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Exam 17: Measuring Ad Message Effectiveness

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Question 51

True/False

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Liveamatics are the closest to a finished commercial,but they do not fully represent the actual settings or talent that will be used in the actual commercial.

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Question 52

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According to eye tracking methodology,a ______ occurs when the eye gaze moves to another position.

A)  fixation 
B)  scanpath 
C)  sequence 
D)  reaction 
E)  saccade

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Question 53

Multiple Choice

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The prefinished version of a commercial that presents a series of visual frames and corresponding script of key audio is a(n) _____.

Brain imaging applies knowledge from the field of _____ and uses a functional magnetic resonance imaging device (fMRI) .

In a Starch analysis,a magazine ad for Absolute vodka received a score of 140.What does this mean? 

John participated in research in which the interviewer presented him with a magazine advertisement and asked him if he remembered seeing or reading any part of that particular advertisement.In fact,John told the interviewer that he had actually read all of the written material in that particular ad.Which Starch classification will John's response be placed? 

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.

The Starch classification that consists of the percentage of people who remembered having previously seen the advertisement in the issue being studied is known as _____.

Single-source data consists of (1)household demographic information,(2)household purchase behavior,(3)household exposure to (or,more technically,the opportunity to see)new television commercials that are tested under real-world test conditions.

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

When using eye tracking methodology,what information is captures in a scanpath and labeled on the ad being studied? 

Which form of message research is concerned with measuring the effects an advertisement may have or has had? 

The Next*TV method tests television commercials in consumers' homes.

Single-source systems of advertising measurement address the critical issue of whether an advertising campaign has actually driven increases in _____ and augmented the brand's market share.

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

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

If an advertising manager can't _____,she can't control and,therefore,can't improve.

Single-source systems are advertising research services that measure consumer recall of advertisements placed in all major media.

Advertising research enables management to increase advertising's contribution toward achieving _____ and yielding a reasonable return on investment.

The key issue in the research on the predictive ability of ARS scores was whether these scores accurately predict the magnitude of _____ gain (or loss) following advertising.