Exam 17: Measuring Ad Message Effectiveness

Single-source data consists of (1)household demographic information,(2)household purchase behavior,(3)household exposure to (or,more technically,the opportunity to see)new television commercials that are tested under real-world test conditions.

A conclusion drawn from ARS' testing of various commercials for a Campbell's Soup Company brand (i.e.,V8 vegetable juice)about the functioning and effectiveness of advertising states that _____.

Information Resources,Inc.is known for _____.

A film or videotape of a sequence of drawings with simultaneous playing of audio to represent a proposed commercial is a(n)_____.

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

Measures of _____ are used when an advertiser's objective is to influence consumers' attitudes toward and preference for the advertised brand.

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

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

A good copytesting system provides a single measurement to assess the performance of an advertisement.

Liveamatics are the closest to a finished commercial,but they do not fully represent the actual settings or talent that will be used in the actual commercial.

In copy testing,a valid test is one that _____.

Measuring message effectiveness is not a difficult or expensive task.

At which stage of development can ad message research be conducted?

ACNielsen's ScanTrack and IRI's BehaviorScan are prominent single-source systems that measure sales response.Describe the differences in the way these two systems collect data,and discuss the impact of these differences on the information provided by these companies.

Starch measures the primary objective of a television advertisement.

The "Read Most" classification of the Gfk MRI's Starch Ad Readership Studies is the percentage of people interviewed who read 80 percent or more of the written material in the advertisement.

Which of the following are the two general forms of message research?

An advertisement that achieves a Starch score of 70 indicates it scored 70 percent above comparable ads.

A good copytesting system is one that requires agreement about how the results will be used in advance of each specific test.

The persuasive power of an advertisement declining over time is referred to as wearout.