Question 1

A portfolio test is a display of television advertisement in a theater.

Accepted Answer

A portfolio test is a display of a collection of work, such as photographs or artwork, to showcase skills and abilities. It is not related to television advertisements or theaters.

Question 2

In addition to copytesting, many advertising research firms such as Millward Brown also can provide agencies with emotional reaction charts that show how viewers feel about an advertisement as they are watching it.

Accepted Answer

The statement is true. Advertising research firms such as Millward Brown can provide emotional reaction charts that show how viewers feel about an advertisement while watching it in addition to copytesting.

Question 3

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

Accepted Answer

The statement accurately describes the capabilities of EmSense technology in measuring various physiological factors for cognitive neuroscience research.

Question 4

A portfolio test is often used for copytesting.

Accepted Answer

A portfolio test is a common method used for copytesting in which multiple ads or marketing materials are presented to a group of respondents, who then provide feedback on each piece. This allows marketers to compare and evaluate different campaigns or iterations of an ad to determine which version resonates best with their target audience.

Question 5

A theater test is a display of television advertisements shown together in a theater.

Accepted Answer

A theater test is indeed a display of television advertisements shown together in a theater. This is often done as a way to measure audience reactions and effectiveness of the ads.

Question 6

Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

Accepted Answer

Cognitive neuroscience uses brain activity imaging techniques such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and positron emission tomography (PET) to study neural correlates of cognitive processes. However, cognitive neuroscience also considers attitudes and verbal responses as important indicators of cognitive processes.

Question 7

The use of the Internet for copytesting is quickly replacing both the portfolio and theater tests.

Accepted Answer

Copytesting is the process of testing advertisements, marketing materials, or other communication elements for their effectiveness. Traditionally, copytesting was done through portfolio and theater tests, but with the rise of the Internet, online copytesting has gained popularity and is becoming the preferred method for many companies.

Question 8

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, such as cognitive neuroscience, can provide more accurate data on a person's actual response as it measures the physical and neurological reactions to the stimulus. Copytesting, on the other hand, often relies on self-reported data, which is subject to biases and may not accurately reflect the true response.

Question 9

In copytesting, advertising agencies often ask respondents open-ended questions and these verbatim comments are valuable to agencies designing ads because it tells them what respondents are thinking.

Accepted Answer

Open-ended questions allow respondents to freely express their thoughts and opinions, providing valuable insights for advertising agencies to consider when designing ads. These verbatim comments can help agencies understand what aspects of the ad are resonating with the target audience and what may need improvement.

Question 10

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

Accepted Answer

Cognitive neuroscience uses brain imaging techniques to study the neural responses to ads and marketing messages, which reveals how the brain processes and reacts to these stimuli. Therefore, it can provide insights into the physiological reactions to ads and marketing messages.

Question 11

A theater test can be used to study a print advertisement from a billboard or the side of a bus.

Accepted Answer

A theater test is specifically designed to evaluate audience reactions to television shows, movies, or commercials in a controlled environment, not print advertisements like those on billboards or buses.

Question 12

Biometric research measures physiological or physical responses to advertising.

Accepted Answer

Biometric research uses techniques such as eye-tracking, facial coding, and electroencephalography (EEG) to analyze a person's physical response to advertising stimuli. This can include changes in heart rate, sweat gland activity, and even brain activity.

Question 13

A copytest is used when the marketing piece is finished or is in the final stages of development.

Accepted Answer

A copytest is typically conducted on a marketing piece that is in its final stages of development, as it allows for feedback to be implemented before the piece is launched to the public.

Question 14

Copytesting conducted online offers agencies a measure of an advertisement's potential when it receives a viewer's complete, 100 percent attention.

Accepted Answer

Copytesting conducted online allows for a controlled environment where the ad can be viewed without distractions or interruptions, providing a more accurate measure of its potential effectiveness.

Question 15

Most emotional reaction tests are self-reported instruments.

Accepted Answer

The answer of Most emotional reaction tests are self-reported instruments....

Question 16

While copytesting can measure how well an advertisement communicates, it cannot measure the persuasiveness of an ad and how likely a person would make a purchase because of the ad.

Accepted Answer

Copytesting can measure the effectiveness of an advertisement in terms of communication, but it cannot accurately predict the persuasive impact of the ad on the target audience or their likelihood to make a purchase. These factors are influenced by various personal, social, and contextual factors that cannot be fully captured in a controlled copytesting environment.

Question 17

While some marketing professionals do not favor copytesting, the majority think it is necessary because without it, creativity is stifled.

Accepted Answer

Copytesting is generally favored by marketing professionals because it helps ensure that the messaging will be effective and resonate with the target audience, rather than stifling creativity.

Question 18

Biometric research measures psychological responses, such as attitudinal changes.

Accepted Answer

Biometric research primarily focuses on measuring physical and physiological characteristics, such as heart rate, eye movements, and facial expressions, rather than psychological responses like attitudinal changes.

Question 19

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.

Question 20

Due to demands for increased accountability, advertising professionals continue to use copytesting, even though they may not believe it is an effective method for evaluating ads.

Accepted Answer

Copytesting is still commonly used in advertising due to pressures for accountability, even though some professionals may doubt its effectiveness.

Quiz 15: Evaluating an Integrated Marketing Program