MKTG 403: Chapter 18
Identify the reasons for measuring the effectiveness of ads. (Check all that apply.)
To increase the efficiency of advertising To avoid costly mistakes To evaluate alternative strategies To determine if objectives have been achieved
Posttesting is common among both advertisers and ad agencies, with the exception of testing ______.
commercials for wearout
Tests that are intended to evaluate whether an ad or commercial expresses the intended meaning and what response the ad yields are termed ______.
comprehension and reaction tests
Rayo Foods Inc. plans to launch an advertising campaign to market its new product, an energy bar. It decides to test the ad by evaluating the response of a group of 100 people who are part of its target market. This process is termed ______.
concept testing
Testing performed in the early stages of developing a campaign in order to find out a targeted consumer's response to an intended ad or campaign or have the consumer evaluate multiple advertising options is known as ______.
concept testing
One of the drawbacks of using the consumer jury methodology in testing ads is that the ______.
consumers become self-appointed experts and hamper objectivity in the evaluation process
When using consumer juries to test rough art or copy, the probability of the success of an ad is assessed by ______.
consumers representative of the target market
Research performed when a decision has to be taken on whether advertising should run in the marketplace is known as ______.
copy testing
One of the advantages of using focus groups for concept testing is that the results are ______.
obtained easily
Tests that measure advertising effectiveness at a variety of stages from idea generation to the final version, but before implementation, are called ______.
pretests
One of the advantages of pretesting is that problems with the concept or media can be discovered ______.
prior to spending huge amounts on development
Marketers who do not measure the effectiveness of advertisements claim that it is challenging to isolate the effects of ______ on the success of a product or service.
promotional elements
When using consumer juries to test an ad, consumers are asked to ______.
rate a set of layouts or copy versions
A ______ test is used to evaluate the communications efficiency of the copy in a print ad without conducting interviews of readers.
readability
The Flesch formula is used in ______ to measure advertising effectiveness.
readability tests
is the most commonly employed metric used in on-air tests.
recall
Although many current research methods center around providing recall scores, one general criticism of such an approach is that ______.
recall is a poor indicator of the effectiveness of an ad
The lack of realism in laboratory tests causes .
testing bias
The advantage of test marketing of ads is that the ______.
testing effects are minimized
The measurement of the effects that advertising has on awareness, recall, interest, and attitudes toward an ad and/or brand, as well as purchase intentions, at regular intervals during an advertising campaign is done through ______.
tracking studies
HK Apparel Inc., a fashion brand for teenagers, shifts the focus of its advertisements from print media to social media. The fact that teenagers spend more time on social media influenced this decision. This scenario illustrates the ______ effect.
vehicle option source
The differential effect caused by advertising exposure on an audience member if the exposure takes place in one media option rather than another is called the effect.
vehicle option source
Testing two versions of an ad before launching it is known as ______.
A/B testing
Identify factors that are measured using tracking measures. (Check all that apply.)
Attitudes toward a sponsor and its products Recall of a sponsor's ads
How can companies successfully measure the effectiveness of sales promotions?
By measuring attendance at an event By using technology that tracks shopper movements throughout a store By counting inquiries, coupon redemptions, and sweepstakes entries
Identify a type of a pretest.
Concept test
True or false: Measuring effectiveness is an inefficient use of money because most marketing elements do not have useful methods to evaluate their performance.
False
True or false: The consumer jury methodology of testing the effectiveness of ads is relatively free of bias.
False
True or false: The effectiveness of nontraditional media like in-store television ads cannot be measured.
False
Identify a drawback of the Starch Ad Readership Report.
False claiming may lead to misreporting of the effectiveness of an ad.
The is used to evaluate the readability of a print ad by finding out the average number of syllables per 100 words.
Flesch formula
Identify a physiological measure that is used in the pretesting of ads.
Galvanic skin response
Identify a disadvantage of inquiry tests.
Inquiries may not accurately gauge the attention-getting aspects of an ad.
Identify a true statement about a comprehension and reaction test.
It typically has sample sizes of 50 to 200 respondents.
Why do some people argue A/B testing should take place much earlier in the development of an ad campaign?
It would allow a developmental process based on the emotional and neurological responses of customers. It would give the advertisers a glimpse into the customers' thoughts. It would save money wasted on developing ineffective ads.
Identify a disadvantage of using focus groups for concept testing.
Members may not represent the target market.
Identify an example of a nontraditional medium whose effectiveness can be measured using improved testing methods.
Parking lot signage
True or false: Ad tracking studies may be undertaken for both print and broadcast ads.
True
ADW Inc., an advertising agency, has a promotional plan for a product and intends to test the effectiveness of the campaign. Identify a principle it should incorporate in its testing.
Use multiple measures
Which of the following are essential to the effective testing of ads? (Check all that apply.)
Using both pretests and posttests Using multiple measures Establishing communications objectives Using a consumer response model Understanding and implementing proper research
Identify the environment suitable for split-run tests.
Variations of an ad in different copies of the same magazine
A group of people are brought into a lab and are shown ads in order to test the effectiveness of these ads. The group analyzes the ads much more than it would in a natural setting. This is an example of ______.
a testing bias
The recall measure is not considered to be predictive of sales because it does not measure whether an ad has been ______.
accepted
The detection of galvanic skin response activity that indicates a reaction to advertising depends on the ______.
activation of sweat glands in response to a stimulus
The continuous reading of responses generated when tracking the eyes of a person viewing an ad demonstrates the ______.
amount of attention attracted by different components of the ad
Portfolio tests ______.
are based on the premise that ad recall is directly correlated with ad effectiveness include the mock magazine test allow the chance to directly compare alternative ads
iInquiries received from ads placed in different print media are often referred to as ______.
bingo cards
When pretesting ads, electroencephalographic measures are used to determine ______.
brain waves
Although there are a variety of theater testing methods, they all measure ______.
brand preference changes
The generic name attached to the day-after recall test is the .
burke test
The greatest benefit of tracking studies is that they ______.
can be geared toward specific campaigns
Market Contact Audit by integration looks at which criteria to measure effectiveness as well as efficiency?
consumer brand experience
Sports marketers can measure the value of sales promotions by ______.
counting the number of fans at an event
Not testing the effectiveness of a promotional program is often the result of ______.
disagreement on what to test
If it is true that the right side of the brain determines recognition and that the left side of the brain is responsible for recall, advertisers could create ads to bolster learning and memory by designing stimuli appealing to ______.
each hemisphere in the brain
Methods that closely observe the quantity and nature of the media coverage obtained for a sponsored event and identify direct and indirect audiences are called _____.
exposure methods
When an ad is tested under normal viewing conditions, including the realism of noise, distractions, and the comforts of home, it is called a .
field test
The inclination of participants involved in testing to like a few attributes and overlook specific weaknesses, which causes them to rate an ad as being good on all attributes, is called the .
halo effect
The marketing communications research company Integration feels that IMC programs ______.
improve both efficiency and effectiveness
A person in an alpha state is likely to be ______.
in an inactive state
Tests intended to evaluate the effectiveness of advertising based on the inquiries spawned from ads featured in different print media are called .
inquiry tests
The readability test suggests that the copy in a print ad is best understood when ______.
personal references are drawn
A laboratory test method created to expose a group of respondents to a set consisting of both control and test ads is termed a(n) test.
portfolio
Day-after recall tests are used for ______.
posttesting of broadcast ads
is used to measure dilation and constriction of the pupils of the eyes in reaction to stimuli.
pupillometrics
In single-source tracking studies, exposures to commercials are linked with the ______.
purchase behaviors of viewers
One of the reasons often stated for not measuring advertising effectiveness is that ______.
quality research is usually expensive and time consuming
An advantage of conducting laboratory tests is that ______.
the researcher has control over the process
The major disadvantage of a field test is that ______.
the researcher has no control over the environment
The awareness, familiarity, and preferences generated by sponsorship are evaluated by ______ using surveys.
tracking measures
A limitation of the portfolio tests is ______.
unknown factors influencing recall
Which step should be taken to improve the reliability and validity of the Starch Ad Readership Report?
Multiple exposures should be used.
______ is a set of principles intended to improve the research used in creating ads and measuring their effectiveness, offer clients a better creative product, and govern the cost of TV commercials.
Positioning advertising copy testing
Which of the following is true of recall tests?
Recall scores are affected by the degree to which a reader is involved with a product.
Choose the factors that should be tested when conducting research to measure advertising effectiveness. (Check all that apply.)
Source factors Message variables
True or false: Spending more money to buy media helps remedy a poor message and acts as a substitute for an improper promotional mix.
False
______ is used to measure the skin's resistance or conductance to a small quantity of current sent between two electrodes.
Galvanic skin response
A television ad for sports equipment shows a woman in a bathing suit playing volleyball on the beach. Posttesting showed that there was low brand recall, even though the ad had high stopping power. Which component should be evaluated to improve the effectiveness of the ad?
Message variables
Diana's company decides to measure the effects that its new broadcast commercials will have on people in specific cities around the country before releasing the ads nationally. This process, called will help her company evaluate the commercials realistically.
test marketing
Measuring the alpha level of a subject who is viewing a commercial helps researchers determine ______.
the extent of information processing that is most likely taking place
Ernie is asked his opinion on an ad about to be released for a specific brand of pizza. The ad shows cowboys riding horses, but does little to tell about or promote the pizza. Since Ernie loves the scene with the horses, he rates the ad very highly, even though he really doesn't understand what it is promoting. This is an example of ______.
the halo effect
The pretesting of finished broadcast ads in which participants are invited to view pilots of proposed TV programs is called a ______ test.
theater
Disadvantages of inquiry tests include ______. (Check all that apply.)
their lack of power to compare different versions of ads the likelihood that people who need a product will respond to an ad regardless of quality factors unrelated to the ad that limit inquiries
The major issue surrounding research models that claim to measure attitude change or brand preference change is that ______.
their reliability is limited by the problems, such as that the measure is too contrived
Tracking studies are used to evaluate the ______.
varying effect of different budget sizes
In a study of the effectiveness of an ad using pupillometrics, pupil dilation suggests that the ______.
viewer is highly interested in the ad
In portfolio tests, a group of respondents are shown a set consisting of both control and test ads and are asked ______.
what they remember from the ads
A purpose of posttesting is to see if a campaign is ______.
meeting its objectives
The recall metric is used in on-air tests to determine the ______.
number of persons able to remember an ad
One of the criticisms of using exposure methods to measure the effectiveness of sponsorships is that the ______.
objective of a sponsorship is not media coverage
Adzee Research plans to test the effectiveness of a new broadcast ad for a car manufacturer, Speedowheels. It plans to test the ad by inserting the commercial during the telecast of an NFL game in certain test markets. This type of test is known as a(n) ______ test.
on-air
Tests that place commercials into real TV programs are referred to as ______.
on-air tests
Ads should be assessed ______.
once before implementation and once after they are finished
The Starch Ad Readership Report is a type of ______ test.
recognition
Methods to log the behaviors of consumers from the television set to the supermarket checkout counter are known as ______.
single-source tracking methods
The method of measuring the effectiveness of an ad in which different versions of the ad are placed in different copies of the same newspaper or magazine is called - tests.
split run
The posttest that lets an advertiser evaluate the influence of an ad in a single issue of a magazine, over time, and/or across different magazines is called the ______.
Starch Ad Readership Report
Which of the following is a source of disagreement on what to test in a promotional program?
The objectives can vary for different people within the firm.
Which of the following are true about recall tests? (Check all that apply.)
They are swayed by the reader's involvement with the product. They can effectively evaluate an ad's influence on memory. They are apt to have similar interviewer problems as those of recognition tests.
What are the disadvantages of day-after recall tests? (Check all that apply.)
They may favor unemotional appeals over emotional ads. Recall is not necessarily predictive of sales. When respondents know that they will be tested, it leads to a higher recall level than normal. Recall may be influenced by the content of a program.
The physiological measures used in pretesting finished commercials show ______.
a viewer's involuntary response to an ad
Using split-run tests as a part of inquiry tests yields information on the _____.
effectiveness of a medium rather than an ad itself specific elements of an ad or variations on it
To evaluate electrical frequencies in the brain, ______ can be taken from the skull.
electroencephalographic measures
Alpha activity concerns the ______.
extent of activation of the brain
A methodology in which viewers are asked to watch an ad while a beam of infrared light is aimed at the eye by a sensor is referred to as
eye tracking
A disadvantage of pretesting an ad during the initial stages of development is that ______.
it delays the release of the final version
Tests that are conducted by bringing people to a certain place where they are presented with ads and/or commercials are called ______.
laboratory tests
Hemispheric differentiates between alpha activity in the hemispheres of the brain.
lateralization or laterilization
