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Exam 19: Measuring the Effectiveness of the Promotional Program

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Question 21

Multiple Choice

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On-air tests of commercials:

A) offer the advantages of laboratory testing
B) are neither valid nor reliable
C) use day-after recall as the primary measure
D) is used primarily with concept testing
E) are described by all of the above

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Question 22

Multiple Choice

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Which of the following is a pretest method for measuring advertising effectiveness that is conducted in a laboratory setting?

A) recognition tests
B) single-source systems
C) association measures
D) physiological measures
E) none of the above

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Question 23

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An advantage offered by field test measures is:

Assume Bayer aspirin wishes to test the relative effectiveness of two alternative spokespersons.Two television commercials featuring the same content but different celebrities are developed._____ would be the best way to test the relative effectiveness of how well the advertising message is communicated.

The primary measure used in on-air testing is:

One of the newest uses for eye tracking is to determine:

Actimel is a dairy-based probiotic supplemental beverage made by Dannon.Originally,it was sold in organic food stores and only promoted in natural health magazines.The company has recently embarked on an extensive advertising campaign to promote the product to a larger health-conscious market.First,Dannon needs to explain to the general public the benefits of the product,and then it needs to create brand awareness.To determine the long-term effects of its campaign Dannon could most effectively use:

As designed by Roper Starch Worldwide,the primary advantage offered by the recognition method of post-testing ads is:

Which of the following statements about recall method for testing print ads is true?

The results of readability tests indicate copy is best comprehended when the:

When measuring the effects of communication,the advertiser needs to evaluate all of the following EXCEPT:

Which testing method should The Home Depot employ to determine if consumers remember its new advertising campaign slogan?

When Caterpillar decided to sponsor a NASCAR driver and racing team,its advertising department measured the effectiveness of the event by counting the references to the Caterpillar car and driver in newspapers,magazines,and on television and radio news.Which method is Caterpillar using in this example?

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.

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

The most commonly employed method for post testing print ads is:

_____ testing takes place at the earliest stage of the development for either a print ad or a broadcast commercial.

Which of the following is a posttest classification used for measuring advertising effectiveness?

Physiological measures of advertising effectiveness:

The primary difference between a laboratory experiment and a field experiment is that in a field experiment,the researcher: