Question 1

Advertising tracking research does not measure:
A) ad likeability
B) unaided and aided brand awareness
C) unaided and aided campaign recall
D) physiological reactions

Accepted Answer

Advertising tracking research typically focuses on measuring metrics like ad effectiveness, brand awareness, and campaign recall. While research can measure consumer attitudes towards ads and brands, it generally does not measure physiological reactions such as heart rate or skin conductance.

Question 2

An in-market advertising research method that monitors a brand's performance and advertising effectiveness is:
A) emotional reaction tests
B) copytesting
C) cognitive neuroscience
D) advertising tracking research

Accepted Answer

Advertising tracking research is a method that tracks a brand's performance and advertising effectiveness over time. It allows advertisers to measure the impact of their campaigns and make necessary adjustments. Emotional reaction tests, copy testing, and cognitive neuroscience are all research methods too, but they focus on different aspects of advertising research.

Question 3

With advertising tracking research, after being shown a segment or stills of an ad, respondents are asked to identify the brand being advertised, which measures:
A) memorability
B) aided brand awareness
C) unaided brand awareness
D) brand and ad recognition

Accepted Answer

Aided brand awareness is when respondents are given options to choose from when identifying the brand, whereas unaided brand awareness is when respondents are asked to identify the brand without any options or cues. In this case, since respondents are simply asked to identify the brand without any options, it is measuring unaided brand awareness.

Question 4

With advertising tracking research, after being shown a segment or stills of an ad, respondents are given a list of brands and asked to identify the correct brand that was in the ad, which measures:
A) memorability
B) aided brand awareness
C) unaided brand awareness
D) brand and ad recognition

Accepted Answer

Aided brand awareness measures how well respondents recognize the brand when given a list of options. This is different from unaided brand awareness, where respondents are asked to name brands without being given a list of options. The scenario described in the question matches aided brand awareness. Ad recognition is a subset of aided brand awareness, as it specifically measures if respondents can recognize the ad they were shown. However, the question specifically asks about brand recognition, which includes ad recognition but also extends to identifying the brand itself. Finally, memorability is not directly related to the scenario described in the question, as it measures how well respondents recall information from an ad, rather than recognize the brand.

Question 5

Advertising tracking research does not measure:
A) ad memorability
B) unaided and aided message recall
C) brand and ad recognition
D) emotional reactions

Accepted Answer

Advertising tracking research does not typically measure emotional reactions. However, it does measure ad memorability, unaided and aided message recall, and brand and ad recognition.

Question 6

When copytesting print ads, researchers often use which type of approach?
A) portfolio test
B) theater test
C) regulatory test
D) cognitive neuroscience

Accepted Answer

Portfolio tests involve showing multiple print ads to participants and asking them to evaluate each one. This approach is commonly used in copytesting for print ads. Theater tests involve showing TV commercials to participants in a simulated movie theater environment. Regulatory tests assess whether an ad complies with legal and ethical guidelines. Cognitive neuroscience involves measuring brain activity to understand how consumers process and respond to ads, but this approach is less commonly used in copytesting for print ads.

Question 7

Quantitative copytesting questions do not measure:
A) ability of the ad to break through
B) why a particular ad is not liked
C) how enjoyable the ad is
D) what the ad communicates

Accepted Answer

Quantitative copytesting primarily focuses on measuring specific, quantifiable aspects of an ad's performance, such as its ability to break through, its enjoyability, and what it communicates. It does not delve into the qualitative reasons behind why an ad may not be liked, which would require more in-depth, qualitative research methods.

Question 8

Advertising tracking research does not provide information regarding:
A) how an ad is performing compared to previous ads
B) why an ad is not performing well
C) how an ad is performing compared to the competition
D) how an ad is performing over time

Accepted Answer

Advertising tracking research is focused on providing information on how an ad is performing compared to previous ads, how it is performing compared to the competition and how it is performing over time. However, it does not provide insights on why an ad is not performing well. Other methods like focus groups or surveys may be necessary to identify the reasons for an ad's underperformance.

Question 9

A storyboard is used to outline the structure of:
A) a radio ad
B) a television ad
C) an Internet ad
D) print ads

Accepted Answer

Storyboards are most commonly used in television advertising to visually plan out the sequence of shots and scenes.

Question 10

With advertising tracking research, tests can be performed to measure the following, except:
A) effectiveness of media buys
B) general measure of the effect of media weight (media spending)
C) quality of the ad's message and execution
D) level of web chatter about the ad and brand

Accepted Answer

Advertising tracking research typically focuses on measuring the effectiveness of media buys, the general impact of media weight, and the quality of the ad's message and execution. However, it typically does not measure the level of web chatter about the ad and brand, as this falls more under the realm of social media monitoring and analysis.

Question 11

Of the following methods of evaluating advertising and ad campaigns, the one that has the most promise for the future is:
A) advertising tracking research
B) copytesting
C) online cookie analysis
D) cognitive neuroscience

Accepted Answer

Cognitive neuroscience is the method that has the most promise for the future because it involves using brain scanning and other neuroscientific techniques to understand how people process and respond to advertising. This approach is likely to yield valuable insights into the subconscious and emotional responses that underlie advertising effectiveness, and could help advertisers create more engaging and impactful campaigns.

Question 12

With advertising tracking research, after being shown a segment or stills of an ad, respondents are asked if they recognize the company in the ad, which measures:
A) memorability
B) aided brand awareness
C) unaided brand awareness
D) brand and ad recognition

Accepted Answer

The answer of With advertising tracking research, after being shown...

Question 13

Advertising tracking research examines:
A) web chatter about ads and ad campaigns
B) physiological reactions to ads and ad campaigns
C) ads that have been finished or in the latter stages of production
D) ads that have already been launched

Accepted Answer

Advertising tracking research typically examines ads that have already been launched in order to measure their effectiveness and audience response.

Question 14

With advertising tracking research, respondents are shown:
A) the entire ad, but without the brand name being visible
B) a brief portion of the ad that includes one mention of the brand name
C) a brief portion of the ad or stills of the ad with the brand name removed or hidden
D) a series of ads so they will not know which ad is being studied

Accepted Answer

By showing a brief portion of the ad or stills of the ad with the brand name removed or hidden, researchers can accurately measure the impact of the ad without respondents being influenced by brand recognition or preconceived notions. This method also ensures that the focus is on evaluating the ad itself rather than the brand.

Question 15

Which type of evaluation method can provide clients and advertising agencies with an idea when "wear-out" effects are starting to occur?
A) ad tracking research
B) copytesting
C) cognitive neuroscience
D) emotional reaction tests

Accepted Answer

Ad tracking research is the best choice as it involves continuous monitoring and measuring the impact and effectiveness of an advertising campaign over time. This method can help identify when "wear-out" effects are starting to occur by tracking changes in consumer attitudes and behavior towards the campaign.

Question 16

When copytesting television ads, researchers often use:
A) a portfolio test
B) a theater test
C) a reaction test
D) cognitive neuroscience

Accepted Answer

When copytesting television ads, researchers often use a theater test. This involves showing the ad to a group of people in a controlled setting, such as a movie theater, and measuring their reactions and opinions through surveys and focus groups. This method provides valuable feedback on the ad's effectiveness and how it resonates with the target audience.

Question 17

Within ________ companies such as Nielsen IAG using ad tracking can provide clients with performance measures of an ad campaign or an individual ad in comparison to competitor's ads and previous campaigns or ads.
A) 2 to 3 days
B) 5 to 7 days
C) 2 to 3 weeks
D) one month

Accepted Answer

Ad tracking typically takes 2 to 3 weeks to provide clients with performance measures of an ad campaign or an individual ad in comparison to competitor's ads and previous campaigns or ads.

Question 18

In using advertising tracking research, after the respondent is shown a segment of the advertisement or stills of the ad, they are asked first:
A) if they can identify which brand was in the ad from a list of brands shown to them
B) if they can identify the brand being advertised
C) if they recognize the company or brand
D) if they liked the ad

Accepted Answer

The answer of In using advertising tracking research, after the...

Question 19

In terms of message evaluations, copytesting is most likely to be used:
A) in conjunction with ad tracking research
B) in the final stages of ad development or with the finished ad
C) with theater and portfolio tests
D) with online metrics

Accepted Answer

Copytesting is typically used in the final stages of ad development or with the finished ad to evaluate its effectiveness and determine if any changes need to be made before it is released. It is usually conducted before an ad is launched to ensure that it will resonate with the intended audience and achieve the desired impact. Ad tracking research, theater and portfolio tests, and online metrics are other methods used to evaluate advertising effectiveness, but they serve different purposes and are not typically done in conjunction with copytesting.

Question 20

Although ads can be tested prior to production, most advertising agencies perform little pretesting because pretests:
A) tend to be unreliable
B) are too expensive
C) are not requested very often by clients
D) have to be matched with posttests to be effective

Accepted Answer

Pretests tend to be unreliable because they may not accurately predict how the ad will perform in the real market environment.

Quiz 15: Evaluating an Integrated Marketing Program

Advertising tracking research does not measure:

An in-market advertising research method that monitors a brand's performance and advertising effectiveness is:

With advertising tracking research, after being shown a segment or stills of an ad, respondents are asked to identify the brand being advertised, which measures:

With advertising tracking research, after being shown a segment or stills of an ad, respondents are given a list of brands and asked to identify the correct brand that was in the ad, which measures:

Advertising tracking research does not measure:

When copytesting print ads, researchers often use which type of approach?

Quantitative copytesting questions do not measure:

Advertising tracking research does not provide information regarding:

A storyboard is used to outline the structure of:

With advertising tracking research, tests can be performed to measure the following, except:

Of the following methods of evaluating advertising and ad campaigns, the one that has the most promise for the future is:

With advertising tracking research, after being shown a segment or stills of an ad, respondents are asked if they recognize the company in the ad, which measures:

Advertising tracking research examines:

With advertising tracking research, respondents are shown:

Which type of evaluation method can provide clients and advertising agencies with an idea when "wear-out" effects are starting to occur?

When copytesting television ads, researchers often use:

Within ________ companies such as Nielsen IAG using ad tracking can provide clients with performance measures of an ad campaign or an individual ad in comparison to competitor's ads and previous campaigns or ads.

In using advertising tracking research, after the respondent is shown a segment of the advertisement or stills of the ad, they are asked first:

In terms of message evaluations, copytesting is most likely to be used:

Although ads can be tested prior to production, most advertising agencies perform little pretesting because pretests: