Question 1

Which of the following is a weakness associated with a focus group research?

Accepted Answer

A)  The results are not directly observable.
B)  The results are difficult to obtain.
C)  Consumers become instant "experts."
D)  Consumers are hesitant to participate.
E)  Focus groups require quantitative analysis.

Question 2

_____ 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 3

One major disadvantage of laboratory tests is the lack of realism, and perhaps the greatest effect of this lack of realism is _____.

Accepted Answer

A)  high costs
B)  a testing bias
C)  limited control
D)  distraction due to noise
E)  perceptual propensity

Question 4

Concept testing is a method of pretesting finished ads.

Accepted Answer

A) True 
 B)False

Question 5

_____ is a posttest method used in broadcast commercials that traces the behaviors of consumers from a television set to a supermarket checkout counter.

Accepted Answer

A)  Contextual testing
B)  The Starch test
C)  The Burke follow-up test
D)  Single-source tracking
E)  Bipolar tracking

Question 6

Disadvantages associated with laboratory tests include:

Accepted Answer

A)  lack of control of environmental variables.
B)  lack of realism leading to a testing bias.
C)  the expense associated with collecting feedback information.
D)  a loss of specificity.
E)  the elimination competitive intelligence gathering opportunities.

Question 7

Testing of ads is required even after an ad and/or a campaign has been implemented.

Accepted Answer

A) True 
 B)False

Question 8

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 9

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.One of the nine principles of good copy testing is to require agreement about how the results will be used in advance of each specific test.

Question 10

A "split-run" privilege offered by some print media allows:

Accepted Answer

A)  half of an advertisement to be placed in the upper left hand corner of a page and the other half in the lower right hand corner.
B)  half of an advertisement to be placed on one page and the other half on the page facing it.
C)  an advertiser to put the same ad in two consecutive issues.
D)  alternate copies of the same issue to carry different versions of a message.
E)  an advertiser to buy 50 percent of the back cover position in one issuE.Complex methods of measuring effectiveness through inquiries may involve running split-run tests, in which variations of an ad appear in different copies of the same newspaper or magazine.

Question 11

The major advantage of using a tracking study to measure ad effectiveness is:

Accepted Answer

A)  its high level of efficiency.
B)  the ease of quantifying other measures.
C)  its ability to be tailored to each specific campaign.
D)  its timeliness and cost-effectiveness.
E)  the speed with which results can be gathered and tabulated.

Question 12

One of the reasons for not engaging in measuring effectiveness of promotional programs is a lack of time, however, this can be overcome:

Accepted Answer

A)  by identifying source factors.
B)  with the help of Q-scores.
C)  by creating familiarity sheets.
D)  by eliminating market segmentation elements.
E)  with the use of proper planning.

Question 13

The portfolio test for ads assume that:

Accepted Answer

A)  ads that yield the highest recall are the most effective.
B)  reliability and validity are the most important parts of the testing process.
C)  a consumer will closely scrutinize all ads that he or she sees.
D)  field and laboratory tests produce the same results.
E)  there is no contextual difference between an animatic rough and a photomatic rough.

Question 14

_____ is defined as research "that is undertaken when a decision is to be made about whether advertising should run in the marketplace."

Accepted Answer

A)  Concept testing
B)  Copy testing
C)  Observational research
D)  Market testing
E)  Posttesting

Question 15

Which testing method should Axel Inc., a manufacturer of consumer electronics, employ to determine if consumers remember its new advertising campaign slogan?

Accepted Answer

A)  Physiological tests
B)  Comprehension and reaction tests
C)  Recall tests
D)  Portfolio tests
E)  Concept testing

Question 16

According to the Starch Ad Readership Report, the primary advantage offered by the recognition method of posttesting ads is:

Accepted Answer

A)  the reliability of its recognition scores.
B)  true claims of recognition by participants in a test.
C)  the ability to judge specific aspects of an ad.
D)  lack of interviewer bias.
E)  the validity of the recognition scores.

Question 17

Posttesting is designed to:

Accepted Answer

A)  eliminate the problems associated with the primacy and recency effects.
B)  check the impact of positioning statements.
C)  serve as input into the next period's situation analysis.
D)  determine what psychological factors will influence ad perception.
E)  avoid problems associated with selective perception.

Question 18

The _____ effect explains the different impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another.

Accepted Answer

A)  halo
B)  primacy-recency
C)  stimulus-response
D)  vehicle option source
E)  vehicle media context

Question 19

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 20

_____ distinguishes between alpha activity in the left and right sides of a brain and is used to determine how an ad is affecting the mental processes of the individual viewing it.

Accepted Answer

A)  Cerebral response testing
B)  Gamma activity
C)  Pupillometrics
D)  Beta activity
E)  Hemispheric lateralization

Exam 18: Measuring the Effectiveness of the Promotional Program

_____ is defined as research "that is undertaken when a decision is to be made about whether advertising should run in the marketplace."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is a weakness associated with a focus group research?

Correct AnswerverifiedShow Answer

A "split-run" privilege offered by some print media allows:

Correct AnswerverifiedShow Answer

The major advantage of using a tracking study to measure ad effectiveness is:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One major disadvantage of laboratory tests is the lack of realism, and perhaps the greatest effect of this lack of realism is _____.

Correct AnswerverifiedShow Answer

The portfolio test for ads assume that:

Correct AnswerverifiedShow Answer

_____ is a posttest method used in broadcast commercials that traces the behaviors of consumers from a television set to a supermarket checkout counter.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Testing of ads is required even after an ad and/or a campaign has been implemented.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Disadvantages associated with laboratory tests include:

Correct AnswerverifiedShow Answer

_____ distinguishes between alpha activity in the left and right sides of a brain and is used to determine how an ad is affecting the mental processes of the individual viewing it.

Correct AnswerverifiedShow Answer

Posttesting is designed to:

Correct AnswerverifiedShow Answer

According to the Starch Ad Readership Report, the primary advantage offered by the recognition method of posttesting ads is:

Correct AnswerverifiedShow Answer

One of the reasons for not engaging in measuring effectiveness of promotional programs is a lack of time, however, this can be overcome:

Correct AnswerverifiedShow Answer

The _____ effect explains the different impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another.

Correct AnswerverifiedShow Answer

Which testing method should Axel Inc., a manufacturer of consumer electronics, employ to determine if consumers remember its new advertising campaign slogan?

Correct AnswerverifiedShow Answer

Concept testing is a method of pretesting finished ads.

Correct AnswerverifiedShow Answer

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