Exam 17: Measuring Ad Message Effectiveness

Which of the following is a conclusion that can be drawn from research with respect to what it takes for television advertising to successfully enhance a brand's sales performance? 

Who originally devised a procedure to measure consumers' emotional reactions to ads by using photos to reflect different emotions? 

Edna has taken footage from existing commercials and spliced them together to represent a proposed commercial.Edna has a(n)_____.

_____ is the Starch classification that consists of the percentage of people interviewed who read any part of the ad's copy.

Starch Ad Readership,Bruzzone tests,and Burke day-after recall tests are techniques for measuring _____.

Which of the following is NOT one of the PACT principles regarding advertising copy testing? 

A storyboard is a pre-finished version of an advertisement that presents a series of key visual frames and corresponding script of the audio.

Using self-report measurement,a researcher uses cartoon-like characters to represent different emotions and emotional states,and asks respondents to select the cartoon character depicting the emotional state that best reflects their emotional reaction to an advertisement.This is an example of _____ self-reports.

Which of the following would be the closest to a finished commercial? 

In the case of greater pupil dilation,responses to specific elements in an advertisement are used to indicate _____.

Measuring message effectiveness is not a difficult or expensive task.

Physiological measures such as galvanic skin response and pupil dilation are used to assess physiological arousal activated by advertisements.

Nielsen Catalina Solutions (NCS)'s AdVantics on Demand is a major single-source system that measure sales response.Describe its two distinguishing characteristics.

In pupillometric tests,greater dilation means a more favorable response to the message.

Which is NOT a technological development that has made single-source systems (SSSs)possible? 

The Bruzzone Research Company provides advertisers with a test of consumer recognition of radio advertisements.

Compare and contrast qualitative and quantitative message research.

The two general forms of advertising research that are practiced are message research and focused research.

There is evidence to indicate that galvanic skin response is a valid indicator of _____.

The _____ indirectly assesses the degree of emotional response to an advertisement by measuring minute amounts of perspiration.