Question 1

Which form of message research is concerned with measuring the effects an advertisement may have or has had?

Accepted Answer

A)  secondary 
B)  qualitative 
C)  quantitative 
D)  valid 
E)  reliable 
A)  secondary 
B)  qualitative 
C)  quantitative 
D)  valid 
E)  reliable

Question 2

Which of the following is a category of message research?

Accepted Answer

A)  recognition and recall 
B)  physiological arousal 
C)  persuasion 
D)  sales responses 
E)  All of the above. 
A)  recognition and recall 
B)  physiological arousal 
C)  persuasion 
D)  sales responses 
E)  All of the above.

Question 3

ScanTrack data has provided advertisers and their agencies with invaluable information about the short- and long-term effects of advertising.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following statements is FALSE regarding advertising research?

Accepted Answer

A)  Measures of advertising effectiveness are standardized across the industry. 
B)  Message research is also called copy research or copytesting. 
C)  Ad message research can be conducted at various stages from message development to after an ad appears in the media. 
D)  Advertising research is done under natural advertising conditions or laboratory situations. 
E)  Advertising research involves both pretesting and posttesting of messages. 
A)  Measures of advertising effectiveness are standardized across the industry. 
B)  Message research is also called copy research or copytesting. 
C)  Ad message research can be conducted at various stages from message development to after an ad appears in the media. 
D)  Advertising research is done under natural advertising conditions or laboratory situations. 
E)  Advertising research involves both pretesting and posttesting of messages.

Question 5

Watchable ads often include continuous voiceovers.

Accepted Answer

A) True 
 B)False

Question 6

IRI's BehaviorScan procedure enables which types of testing of television commercial effectiveness?

Accepted Answer

A)  pretests and posttests 
B)  weight tests and copy tests 
C)  recall tests and recognition tests 
D)  awareness tests and persuasion tests 
E)  persuasion tests and purchase tests 
A)  pretests and posttests 
B)  weight tests and copy tests 
C)  recall tests and recognition tests 
D)  awareness tests and persuasion tests 
E)  persuasion tests and purchase tests

Question 7

A storyboard is a pre-finished version of an advertisement that presents a series of key visual frames and corresponding script of the audio.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is NOT an advantage of the in-home videotape methodology used in the Next*TV method?

Accepted Answer

A)  In-home exposure makes it possible to measure advertising effectiveness in a natural environment. 
B)  By embedding test advertisements in actual programming content along with other advertisements, it is possible to assess the ability of TV commercials to break through the clutter, gain the viewer's attention, and influence message recallability and persuadability. 
C)  Be measuring recall one day after exposure, it can be determined how well tested commercials are remembered after this delay period. 
D)  The videotape technology allows the use of representative national sampling. 
E)  By providing a standardized measure of persuasion, national norms can be determined. 
A)  In-home exposure makes it possible to measure advertising effectiveness in a natural environment. 
B)  By embedding test advertisements in actual programming content along with other advertisements, it is possible to assess the ability of TV commercials to break through the clutter, gain the viewer's attention, and influence message recallability and persuadability. 
C)  Be measuring recall one day after exposure, it can be determined how well tested commercials are remembered after this delay period. 
D)  The videotape technology allows the use of representative national sampling. 
E)  By providing a standardized measure of persuasion, national norms can be determined.

Question 9

Bruzzone Research Company provides information on consumer recognition of _____.

Accepted Answer

A)  radio commercials 
B)  magazine advertisements 
C)  newspaper advertisements 
D)  outdoor advertisements 
E)  television commercials 
A)  radio commercials 
B)  magazine advertisements 
C)  newspaper advertisements 
D)  outdoor advertisements 
E)  television commercials

Question 10

Which of the following is NOT a criticism of recall as a measure of advertising effectiveness?

Accepted Answer

A)  Recall simply measures whether an ad is received but not whether the message is accepted. 
B)  Measures of recall are biased in favor of younger consumers. 
C)  Day-after recall (DAR) testing significantly overstates the memorability of commercials that employ emotional or feeling-oriented themes. 
D)  Recall scores generated by advertisements are not predictive of sales performance. 
E)  All of the above are criticisms. 
A)  Recall simply measures whether an ad is received but not whether the message is accepted. 
B)  Measures of recall are biased in favor of younger consumers. 
C)  Day-after recall (DAR) testing significantly overstates the memorability of commercials that employ emotional or feeling-oriented themes. 
D)  Recall scores generated by advertisements are not predictive of sales performance. 
E)  All of the above are criticisms.

Question 11

Compare and contrast qualitative and quantitative message research.

Accepted Answer

Qualitative research is concerned with g

Question 12

Positioning Advertising Copytesting (PACT)was formulated by Proctor & Gamble to remedy the problem of mediocre or flawed advertising research.

Accepted Answer

A) True 
 B)False

Question 13

Which is NOT a technological development that has made single-source systems (SSSs)possible?

Accepted Answer

A)  optical laser scanning of universal product codes 
B)  electronic funds transfer 
C)  split-cable technology 
D)  electronic television meters 
E)  all of the above technologies have made SSSs possible 
A)  optical laser scanning of universal product codes 
B)  electronic funds transfer 
C)  split-cable technology 
D)  electronic television meters 
E)  all of the above technologies have made SSSs possible

Question 14

Brain imaging applies knowledge from the field of _____ and uses a functional Magnetic Resonance Imaging device (MRI).

Accepted Answer

A)  biology 
B)  chemistry 
C)  physioscience 
D)  psychology 
E)  neuroscience 
A)  biology 
B)  chemistry 
C)  physioscience 
D)  psychology 
E)  neuroscience

Question 15

Which of the following is NOT a characteristic that makes a commercial more watchable?

Accepted Answer

A)  humor 
B)  music 
C)  frequent use of continuous voiceovers 
D)  fast paced 
E)  uses celebrities 
A)  humor 
B)  music 
C)  frequent use of continuous voiceovers 
D)  fast paced 
E)  uses celebrities

Question 16

Stephanie needs information on consumer recognition of television commercials.She can get this information from _____.

Accepted Answer

A)  Statistical Research, Inc. 
B)  Mediamark Research, Inc. 
C)  Simmons Market Research Bureau 
D)  Bruzzone Research Company 
E)  Arbitron 
A)  Statistical Research, Inc. 
B)  Mediamark Research, Inc. 
C)  Simmons Market Research Bureau 
D)  Bruzzone Research Company 
E)  Arbitron

Question 17

Nielsen is an advertising research company that helped develop the ScanTrack single-source system.

Accepted Answer

A) True 
 B)False

Question 18

Harold wants to gain insights into and interpretations of those advertising elements that influence people's responses to his company's advertisements and is planning on conducting a focus group.Which form of message research does this represent?

Accepted Answer

A)  secondary 
B)  posttesting 
C)  pretesting 
D)  qualitative 
E)  quantitative 
A)  secondary 
B)  posttesting 
C)  pretesting 
D)  qualitative 
E)  quantitative

Question 19

Message research has historically focused excessively on the _____ aspect of human behavior and given insufficient attention to _____ aspects.

Accepted Answer

A)  hedonic; functional 
B)  central; peripheral 
C)  rational; emotional 
D)  motivational; perceptual 
E)  personality; situational 
A)  hedonic; functional 
B)  central; peripheral 
C)  rational; emotional 
D)  motivational; perceptual 
E)  personality; situational

Question 20

The _____ method tests television commercials in consumers' homes.

Accepted Answer

A)  Next*TV 
B)  TiVo 
C)  Behavioral 
D)  Sensory 
E)  Visual 
A)  Next*TV 
B)  TiVo 
C)  Behavioral 
D)  Sensory 
E)  Visual

Exam 17: Measuring Ad Message Effectiveness

Which form of message research is concerned with measuring the effects an advertisement may have or has had?

Which of the following is a category of message research?

ScanTrack data has provided advertisers and their agencies with invaluable information about the short- and long-term effects of advertising.

Which of the following statements is FALSE regarding advertising research?

Watchable ads often include continuous voiceovers.

IRI's BehaviorScan procedure enables which types of testing of television commercial effectiveness?

A storyboard is a pre-finished version of an advertisement that presents a series of key visual frames and corresponding script of the audio.

Which of the following is NOT an advantage of the in-home videotape methodology used in the Next*TV method?

Bruzzone Research Company provides information on consumer recognition of _____.

Which of the following is NOT a criticism of recall as a measure of advertising effectiveness?

Compare and contrast qualitative and quantitative message research.

Positioning Advertising Copytesting (PACT)was formulated by Proctor & Gamble to remedy the problem of mediocre or flawed advertising research.

Which is NOT a technological development that has made single-source systems (SSSs)possible?

Brain imaging applies knowledge from the field of _____ and uses a functional Magnetic Resonance Imaging device (MRI).

Which of the following is NOT a characteristic that makes a commercial more watchable?

Stephanie needs information on consumer recognition of television commercials.She can get this information from _____.

Nielsen is an advertising research company that helped develop the ScanTrack single-source system.

Harold wants to gain insights into and interpretations of those advertising elements that influence people's responses to his company's advertisements and is planning on conducting a focus group.Which form of message research does this represent?

Message research has historically focused excessively on the _____ aspect of human behavior and given insufficient attention to _____ aspects.

The _____ method tests television commercials in consumers' homes.

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 Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters

Message research has historically focused excessively on the _ aspect of human behavior and given insufficient attention to _ aspects.