Deck 16: Measuring the Effectiveness of the Promotional Program

Question 1

Commercials for 'SleepComfort' mattresses used Lindsey Wagner (star of The Bionic Woman,a popular TV show in the 1970s)and deals 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.

Answer 1

E

Question 2

Testing bias occurs when people scrutinize the ads much more closely than they would in normal situations.

Answer 2

True

Question 3

Pretesting of ads is effective in terms of both the actual cost outlay and opportunity costs.

Answer 3

True

Question 4

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)ensure all kinds of promotional techniques are used.

Question 5

Testing of ads is required even after the ad and/or the campaign has been implemented.

Question 6

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 7

The recall scores of emotional ads are usually lower when compared to the recall scores of thinking ads.

Question 8

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)Decrease in advertising efficiency

Question 9

Measuring the effects of advertising does not just save money but it helps the firm maximize its investment.

Question 10

One of the main reasons marketers do not measure the effectiveness of promotional activities is the loss of first mover advantages.

Question 11

When Madison saw a television ad for a large retail chain of jewelry stores,she was impressed with the money-back guarantee that the company gave 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 12

One major disadvantage of field test is the lack of realism.

Question 13

The major advantage of day-after recall tests is realism.

Question 14

Concept testing is a method of pretesting finished ads.

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

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 17

Laboratory tests make use of pupil dilation,eye tracking,or galvanic skin response.

Question 18

To be effective,readability test should be used only in conjunction with other pretesting methods.

Question 19

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 20

Commercials for 'SleepComfort' mattresses used Lindsey Wagner (star of The Bionic Woman,a popular TV show in the 1970s).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

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 22

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

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

Question 23

_____ are measures taken before the campaign is implemented;_____ occur after the ad or commercial has been in the field.

A)Physiological tests;concept tests
B)Pretests;posttests
C)Inquiry tests;portfolio tests
D)On-air tests;off-air tests
E)Recognition tests;consumer juries

Question 24

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)sacrifices realism in order to gain more control.

Question 25

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 26

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)Readability tests

Question 27

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 28

_____ tests are tests of the ad or commercial under natural viewing situations,complete with the realism of noise,distractions,and the comforts of home.

A)Concept
B)Readability
C)Rough
D)Field
E)Portfolio

Question 29

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)Inquiry tests

Question 30

In _____ tests,people are brought to a particular location where they are shown ads and/or commercials.The testers either ask questions about them or measure participants' responses by other methods-for example,pupil dilation,eye tracking,or galvanic skin response.

A)field
B)ground
C)laboratory
D)closed
E)recognition

Question 31

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)lacks realism.

Question 32

_____ may occur at a number of points,from as early on as idea generation to rough execution to testing the final version before implementing it.

A)Recognition tests
B)Pretests
C)On-air tests
D)Recall tests
E)Association measures

Question 33

One major disadvantage of laboratory tests is the lack of realism.Perhaps the greatest effect of this lack of realism is ____.

A)high costs
B)a testing bias
C)less control
D)distraction due to noise
E)perceptual propensity

Question 34

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)speeds up the process of new product introduction.

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

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

A)internal or external.
B)physiological and psychological.
C)posttesting or pretesting.
D)individual or group.
E)broadcast or print.

Question 37

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)Physiological measures

Question 38

Posttesting 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 39

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 40

The fact that people in market research lab setting looking at ad mockups may look at an ad 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)vision myopic perception.
B)testing bias.
C)environmental proclivity.
D)perceptual propensity.
E)myopic bias.

Question 41

Most television commercials are designed so that they could be readily understood by viewers with a 12^th 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 42

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)Realize that the copy should be valid and that reliability may be too costly to guarantee.
C)Provide controls to increase 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 43

_____ 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 44

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 45

_____ is a method of testing ads by placing them randomly in certain dummy 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 46

_____ 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 47

The principles of Positioning Advertising Copy Testing (PACT)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 48

_____ is conducted very early in the campaign development process in order to explore the targeted consumer's response to a potential ad or campaign or have the consumer evaluate advertising alternatives.

A)Post-testing
B)Concept testing
C)Recognition testing
D)Copy testing
E)Recall testing

Question 49

Which of the following is the methodology that 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 50

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 51

_____ 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 52

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 53

The portfolio test for ads assumes:

A)that 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 54

_____ is defined as research "which is undertaken when a decision is to be made about whether advertising should run in the marketplace."

A)Concept testing
B)Copy testing
C)Observational research
D)Market testing
E)Posttesting

Question 55

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 56

In order 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 57

Sometimes participants rate an ad good on all characteristics because they like a few and overlook specific weaknesses.This tendency,called the _____ effect,distorts the ratings and defeats the ability to control for specific components.

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

Question 58

The _____ tests are used in order to determine whether the ad or commercial conveys the meaning intended.

A)day-after recall
B)recognition
C)inquiry
D)comprehension
E)portfolio

Question 59

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 60

To try to help Americans prepare for a terrorist attack,the U.S.Department of Homeland Security 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 61

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 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

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 64

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)is used for posttesting of commercials.

Question 65

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 66

_____ 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 67

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 68

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 69

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 neither valid nor reliable.

Question 70

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 71

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 same 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 72

_____ measures the skin's resistance or conductance to a small amount of current passed between two electrodes.

A)Electrodermal response
B)Pupillometrics
C)Dermal resolution
D)Electroencephalographic
E)Cerebral response

Question 73

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 74

_____ tests are complex methods of measuring effectiveness through inquiries in which variations of the ad appear in different copies of the same newspaper or magazine.

A)Recall
B)Recognition
C)Split-run
D)Portfolio
E)Comprehension

Question 75

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 76

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 77

Galvanic skin response is also known as:

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

Question 78

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 79

_____ 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 80

_____ is a physiological measure of pretesting finished commercials in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye.

A)Pupillometrics
B)Eye tracking
C)Electrodermal response
D)Alpha activity
E)Hemispheric lateralization