Exam 9: Measuring the Effectiveness of the Promotional Message

_____ is a rough commercial test in which a succession of photographs are shown to the receiver.

Some firms conducting theatre testing also insert the commercial into actual TV programs in certain test markets.This is called:

_____ take posttest measures of an advertising campaign's effectiveness at regular intervals.

Each of the following is an argument against measuring advertising effectiveness EXCEPT:

During an eye tracking study on how consumers navigate websites when looking for information,researchers were surprised to find that the most effective ads were:

The use of pupillometrics has waned over the past decade because:

_____ is the laboratory method of pretesting ads which exposes a group of respondents to both control and test advertisements.

Many approaches toward effectiveness tend to measure consumer knowledge rather than emotions because:

Which one of the following statements about the Starch test is NOT true?

_____ studies are used to measure the effects of advertising on awareness,recall,interest,and attitudes toward an ad.

Sometimes,participants rate an ad as good on all characteristics because they like a few characteristics and overlook specific weaknesses.This is called:

In the chapter opening vignette,what technology for measuring advertising effectiveness allows researchers to determine not only what customers see but what they are specifically looking at?

One method of testing how consumers relate to an ad and process the information it contains is to measure ___,the degree of brain activation that occurs when they look at the ad.

_____ measures electrical frequencies in the brain as the individual being tested responds to ads he or she is viewing.

The day-after recall test would be the most appropriate measure of effectiveness for:

Pretesting of finished ads can consist of each of the following EXCEPT:

Which testing method should Starbucks employ to measure the recall of their first television advertising campaign in over a decade?

Which of the following is used in field posttesting of ad effectiveness?

In order to assess consumers' emotional attachment to a brand,Ipsos-ASI identified a series of ______ that could be used to assess brands,such as social,outgoing,extroverted,spontaneous,and independent.

A ______ is conducted very early in the campaign development process in order to explore the consumer's response to a potential ad.