Question 1

_____ distinguishes between alpha activity in the left and right sides of the brain.

Accepted Answer

A)  Cerebral response testing 
B)  Gamma activity 
C)  Electrodermal activity 
D)  Hemispheric lateralization 
A)  Cerebral response testing 
B)  Gamma activity 
C)  Electrodermal activity 
D)  Hemispheric lateralization

Question 2

Disadvantages associated with laboratory tests include:

Accepted Answer

A)  lack of control 
B)  lack of realism 
C)  the expense associated with collecting feedback information 
D)  a too effective level of communication 
A)  lack of control 
B)  lack of realism 
C)  the expense associated with collecting feedback information 
D)  a too effective level of communication

Question 3

________ tests are tests of the ad or commercial under natural viewing situations.

Accepted Answer

A)  Tracking study 
B)  Posttests 
C)  Field 
D)  Laboratory 
A)  Tracking study 
B)  Posttests 
C)  Field 
D)  Laboratory

Question 4

Which of the following statements DOES NOT describe a disadvantage associated with the theatre testing of ads?

Accepted Answer

A)  The environment is very close to a natural advertising scenario. 
B)  The group effect may cause some to react to an ad when they would not have ordinarily. 
C)  The setup will be viewed as phony by many participants. 
D)  Participants will answer like they think they're supposed to not as a reflection of how they really feel. 
A)  The environment is very close to a natural advertising scenario. 
B)  The group effect may cause some to react to an ad when they would not have ordinarily. 
C)  The setup will be viewed as phony by many participants. 
D)  Participants will answer like they think they're supposed to not as a reflection of how they really feel.

Question 5

Which of the following is a pretest classification used for measuring advertising effectiveness?

Accepted Answer

A)  Recognition tests 
B)  Single-source systems 
C)  Association measures 
D)  Concept tests 
A)  Recognition tests 
B)  Single-source systems 
C)  Association measures 
D)  Concept tests

Question 6

Research to measure advertising effectives can be used to evaluate alternative strategies under consideration because:

Accepted Answer

A)  typically a firm would only be considering one main communication strategy 
B)  strategies used in the past may no longer be interesting to the consumer 
C)  marketers wish to determine which promotional element would provide their most effective monetary expenditure 
D)  they want to be sure that sales objectives will be met through the promotional strategies they employ 
A)  typically a firm would only be considering one main communication strategy 
B)  strategies used in the past may no longer be interesting to the consumer 
C)  marketers wish to determine which promotional element would provide their most effective monetary expenditure 
D)  they want to be sure that sales objectives will be met through the promotional strategies they employ

Question 7

In Starch tests,respondents may want to impress the interviewer or fear looking unknowledgeable.This is called:

Accepted Answer

A)  false claiming 
B)  validity concerns 
C)  interviewer sensitivities 
D)  recall bias 
A)  false claiming 
B)  validity concerns 
C)  interviewer sensitivities 
D)  recall bias

Question 8

_____ is a readability test which examines the average number of syllables per 100 words.

Accepted Answer

A)  Portfolio analysis 
B)  Burke's reflections test 
C)  The Flesch formula 
D)  Contextual testing 
A)  Portfolio analysis 
B)  Burke's reflections test 
C)  The Flesch formula 
D)  Contextual testing

Question 9

Asking consumers for their reactions to the message structure,the body copy or the music used in a communication piece is a test of what decision?

Accepted Answer

A)  Choice of media vehicle 
B)  Creative tactic 
C)  Brand positioning 
D)  Creative strategy 
A)  Choice of media vehicle 
B)  Creative tactic 
C)  Brand positioning 
D)  Creative strategy

Question 10

A disadvantage of a ______ is that there is always the fear that competitors may discover and intervene in the research process.

Accepted Answer

A)  inquiry test 
B)  recognition test 
C)  test market 
D)  Flesch test 
A)  inquiry test 
B)  recognition test 
C)  test market 
D)  Flesch test

Question 11

An eye tracking study asked participants to search for Pepsi while navigating some popular social media sites.Which of the following was not included specifically because the site did not have a search tool?

Accepted Answer

A)  Twitter 
B)  Facebook 
C)  YouTube 
D)  Android 
A)  Twitter 
B)  Facebook 
C)  YouTube 
D)  Android

Question 12

The set of nine principles adopted by large advertising agencies to improve preparation and testing of ads is referred to as:

Accepted Answer

A)  Positioning Advertising Copy Testing (PACT) 
B)  Post-Advertising Commercial Testing (PACT) 
C)  Promotional Advertising Content Testing (PACT) 
D)  Principles of Advertising Consumer Testing (PACT) 
A)  Positioning Advertising Copy Testing (PACT) 
B)  Post-Advertising Commercial Testing (PACT) 
C)  Promotional Advertising Content Testing (PACT) 
D)  Principles of Advertising Consumer Testing (PACT)

Question 13

The portfolio test for ads assumes that:

Accepted Answer

A)  the ad that yields the highest recall is the most effective 
B)  reliability and validity are the most important part of the testing process 
C)  the consumer will closely scrutinize all ads that he or she sees 
D)  field and laboratory tests produce the same results 
A)  the ad that yields the highest recall is the most effective 
B)  reliability and validity are the most important part of the testing process 
C)  the consumer will closely scrutinize all ads that he or she sees 
D)  field and laboratory tests produce the same results

Question 14

Which of the following is one of the nine principles of Positioning Advertising Copy Testing (PACT)?

Accepted Answer

A)  Provide measurements that are relevant to the objectives of the advertising. 
B)  Realize that a single measurement is adequate to assess an ad's performance. 
C)  Provide controls to avoid the biasing effects of the ad content. 
D)  Use a convenience sample. 
A)  Provide measurements that are relevant to the objectives of the advertising. 
B)  Realize that a single measurement is adequate to assess an ad's performance. 
C)  Provide controls to avoid the biasing effects of the ad content. 
D)  Use a convenience sample.

Question 15

Which of the following is NOT a disadvantage associated with DAR tests?

Accepted Answer

A)  Thinking messages may be easier to recall than emotional communication. 
B)  DAR tests may favour emotional appeals by asking respondents to verbalize the message. 
C)  Program content may influence recall. 
D)  A pre-recruited sample may pay increased attention to the program and ads. 
A)  Thinking messages may be easier to recall than emotional communication. 
B)  DAR tests may favour emotional appeals by asking respondents to verbalize the message. 
C)  Program content may influence recall. 
D)  A pre-recruited sample may pay increased attention to the program and ads.

Question 16

One example of a(n)________ is the number of coupons returned or phone calls generated from the print ad.

Accepted Answer

A)  portfolio test 
B)  recognition test 
C)  inquiry test 
D)  Flesch test 
A)  portfolio test 
B)  recognition test 
C)  inquiry test 
D)  Flesch test

Question 17

In ____,people are brought to a particular location where they are shown ads and/or commercials.

Accepted Answer

A)  tracking studies 
B)  pretests and posttests 
C)  pretests only 
D)  test marketing 
A)  tracking studies 
B)  pretests and posttests 
C)  pretests only 
D)  test marketing

Question 18

Which of the following is the most likely reason why a small firm would not want to measure the effectiveness of promotional programs it designed?

Accepted Answer

A)  Costs 
B)  Disagreement as to what to test 
C)  The objections of creative people 
D)  Lack of time 
A)  Costs 
B)  Disagreement as to what to test 
C)  The objections of creative people 
D)  Lack of time

Question 19

What should ad testing focus on?

Accepted Answer

A)  Creative strategy and creative tactics decisions 
B)  Creative strategy decisions 
C)  Creative design and creative tactics decisions 
D)  Creative tactics decisions 
A)  Creative strategy and creative tactics decisions 
B)  Creative strategy decisions 
C)  Creative design and creative tactics decisions 
D)  Creative tactics decisions

Question 20

A methodology in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye is called:

Accepted Answer

A)  eye tracking 
B)  electrodermal response 
C)  pupil dilation 
D)  EEG 
A)  eye tracking 
B)  electrodermal response 
C)  pupil dilation 
D)  EEG

_____ distinguishes between alpha activity in the left and right sides of the brain.

Disadvantages associated with laboratory tests include:

________ tests are tests of the ad or commercial under natural viewing situations.

Which of the following statements DOES NOT describe a disadvantage associated with the theatre testing of ads?

Which of the following is a pretest classification used for measuring advertising effectiveness?

Research to measure advertising effectives can be used to evaluate alternative strategies under consideration because:

In Starch tests,respondents may want to impress the interviewer or fear looking unknowledgeable.This is called:

_____ is a readability test which examines the average number of syllables per 100 words.

Asking consumers for their reactions to the message structure,the body copy or the music used in a communication piece is a test of what decision?

A disadvantage of a ______ is that there is always the fear that competitors may discover and intervene in the research process.

An eye tracking study asked participants to search for Pepsi while navigating some popular social media sites.Which of the following was not included specifically because the site did not have a search tool?

The set of nine principles adopted by large advertising agencies to improve preparation and testing of ads is referred to as:

The portfolio test for ads assumes that:

Which of the following is one of the nine principles of Positioning Advertising Copy Testing (PACT)?

Which of the following is NOT a disadvantage associated with DAR tests?

One example of a(n)________ is the number of coupons returned or phone calls generated from the print ad.

In ____,people are brought to a particular location where they are shown ads and/or commercials.

Which of the following is the most likely reason why a small firm would not want to measure the effectiveness of promotional programs it designed?

What should ad testing focus on?

A methodology in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye is called:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 9: Measuring the Effectiveness of the Promotional Message

_____ distinguishes between alpha activity in the left and right sides of the brain.

Disadvantages associated with laboratory tests include:

________ tests are tests of the ad or commercial under natural viewing situations.

Which of the following statements DOES NOT describe a disadvantage associated with the theatre testing of ads?

Which of the following is a pretest classification used for measuring advertising effectiveness?

Research to measure advertising effectives can be used to evaluate alternative strategies under consideration because:

In Starch tests,respondents may want to impress the interviewer or fear looking unknowledgeable.This is called:

_____ is a readability test which examines the average number of syllables per 100 words.

Asking consumers for their reactions to the message structure,the body copy or the music used in a communication piece is a test of what decision?

A disadvantage of a ______ is that there is always the fear that competitors may discover and intervene in the research process.

An eye tracking study asked participants to search for Pepsi while navigating some popular social media sites.Which of the following was not included specifically because the site did not have a search tool?

The set of nine principles adopted by large advertising agencies to improve preparation and testing of ads is referred to as:

The portfolio test for ads assumes that:

Which of the following is one of the nine principles of Positioning Advertising Copy Testing (PACT)?

Which of the following is NOT a disadvantage associated with DAR tests?

One example of a(n)________ is the number of coupons returned or phone calls generated from the print ad.

In ____,people are brought to a particular location where they are shown ads and/or commercials.

Which of the following is the most likely reason why a small firm would not want to measure the effectiveness of promotional programs it designed?

What should ad testing focus on?

A methodology in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye is called:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters