Exam 17: Measuring Ad Message Effectiveness

Because individuals have little voluntary control over the autonomic nervous system,advertising researchers use changes in _____ to indicate the actual,unbiased amount of arousal resulting from advertisements.

A good copy testing system needs to provide measurements that are relevant to the _____.

Which of the following is a key mechanism for tapping into people's thoughts and feelings and is based on the idea that people understand and experience things in terms of other things? 

Which of the following is NOT a criticism of recall as a measure of advertising effectiveness? 

The "read most" classification of the GfK MRI's Starch Ad Readership Studies is the percentage of people interviewed who read 80 percent or more of the written material in the advertisement.

Measuring respondents' pupil dilation as they view a television commercial or focus on a printed advertisement is done using a _____.

Research has shown that effective television advertising must possess a strong selling proposition.

An advertisement that achieves a Starch score of 70 indicates it scored 70 percent above comparable ads.

The persuasive power of an advertisement declining over time is referred to as wearout.

The MSW*ARS Brand Preference method only tests television commercials in finished form.

Commercials receiving ARS scores of 2.0 or lower are probably incapable of driving market-share gains.

Who formulated the PACT principles to remedy the problem of mediocre or flawed advertising research? 

Which medium does Starch testing service measure? 

A basic assumption of the Starch procedure is that respondents in fact do remember whether they saw a particular ad in a specific magazine issue.

Posttesting with tracking studies would be conducted at what stage of ad message research? 

At which stage of development can ad message research be conducted? 

A good copy testing system provides a single measurement to assess the performance of an advertisement.

Which of the following are the two general forms of message research? 

Two general forms of ad research are _____.

When using a pupillometer,a response of a smaller relative dilation would indicate what?