Question 1

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

Accepted Answer

Comprehension tests are used to measure whether an ad or commercial successfully conveys the intended message to the audience. It seeks to determine whether the audience understands the message and its intended meaning. Other options such as day-after recall, recognition, inquiry, and portfolio tests may be used for different purposes in advertising research, but do not specifically measure message comprehension.

Question 2

In a field test, a firm

Accepted Answer

The answer of In a field test, a firm
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Question 3

An advantage offered by field tests to measure advertising effectiveness is

Accepted Answer

Field tests provide realistic testing conditions, allowing advertisers to measure the effectiveness of their advertising in a real-world setting. This can provide valuable insights into how consumers view and react to the advertising, as opposed to artificial testing conditions. The other options are not relevant advantages of field tests.

Question 4

A way to gather consumers' opinions of concepts is _____, where consumers in shopping centers are approached and asked to evaluate rough ads via questionnaires, rating scales, and/or rankings.

Accepted Answer

Mall intercepts are the best choice as they involve approaching consumers in shopping centers and asking for their opinions via questionnaires, rating scales, and/or rankings. This method allows for direct feedback from potential consumers in a natural shopping environment.

Question 5

The principles of Positioning Advertising Copy Testing (PACT) state that a good copy testing system will

Accepted Answer

The answer of The principles of Positioning Advertising Copy Testing...

Question 6

Which of the following is one of the nine principles of Positioning Advertising Copy Testing (PACT)?

Accepted Answer

This is one of the key principles of PACT, as it ensures that all parties involved in the testing process have a clear understanding of how the results will be used and what decisions will be based on them. This helps to prevent any misunderstandings or disagreements later on. The other options are not principles of PACT.

Question 7

Which of the following is a weakness associated with a focus group research?

Accepted Answer

Focus groups can sometimes create a false sense of expertise in participants, leading them to provide responses that may be more reflective of social norms or the desire to generate discussion rather than their genuine opinions or attitudes.

Question 8

The set of principles adopted by large advertising agencies to improve preparation and testing of ads is referred to as

Accepted Answer

Positioning Advertising Copy Testing (PACT) is the correct term that refers to the set of principles adopted by large advertising agencies to improve the preparation and testing of ads.

Question 9

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

Accepted Answer

Concept testing is typically conducted in the early stages of developing an advertising campaign to get feedback from the target audience about potential ads or campaign concepts. This allows advertisers to make adjustments and refine their approach before launching the campaign. Posttesting, recognition testing, copy testing, and recall testing are all methods that can be used to evaluate the effectiveness of an advertising campaign after it has launched.

Question 10

Which of the following is true of a focus group?

Accepted Answer

Group influences in focus groups, such as social desirability bias or conformity bias, can impact participants' responses, making them less accurate or truthful.

Question 11

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

Accepted Answer

Copy testing is specifically designed to evaluate the effectiveness of advertisements before they are released to the public. This helps in making informed decisions about whether the advertising should proceed as planned.

Question 12

Which of the following is the methodology that a manufacturer of computer game software could use to test the concepts applied to create an ad to appeal to preteens?

Accepted Answer

A focus group would be the best methodology for the manufacturer of computer game software to test the concepts applied to create an ad to appeal to preteens. This approach allows the manufacturer to obtain direct feedback from the target audience and make changes accordingly.

Question 13

_____ is a rough commercial test in which a succession of drawings and/or cartoons is shown to a receiver.

Accepted Answer

Animatic rough testing is a process where a rough sequence of drawings or cartoons is shown to the receiver to test the commercial before it is finalized. This helps to identify any flaws or issues in the commercial before investing time and money in producing the final version.

Question 14

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

Accepted Answer

Field tests are conducted under natural viewing situations, complete with the realism of noise, distractions, and the comforts of home. The goal is to evaluate how an ad or commercial performs in the real world, rather than in a controlled environment.

Question 15

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 pasteups on separate sheets.

Accepted Answer

The consumer jury method involves a group of individuals evaluating the probable success of an ad by rating different versions presented on separate sheets. This technique allows for feedback from potential consumers before the ad is launched.

Question 16

A rough commercial that is categorized as an animatic rough is likely to contain

Accepted Answer

An animatic rough is a series of still images or drawings that represent a rough version of a commercial or animation. Therefore, the most likely choice for a rough commercial categorized as an animatic is a succession of drawings.

Question 17

One of the weaknesses associated with a focus group research is that the results are

Accepted Answer

Focus group research results can provide valuable insights and opinions from participants, but the results are often subjective and not easily quantifiable due to the small sample size and self-selecting nature of participants. Therefore, it may be difficult to generalize findings beyond the group being studied.

Question 18

Typically, most commercials on the television music channel Boom are created to be readily understood by twelfth graders.In order to measure the actual level of understanding of these commercials by twelfth graders, marketers can use

Accepted Answer

Comprehension and reaction tests are specifically designed to assess how well an audience understands the content (in this case, commercials) and how they react to it. This makes them the most direct method for measuring the level of understanding among twelfth graders for the commercials aired on the television music channel Boom.

Question 19

Which of the following is a disadvantage associated with the consumer jury method used to evaluate the probable success of an ad?

Accepted Answer

The answer of Which of the following is a disadvantage...

Question 20

According to Positioning Advertising Copy Testing (PACT), the purpose of copy testing is to

Accepted Answer

The purpose of copy testing, according to PACT, is to aid in the judgment of specific advertising executions. It is meant to evaluate the effectiveness of an advertising message and how well it resonates with the target audience. Copy testing helps identify strengths and weaknesses in the advertising copy in order to make improvements and adjustments. It does not aim to use a single measurement to assess ad performance or isolate each contributing factor. It also does not eliminate the use of controls, as controls are necessary to get an accurate assessment of ad performance.

Quiz 18: Measuring the Effectiveness of the Promotional Program