Exam 9: Measuring the Effectiveness of the Promotional Message

Good tests of advertising effectiveness must address the nine principles established by PACT.One of the easiest ways to do this is to follow a decision sequence model.Which of the following is NOT one of the steps in this sequence?

Which of the following questions is more likely to be asked in a consumer jury test?

The most commonly employed method for posttesting print ads is:

_____ track the behaviours of consumers from the television set to the supermarket checkout counter.

Research shows that in Starch recognition tests,respondents may claim to have seen an ad when they did not.This is an example of:

Which of the following is NOT an application of eye tracking technology for measuring advertising effectiveness?

The disadvantages of a ______ are that the results are not quantifiable and group influences may bias participants' responses.

The fact that people brought in to a lab setting to look at ad mockups may look at the ads more closely than they might look at it if it was included in a magazine that was delivered to their home is an example of a(n):

Laboratory methods of testing for advertisement effectiveness generally offer high:

The primary measure used in on-air testing is:

The most popular method of posttesting employed in the broadcast industry for decades was:

Galvanic skin response is also known as:

____ is a technique for measuring advertising effectiveness.With this method,three measures of a particular ad appearing in a magazine are taken to determine if the ad was noticed and read.

BMW has developed two new print ads designed to appeal to women.One ad uses local scenes from around Toronto,Montreal,Edmonton,and Vancouver.The other ad uses a spokesperson and emphasizes the safety of the car.Which type of ad effectiveness measure should BMW use to test which ad is most effective?

The advantage of the _____ method is that it provides a more natural setting than the portfolio test.

One disadvantage of _____ is that mock-ups,storyboards,or animatics may not communicate as effectively as the final product.

Which of the following is NOT a guideline for an effective testing of an ad?

Commercials and print ads are posttested to:

Testing whether the impact and use of a product spokesperson has lost effectiveness over time is a focus on what decision?

An advantage offered by field test measures is: