Deck 17: Measuring Ad Message Effectiveness

Question 1

Message research comes in two general forms: qualitative and quantitative.

Answer 1

True

Question 2

Recognition taps a more superficial level of memory compared to recall measures.

Answer 2

True

Question 3

Measuring message effectiveness is not a difficult or expensive task.

Answer 3

False

Question 4

The two general forms of advertising research that are practiced are message research and focused research.

Question 5

A basic assumption of the Starch procedure is that respondents in fact do remember whether they saw a particular ad in a specific magazine issue.

Question 6

Gfk MRI's Starch Ad Readership Studies interviews respondents and then classifies them as noted,associated,read-some,or read-most readers according to specific definitions.

Question 7

An advertisement that achieves a Starch score of 70 indicates it scored 70 percent above comparable ads.

Question 8

A good copytesting system is one that requires agreement about how the results will be used in advance of each specific test.

Question 9

Gallup & Robinson provides recall testing of advertisements placed in televised media.

Question 10

Starch measures the primary objective of a television advertisement.

Question 11

Physiological measures such as galvanic skin response and pupil dilation are used to assess physiological arousal activated by advertisements.

Question 12

Bruzzone testing provides a valid prediction of actual marketplace performance along with being relatively inexpensive compared with other copytesting methods.

Question 13

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.

Question 14

There is a single advertising-effectiveness measurement technique that is ideal and appropriate for all occasions.

Question 15

Positioning Advertising Copytesting (PACT)was formulated by Proctor & Gamble to remedy the problem of mediocre or flawed advertising research.

Question 16

The Bruzzone Research Company provides advertisers with a test of consumer recognition of radio advertisements.

Question 17

Watchable ads often include continuous voiceovers.

Question 18

The "Read Most" classification of the Gfk MRI's Starch Ad Readership Studies is the percentage of people interviewed who read 80 percent or more of the written material in the advertisement.

Question 19

Quantitative research is concerned with generating insights into and interpretations of those advertising elements that influence people's responses to advertisements,and focus groups represent a major form of quantitative ad research.

Question 20

A good copytesting system provides a single measurement to assess the performance of an advertisement.

Question 21

Increasing gross rating points (GRPs)directly translates into better performance for a brand.

Question 22

Single source systems are advertising research services that measure consumer recall of advertisements placed in all major media.

Question 23

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

Question 24

Which of the following statement regarding the watchability of a commercial is FALSE?

A) Ads that are funny are much more likely to be watchable.
B) Watchable ads include continuous voiceovers over 80 percent of the time.
C) Music is featured prominently in slightly over 50 percent of commercials that are classified as watchable.
D) Watchable ads use celebrities considerably more often than do ordinary ads.
E) Commercials that include children or animals tend to be more watchable.

Question 25

The Next*TV method tests television commercials in consumers' homes.

Question 26

ComScore ARS' Share of Choice scores of 2.0 or lower are defined as inelastic,implying that commercials scoring this poorly are probably incapable of driving market-share gains.

Question 27

The ComScore ARS' Share of Choice method only tests television commercials in finished form.

Question 28

A storyboard is a pre-finished version of an advertisement that presents a series of key visual frames and corresponding script of the audio.

Question 29

The ripamatics version of a commercial captures the realism of an actual commercial but entails huge expenses associated with filming an original commercial.

Question 30

Research has shown that effective television advertising must possess a strong selling proposition.

Question 31

Single-source data consists of (1)household demographic information,(2)household purchase behavior,(3)household exposure to (or,more technically,the opportunity to see)new television commercials that are tested under real-world test conditions.

Question 32

A weight test means that an identical commercial is transmitted to two groups of households,but the number of gross rating points (GRPs)is varied between the groups during the course of the test period.

Question 33

Information Resources Inc.'s BehaviorScan is a single source system that collects consumer purchase data by having consumers use held-hand scanners to read bar-coded UPC symbols.

Question 34

Liveamatics are the closest to a finished commercial,but they do not fully represent the actual settings or talent that will be used in the actual commercial.

Question 35

Which of the following is NOT a characteristic that makes a commercial more watchable?

A) humor
B) music
C) frequent use of continuous voiceovers
D) fast paced
E) uses celebrities

Question 36

ScanTrack data has provided advertisers and their agencies with invaluable information about the short- and long-term effects of advertising.

Question 37

The persuasive power of an advertisement declining over time is referred to as wearout.

Question 38

Nielsen is an advertising research company that helped develop the ScanTrack single-source system.

Question 39

There is evidence to indicate that galvanic skin response is a valid indicator of the amount of warmth generated by an advertisement.

Question 40

A storyboard is footage taken from existing commercials and spliced together to represent the proposed commercial.

Question 41

Which of the following are the two general forms of message research?

A) primary and secondary
B) valid and reliable
C) pretesting and posttesting
D) formal and informal
E) qualitative and quantitative

Question 42

Which of the following statements is FALSE regarding advertising research?

A) Measures of advertising effectiveness are standardized across the industry.
B) Message research is also called copy research or copytesting.
C) Ad message research can be conducted at various stages from message development to after an ad appears in the media.
D) Advertising research is done under natural advertising conditions or laboratory situations.
E) Advertising research involves both pretesting and posttesting of messages.

Question 43

Message research has historically focused excessively on the _____ aspect of human behavior and given insufficient attention to _____ aspects.

A) hedonic; functional
B) central; peripheral
C) rational; emotional
D) motivational; perceptual
E) personality; situational

Question 44

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

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

Question 45

The demand for _____ 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.

A) creativity
B) novelty
C) credibility
D) accountability
E) accuracy

Question 46

Advertising watchability emphasizes that an effective,impactful commercial must be _____.

A) novel and informative
B) repeated many times
C) aired during appropriate programming
D) simple and humorous
E) involving and enjoyable

Question 47

At which stage of development can ad message research be conducted?

A) at the copy development stage
B) at the "rough" stage (e.g., animatics, photomatics)
C) at the final production stage, but prior to placing the ad in the media
D) after the ad has been run in media
E) All of these are correct.

Question 48

In copy testing,a valid test is one that _____.

A) yields consistent results each time an ad is tested
B) is predictive of marketplace performance
C) can be used in many different situations
D) uses a heterogeneous sample
E) is conducted with a nonprobability sample

Question 49

PACT is an acronym for _____.

A) product advertising and consumer testing
B) positioning advertising copytesting
C) product advertising in compact markets
D) promotional advertising and consumer testing
E) placement of action copytests

Question 50

Advertising research enables management to increase advertising's contribution toward achieving _____ and yielding a reasonable return on investment.

A) media objectives
B) scientific understanding
C) marketing goals
D) consumer response
E) a positive brand image

Question 51

Edna has taken footage from existing commercials and spliced them together to represent a proposed commercial.Edna has a(n)_____.

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

Question 52

The prefinished version of a commercial that presents a series of visual frames and corresponding script of key audio is a(n)_____.

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

Question 53

Which form of message research is concerned with generating insights into and interpretations of those advertising elements that influence people's response to advertisements?

A) secondary
B) qualitative
C) quantitative
D) valid
E) reliable

Question 54

A film or videotape of a sequence of drawings with simultaneous playing of audio to represent a proposed commercial is a(n)_____.

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

Question 55

Two general forms of ad research are _____.

A) primary and secondary
B) qualitative and quantitative
C) media effectiveness and message effectiveness
D) recall and recognition
E) message research and copytesting

Question 56

Harold wants to gain insights into and interpretations of those advertising elements that influence people's responses to his company's advertisements and is planning on conducting a focus group.Which form of message research does this represent?

A) secondary
B) posttesting
C) pretesting
D) qualitative
E) quantitative

Question 57

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

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

Question 58

Who formulated the PACT principles to remedy the problem of mediocre or flawed advertising research?

A) advertisers
B) advertising agencies
C) media groups
D) government
E) consumer groups

Question 59

Which of the following is NOT one of the PACT principles regarding advertising copytesting?

A) A good copytesting system is one that requires agreement about how the results will be used in advance of each specific test.
B) A good copytesting system provides multiple measurements.
C) A good copytesting system is based on a model of sales or market share.
D) A good copytesting system should test alternative executions in the same degree of finish.
E) A good copytesting system is one that can demonstrate reliability and validity.

Question 60

A good copytesting system needs to provide measurements that are relevant to the _____.

A) advertising objectives
B) advertising budget
C) advertising media
D) advertising script
E) competitive environment

Question 61

The Starch classification that consists of the percentage of people who remembered having previously seen the advertisement in the issue being studied is known as _____.

A) noted
B) associated
C) influenced
D) read some
E) read most

Question 62

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

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.

Question 63

Which medium does Starch testing service measure?

A) television
B) radio
C) magazines
D) newspapers
E) outdoor

Question 64

_____ is the Starch classification that consists of the percentage of people interviewed who not only noted the ad but also saw or read some part of it that clearly indicated the name of the brand or advertiser.

A) Noted
B) Associated
C) Read some
D) Read most
E) Influenced

Question 65

Which of the following is a category of message research?

A) recognition and recall
B) physiological arousal
C) persuasion
D) sales responses
E) All of the above.

Question 66

Which form of message research is concerned with measuring the effects an advertisement may have or has had?

A) secondary
B) qualitative
C) quantitative
D) valid
E) reliable

Question 67

If an advertising manager can't _____,she can't control and,therefore,can't influence.

A) communicate
B) measure
C) be creative
D) strategize
E) be objective

Question 68

Starch Readership,Bruzzone tests,and Burke day-after recall tests are techniques for measuring _____.

A) recognition and emotions
B) recognition and recall
C) emotions and recall
D) emotions and responses
E) persuasion

Question 69

The Chicago Cubs have extremely loyal fans (consumers)even though they have not won a national championship for over 100 years.This is because they connect with consumers by creating a strong emotional bond.The "Cubs" brand is an example of a(n)_____.

A) lovemark
B) logo
C) loyalty-brand
D) insignia
E) badge

Question 70

Bruzzone Research Company provides information on consumer recognition of _____.

A) radio commercials
B) magazine advertisements
C) newspaper advertisements
D) outdoor advertisements
E) television commercials

Question 71

_____ is the Starch classification that consists of the percentage of people interviewed who read any part of the ad's copy.

A) Noted
B) Associated
C) Read some
D) Read most
E) Browsed

Question 72

Stephanie needs information on consumer recognition of television commercials.She can get this information from _____.

A) Statistical Research, Inc.
B) Mediamark Research, Inc.
C) Simmons Market Research Bureau
D) Bruzzone Research Company
E) Arbitron

Question 73

Mapes & Ross provides recall testing of ____.

A) banner ads
B) television commercials
C) radio commercials
D) sales promotion
E) print ads

Question 74

Brain imaging applies knowledge from the field of _____ and uses a functional Magnetic Resonance Imaging device (MRI).

A) biology
B) chemistry
C) physioscience
D) psychology
E) neuroscience

Question 75

_____ testing provides a valid prediction of actual marketplace performance and is relatively inexpensive compared to other copytesting methods.

A) Sample
B) ARI
C) Bruzzone
D) rsc
E) ISI

Question 76

A print ad for a new brand of body lotion refers to it as a "peach." In this regard,"peach" is a(n)_____.

A) metaphor
B) allegory
C) simile
D) representation
E) elicitation

Question 77

Which of the following is a key mechanism for tapping into people's thoughts and feelings and is based on the idea that people understand and experience things in terms of other things?

A) metaphor
B) hypnosis
C) means-end chain
D) laddering
E) analogy

Question 78

Which of the following is NOT one of the classifications used by Starch?

A) noted
B) associated
C) influenced
D) read some
E) read most

Question 79

Which of the following is NOT a criticism of recall as a measure of advertising effectiveness?

A) Recall simply measures whether an ad is received but not whether the message is accepted.
B) Measures of recall are biased in favor of younger consumers.
C) Day-after recall (DAR) testing significantly overstates the memorability of commercials that employ emotional or feeling-oriented themes.
D) Recall scores generated by advertisements are not predictive of sales performance.
E) All of the above are criticisms.

Question 80

John participated in research in which the interviewer presented him with a magazine advertisement and asked him if he remembered seeing or reading any part of that particular advertisement.In fact,John told the interviewer that he had actually read all of the written material in that particular ad.Which Starch classification will John's response be placed?

A) noted
B) associated
C) read some
D) read most
E) read all