Deck 9: Measuring the Effectiveness of the Promotional Message

Question 1

Which of the following is used in field posttesting of ad effectiveness?

A) Consumer juries
B) Rough tests
C) Readability tests
D) Recognition tests

Answer 1

D

Question 2

tests are tests of the ad or commercial under natural viewing situations.

A) Posttests
B) Field
C) Tracking study
D) Laboratory

Answer 2

B

Question 3

One disadvantage of is that mock-ups, storyboards, or animatics may not communicate as effectively as the final product.

A) pretesting
B) posttesting
C) recall tests
D) concept tests

Answer 3

A

Question 4

Asking consumers for their reactions to the message structure, the body copy, or the music used in a communication piece is a test of what decision?

A) Brand positioning
B) Choice of media vehicle
C) Creative tactics
D) Creative strategy

Question 5

Which of the following is the most likely reason why a small firm would NOT want to measure the effectiveness of promotional programs it designed?

A) Disagreement as to what to test
B) Costs
C) Lack of time
D) The objections of creative people

Question 6

Each of the following is an argument against measuring advertising effectiveness EXCEPT:

A) the objections of creative people
B) assessing effectiveness can avoid costly mistakes
C) research problems
D) disagreement as to what to test

Question 7

Which of the following is a pretest classification used for measuring advertising effectiveness?

A) Concept tests
B) Association measures
C) Recognition tests
D) Single-source tracking studies

Question 8

Laboratory methods of testing for advertisement effectiveness generally offer high:

A) response
B) control
C) external validity
D) feedback

Question 9

What should ad testing focus on?

A) Creative design and creative tactics decisions
B) Creative tactics decisions
C) Creative strategy and creative tactics decisions
D) Creative strategy decisions

Question 10

Testing whether the impact and use of a product spokesperson has lost effectiveness over time is a focus on what decision?

A) Choice of media vehicle
B) Brand positioning
C) Creative strategy
D) Creative tactics

Question 11

In _ _, people are brought to a particular location where they are shown ads and/or commercials.

A) tracking studies
B) pretests and posttests
C) test marketing
D) pretests only

Question 12

One advantage of pretesting is:

A) feedback is relatively inexpensive
B) pretesting takes time, and can impact final in-field dates
C) it is difficult to correlate positive reactions to messages with actual effects on sales
D) mock-ups, storyboards, or animatics may not communicate as effectively as the final execution

Question 13

Which of the following is NOT a pretest classification used for measuring advertising effectiveness?

A) Comprehension and reaction tests
B) Concept tests
C) Readability tests
D) Test marketing

Question 14

Research to measure advertising effectiveness can be used to evaluate alternative strategies under consideration because:

A) they want to be sure that sales objectives will be met through the promotional strategies they employ
B) strategies used in the past may no longer be interesting to the consumer
C) typically a firm would only be considering one main communication strategy
D) marketers wish to determine which promotional element would provide their most effective monetary expenditure

Question 15

Disadvantages associated with laboratory tests include:

A) lack of realism
B) lack of control
C) the expense associated with collecting feedback information
D) a too effective level of communication

Question 16

Each of the following is an argument for measuring advertising effectiveness EXCEPT:

A) money spent on research could go to improved ad production or additional media buys
B) assessing ad effectiveness can help avoid costly mistakes that minimize return on marketing investment
C) posttesting will establish whether objectives were met, and whether similar programs should be run in future
D) research can assist the manager to determine which competing strategies might be most effective

Question 17

The fact that people brought in to a lab setting to look at ad mockups may look at the ads more closely than they might look at it if it was included in a magazine that was delivered to their home is an example of a(n):

A) perceptual propensity
B) environmental proclivity
C) lack of realism
D) vision myopic perception

Question 18

An advantage offered by field test measures is:

A) greater control of noise
B) the ability to isolate the causes of the viewers' evaluations
C) avoidance of potential sabotage
D) more realistic testing conditions

Question 19

Commercials and print ads are posttested to:

A) avoid the use of surveys
B) gain relatively inexpensive feedback
C) determine if the organization's mission statement needs to be modified
D) determine if a campaign is accomplishing the objectives sought

Question 20

From a decision-making point of view, research is integrated into communication planning with a three-step process. Which of the following is NOT one of those steps?

A) attribution
B) allocation
C) elaboration
D) optimization

Question 21

A live-action rough:

A) uses the live motion of stand-in, nonunionized talent to "act out" the creative concept
B) is a succession of photographs depicting the intended scenes
C) is a series of drawings or cartoons to depict a commercial idea
D) uses a rapid sequence of panning and/or zooming to simulate movement

Question 22

Which of the following questions is more likely to be asked in a consumer jury test?

A) How did you like the music?
B) Will you buy this product after seeing this ad?
C) Is the ad layout convincing?
D) Which ad did you like best?

Question 23

One of the measures included in in-studio AD*VANTAGE/ACT surveys is , which asks, "will the commercial inspire non-users to try the product, and will it enhance brand loyalty among existing customers?"

A) branding
B) memorability
C) persuasion
D) visibility

Question 24

Some firms conducting theatre testing also insert the commercial into actual TV programs in certain test markets. This is called:

A) tracking
B) readability tests
C) concept tests
D) on-air tests

Question 25

Subaru wishes to conduct pretest research to determine which of a number of concepts developed by their agency they should choose to launch first. An effective method of testing to determine this ranking would be:

A) mall intercept
B) consumer jury
C) field test
D) focus group

Question 26

The disadvantages of a are that the results are not quantifiable and group influences may bias participants' responses.

A) laboratory test
B) concept test
C) focus group
D) recall test

Question 27

s a readability test which examines the average number of syllables per 100 words.

A) Contextual testing
B) Burke's reflections test
C) The Flesch formula
D) Portfolio analysis

Question 28

The use of pupillometrics has waned over the past decade because:

A) high costs and some methodological problems have made it less effective than other methods
B) involuntary consumer responses are not good indicators of effectiveness
C) pupil dilation has little correlation to a consumer's affective response to an ad
D) some consumers are able to control their physiological responses, which skews the data

Question 29

The primary measure used in on-air testing is:

A) comprehension and reaction tests
B) recall scores
C) focus group results
D) portfolio analysis

Question 30

Sometimes, participants rate an ad as good on all characteristics because they like a few characteristics and overlook specific weaknesses. This is called:

A) halo effect
B) distortion
C) prejudice
D) bias

Question 31

Which of the following statements DOES NOT describe a disadvantage associated with the theatre testing of ads?

A) The setup will be viewed as phony by many participants.
B) The environment is very close to a natural advertising scenario.
C) Participants will answer like they think they're supposed to not as a reflection of how they really feel.
D) The group effect may cause some to react to an ad when they would not have ordinarily.

Question 32

The portfolio test for ads assumes that:

A) reliability and validity are the most important part of the testing process
B) field and laboratory tests produce the same results
C) the consumer will closely scrutinize all ads that he or she sees
D) the ad that yields the highest recall is the most effective

Question 33

Pretesting of finished ads can consist of each of the following EXCEPT:

A) dummy advertising vehicles
B) readability tests
C) inquiry tests
D) portfolio tests

Question 34

A is conducted very early in the campaign development process in order to explore the consumer's response to a potential ad.

A) laboratory test
B) field test
C) recognition test
D) concept test

Question 35

Focus group methodology is attractive to marketers for the following reasons EXCEPT:

A) each focus group will tend to examine a single topic per session
B) consumer participants' reactions are directly observable
C) results are easily obtained
D) immediate feedback from participants means that marketers don't have to delay progress on communication development

Question 36

The advantage of the method is that it provides a more natural setting than the portfolio test.

A) contextual test
B) dummy advertising vehicle
C) Burke's reflection test
D) vehicle source testing

Question 37

When two or more ads are used in a _ order the ads according to their preferences. _, viewers are usually asked to rate or rank

A) comprehension test
B) reaction test
C) readability test
D) consumer jury test

Question 38

suggests that copy is best understood when sentences are short, words are concrete and familiar, and personal references are drawn.

A) Readability testing
B) Inquiry testing
C) Focus group research
D) Portfolio analysis

Question 39

is the laboratory method of pretesting ads which exposes a group of respondents to both control and test advertisements.

A) The Flesch test
B) Portfolio testing
C) Millward-Brown's link copy test
D) Commercial testing

Question 40

is a rough commercial test in which a succession of photographs are shown to the receiver.

A) Live-action rough testing
B) Finished product testing
C) Photomatic rough testing
D) Animatic rough testing

Question 41

A methodology in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye is called:

A) electrodermal response
B) EEG
C) pupil dilation
D) eye tracking

Question 42

The most popular method of posttesting employed in the broadcast industry for decades was:

A) (DAR) Day-After Recall method
B) consumer juries
C) mall intercepts
D) Starch recognition method

Question 43

Which of the following is NOT an application of eye tracking technology for measuring advertising effectiveness?

A) Allows the researcher to analyze the effectiveness of an ad's copy and visuals
B) Allows the researcher to analyze the effectiveness of Web designs, print ads and televisions commercials
C) Allows the researcher to determine what viewers actually look at when viewing an ad
D) Allows the researcher to determine whether the viewer will purchase the product based on what they saw in the ad

Question 44

distinguishes between alpha activity in the left and right sides of the brain.

A) Electrodermal activity
B) Hemispheric lateralization
C) Cerebral response testing
D) Gamma activity

Question 45

Research shows that in Starch recognition tests, respondents may claim to have seen an ad when they did not. This is an example of:

A) validity problems
B) reliability problems
C) false claiming
D) reliability and validity problems

Question 46

The day-after recall test would be the most appropriate measure of effectiveness for:

A) the back outside cover position of the May issue of Chatelaine
B) a 30-second commercial on the CTV network
C) a transit ad on the back of the envelope that contains airplane tickets
D) a full-page ad in a trade journal aimed at the textile industry

Question 47

Advertising testing that studies dilation or constriction of the eye in response to stimuli is called:

A) Flesch testing
B) galvanic eye responses
C) the reactive test
D) pupillometrics

Question 48

Which testing method should Starbucks employ to measure the recall of their first television advertising campaign in over a decade?

A) day-after recall
B) comprehension and reaction tests
C) portfolio tests
D) Starch recognition method

Question 49

In Starch tests, respondents may want to impress the interviewer or fear looking unknowledgeable. This is called:

A) validity concerns
B) recall bias
C) false claiming
D) interviewer sensitivities

Question 50

BMW has developed two new print ads designed to appeal to women. One ad uses local scenes from around Toronto, Montreal, Edmonton, and Vancouver. The other ad uses a spokesperson and emphasizes the safety of the car. Which type of ad effectiveness measure should BMW use to test which ad is most effective?

A) Split-run testing
B) Physiological measures
C) Day-after recall
D) Consumer juries

Question 51

is a technique for measuring print advertising effectiveness. With this method, three measures of a particular ad appearing in a magazine are taken to determine if the ad was noticed and read.

A) Tracking
B) Burke Day-After Recall method
C) Starch recognition method
D) Split-run test

Question 52

Which of the following is NOT a disadvantage associated with DAR tests?

A) DAR tests may favour emotional appeals by asking respondents to verbalize the message.
B) Thinking messages may be easier to recall than emotional communication.
C) Pre-recruited respondents may pay increased attention to the program and ads.
D) Program content may influence recall.

Question 53

One method of testing how consumers relate to an ad and process the information it contains is to measure , the degree of brain activation that occurs when they
Look at the ad.

A) cerebral response
B) electrodermal response
C) beta activity
D) alpha activity

Question 54

The most commonly employed method for posttesting print ads is:

A) Indirect methods
B) Inquiry testing
C) The recognition method
D) Consumer juries

Question 55

Galvanic skin response is also known as:

A) pupillometrics
B) electrodermal response
C) alpha beta activity
D) dermal resolution

Question 56

track the behaviours of consumers from the television set to the supermarket checkout counter.

A) Multi-source tracking methods
B) Single-source tracking methods
C) Consumer ride-alongs
D) In-depth interviews

Question 57

Which one of the following statements about the Starch test is NOT true?

A) Readership scores are a useful indication of consumers' involvement in the ad.
B) The effectiveness of competitors' ads cannot be compared.
C) The pulling power of various aspects of an ad can be assessed.
D) The Starch test is a posttest.

Question 58

measures electrical frequencies in the brain as the individual being tested responds to ads he or she is viewing.

A) Electroencephalographic
B) Pupillometric
C) Cerebral response
D) Electrodermal

Question 59

One example of a(n) is the number of coupons returned or phone calls generated from the print ad.

A) recognition test
B) inquiry test
C) portfolio test
D) Flesch test

Question 60

A disadvantage of is that there is always the fear that competitors may discover and intervene in the research process.

A) a Flesch test
B) inquiry testing
C) recognition testing
D) test marketing

Question 61

Good tests of advertising effectiveness must address the nine principles established by PACT. One of the easiest ways to do this is to follow a decision sequence model. Which of the following is NOT one of the steps in this sequence?

A) Use multiple measures
B) Establish communication objectives
C) Decide whether to use pretests or posttests
D) Use a consumer response model

Question 62

Which of the following is one of the nine principles of Positioning Advertising Copy Testing (PACT)?

A) Provide measurements that are relevant to the objectives of the advertising.
B) Use a convenience sample.
C) Realize that a single measurement is adequate to assess an ad's performance.
D) Provide controls to avoid the biasing effects of the ad content.

Question 63

take posttest measures of an advertising campaign's effectiveness at regular intervals.

A) In-depth interviews
B) Recall tests
C) Tracking studies
D) Recognition tests

Question 64

studies are used to measure the effects of advertising on awareness, recall, interest, and attitudes toward an ad.

A) Alpha
B) Tracking
C) Beta
D) Portfolio

Question 65

Samsung, maker of the Galaxy Note, is interested in measuring consumers' movement through the adoption hierarchy. It should employ which of the following ad effectiveness measures?

A) Portfolio testing
B) Ad tracking study
C) Recognition test
D) Day-after recall tests

Question 66

Which of the following is NOT a guideline for an effective testing of an ad?

A) Use mainly pretests
B) Use a consumer response model
C) Establish communications objectives
D) Use multiple measures

Question 67

The set of nine principles adopted by large advertising agencies to improve preparation and testing of ads is referred to as:

A) Positioning Advertising Copy Testing (PACT)
B) Post-Advertising Commercial Testing (PACT)
C) Principles of Advertising Consumer Testing (PACT)
D) Promotional Advertising Content Testing (PACT)