Question 1

Consider the two statements shown below.
I.Concept tests can be used to identify and then compare the strengths and
Weaknesses of alternative benefits or positionings.
II.Concept tests can be used to identify the strengths and weaknesses of
Alternative approaches to communicating a selected positioning.
Which,if any,of these statements is (are)true?
A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Accepted Answer

Both statements are true. Concept tests are commonly used in marketing research to identify the strengths and weaknesses of alternative benefits or positioning, as well as alternative approaches to communicating a selected positioning. By evaluating different options, companies can make more informed decisions and create more effective marketing strategies.

Question 2

Which of the following is NOT a recommended format for the communication testing of television ads?
A)storyboard
B)animatic
C)photomatic

Accepted Answer

A

Question 3

Communication testing typically ________ concept testing.
A)is conducted at the same time as
B)comes before
C)follows

Accepted Answer

Communication testing typically follows concept testing, as it is used to evaluate how well a specific message or campaign is received and understood by the target audience after the concept has been developed and refined.

Question 4

Consider the two statements below which refer to concept test visuals.
I.Visuals can be used when they are an essential part of the intended
Communication.
II.Visuals can be used when they are needed for brand,service,or other
Identification purposes.
Which,if any,of these guidelines should be followed when preparing a concept?
A)I only
B)II only
C)I and II should both be followed
D)Neither I nor II should be followed

Accepted Answer

Both statements are valid guidelines for using visuals in concept tests. Visuals should be used when they are essential for the intended communication, such as illustrating a product feature or demonstrating a service. They are also important for brand, service, or other identification purposes, helping to establish or reinforce brand identity and differentiate the concept from competitors.

Question 5

The following may or may not describe acceptable practice in the writing of concept test tag lines.
- Be highly focused
- Use a brief phrase
- Be single-minded
- Be believable
How many,if any,of these recommendations are allowable when writing a concept test tag line?
A)0
B)1
C)2
D)3
E)4

Accepted Answer

All four recommendations are allowable when writing a concept test tag line. Being highly focused, using a brief phrase, being single-minded, and being believable are all considered good practices in crafting effective tag lines for concept testing. These elements help ensure the tag line clearly communicates the core idea or benefit of the concept to the audience.

Question 6

The following may or may not describe acceptable practice in writing a concept test headline.
- Use catchy phrases
- Use sentence fragments
- Use simple declarative statements
- Use provocative questions
How many,if any,of these recommendations are allowable when writing a concept test headline?
A)0
B)1
C)2
D)3
E)4

Accepted Answer

The answer of The following may or may not describe...

Question 7

Which of the following is NOT an important consideration in writing the body copy for a concept?
A)use short paragraphs
B)use active,declarative sentences
C)keep all word length to seven letters or less
D)avoid sentence fragments
E)keep overall length short

Accepted Answer

Keeping all word length to seven letters or less is not an important consideration in writing the body copy for a concept. The other choices are all important considerations in writing effective body copy.

Question 8

Which of the following is NOT recommended when writing a concept?
A)use puffery
B)avoid exaggeration
C)avoid salesmanship
D)present the core idea simply
E)present the core idea realistically

Accepted Answer

Using puffery, which is exaggerated marketing language, is not recommended when writing a concept. It is important to present the core idea simply and realistically, without resorting to false or exaggerated claims. It is also important to avoid overt salesmanship, as the concept should stand on its own merits rather than relying on aggressive sales tactics.

Question 9

A(n)________ is a simple,written expression of a positioning,benefit,reason for being or unique communication proposition.
A)ad sketch
B)communique
C)creative
D)concept
E)ad outline

Accepted Answer

A concept is a simple, clear expression of a brand's positioning or unique selling proposition. It is the foundation for all creative work and messaging that follows. The other answer choices are not specific to this definition.

Question 10

A concept test ________ succinctly summarizes the main communication idea and provides an explicit lead-in to the body copy.
A)visual
B)tag line
C)lead paragraph
D)headline

Accepted Answer

A headline is the best choice for succinctly summarizing the main communication idea and providing an explicit lead-in to the body copy.

Question 11

The use of visuals and headlines are important,required components of a concept.

Accepted Answer

The answer of The use of visuals and headlines are...

Question 12

A ________ focuses on how well messages are conveyed and reactions to the message,both within the context of alternative executions.
A)creativity
B)concept
C)communication
D)construction
E)centrality

Accepted Answer

Communication refers to the effectiveness of transmitting messages and generating appropriate reactions from the target audience. This encompasses factors like the quality of message construction, the ability to articulate the intended ideas, and consideration of audience feedback. The other options are not focused on the specific aspect of message transmission and feedback.

Question 13

When preparing body copy for a concept it is important to ________.
A)keep the copy focused and single-minded
B)try and communicate as many product benefits as possible
C)keep each paragraph focused on a different benefit
D)use copy that closely resembles final advertising copy

Accepted Answer

When preparing body copy for a concept, it is important to keep the copy focused and single-minded. This means that the copy should be clear and concise, with one central message or idea. This helps to avoid confusion and ensure that the reader understands the intended message. Option B is incorrect as it promotes trying to communicate as many product benefits as possible, which can lead to a cluttered and confusing message. Option C is incorrect as it suggests that each paragraph should focus on a different benefit, which can also lead to a disjointed and confusing message. Option D is incorrect as it suggests using final advertising copy, which is not necessary at the concept stage and can limit the flexibility to make changes and revisions.

Question 14

A concept test headline should closely resemble the headline that will be used in the final advertisement.

Accepted Answer

The answer of A concept test headline should closely resemble...

Question 15

The purpose of concept and communication tests is to ________.
A)select a "winner"
B)identify the "losers"
C)collect diagnostic information on strengths and weaknesses

Accepted Answer

The purpose of concept and communication tests is not to select a "winner" or identify "losers," but rather to collect diagnostic information on strengths and weaknesses of different concepts or messages. This information can then be used to refine and improve the communication strategy before launching a campaign or product.

Question 16

The following statements refer to the format of print ads used in a communication test.
I.Print ads should be actual size.
II.Print ads can use drawings instead of photographs.
Which,if any,of these statements is (are)true?
A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Accepted Answer

Print ads should be actual size to accurately represent how they will appear in print, and they can use drawings instead of photographs depending on the design and message of the ad.

Question 17

Concept and communication tests take place during the final stages of the advertising development process.

Accepted Answer

Concept and communication tests are typically conducted in the early stages of the advertising development process to ensure the message is clear and resonates with the target audience before finalizing and launching the campaign.

Question 18

Advertisements in communication research are tested in a rough stage of development.

Accepted Answer

Advertisements are often tested in a rough stage of development in order to identify potential flaws and make necessary improvements before the final product is released. This helps to ensure that the advertisement is effective in achieving its intended goals.

Question 19

Another name for communication testing is ________ research.
A)copy development
B)creative decision
C)advertising development
D)institutional
E)copy change

Accepted Answer

The answer of Another name for communication testing is ________...

Question 20

A ________ focuses on messages and message evaluation outside of the context of actual executions.
A)creativity
B)concept
C)communication
D)construction
E)centrality

Accepted Answer

A concept focuses on the abstract idea or generalization behind a message, rather than the specific execution of that message.

Quiz 19: Advertising Testing: Concept and Communications Tests

Which of the following is NOT a recommended format for the communication testing of television ads?

Communication testing typically ________ concept testing.

The following may or may not describe acceptable practice in the writing of concept test tag lines. - Be highly focused - Use a brief phrase - Be single-minded - Be believable How many,if any,of these recommendations are allowable when writing a concept test tag line?

The following may or may not describe acceptable practice in writing a concept test headline. - Use catchy phrases - Use sentence fragments - Use simple declarative statements - Use provocative questions How many,if any,of these recommendations are allowable when writing a concept test headline?

Which of the following is NOT an important consideration in writing the body copy for a concept?

Which of the following is NOT recommended when writing a concept?

A(n) ________ is a simple,written expression of a positioning,benefit,reason for being or unique communication proposition.

A concept test ________ succinctly summarizes the main communication idea and provides an explicit lead-in to the body copy.

The use of visuals and headlines are important,required components of a concept.

A ________ focuses on how well messages are conveyed and reactions to the message,both within the context of alternative executions.

When preparing body copy for a concept it is important to ________.

A concept test headline should closely resemble the headline that will be used in the final advertisement.

The purpose of concept and communication tests is to ________.

The following statements refer to the format of print ads used in a communication test. I.Print ads should be actual size. II.Print ads can use drawings instead of photographs. Which,if any,of these statements is (are) true?

Concept and communication tests take place during the final stages of the advertising development process.

Advertisements in communication research are tested in a rough stage of development.

Another name for communication testing is ________ research.

A ________ focuses on messages and message evaluation outside of the context of actual executions.