Question 1

Which medium does Starch testing service measure?

Accepted Answer

A)  television 
B)  radio 
C)  magazines 
D)  newspapers 
E)  outdoor 
A)  television 
B)  radio 
C)  magazines 
D)  newspapers 
E)  outdoor

Question 2

Increasing gross rating points (GRPs)directly translates into better performance for a brand.

Accepted Answer

A) True 
 B)False

Question 3

Bruzzone testing provides a valid prediction of actual marketplace performance along with being relatively inexpensive compared with other copytesting methods.

Accepted Answer

A) True 
 B)False

Question 4

The Starch classification that consists of the percentage of people who remembered having previously seen the advertisement in the issue being studied is known as _____.

Accepted Answer

A)  noted 
B)  associated 
C)  influenced 
D)  read some 
E)  read most 
A)  noted 
B)  associated 
C)  influenced 
D)  read some 
E)  read most

Question 5

A test commercial received an ComScore ARS' Share of Choice score of 1.2.What does this mean?

Accepted Answer

A)  This commercial is likely to result in a 20 percent increase in market share. 
B)  This commercial is likely to result in market-share gains between 1 and 2 percent. 
C)  This commercial is probably incapable of driving market-share gains. 
D)  This commercial is probably incapable of catching consumers' attention. 
E)  The score for this commercial is defined as elastic. 
A)  This commercial is likely to result in a 20 percent increase in market share. 
B)  This commercial is likely to result in market-share gains between 1 and 2 percent. 
C)  This commercial is probably incapable of driving market-share gains. 
D)  This commercial is probably incapable of catching consumers' attention. 
E)  The score for this commercial is defined as elastic.

Question 6

A basic assumption of the Starch procedure is that respondents in fact do remember whether they saw a particular ad in a specific magazine issue.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statement regarding the watchability of a commercial is FALSE?

Accepted Answer

A)  Ads that are funny are much more likely to be watchable. 
B)  Watchable ads include continuous voiceovers over 80 percent of the time. 
C)  Music is featured prominently in slightly over 50 percent of commercials that are classified as watchable. 
D)  Watchable ads use celebrities considerably more often than do ordinary ads. 
E)  Commercials that include children or animals tend to be more watchable. 
A)  Ads that are funny are much more likely to be watchable. 
B)  Watchable ads include continuous voiceovers over 80 percent of the time. 
C)  Music is featured prominently in slightly over 50 percent of commercials that are classified as watchable. 
D)  Watchable ads use celebrities considerably more often than do ordinary ads. 
E)  Commercials that include children or animals tend to be more watchable.

Question 8

_____ is the Starch classification that consists of the percentage of people interviewed who not only noted the ad but also saw or read some part of it that clearly indicated the name of the brand or advertiser.

Accepted Answer

A)  Noted 
B)  Associated 
C)  Read some 
D)  Read most 
E)  Influenced 
A)  Noted 
B)  Associated 
C)  Read some 
D)  Read most 
E)  Influenced

Question 9

Single-source systems of advertising measurement address the critical issue of whether an advertising campaign has actually driven increases in _____ and augmented the brand's market share.

Accepted Answer

A)  brand sales 
B)  consumer awareness 
C)  audience attention 
D)  consumer loyalty 
E)  target market knowledge 
A)  brand sales 
B)  consumer awareness 
C)  audience attention 
D)  consumer loyalty 
E)  target market knowledge

Question 10

Single source systems are advertising research services that measure consumer recall of advertisements placed in all major media.

Accepted Answer

A) True 
 B)False

Question 11

Gallup & Robinson provides recall testing of advertisements placed in televised media.

Accepted Answer

A) True 
 B)False

Question 12

Joe has an identification card that he presents at the grocery store checkout on every shopping occasion.He is taking part in _____.

Accepted Answer

A)  the Hawthorne Experiment 
B)  the TRACE Method 
C)  the Emotional Measurement System 
D)  ACNielsen's SCANTRACK 
E)  IRI's BehaviorScan 
A)  the Hawthorne Experiment 
B)  the TRACE Method 
C)  the Emotional Measurement System 
D)  ACNielsen's SCANTRACK 
E)  IRI's BehaviorScan

Question 13

Recognition taps a more superficial level of memory compared to recall measures.

Accepted Answer

A) True 
 B)False

Question 14

There is evidence to indicate that galvanic skin response is a valid indicator of _____.

Accepted Answer

A)  the amount of warmth generated by an advertisement 
B)  a consumer's behavior generated by an advertisement 
C)  a consumer's purchase intention generated by an advertisement 
D)  the number of thoughts consumers generate after exposure to an advertisement 
E)  the number and types of thoughts consumers generate after exposure to an advertisement 
A)  the amount of warmth generated by an advertisement 
B)  a consumer's behavior generated by an advertisement 
C)  a consumer's purchase intention generated by an advertisement 
D)  the number of thoughts consumers generate after exposure to an advertisement 
E)  the number and types of thoughts consumers generate after exposure to an advertisement

Question 15

Who formulated the PACT principles to remedy the problem of mediocre or flawed advertising research?

Accepted Answer

A)  advertisers 
B)  advertising agencies 
C)  media groups 
D)  government 
E)  consumer groups 
A)  advertisers 
B)  advertising agencies 
C)  media groups 
D)  government 
E)  consumer groups

Question 16

Two general forms of ad research are _____.

Accepted Answer

A)  primary and secondary 
B)  qualitative and quantitative 
C)  media effectiveness and message effectiveness 
D)  recall and recognition 
E)  message research and copytesting 
A)  primary and secondary 
B)  qualitative and quantitative 
C)  media effectiveness and message effectiveness 
D)  recall and recognition 
E)  message research and copytesting

Question 17

Which of the following is NOT one of the PACT principles regarding advertising copytesting?

Accepted Answer

A)  A good copytesting system is one that requires agreement about how the results will be used in advance of each specific test. 
B)  A good copytesting system provides multiple measurements. 
C)  A good copytesting system is based on a model of sales or market share. 
D)  A good copytesting system should test alternative executions in the same degree of finish. 
E)  A good copytesting system is one that can demonstrate reliability and validity. 
A)  A good copytesting system is one that requires agreement about how the results will be used in advance of each specific test. 
B)  A good copytesting system provides multiple measurements. 
C)  A good copytesting system is based on a model of sales or market share. 
D)  A good copytesting system should test alternative executions in the same degree of finish. 
E)  A good copytesting system is one that can demonstrate reliability and validity.

Question 18

The ripamatics version of a commercial captures the realism of an actual commercial but entails huge expenses associated with filming an original commercial.

Accepted Answer

A) True 
 B)False

Question 19

The _____ indirectly assesses the degree of emotional response to an advertisement by measuring minute amounts of perspiration.

Accepted Answer

A)  TRACE Method 
B)  Emotional Measurement System 
C)  tachistoscope 
D)  pupillometer 
E)  galvanometer. 
A)  TRACE Method 
B)  Emotional Measurement System 
C)  tachistoscope 
D)  pupillometer 
E)  galvanometer.

Question 20

A storyboard is footage taken from existing commercials and spliced together to represent the proposed commercial.

Accepted Answer

A) True 
 B)False

Exam 17: Measuring Ad Message Effectiveness

Which medium does Starch testing service measure?

Increasing gross rating points (GRPs)directly translates into better performance for a brand.

Bruzzone testing provides a valid prediction of actual marketplace performance along with being relatively inexpensive compared with other copytesting methods.

The Starch classification that consists of the percentage of people who remembered having previously seen the advertisement in the issue being studied is known as _____.

A test commercial received an ComScore ARS' Share of Choice score of 1.2.What does this mean?

A basic assumption of the Starch procedure is that respondents in fact do remember whether they saw a particular ad in a specific magazine issue.

Which of the following statement regarding the watchability of a commercial is FALSE?

_____ is the Starch classification that consists of the percentage of people interviewed who not only noted the ad but also saw or read some part of it that clearly indicated the name of the brand or advertiser.

Single-source systems of advertising measurement address the critical issue of whether an advertising campaign has actually driven increases in _____ and augmented the brand's market share.

Single source systems are advertising research services that measure consumer recall of advertisements placed in all major media.

Gallup & Robinson provides recall testing of advertisements placed in televised media.

Joe has an identification card that he presents at the grocery store checkout on every shopping occasion.He is taking part in _____.

Recognition taps a more superficial level of memory compared to recall measures.

There is evidence to indicate that galvanic skin response is a valid indicator of _____.

Who formulated the PACT principles to remedy the problem of mediocre or flawed advertising research?

Two general forms of ad research are _____.

Which of the following is NOT one of the PACT principles regarding advertising copytesting?

The ripamatics version of a commercial captures the realism of an actual commercial but entails huge expenses associated with filming an original commercial.

The _____ indirectly assesses the degree of emotional response to an advertisement by measuring minute amounts of perspiration.

A storyboard is footage taken from existing commercials and spliced together to represent the proposed commercial.

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

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