Question 1

Most television commercials are designed so that they could be readily understood by viewers with a 12^th grade education.Which of the following measures should be used to test an ad to see if it met this criterion?

Accepted Answer

Comprehension and reaction tests would be the best choice for testing if an ad can be readily understood by viewers with a 12th grade education. These tests would measure if viewers were able to comprehend the message of the ad and if they had a positive reaction to it. Recognition tests and day-after recall would measure if viewers remembered the ad, but not necessarily if they understood it. Tracking studies and physiological measures would be more useful for measuring long-term effects of an ad on brand awareness or emotional response, but not for testing if an ad can be understood by viewers with a specific education level.

Question 2

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

Accepted Answer

The principle of providing measurements that are relevant to the objectives of the advertising is one of the nine principles of PACT. The other options are not principles of PACT.

Question 3

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

Accepted Answer

Animatic rough testing involves the use of preliminary sketches or storyboards in order to evaluate the effectiveness of a commercial before it reaches the finished product stage. This type of testing is particularly useful for identifying issues with the pacing, timing, and overall structure of the advertisement, and can help advertisers to make necessary changes before investing too much time and money into the final product. Photomatic rough testing involves using still photographs to create a rough version of the commercial, while live-action rough testing involves filming a low-budget version of the advertisement with live actors. Finished product testing refers to testing the final, completed version of the advertisement, while single source testing involves testing the effectiveness of a single advertising channel, such as a television commercial or social media post.

Question 4

Theater testing:

Accepted Answer

Theater testing allows the researcher to have a high level of control over the environment, as they can control factors such as the size and type of audience, the timing and placement of the commercial, and the overall viewing experience. This makes it an effective method for pretesting finished commercials. It is not typically used for testing animatic or photomatic roughs, nor is it primarily used in business-to-business marketing. Post-testing finished commercials can also be done using theater testing, but it is not the most popular field method for this purpose.

Question 5

_____ is a method of testing ads by placing them randomly in certain dummy copies of regularly distributed magazines.

Accepted Answer

The described method is known as dummy advertising vehicle testing, which involves placing ads randomly in certain dummy copies of regularly distributed magazines to test their effectiveness. Option A (vehicle source testing) and Option E (contextual testing) describe different methods of testing, while Option B (Burke's reflection test) and Option C (A Flesch test) are not related to advertising testing.

Question 6

_____ is the laboratory method of pretesting ads which exposes a group of respondents to both control and test advertisements presented together in a portfolio.

Accepted Answer

Portfolio testing is the laboratory method of pretesting ads which exposes a group of respondents to both control and test advertisements presented together in a portfolio. The respondents are then asked to go through the portfolio and give their feedback on each ad.

Question 7

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

Accepted Answer

The answer of The principles of Positioning Advertising Copy Testing...

Question 8

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

Accepted Answer

Concept testing is conducted very early in the campaign development process in order to explore the targeted consumer's response to a potential ad or campaign or have the consumer evaluate advertising alternatives. It helps the marketers to test the ideas and concepts that will be used in the campaign before executing them. Post-testing, recognition testing, copy testing, and recall testing are done after the campaign has been launched.

Question 9

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

Accepted Answer

A focus group would be the best choice for testing the concepts of an ad for computer game software aimed at preteens. This method involves bringing together a group of preteens who fit the target audience and showing them different versions of the ad to get feedback on what works and what doesn't. This can be a valuable way to gauge the appeal and effectiveness of different ad concepts.

Question 10

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

Accepted Answer

The consumer jury method can lead to the halo effect, where participants' overall impression of a brand or product influences their perception of specific ad elements, potentially skewing the results.

Question 11

_____ is a readability test,which examines the average number of syllables per 100 words.

Accepted Answer

The Flesch formula is a commonly used readability test that measures the average number of syllables per 100 words. It produces a score which indicates the reading ease and comprehension level required to understand a particular piece of text. Other options such as portfolio analysis, Burke's Reflections test, Dummy testing, and Contextual testing do not measure readability in this way.

Question 12

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

Accepted Answer

The results of readability tests indicate that copy is best comprehended when the words used are concrete and familiar. This means that using language that is easily understandable by the reader leads to better comprehension of the material.

Question 13

The portfolio test for ads assumes:

Accepted Answer

The portfolio test for ads assumes that the ad that yields the highest recall is the most effective. Recall is a measure of how well the ad is remembered by the target audience, and it is often used as an indicator of ad effectiveness. Therefore, option A is the correct choice. The other options are either incorrect or incomplete.

Question 14

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

Accepted Answer

The answer of _____ is defined as research "which is...

Question 15

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.

Accepted Answer

The consumer jury method involves obtaining feedback from a group of individuals who evaluate the probable success of an ad by rating a selection of layouts or copy versions presented in paste-ups on separate sheets. The other options listed are different advertising research techniques.

Question 16

In order to help Americans prepare for a terrorist attack,the U.S.Department of Homeland Security used a new $1.2 million advertising campaign involving both print and broadcast media.Prior to the development of the advertisements,the department conducted concept tests with small groups of eight to ten average U.S.citizens from New York City,Kansas City,Los Angeles and elsewhere who gave their opinions on what the ads should contain and how the message should be delivered.This is an example of:

Accepted Answer

The scenario described involves the use of focus groups to pretest the advertising campaign before it was launched, collecting feedback from groups of eight to ten Americans in different cities to shape the content and messaging of the ads. This is an example of pretesting through focus groups.

Question 17

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.

Accepted Answer

The halo effect occurs when a participant's overall positive impression of an ad affects their ratings of specific components, leading to inflated ratings and the inability to evaluate individual components accurately. This is a common bias in advertising research and can be minimized by using more objective and specific measures.

Question 18

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

Accepted Answer

Comprehension tests are designed to measure the extent to which the target audience understands the intended meaning of an ad or commercial. These tests usually involve asking questions about the key messages, visuals, and overall theme of the advertisement in order to assess its effectiveness in communicating its intended message.

Question 19

Participants in a consumer panel rated all aspects of an ad based on the popularity of the product being advertised as being good.This is referred to as a _____ effect.

Accepted Answer

The halo effect refers to the tendency for an overall impression of a product, brand or company to influence consumers' ratings of its specific attributes or features. In this case, the participants in the consumer panel rated all aspects of the ad favorably due to their positive attitude towards the product being advertised, demonstrating the halo effect.

Question 20

To try to help Americans prepare for a terrorist attack,the U.S.Department of Homeland Security used a $1.2 million advertising campaign involving both print and broadcast media.Prior to producing the finished commercials,people to whom the message was targeted were asked to look at a succession of photos and to give their reactions to the message delivered by the photos.In other words,people were asked to look at:

Accepted Answer

A photomatic rough involves a series of still photographs used to convey a message or concept, which aligns with the description of people reacting to a succession of photos.

Quiz 16: Measuring the Effectiveness of the Promotional Program

Most television commercials are designed so that they could be readily understood by viewers with a 12^th grade education.Which of the following measures should be used to test an ad to see if it met this criterion?

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

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

Theater testing:

_____ is a method of testing ads by placing them randomly in certain dummy copies of regularly distributed magazines.

_____ is the laboratory method of pretesting ads which exposes a group of respondents to both control and test advertisements presented together in a portfolio.

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

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

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

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

_____ is a readability test,which examines the average number of syllables per 100 words.

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

The portfolio test for ads assumes:

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

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.

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.

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

Participants in a consumer panel rated all aspects of an ad based on the popularity of the product being advertised as being good.This is referred to as a _____ effect.

Quiz 16: Measuring the Effectiveness of the Promotional Program

Most television commercials are designed so that they could be readily understood by viewers with a 12th grade education.Which of the following measures should be used to test an ad to see if it met this criterion?

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

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

Theater testing:

_____ is a method of testing ads by placing them randomly in certain dummy copies of regularly distributed magazines.

_____ is the laboratory method of pretesting ads which exposes a group of respondents to both control and test advertisements presented together in a portfolio.

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

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

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

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

_____ is a readability test,which examines the average number of syllables per 100 words.

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

The portfolio test for ads assumes:

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

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.

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.

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

Participants in a consumer panel rated all aspects of an ad based on the popularity of the product being advertised as being good.This is referred to as a _____ effect.

Most television commercials are designed so that they could be readily understood by viewers with a 12^th grade education.Which of the following measures should be used to test an ad to see if it met this criterion?