  recognition 
B)  recall 
C)  persuasion 
D)  emotional reactions 
E)  sales response 
A)  recognition 
B)  recall 
C)  persuasion 
D)  emotional reactions 
E)  sales response

Question 19

Increasing gross rating points (GRPs)directly translates into better performance for a brand.

Accepted Answer

A) True 
 B)False

Question 20

A film or videotape of a sequence of drawings with simultaneous playing of audio to represent a proposed commercial is a(n)_____.

Accepted Answer

A)  liveamatic 
B)  photomatic 
C)  storyboard 
D)  ripomatic 
E)  animatic 
A)  liveamatic 
B)  photomatic 
C)  storyboard 
D)  ripomatic 
E)  animatic

Exam 17: Measuring Ad Message Effectiveness

Which PACT principle of copy testing suggests that copy testing procedures should attempt to duplicate the eventual setting of an advertisement?

Which type of test transmits an identical commercial to two groups of households but varies the number of times the commercial is aired between the groups during the course of the test period?

A test commercial received an ARS score of 1.2.What does this mean?

PACT is an acronym for _____.

Which of the following is NOT an advantage of the in-home videotape methodology used in the Next*TV method?

A storyboard is footage taken from existing commercials and spliced together to represent the proposed commercial.

There is evidence to indicate that galvanic skin response is a valid indicator of the amount of warmth generated by an advertisement.

Harold wants to gain insights into and interpretations of those advertising elements that influence people's responses to his company's advertisements and is planning on conducting a focus group.Which form of message research does this represent?

Which of the following is NOT one of the classifications used by Starch?

A copy test that yields consistent results each time an advertisement is tested is said to be ______.

List and describe the four major conclusions that have been derived from research about television advertising.

Bruzzone Research Company provides information on consumer recognition of _____.

The _____ method tests television commercials in consumers' homes.

Message research has historically focused excessively on the _____ aspect of human behavior and given insufficient attention to _____ aspects.

Which of the following is a category of message research?

The purpose of testing commercials in rough form is to have a baseline against which to compare final commercials after the ad has been run in the media.

Gallup & Robinson provides recall testing of advertisements placed in televised media.

Measures of _____ are used when an advertiser's objective is to influence consumers' attitudes toward and preference for the advertised brand.

Increasing gross rating points (GRPs)directly translates into better performance for a brand.

A film or videotape of a sequence of drawings with simultaneous playing of audio to represent a proposed commercial is a(n)_____.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters

Message research has historically focused excessively on the _ aspect of human behavior and given insufficient attention to _ aspects.