Question 1

_____ is a method for pretesting finished broadcast ads in which participants are invited to view pilots of proposed TV programs.

Accepted Answer

A)  Delphi marketing
B)  Portfolio testing
C)  Theater testing
D)  Flesch formula testing
E)  Field testing C

Question 2

Typically, most commercials on the television music channel Boom are created to be readily understood by twelfth graders.In order to measure the actual level of understanding of these commercials by twelfth graders, marketers can use

Accepted Answer

A)  recall and recognition tests.
B)  association measures.
C)  comprehension and reaction tests.
D)  tracking studies.
E)  physiological measures.

Question 3

_____ are a laboratory methodology designed to expose a group of respondents to a system consisting of both control and test ads.

Accepted Answer

A)  Controlled tests
B)  Portfolio tests
C)  Dummy tests
D)  Unstructured focus groups
E)  Field tests

Question 4

The primary metric used in on-air testing method of pretesting finished broadcast ads is

Accepted Answer

A)  focus group results.
B)  portfolio analysis.
C)  recall.
D)  reaction.
E)  jury results.

Question 5

Marketers should assess advertising effectiveness measures in order to

Accepted Answer

A)  determine the break-even point for total costs of advertising.
B)  create data for marginal cost pricing strategies.
C)  determine if advertising objectives are achieved.
D)  make sure advertising supports middlemen.
E)  ensure all kinds of promotional techniques are used.

Question 6

According to Positioning Advertising Copy Testing (PACT) , the purpose of copy testing is to

Accepted Answer

A)  use a single measurement to adequately assess ad performance.
B)  aid in the judgment of specific advertising executions.
C)  isolate causes of viewers' evaluations of ads.
D)  eliminate the use of controls to avoid the biasing effects of an exposure context.
E)  isolate each contributing factor of an ad performance.

Question 7

The major advantage of a day-after recall test is that it

Accepted Answer

A)  is cost efficient.
B)  offers unlimited samples.
C)  provides a realistic response profile.
D)  is highly secure.
E)  provides a uniform recall score for the same brand.

Question 8

Which of the following is true of exposure methods?

Accepted Answer

A)  They are specifically designed to evaluate purchase intentions in specific markets.
B)  They are synonymous with recognition tests.
C)  They are used to evaluate preferences engendered by sponsorship.
D)  They are commonly employed by organizations.
E)  They are designed to evaluate awareness.

Question 9

One of the flaws associated with the consumer jury method of pretesting an ad is

Accepted Answer

A)  the high cost of making the required changes.
B)  the potential for ad erosion.
C)  the potential for the halo effect.
D)  the groupthink phenomenon.
E)  the lack of control by researchers.

Question 10

Which of the following statements is true of pretesting that is used in measuring advertising effectiveness?

Accepted Answer

A)  Pretests occur only during the idea generation stage.
B)  The methodologies employed to conduct pretests vary.
C)  Only one type of pretest method can be used to measure advertising.
D)  Feedback for pretests is very expensive.
E)  Pretests are essentially conducted within restricted time schedules.

Question 11

_____ tests are used in order to determine whether an ad or commercial conveys the meaning intended.

Accepted Answer

A)  Day-after recall
B)  Recognition
C)  Inquiry
D)  Comprehension
E)  Portfolio

Question 12

Which of the following measures of advertising effectiveness through inquiries examines the effectiveness of a medium rather than an ad itself?

Accepted Answer

A)  running an ad in successive issues of the same medium
B)  running different ads in the same medium
C)  running the same ad in different media
D)  running variations of an ad in the same medium
E)  running variations of an ad in different copies of the same medium

Question 13

_____ is a readability test that determines the average number of syllables per 100 words.

Accepted Answer

A)  Portfolio analysis
B)  Burke's reflections test
C)  The Flesch formula
D)  Dummy testing
E)  Contextual testing

Question 14

Which of the following is one of the nine principles of Positioning Advertising Copy Testing (PACT) ?

Accepted Answer

A)  Require agreement about how the results will be used in advance of each specific test.
B)  Adhere to the consideration that an advertising stimulus should be exposed only once.
C)  Provide controls to increase the biasing effects of an exposure context.
D)  Use a convenience sample.
E)  Provide a single unique measurement to adequately assess an ad's performance.

Question 15

_____ occur after an ad or commercial has been in the field.

Accepted Answer

A)  Dummy advertising vehicles
B)  Posttests
C)  Consumer juries
D)  Portfolio tests
E)  Physiological measures

Question 16

Which of the following is associated with the day-after recall test?

Accepted Answer

A)  Eye-tracking test
B)  Burke test
C)  Flesch test
D)  Galvanic skin response test
E)  Bingo cards

Question 17

Which of the following is true of a focus group?

Accepted Answer

A)  Focus groups require quantitative analysis.
B)  This methodology is unattractive as results are typically unattainable.
C)  Focus group samples can be generalized to larger populations.
D)  Group influences tend to bias participants' responses.
E)  The results of focus groups are typically quantifiable. D

Question 18

One of the advantages associated with pretesting include

Accepted Answer

A)  the successful communicative abilities of most mockups and storyboards.
B)  the ability to use finely tuned mockups and storyboards in the testing process.
C)  the absence of time delays.
D)  relatively inexpensive feedback.
E)  the ability to speed up the new product introduction process.

Question 19

Which of the following is true of test marketing?

Accepted Answer

A)  It is used to test advertising effects in specific target areas.
B)  The disadvantage of test marketing of ads is its unrealism.
C)  A high degree of control cannot be obtained through test marketing.
D)  The effectiveness is measured while the ads are being run.
E)  It favors unemotional appeals because respondents are asked to verbalize the message.

Question 20

_____ measures are designed to garner viewers' evaluations of ads, as well as how clearly a creative idea is understood and how well a proposition is communicated.

Accepted Answer

A)  Persuasive
B)  Diagnostic
C)  Alpha
D)  Beta
E)  Portfolio analysis B

Exam 18: Measuring the Effectiveness of the Promotional Program

_____ is a method for pretesting finished broadcast ads in which participants are invited to view pilots of proposed TV programs.

Correct AnswerverifiedC

Typically, most commercials on the television music channel Boom are created to be readily understood by twelfth graders.In order to measure the actual level of understanding of these commercials by twelfth graders, marketers can use

Correct AnswerverifiedShow Answer

_____ are a laboratory methodology designed to expose a group of respondents to a system consisting of both control and test ads.

Correct AnswerverifiedShow Answer

The primary metric used in on-air testing method of pretesting finished broadcast ads is

Correct AnswerverifiedShow Answer

Marketers should assess advertising effectiveness measures in order to

Correct AnswerverifiedShow Answer

According to Positioning Advertising Copy Testing (PACT) , the purpose of copy testing is to

Correct AnswerverifiedShow Answer

The major advantage of a day-after recall test is that it

Correct AnswerverifiedShow Answer

Which of the following is true of exposure methods?

Correct AnswerverifiedShow Answer

One of the flaws associated with the consumer jury method of pretesting an ad is

Correct AnswerverifiedShow Answer

Which of the following statements is true of pretesting that is used in measuring advertising effectiveness?

Correct AnswerverifiedShow Answer

_____ tests are used in order to determine whether an ad or commercial conveys the meaning intended.

Correct AnswerverifiedShow Answer

Which of the following measures of advertising effectiveness through inquiries examines the effectiveness of a medium rather than an ad itself?

Correct AnswerverifiedShow Answer

_____ is a readability test that determines the average number of syllables per 100 words.

Correct AnswerverifiedShow Answer

Which of the following is one of the nine principles of Positioning Advertising Copy Testing (PACT) ?

Correct AnswerverifiedShow Answer

_____ occur after an ad or commercial has been in the field.

Correct AnswerverifiedShow Answer

Which of the following is associated with the day-after recall test?

Correct AnswerverifiedShow Answer

Which of the following is true of a focus group?

Correct AnswerverifiedD

One of the advantages associated with pretesting include

Correct AnswerverifiedShow Answer

Which of the following is true of test marketing?

Correct AnswerverifiedShow Answer

_____ measures are designed to garner viewers' evaluations of ads, as well as how clearly a creative idea is understood and how well a proposition is communicated.

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C

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D

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B