Deck 18: Measuring the Effectiveness of the Promotional Program

Question 1

The major disadvantage of laboratory tests is the lack of control of independent variables.
The major advantage of the lab setting is the control it affords a researcher. Changes in copy, illustrations, formats, colors, and the like can be manipulated inexpensively and the differential impact of each assessed. This makes it much easier for the researcher to isolate the contribution of each factor.

Answer 1

False

Question 2

Which of the following is a reason for not measuring the effectiveness of promotional campaigns?

A)It is difficult to isolate the effects of promotional elements.
B)It is not useful for evaluating alternative strategies.
C)It typically increases economies of scale.
D)It does not lead to an increase in the efficiency of advertising.
E)It is impossible to determine if objectives are achieved.

Answer 2

A

Question 3

Concept testing is a method of pretesting finished ads.
Concept testing is conducted very early in a campaign development process in order to explore the targeted consumer's response to a potential ad or campaign or have a consumer evaluate advertising alternatives.

Answer 3

False

Question 4

_____ are measures taken before an advertising campaign is implemented.

A)Familiarity tests
B)Pretests
C)Recall tests
D)Association measures
E)Overlap tests

Question 5

Marketers should assess advertising effectiveness measures in order to:

A)determine the break-even point for total costs of advertising.
B)create data for marginal cost pricing strategies.
C)determine if advertising objectives are achieved.
D)make sure advertising supports middlemen.
E)ensure all kinds of promotional techniques are used.

Question 6

In the context of evaluating media strategies to measure advertising effectiveness, owing to the increasing costs of media time, it is important to evaluate:

A)the duration of association between a company and its spokesperson.
B)the means by which an advertising message is communicated.
C)the frequency and reach of a media vehicle.
D)flighting versus pulsing or continuous schedules.
E)media class and subclass used for advertising.

Question 7

Measuring the effects of advertising helps a firm maximize its investment.
Measuring the effects of advertising does not just save money. It also helps a firm maximize its investment.

Question 8

One of the main reasons cited for measuring the effectiveness of a promotional program is that it is easy to isolate the effects of promotional elements.
A reason cited for not measuring effectiveness is that it is difficult to isolate the effects of promotional elements. Each variable in the marketing mix affects the success of a product or service. Because it is often difficult to measure the contribution of each marketing element directly, some managers become frustrated and decide not to test at all.

Question 9

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.

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

Question 10

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

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 11

When Joanne saw a television ad for a large retail chain of jewelry stores, she was impressed with the money-back guarantee that the company offered on its jewelry. However, when Madison later heard an identical audio portion of the ad on the radio, she was unimpressed with the guarantee. This differing perception of ads as a result of the medium in which they appear is caused by the _____ effect.

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

Question 12

Inquiry tests are used only in business-to-business market testing to measure advertising effectiveness.
Used in both consumer and business-to-business market testing, inquiry tests are designed to measure advertising effectiveness on the basis of inquiries generated from ads appearing in various print media, often referred to as "bingo cards."

Question 13

Tests of comprehension and reaction employ one standard procedure for measuring advertising effectiveness.
Tests of comprehension and reaction employ no one standard procedure. Personal interviews, group interviews, and focus groups have all been used for this purpose, and sample sizes vary according to the needs of the client; they typically range from 50 to 200 respondents.

Question 14

Which of the following is an argument against measuring advertising effectiveness?

A)Costs in terms of time and money
B)Lack of flexibility
C)Need for autonomy to those who control advertising
D)Lack of accountability
E)Decrease in advertising efficiency

Question 15

One major disadvantage of field tests is the lack of realism.
Field tests are tests of an ad or commercial under natural viewing situations, complete with the realism of noise, distractions, and the comforts of home.

Question 16

Pretesting of ads is effective in terms of both actual cost outlays and opportunity costs.
From a cost standpoint-both actual cost outlays and opportunity costs-pretesting makes sense.

Question 17

Testing of ads is required even after an ad and/or a campaign has been implemented.
The fact that an ad and/or campaign has been implemented does not mean there is no longer a need for testing.

Question 18

The vehicle option source effect refers to the:

A)different reach and frequency provided by different media vehicles.
B)fact that people perceive ads differently depending on their context.
C)responses that come from using a flighting, pulsing, or continuity scheduling strategy.
D)opportunity costs of the various media vehicles that are not chosen.
E)battle between budget constraints and creative options.

Question 19

The major advantage of day-after recall tests is realism.
The major advantage of day-after recall tests is that they are field tests. The natural setting is supposed to provide a more realistic response profile.

Question 20

Testing bias occurs when people scrutinize ads much more closely than they would in normal situations.
The major disadvantage of laboratory testing is the lack of realism. Perhaps the greatest effect of this lack of realism is a testing bias. When people are brought into a lab, they may scrutinize the ads much more closely than they would at home.

Question 21

_____ tests are tests of an ad or commercial under natural viewing situations, complete with the realism of noise, distractions, and the comforts of home.

A)Concept
B)Readability
C)Rough
D)Field
E)Portfolio

Question 22

The fact that people in a market research lab setting may scrutinize ads much more closely than they would at home is an example of a(n):

A)vision myopic perception.
B)testing bias.
C)environmental proclivity.
D)perceptual propensity.
E)myopic bias.

Question 23

Which of the following is a posttest method for measuring advertising effectiveness conducted in a field setting?

A)Readability tests
B)Consumer juries
C)Portfolio tests
D)Recognition tests
E)Physiological measures

Question 24

Advertising testing methods such as association measures, tracking studies, and inquiry tests are examples of:

A)single-source real world methods.
B)posttest field methods.
C)pretest laboratory methods.
D)posttest laboratory methods.
E)pretest field methods.

Question 25

_____ occur after an ad or commercial has been in the field.

A)Dummy advertising vehicles
B)Posttests
C)Consumer juries
D)Portfolio tests
E)Physiological measures

Question 26

Consumer juries and portfolio tests are examples of:

A)single-source real world methods.
B)posttest field methods.
C)pretest laboratory methods.
D)posttest laboratory methods.
E)pretest field methods.

Question 27

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

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

Question 28

In _____ tests, people are brought to a particular location where they are shown ads and/or commercials and testers either ask questions about them or measure participants' responses by other methods-for example, pupil dilation, eye tracking, or galvanic skin response.

A)field
B)ground
C)laboratory
D)closed
E)recognition

Question 29

Posttesting is designed to:

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 30

An advantage offered by field tests to measure advertising effectiveness is:

A)the greater control of synergistic forces.
B)the availability of realistic testing conditions.
C)the ability to avoid competitive intelligence gathering.
D)the low cost compared to other measurement tools.
E)the ability to isolate the causes of viewers' evaluations.

Question 31

Commercials and print ads undergo posttesting in order to:

A)gain relatively inexpensive feedback.
B)avoid the use of surveys.
C)determine if a campaign is accomplishing the objectives sought.
D)determine if an organization's mission statement needs to be modified.
E)locate new product ideas.

Question 32

The primary difference between a laboratory test and a field test to measure advertising effectiveness is that in a field test, a researcher:

A)is unable to isolate causes of viewers' evaluations.
B)has the ability to achieve greater internal validity.
C)has control of all independent variables.
D)can eliminate bias.
E)can create an illusion of reality.

Question 33

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

A)Concept tests
B)Portfolio tests
C)Recall tests
D)Physiological measures
E)Readability tests

Question 34

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

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 35

One of the methodologies employed to conduct pretests is focus groups, in which:

A)the management of a company makes budgeting decisions.
B)participants freely discuss the meanings they get from ads.
C)concept testing takes place at the earliest development of ads.
D)the management of a company determines the media strategies.
E)different ads for similar products are compared.

Question 36

The major advantage of the laboratory method of testing for advertisement effectiveness is the _____ it affords a researcher.

A)control
B)external validity
C)realism
D)generalization
E)lack of bias

Question 37

Which of the following is classified as a pretest field method for conducting research to measure advertising effectiveness?

A)Single-source systems
B)Association measures
C)On-air tests
D)Comprehension and reaction tests
E)Theater tests

Question 38

One of the advantages associated with pretesting include:

A)the successful communicative abilities of most mockups and storyboards.
B)the ability to use finely tuned mockups and storyboards in the testing process.
C)the absence of time delays.
D)relatively inexpensive feedback.
E)the ability to speed up the new product introduction process.

Question 39

Disadvantages associated with laboratory tests include:

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 40

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)Inquiry tests

Question 41

Which of the following is the methodology that a manufacturer of computer game software could use to test the concepts applied to create an ad to appeal to preteens?

A)A split-run test
B)A storyboard
C)The Delphi technique
D)Computer simulation
E)A focus group

Question 42

A rough commercial that is categorized as an animatic rough, is likely to contain:

A)a succession of drawings.
B)live motion.
C)nonunion crews.
D)minimal optics.
E)a succession of photographs.

Question 43

Which of the following is true of a focus group?

A)Focus groups require quantitative analysis.
B)This methodology is unattractive as results are typically unattainable.
C)Focus group samples can be generalized to larger populations.
D)Group influences tend to bias participants' responses.
E)The results of focus groups are typically quantifiablE.In focus groups, group influences typically tend to bias participants' responses.

Question 44

A way to gather consumers' opinions of concepts is _____, where consumers in shopping centers are approached and asked to evaluate rough ads via questionnaires, rating scales, and/or rankings.

A)laboratory testing
B)Delphi groups
C)focus groups
D)mall intercepts
E)consumer juries

Question 45

Jim, a participant in a research study, rated an ad as "good" since he liked the celebrity featured in the ad. However, the ad was criticized by experts for being senseless and lacking realism. In this scenario, Jim experiencing the:

A)halo effect.
B)recency effect.
C)stimulus-response effect.
D)visual option source effect.
E)similarity effect.

Question 46

According to Positioning Advertising Copy Testing (PACT), the purpose of copy testing is to:

A)use a single measurement to adequately assess ad performance.
B)aid in the judgment of specific advertising executions.
C)isolate causes of viewers' evaluations of ads.
D)eliminate the use of controls to avoid the biasing effects of an exposure context.
E)isolate each contributing factor of an ad performancE.Positioning Advertising Copy Testing (PACT) defines copy testing as research "that is undertaken when a decision is to be made about whether advertising should run in the marketplace.Whether this stage utilizes a single test or a combination of tests, its purpose is to aid in the judgment of specific advertising executions."

Question 47

The set of principles adopted by large advertising agencies to improve preparation and testing of ads is referred to as:

A)Positioning Advertising Copy Testing (PACT)
B)Post-Advertising Commercial Testing (PACT)
C)Promotional Advertising Content Testing (PACT)
D)Pre-Advertising Commercial Testing (PACT)
E)Principles of Advertising Consumer Testing (PACT)

Question 48

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

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

Question 49

The _____ tests are used in order to determine whether an ad or commercial conveys the meaning intended.

A)day-after recall
B)recognition
C)inquiry
D)comprehension
E)portfolio

Question 50

The principles of Positioning Advertising Copy Testing (PACT) state that a good copy testing system will:

A)use a single measure of a single dependent variable to ensure clarity of interpretation.
B)provide measurements that are relevant to the objectives of advertising.
C)evaluate responses to the advertising at a single level of the hierarchy of effects.
D)test alternative executions at various stages of completion.
E)measure needs satisfaction levels proposed by each advertisement under consideration.

Question 51

In a field test, a firm:

A)makes a final assessment of an ad before committing any money to media.
B)takes into account the effects of repetition and program content.
C)does not conduct tests with the realism of noise, distractions, and the comforts of home.
D)obtains quick and inexpensive feedback about an ad's impact.
E)sacrifices realism in order to gain more control.

Question 52

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

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 53

Which of the following is a disadvantage associated with the consumer jury method used to evaluate the probable success of an ad?

A)It is influenced by the primacy effect.
B)There is a lack of control over independent variables.
C)The number of ads that can be evaluated is limited.
D)It is an expensive methodology.
E)It is highly prone to consumers' subjectivity.

Question 54

_____ is a rough commercial test in which a succession of drawings and/or cartoons is shown to a receiver.

A)Animatic rough testing
B)Photomatic rough testing
C)Live-action rough testing
D)Finished commercial testing
E)Single-source testing

Question 55

One of the weaknesses associated with a focus group research is that the results are:

A)inaccurate.
B)difficult to obtain.
C)not directly observable.
D)not immediate.
E)not quantifiablE.One of the weaknesses associated with a focus group research is that the results are not quantifiable.

Question 56

_____ is conducted very early in a campaign development process in order to explore the targeted consumer's response to a potential ad or campaign or have a consumer evaluate advertising alternatives.

A)Posttesting
B)Concept testing
C)Recognition testing
D)Copy testing
E)Recall testing

Question 57

The _____ is a technique used to evaluate the probable success of an ad by groups of individuals. The individuals are asked to rate a selection of layouts or copy versions presented in paste-ups on separate sheets.

A)tracking study
B)day-after recall method
C)comprehension and recognition test
D)consumer jury
E)split-run test

Question 58

Typically, most commercials on the television music channel Boom are created to be readily understood by twelfth graders. In order to measure the actual level of understanding of these commercials by twelfth graders, marketers can use:

A)recall and recognition tests.
B)association measures.
C)comprehension and reaction tests.
D)tracking studies.
E)physiological measures.

Question 59

Sometimes participants rate an ad good on all characteristics because they like a few and overlook specific weaknesses. This tendency, called the _____ effect, distorts the ratings and defeats the ability to control for specific components.

A)halo
B)recency
C)stimulus-response
D)visual option source
E)contextual

Question 60

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

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 61

_____ measures the skin's resistance or conductance to a small amount of current passed between two electrodes.

A)Electrodermal response
B)Pupillometrics
C)Dermal-electro resolution
D)Electroencephalographic
E)Cerebral response

Question 62

_____ are a laboratory methodology designed to expose a group of respondents to a system consisting of both control and test ads.

A)Controlled tests
B)Portfolio tests
C)Dummy tests
D)Unstructured focus groups
E)Field tests

Question 63

Sapid Inc. wished to test consumer reactions to its new ad campaign. A particular test included aiming a beam of infrared light at the viewer's eye and the beam was programed to follow the movement in the eye. This test was designed to show the exact sport of the ad the viewer is focusing on. Which of the following physiological measures did Sapid use in this scenario?

A)Hemispheric eye lateralization
B)Gamma activity
C)Electrodermal response
D)Foveated eye imaging
E)Eye tracking

Question 64

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

A)the high cost of making the required changes.
B)the potential for ad erosion.
C)the potential for the halo effect.
D)the groupthink phenomenon.
E)the lack of control by researchers.

Question 65

Galvanic skin response is also known as:

A)electrodermal response.
B)pupillometrics.
C)dermal resolution.
D)beta activity.
E)alpha activity.

Question 66

The primary metric used in on-air testing method of pretesting finished broadcast ads is:

A)focus group results.
B)portfolio analysis.
C)recall.
D)reaction.
E)jury results.

Question 67

Which of the following is true of theater testing?

A)Theater testing is a popular field method of pretesting finished commercials.
B)Theater testing is used to test animatic and photomatic roughs.
C)The methods of theater testing operations vary, though all measure brand preference changes.
D)One of the disadvantages of theater testing is that it fails to identify strong or weak commercials.
E)Theater testing is typically considered to be "self-indulgence" by most critics.

Question 68

_____ is a method for pretesting finished broadcast ads in which participants are invited to view pilots of proposed TV programs.

A)Delphi marketing
B)Portfolio testing
C)Theater testing
D)Flesch formula testing
E)Field testing

Question 69

Physiological measures of advertising effectiveness:

A)are the most common methods for evaluating finished commercials in a laboratory setting.
B)indicate a receiver's involuntary responses to ads.
C)measure the effects of subliminal advertising.
D)are only used for pretesting broadcast advertising.
E)are neither valid nor reliablE.Physiological measures indicate a receiver's involuntary response to an ad, theoretically eliminating biases associated with the voluntary measures reviewed to this point.

Question 70

_____ is a physiological measure of pretesting finished commercials in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye.

A)Pupillometrics
B)Eye tracking
C)Electrodermal response
D)Alpha activity
E)Eye lateralization

Question 71

An advertising test that measures dilation or constriction of the eyes in response to stimuli is called:

A)the Burke's reflection test.
B)Flesch testing.
C)the reactive test.
D)galvanic eye responses.
E)pupillometrics.

Question 72

_____ measures determine electrical frequencies in the brain as the individual being tested responds to ads he or she is viewing.

A)Electrodermal
B)Pupillometric
C)Electroencephalographic
D)Cerebellum metric
E)Cerebral response

Question 73

Which of the following is true of on-air tests?

A)They do not possess the disadvantages associated with field testing.
B)They often include a single-source ad research.
C)They work well only under controlled, artificial environments.
D)They do not enable firms to identify weak commercials.
E)They typically require a laboratory setting to measure effectiveness.

Question 74

The portfolio test for ads assume that:

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 75

Pupillometrics, electrodermal response, and electroencephalographic measures are all forms of:

A)field posttests.
B)rational measures of promotional success.
C)portfolio tests used in association with single-source field tests.
D)physiological measures of advertising effectiveness.
E)focus group interaction measures.

Question 76

Which of the following sentences is true of readability tests?

A)The communications efficiency of a copy in a print ad can only be tested with reader interviews.
B)This method uses the Delphi group formula.
C)An advantage of the readability test is that the copies are not mechanical.
D)To be effective, readability tests should be used only in conjunction with other pretesting methods.
E)Readability tests are successful in consistently providing direct inputs from receivers.

Question 77

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

A)the effectiveness of websites, online ads, and e-mails.
B)how long an individual has to read an interstate billboard message.
C)why certain coupons have higher redemption rates than others.
D)the connotations of the colors used in print ads.
E)whether an individual is aware of exposure to split-run ads.

Question 78

One way to determine the validity of the portfolio method is to:

A)compare the psychological measures used in print and broadcast methods.
B)ask consumer juries to rate a selection of layouts presented in pasteups on separate sheets.
C)correlate its results with readership scores once an ad is placed in a field.
D)use the order of merit or paired comparison methods.
E)use the Flesch formula to assess readability of an copy.

Question 79

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

A)Portfolio analysis
B)Burke's reflections test
C)The Flesch formula
D)Dummy testing
E)Contextual testing

Question 80

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

A)sentences are long and descriptive.
B)impersonal references are drawn.
C)the words used have no connotations outside their dictionary definitions.
D)the receiver is unknown.
E)words are concrete and familiar.