Question 1

Message research comes in two general forms: qualitative and quantitative.

Accepted Answer

Message research can be classified as either qualitative or quantitative research methods. Qualitative research methods involve exploring and understanding the meanings, perceptions, and feelings behind messages through observation, interviews, and focus groups, while quantitative research methods involve measurement and statistical analysis of data that can be quantified, such as surveys and experiments.

Question 2

Recognition taps a more superficial level of memory compared to recall measures.

Accepted Answer

Recognition involves simply identifying a previously encountered stimulus or piece of information from among a set of options, whereas recall involves generating information previously learned from memory without any cues or prompts. Therefore, recognition is generally considered to be a more superficial level of memory processing compared to recall measures.

Question 3

Measuring message effectiveness is not a difficult or expensive task.

Accepted Answer

Measuring message effectiveness can be complex and potentially expensive due to the need for comprehensive data collection, analysis tools, and expertise to accurately assess how well a message is received and acted upon by the target audience.

Question 4

The two general forms of advertising research that are practiced are message research and focused research.

Accepted Answer

The two general forms of advertising research that are practiced are message research and media research.

Question 5

A basic assumption of the Starch procedure is that respondents in fact do remember whether they saw a particular ad in a specific magazine issue.

Accepted Answer

The Starch procedure relies on the assumption that respondents can accurately recall whether they saw a specific ad in a particular magazine issue. This assumption is necessary for the procedure to accurately measure ad effectiveness.

Question 6

Gfk MRI's Starch Ad Readership Studies interviews respondents and then classifies them as noted,associated,read-some,or read-most readers according to specific definitions.

Accepted Answer

This statement describes the process of Gfk MRI's Starch Ad Readership Studies.

Question 7

An advertisement that achieves a Starch score of 70 indicates it scored 70 percent above comparable ads.

Accepted Answer

A Starch score of 70 means that the advertisement scored higher than 70 percent of comparable ads, not 70 percent above them.

Question 8

A good copytesting system is one that requires agreement about how the results will be used in advance of each specific test.

Accepted Answer

Having a clear agreement about how the results of a copytesting system will be used beforehand helps ensure that the testing is conducted in a meaningful and productive manner. This agreement can define factors such as the type of feedback that will be provided, the criteria that will be used to evaluate the copy, and how the results will be applied to future marketing efforts.

Question 9

Gallup & Robinson provides recall testing of advertisements placed in televised media.

Accepted Answer

Gallup & Robinson is a research firm that specializes in advertising research, but it is primarily known for its work with print and online media, not specifically for recall testing of advertisements placed in televised media.

Question 10

Starch measures the primary objective of a television advertisement.

Accepted Answer

The primary objective of a television advertisement is typically to promote a product, service, or brand, not to measure starch. "Starch" in advertising refers to a method of measuring the effectiveness or memorability of print advertisements, not a goal of the ads themselves.

Question 11

Physiological measures such as galvanic skin response and pupil dilation are used to assess physiological arousal activated by advertisements.

Accepted Answer

Physiological measures such as galvanic skin response and pupil dilation are commonly used to assess physiological arousal activated by advertisements.

Question 12

Bruzzone testing provides a valid prediction of actual marketplace performance along with being relatively inexpensive compared with other copytesting methods.

Accepted Answer

Bruzzone testing has been found to provide a valid prediction of actual marketplace performance and is often considered to be more cost-effective compared with other copytesting methods.

Question 13

The demand for accountability that is prevalent throughout business necessitates that ads be tested before they are placed in media and then again during or after the period in which they have been printed or broadcast.

Accepted Answer

As businesses are expected to be accountable for their actions, products and services, the demand for testing ads is prevalent. Ads need to be tested before they are placed in media and then again during or after their publication or broadcasting period to ensure their effectiveness and improve their impact.

Question 14

There is a single advertising-effectiveness measurement technique that is ideal and appropriate for all occasions.

Accepted Answer

There is no single advertising-effectiveness measurement technique that can be universally applied. The most effective technique depends on the objectives and goals of the campaign and the nature of the target audience. Different techniques, such as surveys, focus groups, and tracking studies, may be more appropriate for different scenarios.

Question 15

Positioning Advertising Copytesting (PACT)was formulated by Proctor & Gamble to remedy the problem of mediocre or flawed advertising research.

Accepted Answer

PACT was formulated by the American Association of Advertising Agencies (4A's), not Proctor & Gamble, to improve advertising research standards.

Question 16

The Bruzzone Research Company provides advertisers with a test of consumer recognition of radio advertisements.

Accepted Answer

The Bruzzone Research Company is known for providing advertisers with a test of consumer recognition of television advertisements, not radio advertisements.

Question 17

Watchable ads often include continuous voiceovers.

Accepted Answer

The answer of Watchable ads often include continuous voiceovers....

Question 18

The "Read Most" classification of the Gfk MRI's Starch Ad Readership Studies is the percentage of people interviewed who read 80 percent or more of the written material in the advertisement.

Accepted Answer

The answer of The "Read Most" classification of the Gfk...

Question 19

Quantitative research is concerned with generating insights into and interpretations of those advertising elements that influence people's responses to advertisements,and focus groups represent a major form of quantitative ad research.

Accepted Answer

Quantitative research involves measuring and analyzing numerical data, while focus groups are a qualitative research method that involve gathering opinions and perceptions from a small group of people. Therefore, focus groups are not a form of quantitative ad research.

Question 20

A good copytesting system provides a single measurement to assess the performance of an advertisement.

Accepted Answer

A good copytesting system should provide multiple measurements to assess the performance of an advertisement, such as brand recall, message comprehension, and purchase intent. Having a single measurement may not be enough to fully evaluate the effectiveness of the advertisement.

Quiz 17: Measuring Ad Message Effectiveness