Question 1

Advertising research enables management to increase advertising's contribution toward achieving _____ and yielding a reasonable return on investment.
A) media objectives 
B) scientific understanding 
C) marketing goals 
D) consumer response 
E) a positive brand image

Accepted Answer

Advertising research helps management understand how advertising can contribute to achieving marketing goals such as increasing brand awareness, sales, and customer loyalty. By identifying the most effective advertising strategies and messages, management can ensure a reasonable return on investment and improve overall marketing effectiveness.

Question 2

In copy testing,a valid test is one that _____.
A) yields consistent results each time an ad is tested 
B) is predictive of marketplace performance 
C) can be used in many different situations 
D) uses a heterogeneous sample 
E) is conducted with a nonprobability sample

Accepted Answer

A valid test in copy testing is one that is predictive of marketplace performance, meaning that it accurately predicts how the ad will perform in real-life situations. Consistency, versatility, sample composition, and sampling method are also important factors, but they do not necessarily determine the test's validity.

Question 3

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? 
A) secondary 
B) posttesting 
C) pretesting 
D) qualitative 
E) quantitative

Accepted Answer

Conducting a focus group is a form of qualitative message research, which aims to gain deeper insights and interpretations of people's responses to an advertisement.

Question 4

Which of the following are the two general forms of message research? 
A) primary and secondary 
B) valid and reliable 
C) pretesting and posttesting 
D) formal and informal 
E) qualitative and quantitative

Accepted Answer

The two general forms of message research are qualitative and quantitative methods. Qualitative research involves exploring the attitudes, opinions, and perceptions of a small sample size through in-depth interviews, focus groups, and observations. In contrast, quantitative research involves collecting and analyzing numerical data from a large sample size using surveys, experiments, and content analysis.

Question 5

Animatics and photomatics would be used at what stage of ad message research? 
A) copy development stage 
B) final production stage 
C) copy testing stage 
D) after the ad has been run 
E) "rough" stage

Accepted Answer

Animatics and photomatics are used in the early "rough" stage of ad message research to create a visual representation of the ad before it is produced in its final form. This allows for testing and refinement of the creative concept before investing in more costly production.

Question 6

Which of the following is NOT one of the PACT principles regarding advertising copy testing? 
A) A good copy testing system is one that requires agreement about how the results will be used in advance of each specific test. 
B) A good copy testing system provides multiple measurements. 
C) A good copy testing system is based on a model of sales or market share. 
D) A good copy testing system should test alternative executions in the same degree of finish. 
E) A good copy testing system is one that can demonstrate reliability and validity.

Accepted Answer

The PACT principles regarding advertising copy testing include the following: requiring agreement about how results will be used, providing multiple measurements, testing alternative executions in the same degree of finish, demonstrating reliability and validity. None of the principles mention that a good copy testing system should be based on a model of sales or market share.

Question 7

Which of the following would be the closest to a finished commercial? 
A) animatic 
B) liveamatic 
C) storyboard 
D) photomatic 
E) ripomatic

Accepted Answer

A liveamatic is a rough version of a commercial that uses live-action footage, making it closer to the final product compared to other options like animatics or storyboards.

Question 8

A copy test that yields consistent results each time an advertisement is tested is said to be ______.
A) contextual 
B) reliable 
C) biased 
D) valid 
E) selective

Accepted Answer

A copy test that yields consistent results each time it is used is considered reliable. Contextual and selective are not appropriate descriptions of a copy test, while biased and valid refer to different aspects of testing.

Question 9

Which PACT principle of copy testing suggests that copy testing procedures should attempt to duplicate the eventual setting of an advertisement? 
A) A good copy testing system is based on a model of human response to communications. 
B) A good copy system provides controls to avoid the bias normally found in the exposure context. 
C) A good copy testing system takes into account basic considerations of sample definition. 
D) A good copy testing system can demonstrate reliability and validity. 
E) A good copy testing system provides multiple measurements.

Accepted Answer

The principle that suggests that copy testing procedures should attempt to duplicate the eventual setting of an advertisement is called "context realism." This principle is directly related to Choice B, which states that a good copy system should provide controls to avoid bias in the exposure context. By testing the copy in a realistic setting, the results are more likely to accurately predict how the advertisement will perform in the real world.

Question 10

Edna has taken footage from existing commercials and spliced them together to represent a proposed commercial.Edna has a(n)_____.
A) storyboard 
B) liveamatic 
C) ripomatic 
D) animatic 
E) photomatic

Accepted Answer

A ripomatic is a rough edit of existing footage from other sources to represent an idea for a commercial or film.

Question 11

A good copy testing system needs to provide measurements that are relevant to the _____.
A) advertising objectives 
B) advertising budget 
C) advertising media 
D) advertising script 
E) competitive environment

Accepted Answer

A good copy testing system should provide measurements that are relevant to the advertising objectives in order to evaluate whether the copy is effectively communicating the intended message and achieving the desired outcomes. Measurements such as recall, recognition, and persuasion can help assess the effectiveness of the copy in achieving its objectives. Budget, media, script, and competitive environment are important factors to consider but are not directly related to evaluating the effectiveness of the copy.

Question 12

Who formulated the PACT principles to remedy the problem of mediocre or flawed advertising research? 
A) advertisers 
B) advertising agencies 
C) media groups 
D) government 
E) consumer groups

Accepted Answer

The PACT principles were formulated by advertising agencies to address the issue of flawed or mediocre advertising research. The PACT principles stand for Purpose, Audience, Content, and Testing/Tracking, and they serve as a set of guidelines to help advertisers produce more effective and impactful campaigns.

Question 13

A film or videotape of a sequence of drawings with simultaneous playing of audio to represent a proposed commercial is a(n)_____.
A) liveamatic 
B) photomatic 
C) storyboard 
D) ripomatic 
E) animatic

Accepted Answer

A film or videotape of a sequence of drawings with simultaneous playing of audio to represent a proposed commercial is called an animatic. Option A (liveamatic) and Option D (ripomatic) are not commonly used terms in the advertising industry. Option B (photomatic) usually refers to a sequence of photographs used to represent a proposed commercial, and Option C (storyboard) is a series of sketches or illustrations used to outline a proposed ad or commercial.

Question 14

PACT is an acronym for _____.
A) product advertising and consumer testing 
B) positioning advertising copy testing 
C) product advertising in compact markets 
D) promotional advertising and consumer testing 
E) placement of action copy tests

Accepted Answer

PACT stands for Positioning Advertising Copy Testing, a method used in marketing to evaluate the effectiveness of advertising messages and strategies.

Question 15

At which stage of development can ad message research be conducted? 
A) at the copy development stage 
B) at the "rough" stage (e.g., animatics, photomatics) 
C) at the final production stage, but prior to placing the ad in the media 
D) after the ad has been run in media 
E) All of these are correct.

Accepted Answer

Ad message research can be conducted at various stages of development, including during copy development, at the "rough" stage with animatics or photomatics, at the final production stage before placing the ad in media, and after the ad has been run in media. This allows for feedback and adjustments at multiple points in the ad creation and distribution process.

Question 16

The prefinished version of a commercial that presents a series of visual frames and corresponding script of key audio is a(n)_____.
A) storyboard 
B) animatic 
C) photomatic 
D) ripomatic 
E) liveamatic

Accepted Answer

A prefinished version of a commercial that presents a series of visual frames and corresponding script of key audio is called a storyboard. Animatics are preliminary versions of a commercial that uses rough animation or simple drawings, while photomatics use photographs instead of illustrations. A ripomatic is a compilation of scenes from existing media put together to suggest the style or concept for a commercial, and liveamatic is not a commonly used term in advertising.

Question 17

Two general forms of ad research are _____.
A) primary and secondary 
B) qualitative and quantitative 
C) media effectiveness and message effectiveness 
D) recall and recognition 
E) message research and copytesting

Accepted Answer

The answer of Two general forms of ad research are...

Question 18

Message research has historically focused excessively on the _____ aspect of human behavior and given insufficient attention to _____ aspects.
A) hedonic; functional 
B) central; peripheral 
C) rational; emotional 
D) motivational; perceptual 
E) personality; situational

Accepted Answer

Message research has traditionally relied heavily on rational, cognitive aspects of human behavior, such as information processing and decision-making, while neglecting the emotional, affective aspects. Recent research, however, has shown the importance of incorporating emotional and motivational factors into message design and evaluation.

Question 19

The demand for _____ 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.
A) creativity 
B) novelty 
C) credibility 
D) accountability 
E) accuracy

Accepted Answer

The demand for accountability in 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 to ensure they are meeting the predetermined goals and metrics. Creativity, novelty, credibility, and accuracy are important factors in advertising, but they are not specific reasons why ads need to be tested before and during/after being placed in media.

Question 20

Which of the following statements is FALSE regarding advertising research? 
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.

Accepted Answer

Measures of advertising effectiveness are not standardized across the industry. Different companies and researchers may use different metrics to measure effectiveness.

Quiz 17: Measuring Ad Message Effectiveness

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

In copy testing,a valid test is one that _____.

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?

Which of the following are the two general forms of message research?

Animatics and photomatics would be used at what stage of ad message research?

Which of the following is NOT one of the PACT principles regarding advertising copy testing?

Which of the following would be the closest to a finished commercial?

A copy test that yields consistent results each time an advertisement is tested is said to be ______.

Which PACT principle of copy testing suggests that copy testing procedures should attempt to duplicate the eventual setting of an advertisement?

Edna has taken footage from existing commercials and spliced them together to represent a proposed commercial.Edna has a(n) _____.

A good copy testing system needs to provide measurements that are relevant to the _____.

Who formulated the PACT principles to remedy the problem of mediocre or flawed advertising research?

A film or videotape of a sequence of drawings with simultaneous playing of audio to represent a proposed commercial is a(n) _____.

PACT is an acronym for _____.

At which stage of development can ad message research be conducted?

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

Two general forms of ad research are _____.

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

The demand for _____ 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.

Which of the following statements is FALSE regarding advertising research?