Deck 19: Measuring the Effectiveness of the Promotional Program

Question 1

According to the text,which of the following is the most likely reason why a small advertising firm like Greene & Associates would NOT want to measure the effectiveness of promotional programs it designed?

A)costs in both time and money
B)problems with delegation
C)lack of top management support
D)accountability issues
E)absence of testing materials

Answer 1

A

Question 2

Which of the following is a pretest method for measuring advertising effectiveness that is conducted in a laboratory setting?

A)recognition tests
B)single-source systems
C)association measures
D)physiological measures
E)none of the above

Answer 2

D

Question 3

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

A)concept tests
B)portfolio tests
C)recognition tests
D)physiological measures
E)all of the above

Answer 3

C

Question 4

Which of the following is an argument against measuring advertising effectiveness?

A)costs
B)disagreement as to what to test
C)the objections of creative people
D)difficulty in isolating the effects of specific advertisements
E)all of the above

Question 5

An advertiser who is measuring the effectiveness of media strategies needs to examine:

A)media class
B)media vehicle
C)media scheduling
D)the vehicle option source effect
E)all of the above

Question 6

The Ogilvy Award is awarded to the:

A)advertising agency that can show how research was used to develop a successful promotional program
B)specific media vehicle that had the greatest reach and frequency
C)best annual example of event sponsorship
D)most successful advertising campaign designed for a non-profit organization
E)advertising agency that made the most effective use outdoor advertising See IMC Perspective 19-1.

Question 7

Which of the following is used in field post testing of ad effectiveness?

A)readability tests
B)consumer juries
C)portfolio tests
D)recognition tests
E)all of the above

Question 8

Advertising testing methods such as association measures,tracking studies and inquiry tests are examples of:

A)single-source,real-world methods
B)post-test,field methods
C)laboratory,pretest methods
D)single source,posttest laboratory methods
E)pretest field methods

Question 9

Marketers should assess advertising effectiveness measures in order to:

A)avoid costly mistakes
B)evaluate alternative strategies
C)increase the effectiveness of advertising
D)improve the likelihood of success of the ads
E)do all of the above

Question 10

Which of the following is an argument against measuring advertising effectiveness?

A)costs in terms of time and money
B)the absence of top management support
C)the need to give autonomy to those who control advertising
D)accountability
E)all of the above

Question 11

Marketers should assess advertising effectiveness measures in order to:

A)determine the break-even point for total costs of advertising
B)create data for marginal cost pricing strategies
C)determine if advertising objectives are achieved
D)make sure advertising supported middlemen
E)do all of the above

Question 12

When measuring the effects of communication,the advertiser needs to evaluate all of the following EXCEPT:

A)source factors
B)feedback mechanisms
C)message variables
D)budgeting decisions
E)media strategies

Question 13

The vehicle option source effect refers to the:

A)different reach and frequency provided by different media vehicles
B)the fact that people perceive ads differently depending on their context
C)responses that come from using a flighting,pulsing,or continuity strategy
D)opportunity costs of the various media vehicles that are not chosen
E)battle between budget constraints and creative options

Question 14

When Madison saw a television ad for a large retail chain of jewelry stores,she was impressed with the money-back guarantee the company gives on all of its jewelry.But later when Madison heard the identical audio portion of the ad on the radio,she was unimpressed with the guarantee.This differing perception of ads as a result of the medium in which they appear is caused by the _____ effect.

A)halo
B)recency
C)stimulus-response
D)vehicle option source
E)vehicle context

Question 15

Consumer juries and portfolio tests are examples of:

A)single-source,real-world methods
B)post-test,field methods
C)laboratory pretest methods
D)single source,posttest laboratory methods
E)pretest field methods

Question 16

The _____ effect explains the different impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another.

A)halo
B)recency
C)stimulus-response
D)vehicle option source
E)vehicle context

Question 17

Critics of Super Bowl advertising argue:

A)advertisers need to develop an econometric model to estimate its impact
B)the feel,felt,found sales technique will not work for Super Bowl ads
C)Super Bowl ads should only be used for subliminal sensual messages
D)it only works if you have other communication channels behind it
E)the USA Today Ad Meter is the best way to measure the impact of these ads See opening vignette.

Question 18

and deal with the problem that many people do not get enough sleep.If the mattress manufacturer wanted to test how effectively the cable networks that ran the ad reached its target market,it would evaluate:

A)source factors
B)feedback mechanisms
C)message variables
D)budgeting decisions
E)media strategies

Question 19

Which of the following is probably the hardest component of the advertising program to test?

A)source factors
B)message variables
C)media strategies
D)budgeting decisions
E)message timing

Question 20

.If the mattress manufacturer wanted to test how effective she was at reaching the company's target market,it would evaluate:

A)source factors
B)feedback mechanisms
C)message variables
D)budgeting decisions
E)media strategies

Question 21

An advantage offered by field test measures is:

A)greater control of synergistic forces
B)more realistic testing conditions
C)the ability to avoid competitive intelligence gathering
D)low costs
E)the ability to isolate the causes of the viewers' evaluations

Question 22

Laboratory methods of testing for advertisement effectiveness generally offer high _____ but low _____.

A)control;generalizability
B)external validity;internal validity
C)control;costs
D)generalizability;costs
E)costs;value

Question 23

Test measures of an ad's effectiveness are classified as:

A)internal or external
B)physiological and psychological
C)post-testing or pretesting
D)individual or group
E)broadcast or print

Question 24

To try to help Americans prepare for a terrorist attack,the U.S.Department of Homeland Security used a new $1.2 million advertising campaign involving both print and broadcast media.Prior to the development of the advertisements,the department conducted concept tests with small groups of eight to ten average U.S.citizens from New York City,Kansas City,Los Angeles and elsewhere who gave their opinions on what the ads should contain and how the message should be delivered.This is an example of:

A)post-testing through focus groups
B)pretesting through mall intercepts
C)field testing through the use of single-source data
D)pretesting through focus groups
E)the Delphi method of testing advertising effectiveness

Question 25

Post-testing is designed to:

A)act as a benchmark for when to begin the situation analysis
B)check the impact of positioning statements
C)determine if the campaign accomplished the objectives sought
D)determine what psychological factors will influence ad perception
E)avoid problems associated with selective perception

Question 26

:

A)vision myopic perception
B)testing bias
C)environmental proclivity
D)perceptual propensity
E)myopic bias

Question 27

In a field test,the firm:

A)makes a final assessment of an ad before committing any money to media
B)sacrifices control in order to assess the ad's real world impact
C)evaluates the ability of the ad to communicate key issues correctly
D)obtains quick and inexpensive feedback about the ad's impact
E)does none of the above

Question 28

Disadvantages associated with laboratory tests include:

A)lack of control of environmental variables
B)lack of realism
C)the expense associated with collecting feedback information
D)a loss of specificity
E)the way it eliminates competitive intelligence gathering opportunities

Question 29

Which of the following is the methodology a manufacturer of computer game software could use to test the concepts being used to create an ad to appeal to preteens?

A)a split-run test
B)a storyboard
C)the Delphi technique
D)computer simulation
E)a focus group

Question 30

?

A)Provide measurements that are relevant to the objectives of the advertising.
B)Realize that the copy should be valid and that reliability may be too costly to guarantee.
C)Provide controls to avoid the biasing effects of the ad content.
D)Use a convenience sample.
E)Realize that a single measurement is adequate to assess an ad's performance.

Question 31

The set of 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)Promotional Advertising Content Testing (PACT)
D)Pre-Advertising Commercial Testing (PACT)
E)Principles of Advertising Consumer Testing (PACT)

Question 32

Which of the following is NOT an example of a weakness associated with focus group research?

A)The qualifications needed to participate are too stringent.
B)The results are not quantifiable.
C)Members may be taken to be more representative of the population than they really are.
D)Consumers may become instant experts.
E)Sample sizes are too small to generalize to larger populations.

Question 33

Commercials and print ads are post-tested to:

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

Question 34

Most television commercials are designed so to be readily understood by viewers with a 12th grade education.Which of the following measures should be used to test an ad to see if it met this criterion?

A)recognition tests
B)day-after recall
C)comprehension and reaction
D)tracking studies
E)physiological measures

Question 35

_____ testing takes place at the earliest stage of the development for either a print ad or a broadcast commercial.

A)Functional
B)Concept
C)Elementary
D)Product
E)Brainstorm

Question 36

To try to help Americans prepare for a terrorist attack,the U.S.Department of Homeland Security will used a $1.2 million advertising campaign involving both print and broadcast media.Prior to producing the finished commercials,people to whom the message was targeted were asked to look at a succession of photos and to give their reactions to the message delivered by the photos.In other words,people were asked to look at:

A)photomatic rough
B)animatic rough
C)still motion animation
D)still-action animatic
E)panning frames of animatics

Question 37

The advantages associated with pretesting include:

A)the successful communicative abilities of most mockups and storyboards
B)the ability to use finely tuned mockups and storyboards in the testing process
C)the absence of time delays
D)relatively inexpensive feedback
E)none of the above

Question 38

The _____ is a technique used to evaluate the probable success of an ad by groups of individuals.The individuals are asked to rate a selection of layouts or copy versions presented in paste-ups on separate sheets.

A)Starch recognition method
B)Day-After Recall method
C)comprehension and recognition test
D)consumer jury
E)split-run test

Question 39

The primary difference between a laboratory experiment and a field experiment is that in a field experiment,the researcher:

A)has less control over extraneous independent variables
B)has the ability to achieve greater internal validity
C)has control of all independent variables
D)uses a totally different set of procedures
E)does none of the above

Question 40

state that a good copy testing system will:

A)use a single measure of a single dependent variable to ensure clarity of interpretation
B)provide measurements that are relevant to the objectives of the advertising
C)evaluate responses at a single level of the hierarchy of effects
D)test alternative executions at various stages of completion
E)measure needs satisfaction levels proposed by each ad under consideration

Question 41

Assume Bayer aspirin wishes to test the relative effectiveness of two alternative spokespersons.Two television commercials featuring the same content but different celebrities are developed._____ would be the best way to test the relative effectiveness of how well the advertising message is communicated.

A)Readability tests
B)On-air tests
C)Concept tests
D)Physiological measures
E)Tracking

Question 42

The primary measure used in on-air testing is:

A)focus group results
B)portfolio analysis
C)day-after recall scores
D)comprehension and reaction tests
E)consumer jury results

Question 43

_____ is a method of testing ads by placing them randomly in certain copies of regularly distributed magazines.

A)Vehicle source testing
B)Burke's reflection test
C)A Flesch test
D)Dummy advertising vehicle testing
E)A contextual test

Question 44

Pupillometrics,electrodermal response and electroencelphalographic measures are all forms of:

A)field posttests
B)rational measures of advertising effectiveness
C)single-source field tests
D)physiological measures of advertising effectiveness
E)focus group interaction measures

Question 45

Participants in a consumer panel rated all aspects of an ad based on the popularity of the product being advertised as being good.This is referred to as a _____ effect.

A)halo
B)recency
C)stimulus-response
D)visual option source
E)contextual

Question 46

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

A)the Burke's reflection test
B)Flesch testing
C)the reactive test
D)galvanic eye responses
E)pupillometrics

Question 47

_____ distinguishes between alpha activity in the left and right sides of the brain and is used to determine how an ad is affecting the mental processes of the individual viewing it.

A)Cerebral response testing
B)Gamma activity
C)Pupillometrics
D)Beta activity
E)Hemispheric lateralization

Question 48

_____ is the laboratory method of pretesting ads which exposes a group of respondents to both control and test advertisements presented together in a portfolio.

A)The DAR test
B)Portfolio testing
C)Dummy testing
D)The Flesch test
E)Commercial testing

Question 49

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

A)Electrodermal
B)Pupillometric
C)Electroencephalographic
D)A cerebellum metric unit
E)Cerebral response

Question 50

The results of readability tests indicate copy is best comprehended when the:

A)sentences are long and descriptive
B)words used are vague and evocative
C)words used have no connotations outside their dictionary definitions
D)receiver is unknown
E)words are concrete and familiar

Question 51

One of the flaws associated with the consumer jury method of pretesting an ad is:

A)high costs
B)the potential for ad erosion
C)the potential for the halo effect
D)the groupthink phenomenon
E)lack of control by researchers

Question 52

Which of the following statements describes a disadvantage associated with theater testing of ads?

A)The environment is too artificial.
B)The group effect may cause some to react to an ad when they would not have ordinarily.
C)The setup will be viewed as phony by many participants.
D)Participants will answer like they think they're supposed to not as a reflection of how they really feel.
E)All of the above are disadvantages associated with theater testing.

Question 53

Galvanic skin response is also known as:

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

Question 54

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)electrodermal response
B)cerebral response
C)beta activity
D)alpha activity
E)pupillometrics

Question 55

Theater testing:

A)is a popular field method of pretesting finished commercials
B)is used to test animatic and photomatic roughs
C)allows the researcher a high level of control over the environment
D)is primarily used in business-to-business marketing
E)is a popular field method of post testing finished commercials

Question 56

On-air tests of commercials:

A)offer the advantages of laboratory testing
B)are neither valid nor reliable
C)use day-after recall as the primary measure
D)is used primarily with concept testing
E)are described by all of the above

Question 57

Physiological measures of advertising effectiveness:

A)are the most common methods for evaluating finished commercials in a laboratory setting
B)measure involuntary responses to ads
C)measure the effects of subliminal advertising
D)are only used for pretesting broadcast advertising
E)are accurately described by none of the above

Question 58

_____ is a readability test,which examines the average number of syllables per 100 words.

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

Question 59

_____ is a rough commercial test in which a succession of drawings and/or cartoons is shown to the receiver.

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

Question 60

The portfolio test for ads assumes:

A)the ad that yields the highest recall is the most effective
B)reliability and validity are the most important part of the testing process
C)the consumer will closely scrutinize all ads that he or she sees
D)field and laboratory tests produce the same results
E)there is no contextual different between an animatic rough and a photomatic rough

Question 61

Which testing method should The Home Depot employ to determine if consumers remember its new advertising campaign slogan?

A)physiological tests
B)comprehension and reaction tests
C)recall tests
D)portfolio tests
E)concept testing

Question 62

An example of _____ would be a test of two different ads for Morton's salt.One ad contained ideas extending the use of salt beyond the kitchen,and the other described salt as "The Spice of Life." Both ads were run in alternative copies of the March 2003 issue of Better Homes & Gardens.

A)bipolar communications tests
B)split-run tests
C)dual copy tests
D)Flesch tests
E)tests of alpha activity

Question 63

National Fruit Product Company,the maker of White House apple products,decided to change its label to emphasize the products' nutritional value.Which of the following physiological measures could have been used to determine which prototype label would most effectively catch a consumer's eye in a supermarket?

A)hemispheric lateralization
B)gamma activity
C)electrodermal response
D)dermal resolution
E)eye tracking

Question 64

A "split-run" privilege offered by some print media allows:

A)half of an advertisement to be placed in the upper left hand corner of a page and the other half in the lower right hand corner
B)half of an advertisement to be placed on one page and the other half on the page facing it
C)the advertiser to put the identical ad in two consecutive issues
D)alternate copies of the same issue to carry different versions of the message
E)an advertiser to buy 50 percent of the back cover position in one issue

Question 65

Neuromarketing is described as:

A)another research methodology that promises more than it delivers
B)wiring consumers while they watch commercial
C)an alternative to asking consumers what they think
D)a major marketing research breakthrough
E)all of the above IMC Perspective 19-2.

Question 66

_____ traces the behaviors of consumers from the television set to the supermarket checkout counter.It can be used to pretest and to posttest advertising effectiveness.

A)Contextual testing
B)The Starch test
C)The Burke follow-up test
D)Single-source tracking
E)Bipolar tracking

Question 67

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

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

Question 68

The ____ is a technique for measuring advertising effectiveness.With this method,recall of television commercials is the dependent measure.

A)Starch recognition method
B)Day-After Recall method
C)concept test
D)consumer jury
E)split-run test

Question 69

As designed by Roper Starch Worldwide,the primary advantage offered by the recognition method of post-testing ads is:

A)the reliability of its recognition scores
B)false claims of recognition by participants in the test
C)the ability to judge specific aspects of an ad
D)the potential for interviewer bias
E)the validity of the recognition scores

Question 70

Which of the following is a potential disadvantage associated with DAR tests?

A)the use of a prerecruited sample
B)question formats often cause bias-related error
C)DAR tests may favor unemotional appeals
D)program content may influence recall
E)all of the above

Question 71

Inquiry tests:

A)are used in both consumer and business-to-business market testing
B)are posttests
C)include the reader response cards often found in trade journals
D)may not truly measure the attention-getting or information-providing aspects of an ad
E)are accurately described by all of the above

Question 72

The most commonly employed method for post testing print ads is:

A)the recognition method
B)focus groups
C)theater testing
D)inquiry testing
E)consumer juries

Question 73

If the manufacturer of Jeep is interested in measuring consumers' movement through the adoption hierarchy,it should employ which of the following ad effectiveness measures?

A)ad tracking
B)day-after recall tests
C)concept testing
D)recognition test
E)portfolio testing

Question 74

An advertiser that wanted to gather _____ could ask participants in a research program to choose a brand of athletic shoe they would like to win and then ask the same question later after the participants have been exposed to ads for various brands of athletic shoes.

A)physiological measures
B)alpha activity
C)persuasive measures
D)measures of the hierarchy of effects
E)beta activity

Question 75

Which of the following statements about recall method for testing print ads is true?

A)The size of the ad is directly related to the likelihood of its recall.
B)The creativity of the ad has no impact on its recall.
C)Recall tests are useful when measuring an ad's impact on memory.
D)DAR tests are a popular form of post testing used for print ads.
E)The process of using recall as a pretesting method differs completely from the process of using recall as a post testing method.

Question 76

One of the newest uses for eye tracking is to determine:

A)the effectiveness of online advertising
B)how long an individual has to read an interstate billboard message
C)why certain coupons have higher redemption rates than others
D)the connotations of the colors used in print ads
E)whether an individual is aware of exposure to split-run ads

Question 77

The three principal readership scores of the Starch method are:

A)seen-associated,noted,and read most
B)comprehension,retention,and response
C)noted,comprehended,and seen-associated
D)readers per dollar,cost ratios,and CPMs
E)recognition,retention,and comprehension

Question 78

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 Fortune
B)a full-page ad in a trade journal aimed at the supermarket industry
C)a 30-second commercial promoting NCAA football games on the cable channel ESPN
D)a transit ad on the back of the envelope that contains airplane tickets
E)all of the above

Question 79

BMW has developed two new print ads designed to appeal to women.One ad uses local scenes from around its South Carolina plant and emphasizes the "made in America" aspect.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)day-after recall
C)consumer juries
D)physiological measures
E)portfolio tests

Question 80

Brown & Williamson tobacco company created an IMC program for Kool cigarettes,which focused on the brand's multicultural strengths.The campaign was initially run only in Hawaii and then slightly modified after posttest results were gathered and analyzed.Brown & Williamson used:

A)test marketing
B)persuasive measures
C)comprehensive measures
D)psychological measures
E)single-source tracking