Question 1

Physiological measures such as galvanic skin response and pupil dilation are used to assess physiological arousal activated by advertisements.

Accepted Answer

Physiological measures such as galvanic skin response and pupil dilation are commonly used to assess physiological arousal that is activated by advertisements. These measures provide insights into the emotional and cognitive impact of advertisements on the viewer.

Question 2

Gallup & Robinson provides recall testing of advertisements placed in televised media.

Accepted Answer

Gallup & Robinson is a research firm that specializes in advertising research, but it is primarily known for its work with print and online media, not specifically for recall testing of advertisements placed in televised media.

Question 3

One of the PACT principles states that a good copy testing system allows for consideration of whether the advertising stimulus should be exposed more than once.

Accepted Answer

According to PACT principles, a good copy testing system should consider whether the advertising stimulus should be exposed more than once.

Question 4

Measuring message effectiveness is not a difficult or expensive task.

Accepted Answer

Measuring message effectiveness can be complex and potentially expensive due to the need for comprehensive data collection, analysis tools, and expertise to accurately assess how well a message is received and acted upon by the target audience.

Question 5

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.

Accepted Answer

This statement accurately reflects the methodology of GfK MRI's Starch Ad Readership Studies.

Question 6

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.

Accepted Answer

The statement is true, as the demand for accountability in business requires that ads be tested before placement and monitored during or after their broadcast or publication. This helps to ensure that the ads are effective and achieve their intended goals.

Question 7

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

Accepted Answer

There is no one-size-fits-all approach to measuring advertising effectiveness as it largely depends on the advertising goals, the target audience, and the platform used. Different techniques may be suitable for measuring reach, engagement, sales or brand awareness in different contexts. A combination of various methods may also be necessary to obtain a more complete picture of effectiveness.

Question 8

The two general forms of advertising research that are practiced are message research and focused research.

Accepted Answer

The two general forms of advertising research that are practiced are message research and media research.

Question 9

An advertisement that achieves a Starch score of 70 indicates it scored 70 percent above comparable ads.

Accepted Answer

A Starch score of 70 does not mean that the advertisement scored 70 percent above comparable ads. It means that the ad was noticed and remembered by 70 percent of the people who saw it, according to the Starch Advertising Research company.

Question 10

A good copy testing system provides a single measurement to assess the performance of an advertisement.

Accepted Answer

A good copy testing system should provide multiple measurements to assess the performance of an advertisement, including but not limited to: brand recall, message comprehension, persuasion, likability, and purchase intent. A single measurement may not provide a comprehensive evaluation of the ad's effectiveness.

Question 11

The Bruzzone Research Company provides advertisers with a test of consumer recognition of radio advertisements.

Accepted Answer

The Bruzzone Research Company is known for providing advertisers with a test of consumer recognition of television advertisements, not radio advertisements.

Question 12

The "read most" classification of the GfK MRI's Starch Ad Readership Studies is the percentage of people interviewed who read 80 percent or more of the written material in the advertisement.

Accepted Answer

The "read most" classification in the GfK MRI's Starch Ad Readership Studies refers to the percentage of respondents who indicate they read any part of an ad beyond the headlines and illustrations, not specifically 80 percent or more of the written material.

Question 13

A good copy testing system is one that requires agreement about how the results will be used in advance of each specific test.

Accepted Answer

This statement is true. A good copy testing system should have clear communication and agreement about the objectives and purpose of each test before conducting it. This ensures that the results are used appropriately and effectively.

Question 14

Starch measures the primary objective of a television advertisement.

Accepted Answer

The primary objective of a television advertisement is typically to promote a product, service, or brand, not to measure starch. "Starch" in advertising refers to a method of measuring the effectiveness or memorability of print advertisements, not a goal of the ads themselves.

Question 15

The purpose of testing commercials in rough form is to have a baseline against which to compare final commercials after the ad has been run in the media.

Accepted Answer

The purpose of testing commercials in rough form is to gauge audience reactions and make necessary adjustments before the final production and media release, not to compare with final commercials after airing.

Question 16

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

Accepted Answer

Message research can be classified into two major categories: qualitative and quantitative.

Question 17

A basic assumption of the Starch procedure is that respondents in fact do remember whether they saw a particular ad in a specific magazine issue.

Accepted Answer

The Starch procedure relies on respondents accurately remembering whether they saw a particular ad in a specific magazine issue. Therefore, the assumption is that respondents do remember this information.

Question 18

Posttesting with tracking studies would be conducted at the final production stage of ad message research.

Accepted Answer

Posttesting with tracking studies is conducted after the ad has been aired or published to evaluate its effectiveness, not during the final production stage of ad message research.

Question 19

Quantitative research is concerned with generating insights into and interpretations of those advertising elements that influence people's responses to advertisements,and focus groups represent a major form of quantitative ad research.

Accepted Answer

Quantitative research is concerned with numerical data and statistical analysis. Focus groups are a form of qualitative research that aims to explore and understand people's attitudes, beliefs, and opinions. Therefore, focus groups are a major form of qualitative ad research, not quantitative.

Question 20

Recognition taps a more superficial level of memory compared to recall measures.

Accepted Answer

Recognition refers to identifying information that has been previously encountered, while recall involves retrieving information from memory without any hints or cues. Recognition is considered a more superficial level of memory because it relies on familiarity rather than active retrieval and reconstruction of information.

Quiz 17: Measuring Ad Message Effectiveness