Question 1

Posttesting with tracking studies would be conducted at the final production stage of ad message research.

Accepted Answer

A) True 
 B)False

Question 2

A weight test means that an identical commercial is transmitted to two groups of households,but the number of times the commercial is aired is varied between the groups during the course of the test period.

Accepted Answer

A) True 
 B)False

Question 3

Animatics and photomatics would be used at what stage of ad message research?

Accepted Answer

A)  copy development stage 
B)  final production stage 
C)  copy testing stage 
D)  after the ad has been run 
E)  "rough" stage 
A)  copy development stage 
B)  final production stage 
C)  copy testing stage 
D)  after the ad has been run 
E)  "rough" stage

Question 4

BBDO's emotional measurement system is based on ______.

Accepted Answer

A)  facial imaging technology to identify emotions 
B)  brain imaging 
C)  galvanic skin response 
D)  using photos to depict emotion 
E)  pupil dilation 
A)  facial imaging technology to identify emotions 
B)  brain imaging 
C)  galvanic skin response 
D)  using photos to depict emotion 
E)  pupil dilation

Question 5

Quantitative research is concerned with generating insights into and interpretations of those advertising elements that influence people's responses to advertisements,and focus groups represent a major form of quantitative ad research.

Accepted Answer

A) True 
 B)False

Question 6

A very important advertising research service is the Next*TV method which was created by _____.

Accepted Answer

A)  Ipsos ASI 
B)  Arbitron 
C)  Simmons Market Research Bureau 
D)  Market Facts 
E)  Bruzzone Research Company 
A)  Ipsos ASI 
B)  Arbitron 
C)  Simmons Market Research Bureau 
D)  Market Facts 
E)  Bruzzone Research Company

Question 7

A print ad for a new brand of body lotion refers to it as a "peach." In this regard,"peach" is a(n)_____.

Accepted Answer

A)  metaphor 
B)  allegory 
C)  simile 
D)  representation 
E)  elicitation 
A)  metaphor 
B)  allegory 
C)  simile 
D)  representation 
E)  elicitation

Posttesting with tracking studies would be conducted at the final production stage of ad message research.

A weight test means that an identical commercial is transmitted to two groups of households,but the number of times the commercial is aired is varied between the groups during the course of the test period.

Animatics and photomatics would be used at what stage of ad message research?

BBDO's emotional measurement system is based on ______.

Quantitative research is concerned with generating insights into and interpretations of those advertising elements that influence people's responses to advertisements,and focus groups represent a major form of quantitative ad research.

A very important advertising research service is the Next*TV method which was created by _____.

A print ad for a new brand of body lotion refers to it as a "peach." In this regard,"peach" 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

Exam 17: Measuring Ad Message Effectiveness

Posttesting with tracking studies would be conducted at the final production stage of ad message research.

A weight test means that an identical commercial is transmitted to two groups of households,but the number of times the commercial is aired is varied between the groups during the course of the test period.

Animatics and photomatics would be used at what stage of ad message research?

BBDO's emotional measurement system is based on ______.

Quantitative research is concerned with generating insights into and interpretations of those advertising elements that influence people's responses to advertisements,and focus groups represent a major form of quantitative ad research.

A very important advertising research service is the Next*TV method which was created by _____.

A print ad for a new brand of body lotion refers to it as a "peach." In this regard,"peach" 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