Deck 17: Measuring Ad Message Effectiveness

Question 1

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

Answer 1

True

Question 2

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

Answer 2

False

Question 3

One of the PACT principles states that a good copy testing system allows for consideration of whether the advertising stimulus should be exposed more than once.

Answer 3

True

Question 4

Measuring message effectiveness is not a difficult or expensive task.

Question 5

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

Question 6

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 7

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

Question 8

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

Question 9

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

Question 10

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

Question 11

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

Question 12

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 13

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

Question 14

Starch measures the primary objective of a television advertisement.

Question 15

The purpose of testing commercials in rough form is to have a baseline against which to compare final commercials after the ad has been run in the media.

Question 16

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

Question 17

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 18

Posttesting with tracking studies would be conducted at the final production stage of ad message research.

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

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

Question 21

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 22

Posttesting with tracking studies would be conducted at what stage of ad message research? 

A) copy development stage 
B) "rough" stage 
C) final production stage 
D) prefinished stage 
E) after the ad has been run

Question 23

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

Question 24

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 25

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

Question 26

Nielsen Catalina Solutions (NCS)'s AdVantics on Demand is a technology used to measure emotional reactions.

Question 27

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

Question 28

Pretesting with copy tests would be conducted at what stage of ad message research? 

A) copy development stage 
B) final production stage 
C) "rough" stage 
D) after the ad has been run 
E) prefinished stage

Question 29

The Starch Adnorm Index compares an advertisement's scores against other ads in the same product category as well as with the same size and color classifications.

Question 30

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

Question 31

The MSW*ARS Brand Preference method only tests television commercials in finished form.

Question 32

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

Question 33

Commercials receiving ARS scores of 2.0 or lower are probably incapable of driving market-share gains.

Question 34

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

Question 35

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 36

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

Question 37

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

Question 38

Starch Ad Readership Studies use four separate indices to compare an advertisements scores against all ads (1)in the magazine issue,(2)in the same product category,(3)with the same size,and (4)with the same color classification.

Question 39

A weight test means that an identical commercial is transmitted to two groups of households,but the number of times the commercial is aired is varied between the groups during the course of the test period.

Question 40

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

Question 41

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 42

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 43

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 44

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 45

Animatics and photomatics would be used at what stage of ad message research? 

A) copy development stage 
B) final production stage 
C) copy testing stage 
D) after the ad has been run 
E) "rough" stage

Question 46

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

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

Question 47

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

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

Question 48

A copy test that yields consistent results each time an advertisement is tested is said to be ______.

A) contextual 
B) reliable 
C) biased 
D) valid 
E) selective

Question 49

Which PACT principle of copy testing suggests that copy testing procedures should attempt to duplicate the eventual setting of an advertisement? 

A) A good copy testing system is based on a model of human response to communications. 
B) A good copy system provides controls to avoid the bias normally found in the exposure context. 
C) A good copy testing system takes into account basic considerations of sample definition. 
D) A good copy testing system can demonstrate reliability and validity. 
E) A good copy testing system provides multiple measurements.

Question 50

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) ripomatic 
D) animatic 
E) photomatic

Question 51

A good copy testing 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 52

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 53

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) ripomatic 
E) animatic

Question 54

PACT is an acronym for _____.

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

Question 55

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 56

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) ripomatic 
E) liveamatic

Question 57

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 58

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 59

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 60

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 61

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 62

Which of the following is a category of message research? 

A) recognition and recall 
B) emotional reactions 
C) persuasion 
D) sales response 
E) All of these are correct.

Question 63

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 64

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

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

Question 65

Which medium does Starch testing service measure? 

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

Question 66

_____ is the Starch classification that consists of the percentage of people interviewed who not only remembered having seen 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 any 
D) Read most 
E) Influenced

Question 67

Mapes & Ross provides recall testing of ____.

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

Question 68

Brain imaging applies knowledge from the field of _____ and uses a functional magnetic resonance imaging device (fMRI).

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

Question 69

Starch Ad 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 70

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 any 
D) read most 
E) any actions taken

Question 71

In a Starch analysis,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 72

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 these are criticisms.

Question 73

What Starch index compares an advertisement's scores against other ads in the same product category as well as with the same size and color classifications? 

A) Issue 
B) ARS 
C) Adnorm 
D) fMRI 
E) Response

Question 74

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 75

Who originally devised a procedure to measure consumers' emotional reactions to ads by using photos to reflect different emotions? 

A) BBDO Worldwide ad agency 
B) Affectiva 
C) IPSOS ASI 
D) Nielsen Catalina Solutions 
E) nViso

Question 76

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-any 
E) read-most

Question 77

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 78

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

A) noted 
B) associated 
C) influenced 
D) read-any 
E) read-most

Question 79

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 80

_____ 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 any 
D) Read most 
E) Any actions taken