Question 1

Which of the following would be the closest to a finished commercial?

Accepted Answer

A)  animatic 
B)  liveamatic 
C)  storyboard 
D)  photomatic 
E)  ripamatic 
A)  animatic 
B)  liveamatic 
C)  storyboard 
D)  photomatic 
E)  ripamatic

Question 2

In the case of greater pupil dilation,responses to specific elements in an advertisement are used to indicate _____.

Accepted Answer

A)  negative reaction 
B)  positive reaction 
C)  thoughts generated 
D)  indifferent reaction 
E)  intense reaction 
A)  negative reaction 
B)  positive reaction 
C)  thoughts generated 
D)  indifferent reaction 
E)  intense reaction

Question 3

The demand for accountability 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.

Accepted Answer

A) True 
 B)False

Question 4

Allen wants to know if his advertising message is going to be effective in influencing the target audience.Allen needs to conduct _____.

Accepted Answer

A)  marketing research 
B)  message research 
C)  media research 
D)  secondary research 
E)  selective research 
A)  marketing research 
B)  message research 
C)  media research 
D)  secondary research 
E)  selective research

Question 5

In pupillometric tests,greater dilation means a more favorable response to the message.

Accepted Answer

A) True 
 B)False

Question 6

Panel members who use their handheld scanners to enter any coupons used and to record all store deals and in-store features that influenced their purchasing decisions are taking part in _____.

Accepted Answer

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

Question 7

A magazine ad for Absolute vodka received a score of 140.What does this mean?

Accepted Answer

A)  That particular ad scored 140 percent above comparable ads. 
B)  That particular ad scored 40 percent above comparable ads. 
C)  The percentage of respondents who read half or more of the written material in the ad was 40 percent. 
D)  The percentage of respondents who recalled seeing the ad was 40 percent. 
E)  That particular ad is capable of generating market-share gains of 40 percent. 
A)  That particular ad scored 140 percent above comparable ads. 
B)  That particular ad scored 40 percent above comparable ads. 
C)  The percentage of respondents who read half or more of the written material in the ad was 40 percent. 
D)  The percentage of respondents who recalled seeing the ad was 40 percent. 
E)  That particular ad is capable of generating market-share gains of 40 percent.

Which of the following would be the closest to a finished commercial?

In the case of greater pupil dilation,responses to specific elements in an advertisement are used to indicate _____.

The demand for accountability 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.

Allen wants to know if his advertising message is going to be effective in influencing the target audience.Allen needs to conduct _____.

In pupillometric tests,greater dilation means a more favorable response to the message.

Panel members who use their handheld scanners to enter any coupons used and to record all store deals and in-store features that influenced their purchasing decisions are taking part in _____.

A magazine ad for Absolute vodka received a score of 140.What does this mean?

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

Exam 17: Measuring Ad Message Effectiveness

Which of the following would be the closest to a finished commercial?

In the case of greater pupil dilation,responses to specific elements in an advertisement are used to indicate _____.

The demand for accountability 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.

Allen wants to know if his advertising message is going to be effective in influencing the target audience.Allen needs to conduct _____.

In pupillometric tests,greater dilation means a more favorable response to the message.

Panel members who use their handheld scanners to enter any coupons used and to record all store deals and in-store features that influenced their purchasing decisions are taking part in _____.

A magazine ad for Absolute vodka received a score of 140.What does this mean?

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