Question 1

The principles of position advertising copytesting (PACT)state that multiple exposures to an advertisement are essential to obtain accurate results.

Accepted Answer

PACT does not specifically state that multiple exposures are essential; it focuses on ensuring that the testing environment is realistic and that the measures are reliable and valid.

Question 2

PACT stands for position advertising copytesting.

Accepted Answer

PACT stands for position advertising copytesting, which is a method for testing the effectiveness of advertising copy in different positions within a publication.

Question 3

Cognitive neuroscience shows where brain activity occurs, to some extent, the level of activity, and how the subject feels about an ad.

Accepted Answer

Cognitive neuroscience can show where brain activity occurs and the level of activity, but it cannot directly reveal subjective feelings or opinions about an ad.

Question 4

The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how information is processed, where it is being processed in the brain, and how the individual reacts to an ad or marketing piece.

Accepted Answer

Cognitive neuroscience can provide insights into how the brain processes information and how individuals respond to marketing stimuli, allowing marketers to better understand their target audience and create more effective advertisements.

Question 5

A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.

Accepted Answer

A physiological arousal test measures the bodily responses to an advertisement, providing a more accurate measurement of a person's true response compared to self-reported measures or copytesting. Cognitive neuroscience techniques can also provide insights into how the brain processes and responds to the advertisement.

Question 6

Name the principles of position advertising copytesting (PACT).

Accepted Answer

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Question 7

What are the three major categories of message evaluation?

Accepted Answer

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Question 8

Describe the terms "reliable" and "valid" with regard to the principles of position advertising copytesting (PACT).

Accepted Answer

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Question 9

Which of the following is not a principle associated with PACT, position advertising copytesting?

Accepted Answer

The principle that the test should measure the degree of social responsibility is not associated with PACT. The other principles, such as relevance to the objective being tested, agreement on result usage, and use of multiple measures, are all important aspects of PACT.

Question 10

The principles of position advertising copytesting (PACT)state that testing procedures should be relevant to advertising objectives.

Accepted Answer

The principles of position advertising copytesting (PACT) emphasize that testing procedures should be aligned with advertising objectives. This aids in ensuring that the copy being tested resonates with the target audience and meets the goals of the advertising campaign.

Question 11

The power of cognitive neuroscience is that it reveals psychological reactions to ads and marketing messages.

Accepted Answer

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Question 12

The principles of position advertising copytesting (PACT)state that tests should be conducted within laboratory settings and not in field settings.

Accepted Answer

PACT principles do not restrict testing to laboratory settings; they advocate for using the most appropriate testing environment, which can include field settings, to ensure the advertising is effective in real-world conditions.

Question 13

The principles of position advertising copytesting (PACT)state that a single measure is sufficient to evaluate an ad.

Accepted Answer

The principles of position advertising copytesting (PACT) state that multiple measures should be used to evaluate an ad, including attention, communication, persuasion, and liking.

Question 14

The latest cognitive neuroscience technology offered by firms such as EmSense measures not only brain waves, but also monitors breathing, heart rate, blinking, and skin temperature.

Accepted Answer

EmSense does offer technology that measures not only brain waves, but also other physiological indicators such as breathing, heart rate, blinking, and skin temperature.

Question 15

Describe advertising research tracking and what it can be used to evaluate.

Accepted Answer

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Question 16

Cognitive neuroscience measures brain activity and brain waves.

Accepted Answer

Cognitive neuroscience uses various techniques such as fMRI, EEG, and PET to measure brain activity and brain waves.

Question 17

Discuss the value of copytesting.

Accepted Answer

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Question 18

PACT was a set of principles originally designed for:

Accepted Answer

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Question 19

Position advertising copytesting (PACT)was designed originally to assist in the evaluation of digital ads.

Accepted Answer

Position Advertising Copy Testing (PACT) was originally designed to assist in the evaluation of advertising effectiveness across various media, not specifically for digital ads. It provides principles for improving the research used in preparing and testing ads, applicable to a range of media beyond just digital.

Question 20

Many advertising researchers believe that emotional reaction tests to ads are more accurate than physiological arousal tests because emotional reactions cannot be easily faked.

Accepted Answer

Emotional reactions can also be faked or controlled by individuals, making them not necessarily more accurate than physiological arousal tests, which measure unconscious responses such as heart rate or skin conductance.

Quiz 15: Evaluating an Integrated Marketing Program