Question 1

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

Accepted Answer

Portfolio testing is a method where respondents are exposed to a set of advertisements, including both control and test ads, to evaluate their effectiveness.

Question 2

The portfolio test for ads assumes that:

Accepted Answer

The portfolio test for ads assumes that the ad that yields the highest recall (i.e., the ability of the consumer to remember the ad) is the most effective. This assumes that the more the consumer remembers the ad, the more likely they are to respond to it.

Question 3

When two or more ads are used in a ____,viewers are usually asked to rate or rank order the ads according to their preferences.

Accepted Answer

This scenario describes a consumer jury test, where participants are asked to evaluate multiple ads and provide preferences or rankings. A comprehension test measures how well viewers understand the message of a single ad, a reaction test measures immediate emotional responses, and a readability test assesses the ease of reading and comprehension of text.

Question 4

In order to assess consumers' emotional attachment to a brand,Ipsos-ASI identified a series of ______ that could be used to assess brands,such as social,outgoing,extroverted,spontaneous,and independent.

Accepted Answer

Ipsos-ASI identified a series of 'personality traits' that could be used to assess brands, such as social, outgoing, extroverted, spontaneous, and independent.

Question 5

Some firms conducting theatre testing also insert the commercial into actual TV programs in certain test markets.This is called:

Accepted Answer

On-air tests involve inserting the commercial into actual TV programs in certain test markets to test its effectiveness. Readability tests assess the ease with which consumers can understand the content of an ad, while concept tests evaluate the overall appeal of a proposed advertisement. Tracking measures the impact of an advertisement over time.

Question 6

Which of the following statements DOES NOT describe a disadvantage associated with the theatre testing of ads?

Accepted Answer

This statement describes an advantage associated with theatre testing of ads, not a disadvantage.

Question 7

A ______ is conducted very early in the campaign development process in order to explore the consumer's response to a potential ad.

Accepted Answer

A concept test is typically conducted early in the campaign development process to gather feedback from consumers on their response to a potential ad concept. This can help advertisers make informed decisions about which ideas to pursue and which to discard, ultimately leading to more effective campaigns. Recognition tests, field tests, and laboratory tests may be useful at later stages of campaign development, but are not specifically designed to gather feedback on ad concepts.

Question 8

An advantage offered by field test measures is:

Accepted Answer

Field test measures offer more realistic testing conditions, which can result in more accurate and reliable data. This is because viewers are more likely to behave in a natural way in real-life settings, rather than in a controlled laboratory environment. Greater control of noise, avoidance of potential sabotage, and the ability to isolate causes of viewers' evaluations are advantages offered by other types of measures, such as laboratory measures or surveys.

Question 9

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

Accepted Answer

The Flesch formula is a readability test that measures the average number of syllables per 100 words, making it the correct answer. A) Portfolio analysis is unrelated to readability tests. B) Burke's reflections test is a type of reflective writing exercise, not a readability test. D) Contextual testing is also unrelated to readability tests.

Question 10

Many approaches toward effectiveness tend to measure consumer knowledge rather than emotions because:

Accepted Answer

Emotions can be difficult to measure, as they are often subconscious and consumers may not be fully aware of their emotional attachment to a brand. This can make it challenging to accurately measure emotional responses to advertising or marketing efforts. As a result, many approaches toward effectiveness tend to focus on measuring more tangible factors such as consumer knowledge or awareness. Additionally, measuring emotional responses can often be more costly and time-consuming than measuring rational thought, which may also limit its use in research.

Question 11

The advantage of the _____ method is that it provides a more natural setting than the portfolio test.

Accepted Answer

The answer of The advantage of the _____ method is...

Question 12

The use of pupillometrics has waned over the past decade because:

Accepted Answer

The text states that the use of pupillometrics has waned over the past decade due to high costs and some methodological problems, making it less effective than other methods.

Question 13

Sometimes,participants rate an ad as good on all characteristics because they like a few characteristics and overlook specific weaknesses.This is called:

Accepted Answer

The halo effect occurs when participants rate an ad positively on all characteristics because they like a few characteristics and overlook specific weaknesses. This can happen because of a general positive feeling or impression created by the ad.

Question 14

Advertising testing that studies dilation or constriction of the eye in response to stimuli is called:

Accepted Answer

The advertising testing that studies dilation or constriction of the eye in response to stimuli is called pupillometrics. Pupillometry measures changes in the size of the pupils, which indicate the level of interest or arousal in response to an advertisement or stimulus. Galvanic skin responses (A) measure changes in the electrical conductance of the skin, while Flesch testing (B) evaluates the readability of written text. Reactive testing (C) is not a specific type of advertising testing.

Question 15

Which of the following questions is more likely to be asked in a consumer jury test?

Accepted Answer

Consumer jury tests typically involve asking participants to compare different advertisements and choose which one they prefer, making option A the most relevant question.

Question 16

The primary measure used in on-air testing is:

Accepted Answer

Day-after recall scores are commonly used in on-air testing to measure the effectiveness of advertisements or programming by assessing what viewers remember the next day.

Question 17

The disadvantages of a ______ are that the results are not quantifiable and group influences may bias participants' responses.

Accepted Answer

The statement best describes the potential disadvantages of a focus group, where participants may be influenced by others in the group, and the results may not be easily quantifiable. Concept tests and recall tests could potentially provide quantifiable results, while laboratory tests are designed to control for external influences and biases.

Question 18

Pretesting of finished ads can consist of each of the following EXCEPT:

Accepted Answer

Pretesting of finished ads can include portfolio tests to see how the ad fits with the overall campaign, dummy advertising vehicles to test different media formats, and readability tests to make sure the ad is easy to understand. Inquiry tests, however, are typically used during posttesting to measure the ad's effectiveness in generating responses or inquiries from consumers.

Question 19

Disadvantages associated with laboratory tests include:

Accepted Answer

Laboratory tests often lack realism, meaning they may not accurately simulate real-world scenarios. This can be a disadvantage for researchers who want to ensure that their findings are applicable to actual situations.

Question 20

_____ is a rough commercial test in which a succession of photographs are shown to the receiver.

Accepted Answer

Photomatic rough testing is a rough commercial test in which a succession of photographs are shown to the receiver.

Quiz 9: Measuring the Effectiveness of the Promotional Message