Question 1

Nielsen is an advertising research company that helped develop the ScanTrack single-source system.

Accepted Answer

A) True 
 B)False

Question 2

Message research has historically focused excessively on the _____ aspect of human behavior and given insufficient attention to _____ aspects.

Accepted Answer

A)   hedonic; functional
B)   central; peripheral
C)   rational; emotional
D)   motivational; perceptual
E)   personality; situationalF) All of the above
G) D) and E)

Question 3

Positioning Advertising Copytesting (PACT)was formulated by Proctor & Gamble to remedy the problem of mediocre or flawed advertising research.

Accepted Answer

A) True 
 B)False

Question 4

A storyboard is a pre-finished version of an advertisement that presents a series of key visual frames and corresponding script of the audio.

Accepted Answer

A) True 
 B)False

Question 5

Harold wants to gain insights into and interpretations of those advertising elements that influence people's responses to his company's advertisements and is planning on conducting a focus group.Which form of message research does this represent?

Accepted Answer

A)   secondary
B)   posttesting
C)   pretesting
D)   qualitative
E)   quantitativeF) A) and B)
G) B) and D)

Question 6

Brain imaging applies knowledge from the field of _____ and uses a functional Magnetic Resonance Imaging device (MRI) .

Accepted Answer

A)   biology
B)   chemistry
C)   physioscience
D)   psychology
E)   neuroscienceF) B) and E)
G) A) and E)

Question 7

The _____ method tests television commercials in consumers' homes.

Accepted Answer

A)   Next*TV
B)   TiVo
C)   Behavioral
D)   Sensory
E)   VisualF) All of the above
G) B) and D)

Question 8

Which is NOT a technological development that has made single-source systems (SSSs) possible?

Accepted Answer

A)   optical laser scanning of universal product codes
B)   electronic funds transfer
C)   split-cable technology
D)   electronic television meters
E)   all of the above technologies have made SSSs possibleF) D) and E)
G) All of the above

Question 9

Stephanie needs information on consumer recognition of television commercials.She can get this information from _____.

Accepted Answer

A)   Statistical Research, Inc.
B)   Mediamark Research, Inc.
C)   Simmons Market Research Bureau
D)   Bruzzone Research Company
E)   ArbitronF) C) and D)
G) B) and D)

Question 10

Watchable ads often include continuous voiceovers.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following statements is FALSE regarding advertising research?

Accepted Answer

A)   Measures of advertising effectiveness are standardized across the industry.
B)   Message research is also called copy research or copytesting.
C)   Ad message research can be conducted at various stages from message development to after an ad appears in the media.
D)   Advertising research is done under natural advertising conditions or laboratory situations.
E)   Advertising research involves both pretesting and posttesting of messages.F) A) and E)
G) A) and D)

Question 12

Which of the following is NOT a criticism of recall as a measure of advertising effectiveness?

Accepted Answer

A)   Recall simply measures whether an ad is received but not whether the message is accepted.
B)   Measures of recall are biased in favor of younger consumers.
C)   Day-after recall (DAR)  testing significantly overstates the memorability of commercials that employ emotional or feeling-oriented themes.
D)   Recall scores generated by advertisements are not predictive of sales performance.
E)   All of the above are criticisms.F) B) and C)
G) B) and D)

Question 13

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

Accepted Answer

A)   secondary
B)   qualitative
C)   quantitative
D)   valid
E)   reliableF) A) and D)
G) A) and E)

Question 14

Bruzzone Research Company provides information on consumer recognition of _____.

Accepted Answer

A)   radio commercials
B)   magazine advertisements
C)   newspaper advertisements
D)   outdoor advertisements
E)   television commercialsF) A) and B)
G) None of the above

Question 15

Which of the following is a category of message research?

Accepted Answer

A)   recognition and recall
B)   physiological arousal
C)   persuasion
D)   sales responses
E)   All of the above.F) A) and C)
G) C) and D)

Question 16

Which of the following is NOT a characteristic that makes a commercial more watchable?

Accepted Answer

A)   humor
B)   music
C)   frequent use of continuous voiceovers
D)   fast paced
E)   uses celebritiesF) C) and D)
G) A) and D)

Question 17

ScanTrack data has provided advertisers and their agencies with invaluable information about the short- and long-term effects of advertising.

Accepted Answer

A) True 
 B)False

Question 18

Compare and contrast qualitative and quantitative message research.

Accepted Answer

Qualitative research is concerned with g...

Question 19

Which of the following is NOT an advantage of the in-home videotape methodology used in the Next*TV method?

Accepted Answer

A)   In-home exposure makes it possible to measure advertising effectiveness in a natural environment.
B)   By embedding test advertisements in actual programming content along with other advertisements, it is possible to assess the ability of TV commercials to break through the clutter, gain the viewer's attention, and influence message recallability and persuadability.
C)   Be measuring recall one day after exposure, it can be determined how well tested commercials are remembered after this delay period.
D)   The videotape technology allows the use of representative national sampling.
E)   By providing a standardized measure of persuasion, national norms can be determined.F) B) and E)
G) B) and C)

Question 20

IRI's BehaviorScan procedure enables which types of testing of television commercial effectiveness?

Accepted Answer

A)   pretests and posttests
B)   weight tests and copy tests
C)   recall tests and recognition tests
D)   awareness tests and persuasion tests
E)   persuasion tests and purchase testsF) C) and E)
G) C) and D)

Exam 17: Measuring Ad Message Effectiveness

Positioning Advertising Copytesting (PACT)was formulated by Proctor & Gamble to remedy the problem of mediocre or flawed advertising research.

Correct AnswerverifiedShow Answer

The _____ method tests television commercials in consumers' homes.

Correct AnswerverifiedShow Answer

Stephanie needs information on consumer recognition of television commercials.She can get this information from _____.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is NOT a characteristic that makes a commercial more watchable?

Correct AnswerverifiedShow Answer

IRI's BehaviorScan procedure enables which types of testing of television commercial effectiveness?

Correct AnswerverifiedShow Answer

ScanTrack data has provided advertisers and their agencies with invaluable information about the short- and long-term effects of advertising.

Correct AnswerverifiedShow Answer

Compare and contrast qualitative and quantitative message research.

Correct AnswerverifiedQualitative research is concerned with g...View AnswerShow Answer

Nielsen is an advertising research company that helped develop the ScanTrack single-source system.

Correct AnswerverifiedShow Answer

A storyboard is a pre-finished version of an advertisement that presents a series of key visual frames and corresponding script of the audio.

Correct AnswerverifiedShow Answer

Harold wants to gain insights into and interpretations of those advertising elements that influence people's responses to his company's advertisements and is planning on conducting a focus group.Which form of message research does this represent?

Correct AnswerverifiedShow Answer

Which of the following is NOT a criticism of recall as a measure of advertising effectiveness?

Correct AnswerverifiedShow Answer

Brain imaging applies knowledge from the field of _____ and uses a functional Magnetic Resonance Imaging device (MRI) .

Correct AnswerverifiedShow Answer

Message research has historically focused excessively on the _____ aspect of human behavior and given insufficient attention to _____ aspects.

Correct AnswerverifiedShow Answer

Which of the following is a category of message research?

Correct AnswerverifiedShow Answer

Which of the following statements is FALSE regarding advertising research?

Correct AnswerverifiedShow Answer

Which is NOT a technological development that has made single-source systems (SSSs) possible?

Correct AnswerverifiedShow Answer

Bruzzone Research Company provides information on consumer recognition of _____.

Correct AnswerverifiedShow Answer

Watchable ads often include continuous voiceovers.

Correct AnswerverifiedShow Answer

Which of the following is NOT an advantage of the in-home videotape methodology used in the Next*TV method?

Correct AnswerverifiedShow Answer

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Qualitative research is concerned with g...
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Message research has historically focused excessively on the _ aspect of human behavior and given insufficient attention to _ aspects.

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