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Exam 9: Measuring the Effectiveness of the Promotional Message

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Question 31

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tests are tests of the ad or commercial under natural viewing situations.

A) Posttests
B) Field
C) Tracking study
D) Laboratory

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Question 32

Multiple Choice

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A live-action rough:

A) uses the live motion of stand-in, nonunionized talent to "act out" the creative concept
B) is a succession of photographs depicting the intended scenes
C) is a series of drawings or cartoons to depict a commercial idea
D) uses a rapid sequence of panning and/or zooming to simulate movement

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Question 33

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One of the measures included in in-studio AD*VANTAGE/ACT surveys is _________, which asks, "will the commercial inspire non-users to try the product, and will it enhance brand loyalty among existing customers?"

is the laboratory method of pretesting ads which exposes a group of respondents to both control and test advertisements.

The fact that people brought in to a lab setting to look at ad mockups may look at the ads more closely than they might look at it if it was included in a magazine that was delivered to their home is an example of a(n) :

BMW has developed two new print ads designed to appeal to women. One ad uses local scenes from around Toronto, Montreal, Edmonton, and Vancouver. The other ad uses a spokesperson and emphasizes the safety of the car. Which type of ad effectiveness measure should BMW use to test which ad is most effective?

Which testing method should Starbucks employ to measure the recall of their first television advertising campaign in over a decade?

Advertising testing that studies dilation or constriction of the eye in response to stimuli is called:

One method of testing how consumers relate to an ad and process the information it contains is to measure________ , the degree of brain activation that occurs when they Look at the ad.

Subaru wishes to conduct pretest research to determine which of a number of concepts developed by their agency they should choose to launch first. An effective method of testing to determine this ranking would be:

One example of a(n) ________is the number of coupons returned or phone calls generated from the print ad.

Testing whether the impact and use of a product spokesperson has lost effectiveness over time is a focus on what decision?

Research shows that in Starch recognition tests, respondents may claim to have seen an ad when they did not. This is an example of:

The most commonly employed method for posttesting print ads is:

Each of the following is an argument against measuring advertising effectiveness EXCEPT:

The portfolio test for ads assumes that:

Commercials and print ads are posttested to:

is a rough commercial test in which a succession of photographs are shown to the receiver.

Galvanic skin response is also known as:

Each of the following is an argument for measuring advertising effectiveness EXCEPT: