Deck 20: Post-Production Advertising Testing and Optimization

Question 1

Mapes and Ross' copy testing methodology collects data ________ commercial viewing.

A)immediately after
B)12 hours after
C)the day after
D)two days after
E)one week after

Answer 1

C

Question 2

Mapes and Ross' copy testing methodology is named ________.

A)Natural Exposure
B)Copy Exposure
C)NaturalResponse
D)Native Exposure
E)RealTest

Answer 2

A

Question 3

The name of Gallup & Robinson's copy testing service is:

A)Inteletest
B)Copy Test 1000
C)Copy Intelligence
D)CreativeSelect
E)SmartChoice

Answer 3

A

Question 4

Individuals participating in a Gallup & Robinson copy test are aware that the goal of the research is to collect information on commercial effectiveness.

Question 5

Mapes and Ross' copy testing methodology does not collect any measures related to commercial communication.

Question 6

According to Mapes and Ross,________ is a measure of respondents' ability to link the advertised brand to the commercial from a category description.

A)unaided recall
B)aided recall
C)unaided persuasion
D)aided persuasion
E)unaided communication

Question 7

The following criteria refer to aspects of copy testing of television advertising.
- the naturalness of the viewing situation
- the number of advertising exposures
- the amount paid to respondents
- the timing of data collection
According to the text,how many of these criteria are valuable in distinguishing different approaches to copy testing?

A)0
B)1
C)2
D)3
E)4

Question 8

Mapes and Ross' copy testing methodology measures commercial persuasion by comparing pre-exposure brand preferences to post-exposure brand preferences.

Question 9

Commercial copy testing companies provide norms to help advertisers interpret their results.

Question 10

The primary metric in Mapes and Ross' copy testing methodology is ________.

A)liking
B)communication
C)persuasion
D)recall

Question 11

Gallup & Robinson's copy testing methodology shows the test commercial ________

A)in the context of an actual television broadcast
B)over a private ROKU channel
C)in the context of a prerecorded program distributed via VHS or DVD
D)via a dedicated YouTube channel
E)after a password protected link is clicked on the Gallup & Robinson website

Question 12

Mapes and Ross defines commercial ________ as the ad's ability to change or maintain preference and interest toward the advertised brand.

A)liking
B)communication
C)persuasion
D)recall

Question 13

According to Gallup & Robinson,levels of recall are the key measures associated with commercial ________.

A)persuasion
B)believability
C)intrusiveness
D)relevance
E)appeal

Question 14

Gallup & Robinson asks respondents how much they agree or disagree with the statement "This commercial is one of the best I've seen recently." This is a measure of commercial ________.

A)excellence
B)relevance
C)persuasion
D)clutter
E)recall

Question 15

Gallup & Robinson define commercial ________ as the commercial's ability to break through the clutter and communicate an advertiser or brand name.

A)congruity
B)relevance
C)intrusiveness
D)salience
E)appeal

Question 16

Mapes and Ross' copy testing methodology shows the test commercial ________.

A)in the context of an actual television broadcast
B)over a private ROKU channel
C)in the context of a prerecorded program distributed via VHS or DVD
D)via a dedicated YouTube channel
E)after a password protected link is clicked on the Gallup & Robinson website

Question 17

According to Gallup & Robinson,"favorable buying attitude" is a key measure of commercial ________.

A)persuasion
B)believability
C)intrusiveness
D)relevance
E)appeal

Question 18

There are two main approaches to how respondents are exposed to a commercial in a copy test.One way is via a VHS or DVD that contains a prerecorded television program in which the test commercial has been inserted.What is the second approach?

A)Show the test commercial in the context of an actual television broadcast.
B)Show the test commercial over a private ROKU channel.
C)Upload and show the commercial on a dedicated YouTube channel.
D)Invite the respondents to a central facility for viewing.
E)Email the commercial for home viewing.

Question 19

Copy testing research is ________ in nature.

A)evaluative
B)diagnostic
C)serialized
D)synergistic
E)symbolic

Question 20

The two statements below refer to copy testing methodologies.
I.All copy testing companies collect the exact same set of measurements.
II.All copy testing companies collect data immediately after commercial viewing.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 21

________ campaign evaluation is common for advertising placed in media where continuous data collection is possible.Data gathered in concurrent evaluations is typically behavioral and is collected throughout the campaign.

A)Systematic
B)Tracking
C)Concurrent
D)Sequential
E)Multi-modal

Question 22

A split-run test is a variation of the ________ research design.

A)pretest - post-test
B)post-test only
C)Solomon four group
D)factorial

Question 23

An advertiser is considering a multivariate test.The test will manipulate eight characteristics with two aspects (or levels)of each characteristic.In total,the advertiser needs to create ________ different stimuli.

A)2
B)4
C)5
D)8
E)9

Question 24

The following statements refer to potential limitations of A/B testing.
I.When single changes are instituted sequentially,A/B testing takes a significant amount of time in order to continuously test and compare modified ads to the current
"best" ad.
II.When multiple changes are made all at once,it is impossible to say which specific
Changes affected the outcome.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 25

Split-run and A/B tests permit an advertiser to compare a current approach to advertising to one or more potential alternatives.

Question 26

Imagine that you are conducting research to explore the effects of different manipulations on responses to online advertising.You are using a 2 x 2 x 3 design.How many different versions of the ad would be needed?

A)4
B)6
C)7
D)12

Question 27

The following are potential considerations for A/B testing.
- the length of the test
- rotation of test and control ads
- Characteristics of current and test ads
How many of these are mentioned by the text as important considerations in the planning of an A/B test?

A)0
B)1
C)2
D)3

Question 28

One advantage of multivariate testing over A/B and full factorial designs is that multiple changes in communication stimuli can be tested and evaluated all at once,reducing the amount of time and cost associated with other approaches.

Question 29

Mapes and Ross and Gallup & Robinson measure commercial persuasion in the same way.

Question 30

The text notes that the closer a copy testing methodology is to "real world" exposure,the more accurately the results will reflect "real world" advertising performance and consumer response.Which copy testing company's methodology is closest to the "real world."

A)Gallup & Robinson
B)Mapes and Ross

Question 31

________ research provides a solution to situations in which full factorial designs are not practical due to a large number of factors and levels.Multivariate testing uses a subset of all possible combinations in order to estimate the effects of all combinations.

A)Quasi-experimental
B)Solomon four-group
C)Exploded factorial
D)Multivariate

Question 32

You want to compare the performance of your current banner ad against the performance of a potential new ad.You would use a(n)________ methodology.

A)split-run
B)A/B
C)multivariate
D)multi-modal

Question 33

________ campaign evaluation might monitor and collect data on the number of Web site visits generated by a campaign,track the number of banner ad click-throughs,or monitor the number of "forwards" of the viral videos comprising a communication campaign.

A)Systematic
B)Tracking
C)Concurrent
D)Sequential
E)Multi-modal

Question 34

A(n)________ test permits an advertiser to compare a current approach to online advertising to one or more potential alternatives.

A)A/B
B)Split-run
C)Bi-modal
D)Multi-modal
E)Split-synergy

Question 35

________ designs are appropriate whenever an advertiser needs to determine the simultaneous effect of relatively few manipulations that have multiple levels (or aspects)of each manipulation.

A)Quasi-experimental
B)Solomon four-group
C)Full factorial
D)Multivariate

Question 36

Imagine the following research study: The research manipulates two factors: ad placement on the page and ad shape."Placement" has three manipulations: absolute top of page above all content,integrated with content in center of page,standing alone on right-hand side of page."Shape" has three manipulations: rectangular,small square and large square.What type of factorial design is this?

A)2 x 2
B)3 x 3
C)2 x 2 x 2
D)3 x 2 x 3

Question 37

When planning an A/B test,an advertiser has only one option: to have the test ad reflect a single,incremental change versus the current ad.

Question 38

________ allow advertisers to compare reactions to their test commercial to an objective,external criterion.

A)Paradigms
B)Calibration
C)Criteria
D)Norms
E)Research rules

Question 39

A ________ test permits an advertiser to compare a current approach to print advertising to one or more potential alternatives.

A)A/B
B)Split-run
C)Bi-modal
D)Multi-modal
E)Split-synergy

Question 40

The following two statements refer to the length of an A/B test.
I.The length of an A/B test should reflect the amount of time required
For participants to take action.
II.The length of an A/B test should reflect the amount of time required
For a sufficient sample size to be obtained.
How many,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 41

The following two statements refer to the sampling in deceptive advertising copy testing research.
I.The FTC requires a minimum sample size of 250.
II.The FTC requires nonprobability samples.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 42

The FTC has responded favorably to copy test designs that use control groups to help distinguish prior knowledge from knowledge acquired as the direct result of advertising exposure.

Question 43

Imagine that a multivariate e-mail test has been conducted by the American Savings Association (ASA).The results are shown below.The five manipulations appear as the column headers while the data beneath each column notes the contribution (to click-through)made by that manipulation when it is present or absent.
Mary and Peter look at the results.Mary says that "Our next e-mail should not have recipient personalized,but should have images,a short subject line,a personalized from address,and be short in length." Peter says that "Our new e-mail should have recipient personalization,and it should not have images.In addition,the e-mail should have a long subject line,a personalized from address,and be long in length." Who is making the better recommendation? Why?

Question 44

How many of the criteria shown below are part of the FTC's determination of advertising deception?
- The ad makes a representation,has an omission,or uses a practice that is likely to mislead the consumer.
- The representation,omission,or practice is misleading when examined from the perspective of a reasonable consumer.
- The advertiser must admit that the advertisement has the potential to deceive.

A)0
B)1
C)2
D)3

Question 45

List and briefly describe the four dimensions that distinguish between different company's approaches to television advertising copy testing.

Question 46

________ campaign evaluation is a "point-in-time" evaluation of advertising effects for advertising typically placed in traditional media.

A)Systematic
B)Tracking
C)Concurrent
D)Sequential
E)Multi-modal

Question 47

________ campaign evaluation typically requires a reference group in order to adequately evaluate campaign effects.

A)Systematic
B)Tracking
C)Concurrent
D)Sequential
E)Multi-modal

Question 48

What are the two limitations of A/B testing?

Question 49

Provide a brief description of a yellow pages split run test.

Question 50

Imagine that a multivariate e-mail test has been conducted by the American Savings Association (ASA).The results are shown below.The five manipulations appear as the column headers while the data beneath each column notes the contribution (to click-through)made by that manipulation when it is present or absent.
Which manipulation has the greatest overall effect on click-through? Which manipulation has the least overall effect? Why?