Deck 9: Measuring the Effectiveness of the Promotional Message

Question 1

In the chapter opening vignette,what technology for measuring advertising effectiveness allows researchers to determine not only what customers see but what they are specifically looking at?

A) Commercial testing
B) Eye tracking
C) Focus group pre-tests
D) Observational lab testing

Answer 1

B

Question 2

Research to measure advertising effectives can be used to evaluate alternative strategies under consideration because:

A) typically a firm would only be considering one main communication strategy
B) strategies used in the past may no longer be interesting to the consumer
C) marketers wish to determine which promotional element would provide their most effective monetary expenditure
D) they want to be sure that sales objectives will be met through the promotional strategies they employ

Answer 2

C

Question 3

In ____,people are brought to a particular location where they are shown ads and/or commercials.

A) tracking studies
B) pretests and posttests
C) pretests only
D) test marketing

Answer 3

B

Question 4

During an eye tracking study on how consumers navigate websites when looking for information,researchers were surprised to find that the most effective ads were:

A) those that imposed text on top of attractive images
B) those that included high-tech animation
C) those that highlighted product features through in-depth descriptions and multiple images
D) those that included only text

Question 5

Which of the following is NOT a pretest classification used for measuring advertising effectiveness?

A) Concept tests
B) Readability tests
C) Test marketing
D) Comprehension and reaction tests

Question 6

Which of the following is NOT an application of eye tracking technology for measuring advertising effectiveness?

A) Allows the researcher to determine what viewers actually look at when viewing an ad
B) Allows the researcher to analyze the effectiveness of an ad's copy and visuals
C) Allows the researcher to determine whether the viewer will purchase the product based on what they saw in the ad
D) Allows the researcher to analyze the effectiveness of web designs, print ads and televisions commercials

Question 7

Laboratory methods of testing for advertisement effectiveness generally offer high:

A) control
B) external validity
C) response
D) feedback

Question 8

What should ad testing focus on?

A) Creative strategy and creative tactics decisions
B) Creative strategy decisions
C) Creative design and creative tactics decisions
D) Creative tactics decisions

Question 9

Asking consumers for their reactions to the message structure,the body copy or the music used in a communication piece is a test of what decision?

A) Choice of media vehicle
B) Creative tactic
C) Brand positioning
D) Creative strategy

Question 10

________ tests are tests of the ad or commercial under natural viewing situations.

A) Tracking study
B) Posttests
C) Field
D) Laboratory

Question 11

An eye tracking study asked participants to search for Pepsi while navigating some popular social media sites.Which of the following was not included specifically because the site did not have a search tool?

A) Twitter
B) Facebook
C) YouTube
D) Android

Question 12

The fact that people brought in to a lab setting to look at ad mockups may look at the ads 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) lack of realism
C) environmental proclivity
D) perceptual propensity

Question 13

Which of the following is used in field posttesting of ad effectiveness?

A) Readability tests
B) Consumer juries
C) Rough tests
D) Recognition tests

Question 14

Each of the following is an argument against measuring advertising effectiveness EXCEPT:

A) assessing effectiveness can avoid costly mistakes
B) disagreement as to what to test
C) the objections of creative people
D) research problems

Question 15

Which of the following is the most likely reason why a small firm would not want to measure the effectiveness of promotional programs it designed?

A) Costs
B) Disagreement as to what to test
C) The objections of creative people
D) Lack of time

Question 16

Which of the following is NOT a reason why advertising researchers are using eye tracking technology for measuring advertising effectiveness?

A) Increased emphasis on accountability
B) Technological improvements in the methodology
C) Eye tracking is a new way to measure ad effectiveness in the 21^st century
D) Improvements to existing media forms

Question 17

Testing whether the impact and use of a product spokesperson has lost effectiveness over time is a focus on what decision?

A) Choice of media vehicle
B) Creative tactic
C) Brand positioning
D) Creative strategy

Question 18

One disadvantage of _____ is that mock-ups,storyboards,or animatics may not communicate as effectively as the final product.

A) pretesting
B) posttesting
C) concept tests
D) recall tests

Question 19

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

A) Recognition tests
B) Single-source systems
C) Association measures
D) Concept tests

Question 20

Commercials and print ads are posttested 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

Question 21

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

A) The Burke test
B) Portfolio testing
C) Commercial testing
D) The Flesch test

Question 22

The portfolio test for ads assumes that:

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

Question 23

When two or more ads are used in a ____,viewers are usually asked to rate or rank order the ads according to their preferences.

A) comprehension test
B) consumer jury test
C) reaction test
D) readability test

Question 24

In order to assess consumers' emotional attachment to a brand,Ipsos-ASI identified a series of ______ that could be used to assess brands,such as social,outgoing,extroverted,spontaneous,and independent.

A) human distractors
B) realistic measures
C) motivators
D) personality traits

Question 25

Some firms conducting theatre testing also insert the commercial into actual TV programs in certain test markets.This is called:

A) readability tests
B) on-air tests
C) concept tests
D) tracking

Question 26

Which of the following statements DOES NOT describe a disadvantage associated with the theatre testing of ads?

A) The environment is very close to a natural advertising scenario.
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.

Question 27

A ______ is conducted very early in the campaign development process in order to explore the consumer's response to a potential ad.

A) recognition test
B) concept test
C) field test
D) laboratory test

Question 28

An advantage offered by field test measures is:

A) greater control of noise
B) more realistic testing conditions
C) avoidance of potential sabotage
D) the ability to isolate the causes of the viewers' evaluations

Question 29

_____ 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) Contextual testing

Question 30

Many approaches toward effectiveness tend to measure consumer knowledge rather than emotions because:

A) consumers tend to only have rational thoughts about a brand
B) it is more cost-efficient to judge rational thought than emotional response
C) consumers have difficulty expressing their emotional attachment to a brand
D) researchers are unable to isolate the causes of the viewers' evaluations

Question 31

The advantage of the _____ method is that it provides a more natural setting than the portfolio test.

A) vehicle source testing
B) Burke's reflection test
C) a contextual test
D) dummy advertising vehicle

Question 32

The use of pupillometrics has waned over the past decade because:

A) some consumers are able to control their physiological responses, which skews the data
B) high costs and some methodological problems have made it less effective than other methods
C) pupil dilation has little correlation to a consumer's affective response to an ad
D) involuntary consumer responses are not good indicators of effectiveness

Question 33

Sometimes,participants rate an ad as good on all characteristics because they like a few characteristics and overlook specific weaknesses.This is called:

A) prejudice
B) bias
C) distortion
D) halo effect

Question 34

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

A) galvanic eye responses
B) Flesch testing
C) the reactive test
D) pupillometrics

Question 35

Which of the following questions is more likely to be asked in a consumer jury test?

A) Which ad did you like best?
B) How did you like the music?
C) Will you buy this product after seeing this ad?
D) Is the ad layout convincing?

Question 36

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

Question 37

The disadvantages of a ______ are that the results are not quantifiable and group influences may bias participants' responses.

A) concept test
B) recall test
C) focus group
D) laboratory test

Question 38

Pretesting of finished ads can consist of each of the following EXCEPT:

A) portfolio tests
B) dummy advertising vehicles
C) readability tests
D) inquiry tests

Question 39

Disadvantages associated with laboratory tests include:

A) lack of control
B) lack of realism
C) the expense associated with collecting feedback information
D) a too effective level of communication

Question 40

_____ is a rough commercial test in which a succession of photographs are shown to the receiver.

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

Question 41

Galvanic skin response is also known as:

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

Question 42

____ is a technique for measuring advertising effectiveness.With this method,three measures of a particular ad appearing in a magazine are taken to determine if the ad was noticed and read.

A) Burke Day-After Recall method
B) Starch recognition method
C) Tracking
D) Split-run test

Question 43

The most commonly employed method for posttesting print ads is:

A) The recognition method
B) Indirect methods
C) Consumer juries
D) Inquiry testing

Question 44

Which one of the following statements about the Starch test is NOT true?

A) The pulling power of various aspects of an ad can be assessed.
B) The effectiveness of competitors' ads cannot be compared.
C) Readership scores are a useful indication of consumers' involvement in the ad.
D) The Starch test is a posttest.

Question 45

_____ 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) Cerebral response

Question 46

Which of the following is NOT a disadvantage associated with DAR tests?

A) Thinking messages may be easier to recall than emotional communication.
B) DAR tests may favour emotional appeals by asking respondents to verbalize the message.
C) Program content may influence recall.
D) A pre-recruited sample may pay increased attention to the program and ads.

Question 47

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

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

Question 48

BMW has developed two new print ads designed to appeal to women.One ad uses local scenes from around Toronto,Montreal,Edmonton,and Vancouver.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

Question 49

In Starch tests,respondents may want to impress the interviewer or fear looking unknowledgeable.This is called:

A) false claiming
B) validity concerns
C) interviewer sensitivities
D) recall bias

Question 50

One example of a(n)________ is the number of coupons returned or phone calls generated from the print ad.

A) portfolio test
B) recognition test
C) inquiry test
D) Flesch test

Question 51

Research shows that in Starch recognition tests,respondents may claim to have seen an ad when they did not.This is an example of:

A) reliability and validity problems
B) reliability problems
C) validity problems
D) false claiming

Question 52

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

Question 53

Samsung,maker of the Galaxy Note,is interested in measuring consumers' movement through the adoption hierarchy.It should employ which of the following ad effectiveness measures?

A) Ad tracking study
B) Day-after recall tests
C) Portfolio testing
D) Recognition test

Question 54

The most popular method of posttesting employed in the broadcast industry for decades was:

A) mall intercepts
B) Starch recognition method
C) Burke Day-After Recall method
D) consumer juries

Question 55

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 Chatelaine
B) a full-page ad in a trade journal aimed at the textile industry
C) a 30-second commercial on the CTV network
D) a transit ad on the back of the envelope that contains airplane tickets

Question 56

A disadvantage of a ______ is that there is always the fear that competitors may discover and intervene in the research process.

A) inquiry test
B) recognition test
C) test market
D) Flesch test

Question 57

Which testing method should Starbucks employ to measure the recall of their first television advertising campaign in over a decade?

A) Starch recognition method
B) comprehension and reaction tests
C) day-after recall
D) portfolio tests

Question 58

_____ track the behaviours of consumers from the television set to the supermarket checkout counter.

A) consumer ride-alongs
B) Multi-source tracking methods
C) Single-source tracking methods
D) In-depth interviews

Question 59

A methodology in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye is called:

A) eye tracking
B) electrodermal response
C) pupil dilation
D) EEG

Question 60

_____ distinguishes between alpha activity in the left and right sides of the brain.

A) Cerebral response testing
B) Gamma activity
C) Electrodermal activity
D) Hemispheric lateralization

Question 61

_____ studies are used to measure the effects of advertising on awareness,recall,interest,and attitudes toward an ad.

A) Alpha
B) Beta
C) Portfolio
D) Tracking

Question 62

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 a single measurement is adequate to assess an ad's performance.
C) Provide controls to avoid the biasing effects of the ad content.
D) Use a convenience sample.

Question 63

The set of nine 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) Principles of Advertising Consumer Testing (PACT)

Question 64

Which of the following is NOT a guideline for an effective testing of an ad?

A) Use a consumer response model
B) Establish communications objectives
C) Use multiple measures
D) Use mainly pretests

Question 65

Good tests of advertising effectiveness must address the nine principles established by PACT.One of the easiest ways to do this is to follow a decision sequence model.Which of the following is NOT one of the steps in this sequence?

A) Establish communication objectives
B) Use a consumer response model
C) Decide whether to use pretests or posttests
D) Use multiple measures