Question 1

According to the principles of position advertising copytesting (PACT), multiple measures should be used in the evaluation.

Accepted Answer

A) True 
 B)False  True

Question 2

When copytesting television ads, researchers often use:

Accepted Answer

A)  a portfolio test 
B)  a theater test 
C)  a reaction test 
D)  cognitive neuroscience 
A)  a portfolio test 
B)  a theater test 
C)  a reaction test 
D)  cognitive neuroscience B

Question 3

Advertising tracking research examines:

Accepted Answer

A)  web chatter about ads and ad campaigns 
B)  physiological reactions to ads and ad campaigns 
C)  ads that have been finished or in the latter stages of production 
D)  ads that have already been launched 
A)  web chatter about ads and ad campaigns 
B)  physiological reactions to ads and ad campaigns 
C)  ads that have been finished or in the latter stages of production 
D)  ads that have already been launched D

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  respondent behavior evaluation 
B)  online evaluation metric 
C)  message evaluation 
D)  message synthesis 
A)  respondent behavior evaluation 
B)  online evaluation metric 
C)  message evaluation 
D)  message synthesis

Question 6

Which uses a computer joystick to test emotional reactions to an ad?

Accepted Answer

A)  a warmth monitor 
B)  cognitive neuroscience 
C)  copytesting 
D)  ad tracking research 
A)  a warmth monitor 
B)  cognitive neuroscience 
C)  copytesting 
D)  ad tracking research

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

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:

Accepted Answer

A)  use the ads in three different markets and use ad tracking research to measure the impact 
B)  use different test markets for each of the three ads and compare the actual sales differences among the three markets 
C)  place the three ads in a theater test and measure the audience reaction 
D)  count the number of times the brand name or specific product is mentioned in the media after each ad has run 
A)  use the ads in three different markets and use ad tracking research to measure the impact 
B)  use different test markets for each of the three ads and compare the actual sales differences among the three markets 
C)  place the three ads in a theater test and measure the audience reaction 
D)  count the number of times the brand name or specific product is mentioned in the media after each ad has run

Question 9

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

Accepted Answer

A)  changes in store traffic 
B)  number of inquiries 
C)  changes in attitude towards the brand 
D)  the redemption rate 
A)  changes in store traffic 
B)  number of inquiries 
C)  changes in attitude towards the brand 
D)  the redemption rate

Question 10

Position advertising copytesting was a set of principles originally designed for:

Accepted Answer

A)  evaluating television ads 
B)  evaluating print ads 
C)  monitoring emotional responses 
D)  persuasion analysis 
A)  evaluating television ads 
B)  evaluating print ads 
C)  monitoring emotional responses 
D)  persuasion analysis

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

What are the three major categories of message evaluations?

Accepted Answer

Advertising tracking

Question 13

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

Accepted Answer

A)  emotional response 
B)  position advertising copytesting (PACT) principles 
C)  a test market 
D)  a simulation model 
A)  emotional response 
B)  position advertising copytesting (PACT) principles 
C)  a test market 
D)  a simulation model

Question 14

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

Accepted Answer

A)  quantitative questions on a copytest 
B)  emotional reaction tests 
C)  verbatim comments from a copytest 
D)  ad tracking research 
A)  quantitative questions on a copytest 
B)  emotional reaction tests 
C)  verbatim comments from a copytest 
D)  ad tracking research

Question 15

Scanner data makes it possible for results from a test market to become quickly available to managers.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

With advertising tracking research, respondents are shown:

Accepted Answer

A)  the entire ad, but without the brand name being visible 
B)  a brief portion of the ad that includes one mention of the brand name 
C)  a brief portion of the ad or stills of the ad with the brand name removed or hidden 
D)  a series of ads so they will not know which ad is being studied 
A)  the entire ad, but without the brand name being visible 
B)  a brief portion of the ad that includes one mention of the brand name 
C)  a brief portion of the ad or stills of the ad with the brand name removed or hidden 
D)  a series of ads so they will not know which ad is being studied

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Biometric research measures physiological or physical responses to advertising.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A)  physical and financial resources 
B)  profitability 
C)  manager performance and development 
D)  level of brand equity 
A)  physical and financial resources 
B)  profitability 
C)  manager performance and development 
D)  level of brand equity

According to the principles of position advertising copytesting (PACT), multiple measures should be used in the evaluation.

When copytesting television ads, researchers often use:

Advertising tracking research examines:

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

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

Which uses a computer joystick to test emotional reactions to an ad?

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.

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:

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

Position advertising copytesting was a set of principles originally designed for:

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

What are the three major categories of message evaluations?

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

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

Scanner data makes it possible for results from a test market to become quickly available to managers.

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

With advertising tracking research, respondents are shown:

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

Biometric research measures physiological or physical responses to advertising.

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

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Filters

Exam 15: Evaluating an Integrated Marketing Program

According to the principles of position advertising copytesting (PACT), multiple measures should be used in the evaluation.

When copytesting television ads, researchers often use:

Advertising tracking research examines:

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

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

Which uses a computer joystick to test emotional reactions to an ad?

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.

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:

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

Position advertising copytesting was a set of principles originally designed for:

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

What are the three major categories of message evaluations?

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

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

Scanner data makes it possible for results from a test market to become quickly available to managers.

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

With advertising tracking research, respondents are shown:

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

Biometric research measures physiological or physical responses to advertising.

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

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Filters