IMC Chapter 15

With advertising tracking research, tests can be performed to measure each of the following except:

level of web chatter about the ad and brand.

Consumer awareness and brand loyalty are closely linked to a measure of:

market share.

An examination of a creative message and the physical design of an advertisement or other marketing communication piece is a(n):

message evaluation.

Advertising tracking research does not measure:

physiological reactions.

Which method may use a computer joystick to test emotional reactions to an ad?

A warmth monitor

Which type of evaluation method can provide clients and advertising agencies with an idea that "wear-out" effects are starting to occur?

Ad tracking research

Which of the following measures physiological reactions to advertisements and marketing messages?

Biometric measures

Which accounts for the number of times a brand receives a mention on social network within a specific time frame?

Buzz score

Which is not a behavioral evaluation measure?

Emotional reaction

A bounce rate is not related to exit page statistics.

False

A buzz score (or brand buzz) accounts for the degree of bounce exhibited by a web page.

False

A portfolio test is a display of television advertisement in a theater.

False

A storyboard is a series of pictures providing an overview of the structure of a website design.

False

A theater test can be used to study a print advertisement from a billboard or the side of a bus.

False

The impact of the following marketing programs can be measured using redemption rates except:

point-of-purchase displays.

In terms of online metrics, dwell rate is the:

proportion of ad impressions that result from a user clicking on or mousing over an advertisement.

When using advertising tracking research, after a respondent is shown a segment of an advertisement or stills of an ad, respondents are asked first if they:

recognize the company or brand.

Companies code coupons, premiums, rebates, contests, sweepstakes, and direct-mail pieces are all measured using:

redemption rates.

Advertising tracking research provides a general measure of the effect of the media weight, the effectiveness of the media buys, and a measure of the media audience's profile.

False

Advertising tracking services offer the advantage of providing diagnostics that allow an advertising agency to understand why an ad did not perform well.

False

Although it is cheaper to copytest online rather than using traditional methods, it takes longer to conduct the test and obtain results.

False

Biometric research measures psychological responses, such as attitudinal changes.

False

Cognitive neuroscience can be used to provide unique insights into a consumer's response to advertisements through capturing eye movements as the individual watches the ad.

False

Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

False

Cognitive neuroscience shows where brain activity occurs, to some extent, the level of activity, and how the subject feels about an ad.

False

Copytesting by companies such as Nielsen IAG indicates how well an advertisement performed compared to previous campaigns.

False

Copytesting can measure how well an advertisement communicates, the persuasiveness of the ad, and how likely a person would be to make a purchase.

False

Evaluating various sales promotions, such as coupons and contests, is more difficult than evaluating advertising.

False

For coupons, contests, sweepstakes, and other types of consumer promotions, brand attitude is an effective method of measuring impact.

False

In ad tracking research, advertising agencies often ask open-ended questions of respondents to learn what respondents are thinking.

False

In addition to tracking television advertising, ad tracking can be used to examine online banner ads.

False

In evaluating online advertising, dwell time measures the amount of time an individual spends on a website.

False

It is difficult, if not impossible, to measure redemption rates of coupons, premiums, and direct mail pieces.

False

Length of engagement is the number one way companies measure the impact of online advertising.

False

Length of engagement measures the proportion of ad impressions that result in a user engaging with an online ad, such as clicking it or just moving the mouse over it.

False

Many advertising researchers believe that emotional reaction tests to ads are more accurate than physiological arousal tests because emotional reactions cannot be easily faked.

False

Measuring changes in sales that follow a marketing campaign is now easier than ever because of internet technology and the use of "cookies."

False

Measuring emotional reactions to ads is important because ads that elicit negative emotions are more likely to be remembered.

False

Message evaluations primarily deal with customer actions and outcomes, such as making store visits or accessing a website.

False

Message evaluations primarily deal with visible consumer actions, such as making store visits or clipping a coupon.

False

Position advertising copytesting (PACT) was designed originally to assist in the evaluation of digital ads.

False

Procedures used to evaluate advertising and marketing should be developed after launching a campaign.

False

Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative.

False

Some marketers contend that the only valid evaluation criterion of marketing that should be used is brand attitude.

False

Test markets can only be used to test the effects of price changes on sales.

False

The impact of advertising is relatively easy to measure because results are delayed, which allows time to obtain accurate measures.

False

The power of cognitive neuroscience is that it reveals psychological reactions to ads and marketing messages.

False

The principles of position advertising copytesting (PACT) state that a single measure is sufficient to evaluate an ad.

False

The principles of position advertising copytesting (PACT) state that multiple exposures to an advertisement are essential to obtain accurate results.

False

The principles of position advertising copytesting (PACT) state that tests should be conducted within laboratory settings and not in field settings.

False

When studying marketing effectiveness, short-term outcomes such as increases in sales or attitude towards the brand are the most relevant criteria.

False

While some marketing professionals do not favor copytesting, the majority think it is necessary because without it, creativity is stifled.

False

In ad tracking research, if respondents are asked if they have a "general positive feeling about a brand," the measure obtained is which type of score?

Impression

Which is not a social media metric?

Level of emotional involvement

When analyzing advertising or IMC campaigns, which of the following would be an example of measuring affective responses?

Liking the company

The principles of position advertising copytesting (PACT) state that testing procedures should be relevant to advertising objectives.

True

Which online metric evaluation method allows companies to gauge consumer reactions to a new advertising campaign, whether it is online or traditional?

Monitoring web chatter

When copytesting print ads, researchers often use which type of approach?

Portfolio test

An examination of visible customer actions including making store visits and purchases is which type of evaluation?

Respondent behavior

Which evaluation technique utilizes numbers and measures the results of the marketing program?

Respondent behavior evaluation

Which refers to whether buzz was positive or negative?

Sentiment

A storyboard is used to outline the structure of which type of advertisement?

Television

Scanner data is often used to measure the impact of marketing communications in which of these programs?

Test markets

Which of the following is not a principle associated with PACT, position advertising copytesting?

The test should measure the degree of social responsibility.

Which statement below concerning purchase simulation tests is false?

They measure opinions and attitudes.

A QR code allows marketers to count how many individuals access a code and gather information about individuals who accessed it.

True

A buzz score (or brand buzz) accounts for the number of times a brand receives a mention on social network within a specific time frame.

True

A copytest is used when the marketing piece is finished or is in the final stages of development.

True

A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.

True

A portfolio test is often used for copytesting of print ads.

True

A purchase simulation test is a behavioral approach used to study how consumers make buying decisions.

True

A theater test is a display of television advertisements shown together in a theater.

True

Advertising tracking by companies such as Nielsen IAG can indicate how well an advertisement performs compared to competing brands.

True

Advertising tracking research can measure both unaided and aided brand awareness as well as brand recognition.

True

Advertising tracking research can show when "wear-out" begins to occur and when an advertisement starts to lose its effectiveness.

True

Advertising tracking research examines ads that have been launched.

True

Biometric research measures physiological or physical responses to advertising.

True

By using different toll free telephone numbers or different internet URLs, a company's marketing department can measure where a person saw a direct television ad or other direct marketing promotion.

True

Cognitive neuroscience measures brain activity and brain waves.

True

Copytesting conducted online offers agencies a measure of an advertisement's potential when the copytest receives a viewer's complete attention.

True

Currently, click-throughs remain the primary method used to measure the impact of online advertising.

True

Due to demands for increased accountability, advertising professionals continue to use copytesting, even though they may not believe it is an effective method for evaluating ads.

True

Entry and exit page statistics indicate when individuals open one page and then move on.

True

Evaluation or testing of advertising communications can occur at any stage of the development process.

True

In addition to copytesting, many advertising research firms such as Millward Brown also provide advertising agencies with emotional reaction charts that show how viewers feel about an advertisement as they are watching it.

True

One major advantage of a test market is that it resembles an actual market situation more than any of the other evaluation methods.

True

PACT stands for position advertising copytesting.

True

Procedures used to evaluate advertising and marketing should be developed prior to launching a campaign.

True

Retail scanner data can be used to measure the impact of a point-of-purchase display.

True

Scanner data makes it possible for companies to monitor sales and help both the retailer and manufacturer discover the impact of a particular marketing program.

True

Test markets are a behavioral response method in which marketing on a small scale is used to predict the potential for marketing success on a larger scale.

True

Test markets are not quite as accurate in evaluating advertising as it is for other marketing activities, such as price comparisons, consumer promotions, and direct marketing.

True

The impact of advertising is difficult to measure because consumers may change their minds concerning which brand to buy while they are in a store.

True

The latest cognitive neuroscience technology offered by firms such as EmSense measures not only brain waves, but also monitors breathing, heart rate, blinking, and skin temperature.

True

The method of evaluating a marketing piece should match the IMC objective for that marketing piece.

True

The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how information is processed, where it is being processed in the brain, and how the individual reacts to an ad or marketing piece.

True

The use of the internet for copytesting is quickly replacing both the portfolio and theater tests.

True

When studying marketing effectiveness, the three main types of evaluation techniques are message evaluations, online evaluation metrics, and respondent behavior evaluations.

True

While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily due to unreliable results.

True

Information about those who accessed a website for more information, downloaded or watched a video, or submitted requests for more information is:

a conversion.

A bounce rate occurs when:

a person enters and leaves from the same page.

When reactions to a small scale marketing effort are used to predict reactions in a larger area, the testing method is:

a test market.

When copytesting television ads, researchers often use:

a theater test.

Advertising tracking research examines:

ads that have already been launched.

An in-market advertising research method that monitors a brand's performance and advertising effectiveness is:

advertising tracking research.

After being shown a segment or stills of an ad, respondents are given a list of brands and asked to identify the correct brand that was in the ad, which measures:

aided brand awareness.

In terms of online metrics, dwell time is the:

amount of time a user is engaged with a particular advertisement.

Warmth monitors are an example of:

an emotional reaction test.

International IMC programs should be assessed in several ways, including domestic results, results in other countries, and:

as an overall company.

A message evaluation can take place:

at any stage of the development of an ad.

Cognitive neuroscience cannot measure:

behavioral intentions.

Cognitive neuroscience has the capability of indicating each of the following except:

behavioral intentions.

Cognitive neuroscience measures:

brain electricity.

Asking respondents if they recognize a brand in an advertisement measures:

brand and ad recognition.

Test markets are typically used for each of the following except:

brand equity.

In an advertising tracking research exercise, respondents are shown a(n):

brief portion of the ad or stills of the ad with the brand name removed or hidden.

The impact of trade and consumer promotions as well as direct response marketing programs can be measured through:

changes in sales during the promotion.

Currently, the number one way companies measure the impact of online advertising is:

click-throughs.

Brain-image measurement is part of:

cognitive neuroscience.

Of the following methods of evaluating advertising and ad campaigns, the one that holds the most promise for the future is:

cognitive neuroscience.

Of the following methods of evaluating advertising, the one that is the most difficult to fake by respondents would be:

cognitive neuroscience.

With regard to copytesting, each of the following criticisms has recently been voiced except:

copytests favor emotional approaches in advertising.

Biometric measures evaluate:

data about a person's heartbeat, perspiration levels, respiration, and body movements.

The proportion of ad impressions resulting from the user engaging with an advertisement, either by clicking on it or running the mouse over it, is the:

dwell rate.

Chris wants to measure how long individuals stay engaged with a banner ad he has placed on a website that contains a short five-second video. The best measurement to use would be:

dwell time.

The measure of time users spend engaged with a particular online ad is the:

dwell time.

Advertising tracking research does not measure:

emotional reactions.

PACT was a set of principles originally designed for:

evaluating television ads.

When using message evaluation techniques, copytesting is most likely to be used:

in the final stages of ad development or with the finished ad.

Exit page metrics are critical because they:

indicate problem pages that might require revision.

With regard to copytesting, the current thought by a number of marketing professionals is that the test:

is necessary primarily because of the issue of accountability.

A purchase simulation test takes place in a:

laboratory.

The online metric that measures how long an individual stays at a particular website is:

length of engagement.

To measure Cole's level of interest in the products offered at a particular website, the online metric that should be used is:

length of engagement.

All of the following are common measures of the overall health of a company except:

level of brand equity.

To measure when customers make inquiries through toll-free telephone numbers, email, website, or social media platforms, marketers use:

response rates.

To some marketers and company executives, the only measure that should be used to evaluate marketing is:

sales.

When evaluating advertising or IMC campaigns, examples of long-term measures would include each of the following except brand:

sales.

To measure the impact of a point-of-purchase display, retailers and manufacturers can use:

scanner data.

Measuring changes in sales following a marketing campaign is easier now than in the past because of:

scanners and the UPC.

Although ads can be tested prior to production, most advertising agencies perform little pretesting because they:

tend to be unreliable.

Test markets are used for each of the following except:

test emotional reactions to marketing campaigns.

The greatest danger in using a lengthy time period for a test market is:

that the competition will have time to study the test market and react.

Advertising is the most difficult part of the IMC program to evaluate for all of the following reasons except:

the consumer price index changes.

The best behavioral method to measure the impact of a coupon program is:

the redemption rate.

After being shown a segment or stills of an ad, respondents are asked to identify the brand being advertised, which measures:

unaided brand awareness.

McCormick's marketing team wants to test three different advertisements for its new Chicken Dijon gravy before they launch the product nationwide. To measure actual market reaction, the best approach would be to:

use different test markets for each of the three ads and compare the actual sales differences among the three markets.

If a client wants to know why a particular ad or ad campaign is not performing well, the best source of information would be:

verbatim comments from a copytest.

In measuring emotions, researchers could use questions to inquire about emotional reactions to an ad. An alternative method would be to use:

warmth monitors.

Quantitative copytesting questions do not measure:

why a particular ad is not liked.

Advertising tracking research does not provide information regarding:

why an ad is not performing well.