Question 1

Because individuals have little voluntary control over the autonomic nervous system,advertising researchers use changes in _____ to indicate the actual,unbiased amount of arousal resulting from advertisements.
A) physiological functions
B) emotional functions
C) psychological functions
D) ideological functions
E) peripheral functions

Accepted Answer

Physiological functions such as heart rate, skin conductance, and pupil dilation are used to measure the actual, unbiased level of arousal resulting from advertisements. These functions are controlled by the autonomic nervous system and are therefore not influenced by voluntary control.

Question 2

A very important advertising research service is the Next*TV method which was created by _____.
A) Ipsos-ASI
B) Arbitron
C) Simmons Market Research Bureau
D) Market Facts
E) Bruzzone Research Company

Accepted Answer

The Next*TV method was created by Ipsos-ASI.

Question 3

Single-source systems of advertising measurement address the critical issue of whether an advertising campaign has actually driven increases in _____ and augmented the brand's market share.
A) brand sales
B) consumer awareness
C) audience attention
D) consumer loyalty
E) target market knowledge

Accepted Answer

Single-source systems are designed to track the impact of advertising campaigns on brand sales and market share. While consumer awareness, audience attention, consumer loyalty, and target market knowledge are important factors, the ultimate goal of advertising is to increase sales and market share. Therefore, the best choice is A) brand sales.

Question 4

IRI's BehaviorScan procedure enables which types of testing of television commercial effectiveness?
A) pretests and posttests
B) weight tests and copy tests
C) recall tests and recognition tests
D) awareness tests and persuasion tests
E) persuasion tests and purchase tests

Accepted Answer

The answer of IRI's BehaviorScan procedure enables which types of...

Question 5

The postmeasure percentage of respondents who were exposed to an advertisement for the target brand preferring the target brand minus the premeasure percentage who prefer that brand is known as the _____.
A) ComScore ARS' Share of Choice score
B) Q-score
C) target score
D) advertising elasticity
E) delta

Accepted Answer

The ComScore ARS' Share of Choice score measures the change in preference for a brand after exposure to its advertisement, comparing postmeasure and premeasure percentages.

Question 6

Which type of test transmits an identical commercial to two groups of households but varies the number of gross rating points (GRPs)between the groups during the course of the test period?
A) pretests
B) posttests
C) message tests
D) copy tests
E) weight tests

Accepted Answer

This type of test is called a weight test, which aims to measure the effects of different levels of advertising weight (GRPs) on sales. By transmitting identical commercials to two groups with varying GRPs, advertisers can identify the optimal level of advertising weight that generates the highest return on investment. Pretests and message tests focus on the development and evaluation of ad content, whereas copy tests measure the effectiveness of different ad executions. Posttests measure the actual impact of advertising on consumer behavior after it runs in the marketplace.

Question 7

A test commercial received an ComScore ARS' Share of Choice score of 1.2.What does this mean?
A) This commercial is likely to result in a 20 percent increase in market share.
B) This commercial is likely to result in market-share gains between 1 and 2 percent.
C) This commercial is probably incapable of driving market-share gains.
D) This commercial is probably incapable of catching consumers' attention.
E) The score for this commercial is defined as elastic.

Accepted Answer

The answer of A test commercial received an ComScore ARS'...

Question 8

The key issue in the research on the predictive ability of ComScore ARS' Share of Choice scores was whether these scores accurately predict the magnitude of _____ gain (or loss)following advertising.
A) share-of-voice
B) market-share
C) return on investment
D) audience
E) consumer awareness

Accepted Answer

The research was focused on whether ComScore ARS' Share of Choice scores accurately predict the magnitude of market-share gain (or loss) following advertising. Share of voice, return on investment, audience, and consumer awareness were not mentioned as the focus of the research.

Question 9

Measures of _____ are used when an advertiser's objective is to influence consumers' attitudes toward and preference for the advertised brand.
A) awareness
B) knowledge
C) persuasion
D) loyalty
E) involvement

Accepted Answer

Measures of persuasion are used to gauge the effectiveness of advertising campaigns in terms of changing consumers' attitudes and preferences towards the advertised brand. This can involve measuring the impact of specific advertising messages or overall campaigns on consumer perception, beliefs, and intentions. Other measures, such as awareness and knowledge, may also be important for building brand recognition and understanding, but they are not necessarily directly linked to persuasion. Loyalty and involvement are indicators of longer-term engagement with a brand, rather than immediate changes in consumer attitudes.

Question 10

Which of the following is NOT an advantage of the in-home videotape methodology used in the Next*TV method?
A) In-home exposure makes it possible to measure advertising effectiveness in a natural environment.
B) By embedding test advertisements in actual programming content along with other advertisements, it is possible to assess the ability of TV commercials to break through the clutter, gain the viewer's attention, and influence message recallability and persuadability.
C) Be measuring recall one day after exposure, it can be determined how well tested commercials are remembered after this delay period.
D) The videotape technology allows the use of representative national sampling.
E) By providing a standardized measure of persuasion, national norms can be determined.

Accepted Answer

The answer of Which of the following is NOT an...

Question 11

Joe has an identification card that he presents at the grocery store checkout on every shopping occasion.He is taking part in _____.
A) the Hawthorne Experiment
B) the TRACE Method
C) the Emotional Measurement System
D) ACNielsen's SCANTRACK
E) IRI's BehaviorScan

Accepted Answer

The answer of Joe has an identification card that he...

Question 12

Measuring respondents' pupil dilation as they view a television commercial or focus on a printed advertisement is done using a _____.
A) galvanometer
B) pupillometer
C) tachistoscope
D) dilameter
E) stethoscope

Accepted Answer

The answer of Measuring respondents' pupil dilation as they view...

Question 13

There is evidence to indicate that galvanic skin response is a valid indicator of _____.
A) the amount of warmth generated by an advertisement
B) a consumer's behavior generated by an advertisement
C) a consumer's purchase intention generated by an advertisement
D) the number of thoughts consumers generate after exposure to an advertisement
E) the number and types of thoughts consumers generate after exposure to an advertisement

Accepted Answer

The answer of There is evidence to indicate that galvanic...

Question 14

The _____ indirectly assesses the degree of emotional response to an advertisement by measuring minute amounts of perspiration.
A) TRACE Method
B) Emotional Measurement System
C) tachistoscope
D) pupillometer
E) galvanometer.

Accepted Answer

The galvanometer indirectly measures emotional response to an advertisement by measuring changes in skin conductance, which can serve as an indicator of perspiration. The TRACE Method involves capturing facial muscle movements, the Emotional Measurement System involves self-reported emotional responses, the tachistoscope measures reaction time to visual stimuli, and the pupillometer measures changes in pupil size.

Question 15

Information Resources,Inc.is known for _____.
A) theater testing of new commercials
B) measuring cost per thousand of magazine advertising
C) measuring effectiveness of radio advertising
D) BehaviorScan
E) developing the galvanometer

Accepted Answer

Information Resources Inc is best known for developing BehaviorScan, which is a technology used for testing the effectiveness of TV ads by measuring consumer behavior and responses. They also offer other market research services but BehaviorScan is their most well-known product.

Question 16

Panel members who use their handheld scanners to enter any coupons used and to record all store deals and in-store features that influenced their purchasing decisions are taking part in _____.
A) ACNielsen's ScanTrack
B) the TRACE Method
C) the Emotional Measurement System
D) the Hawthorne Experiment
E) IRI's BehaviorScan

Accepted Answer

ACNielsen's ScanTrack is a service that uses handheld scanners to collect point-of-sale (POS) data, including coupon usage and in-store features, to help companies understand consumer behavior and track sales trends.

Question 17

Which is NOT a technological development that has made single-source systems (SSSs)possible?
A) optical laser scanning of universal product codes
B) electronic funds transfer
C) split-cable technology
D) electronic television meters
E) all of the above technologies have made SSSs possible

Accepted Answer

The answer of Which is NOT a technological development that...

Question 18

In the case of greater pupil dilation,responses to specific elements in an advertisement are used to indicate _____.
A) negative reaction
B) positive reaction
C) thoughts generated
D) indifferent reaction
E) intense reaction

Accepted Answer

Greater pupil dilation is associated with increased arousal and attention, and studies have shown that it correlates with positive emotional responses to stimuli. Therefore, in the case of greater pupil dilation in response to specific elements in an advertisement, it can be inferred that the individual is having a positive reaction to those elements.

Question 19

The _____ method tests television commercials in consumers' homes.
A) Next*TV
B) TiVo
C) Behavioral
D) Sensory
E) Visual

Accepted Answer

The Next*TV method is specifically designed for testing television commercials in consumers' homes, making it the best choice out of the given options. TiVo, behavioral, sensory, and visual methods do not necessarily involve testing commercials in this way.

Question 20

Using self-report measurement,a researcher uses cartoon-like characters to represent different emotions and emotional states,and asks respondents to select the cartoon character depicting the emotional state that best reflects their emotional reaction to an advertisement.This is an example of _____ self-reports.
A) verbal
B) projective
C) audio
D) visual
E) psychological

Accepted Answer

This is an example of visual self-reports, as respondents are selecting a cartoon character to represent their emotional state. Verbal self-reports would involve respondents verbally stating their emotional reaction, audio self-reports would involve recording their emotional reaction, and psychological self-reports is not a commonly used term in self-report measurement. Projective self-reports involve respondents projecting their own thoughts and feelings onto ambiguous stimuli, which is not the case in this example.

Quiz 17: Measuring Ad Message Effectiveness

Because individuals have little voluntary control over the autonomic nervous system,advertising researchers use changes in _____ to indicate the actual,unbiased amount of arousal resulting from advertisements.

A very important advertising research service is the Next*TV method which was created by _____.

Single-source systems of advertising measurement address the critical issue of whether an advertising campaign has actually driven increases in _____ and augmented the brand's market share.

IRI's BehaviorScan procedure enables which types of testing of television commercial effectiveness?

The postmeasure percentage of respondents who were exposed to an advertisement for the target brand preferring the target brand minus the premeasure percentage who prefer that brand is known as the _____.

Which type of test transmits an identical commercial to two groups of households but varies the number of gross rating points (GRPs) between the groups during the course of the test period?

A test commercial received an ComScore ARS' Share of Choice score of 1.2.What does this mean?

The key issue in the research on the predictive ability of ComScore ARS' Share of Choice scores was whether these scores accurately predict the magnitude of _____ gain (or loss) following advertising.

Measures of _____ are used when an advertiser's objective is to influence consumers' attitudes toward and preference for the advertised brand.

Which of the following is NOT an advantage of the in-home videotape methodology used in the Next*TV method?

Joe has an identification card that he presents at the grocery store checkout on every shopping occasion.He is taking part in _____.

Measuring respondents' pupil dilation as they view a television commercial or focus on a printed advertisement is done using a _____.

There is evidence to indicate that galvanic skin response is a valid indicator of _____.

The _____ indirectly assesses the degree of emotional response to an advertisement by measuring minute amounts of perspiration.

Information Resources,Inc.is known for _____.

Panel members who use their handheld scanners to enter any coupons used and to record all store deals and in-store features that influenced their purchasing decisions are taking part in _____.

Which is NOT a technological development that has made single-source systems (SSSs) possible?

In the case of greater pupil dilation,responses to specific elements in an advertisement are used to indicate _____.

The _____ method tests television commercials in consumers' homes.