Exam 17: Measuring Ad Message Effectiveness

A very important advertising research service is the Next*TV method which was created by _____.

A good copytesting system needs to provide measurements that are relevant to the _____.

The postmeasure percentage of respondents who were exposed to an advertisement for the target brand preferring the target brand minus the premeasure percentage who prefer that brand is known as the _____.

Measuring respondents' pupil dilation as they view a television commercial or focus on a printed advertisement is done using a _____.

John participated in research in which the interviewer presented him with a magazine advertisement and asked him if he remembered seeing or reading any part of that particular advertisement.In fact,John told the interviewer that he had actually read all of the written material in that particular ad.Which Starch classification will John's response be placed?

There is a single advertising-effectiveness measurement technique that is ideal and appropriate for all occasions.

Diminished effectiveness of advertising as GRPs accumulate over time is referred to as _____.

Information Resources Inc.'s BehaviorScan is a single source system that collects consumer purchase data by having consumers use held-hand scanners to read bar-coded UPC symbols.

A print ad for a new brand of body lotion refers to it as a "peach." In this regard,"peach" is a(n)_____.

The Next*TV method tests television commercials in consumers' homes.

Gfk MRI's Starch Ad Readership Studies interviews respondents and then classifies them as noted,associated,read-some,or read-most readers according to specific definitions.

PACT is an acronym for _____.

There is evidence to indicate that galvanic skin response is a valid indicator of the amount of warmth generated by an advertisement.

The ComScore ARS' Share of Choice method only tests television commercials in finished form.

The two general forms of advertising research that are practiced are message research and focused research.

The demand for _____ that is prevalent throughout business necessitates that ads be tested before they are placed in media,and then again during or after the period in which they have been printed or broadcast.

List the nine PACT principles.

Research has shown that effective television advertising must possess a strong selling proposition.

Which of the following is a key mechanism for tapping into people's thoughts and feelings and is based on the idea that people understand and experience things in terms of other things?

Which form of message research is concerned with generating insights into and interpretations of those advertising elements that influence people's response to advertisements?