Question 1

Recognition taps a more superficial level of memory compared to recall measures.

Accepted Answer

A) True 
 B)False

Question 2

A good copy testing system is one that requires agreement about how the results will be used in advance of each specific test.

Accepted Answer

A) True 
 B)False

Question 3

The Starch Adnorm Index compares an advertisement's scores against other ads in the same product category as well as with the same size and color classifications.

Accepted Answer

A) True 
 B)False

Question 4

Stephanie needs information on consumer recognition of television commercials.She can get this information from _____.

Accepted Answer

A)  Statistical Research, Inc. 
B)  Mediamark Research, Inc. 
C)  Simmons Market Research Bureau 
D)  Bruzzone Research Company 
E)  Arbitron 
A)  Statistical Research, Inc. 
B)  Mediamark Research, Inc. 
C)  Simmons Market Research Bureau 
D)  Bruzzone Research Company 
E)  Arbitron

Question 5

A conclusion drawn from ARS testing of various commercials for a Campbell's Soup Company brand (assumed to be Prego)about the functioning and effectiveness of advertising states that _____.

Accepted Answer

A)  ad weight is positively related to sales regardless of the advertising content 
B)  ad copy does not have to be distinctive 
C)  the selling power of advertising wears out over time 
D)  rational appeals are more effective than emotional appeals 
E)  television ads are more effective than radio ads 
A)  ad weight is positively related to sales regardless of the advertising content 
B)  ad copy does not have to be distinctive 
C)  the selling power of advertising wears out over time 
D)  rational appeals are more effective than emotional appeals 
E)  television ads are more effective than radio ads

Question 6

The demand for _____ that is prevalent throughout business necessitates that ads be tested before they are placed in media,and then again during or after the period in which they have been printed or broadcast.

Accepted Answer

A)  creativity 
B)  novelty 
C)  credibility 
D)  accountability 
E)  accuracy 
A)  creativity 
B)  novelty 
C)  credibility 
D)  accountability 
E)  accuracy

Question 7

In copy testing,a valid test is one that _____.

Accepted Answer

A)  yields consistent results each time an ad is tested 
B)  is predictive of marketplace performance 
C)  can be used in many different situations 
D)  uses a heterogeneous sample 
E)  is conducted with a nonprobability sample 
A)  yields consistent results each time an ad is tested 
B)  is predictive of marketplace performance 
C)  can be used in many different situations 
D)  uses a heterogeneous sample 
E)  is conducted with a nonprobability sample

Question 8

One of the PACT principles states that a good copy testing system allows for consideration of whether the advertising stimulus should be exposed more than once.

Accepted Answer

A) True 
 B)False

Question 9

Starch measures the primary objective of a television advertisement.

Accepted Answer

A) True 
 B)False

Question 10

The ripomatics version of a commercial captures the realism of an actual commercial but entails huge expenses associated with filming an original commercial.

Accepted Answer

A) True 
 B)False

Question 11

Starch Ad Readership Studies use four separate indices to compare an advertisements scores against all ads (1)in the magazine issue,(2)in the same product category,(3)with the same size,and (4)with the same color classification.

Accepted Answer

A) True 
 B)False

Question 12

Pretesting with copy tests would be conducted at what stage of ad message research?

Accepted Answer

A)  copy development stage 
B)  final production stage 
C)  "rough" stage 
D)  after the ad has been run 
E)  prefinished stage 
A)  copy development stage 
B)  final production stage 
C)  "rough" stage 
D)  after the ad has been run 
E)  prefinished stage

Question 13

_____ is the Starch classification that consists of the percentage of people interviewed who not only remembered having seen the ad but also saw or read some part of it that clearly indicated the name of the brand or advertiser.

Accepted Answer

A)  Noted 
B)  Associated 
C)  Read any 
D)  Read most 
E)  Influenced 
A)  Noted 
B)  Associated 
C)  Read any 
D)  Read most 
E)  Influenced

Question 14

Mapes & Ross provides recall testing of ____.

Accepted Answer

A)  banner ads 
B)  television commercials 
C)  radio commercials 
D)  sales promotion 
E)  print ads 
A)  banner ads 
B)  television commercials 
C)  radio commercials 
D)  sales promotion 
E)  print ads

Question 15

Nielsen Catalina Solutions (NCS)'s AdVantics on Demand is a technology used to measure emotional reactions.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements is FALSE regarding advertising research?

Accepted Answer

A)  Measures of advertising effectiveness are standardized across the industry. 
B)  Message research is also called copy research or copytesting. 
C)  Ad message research can be conducted at various stages from message development to after an ad appears in the media. 
D)  Advertising research is done under natural advertising conditions or laboratory situations. 
E)  Advertising research involves both pretesting and posttesting of messages. 
A)  Measures of advertising effectiveness are standardized across the industry. 
B)  Message research is also called copy research or copytesting. 
C)  Ad message research can be conducted at various stages from message development to after an ad appears in the media. 
D)  Advertising research is done under natural advertising conditions or laboratory situations. 
E)  Advertising research involves both pretesting and posttesting of messages.

Question 17

List the nine PACT principles.

Accepted Answer

A good copy testing system:
1.Needs to p

Question 18

Diminished effectiveness of advertising as GRPs accumulate over time is the result of _____.

Accepted Answer

A)  burnout 
B)  wearout 
C)  decay rate 
D)  overexposure 
E)  irritation 
A)  burnout 
B)  wearout 
C)  decay rate 
D)  overexposure 
E)  irritation

Question 19

The postmeasure percentage of respondents who were exposed to an advertisement for the target brand preferring the target brand minus the premeasure percentage who prefer that brand is known as the _____.

Accepted Answer

A)  ARS score 
B)  Q-score 
C)  target score 
D)  advertising elasticity 
E)  delta 
A)  ARS score 
B)  Q-score 
C)  target score 
D)  advertising elasticity 
E)  delta

Question 20

What Starch index compares an advertisement's scores against other ads in the same product category as well as with the same size and color classifications?

Accepted Answer

A)  Issue 
B)  ARS 
C)  Adnorm 
D)  fMRI 
E)  Response 
A)  Issue 
B)  ARS 
C)  Adnorm 
D)  fMRI 
E)  Response

Exam 17: Measuring Ad Message Effectiveness

Recognition taps a more superficial level of memory compared to recall measures.

A good copy testing system is one that requires agreement about how the results will be used in advance of each specific test.

The Starch Adnorm Index compares an advertisement's scores against other ads in the same product category as well as with the same size and color classifications.

Stephanie needs information on consumer recognition of television commercials.She can get this information from _____.

A conclusion drawn from ARS testing of various commercials for a Campbell's Soup Company brand (assumed to be Prego)about the functioning and effectiveness of advertising states that _____.

The demand for _____ that is prevalent throughout business necessitates that ads be tested before they are placed in media,and then again during or after the period in which they have been printed or broadcast.

In copy testing,a valid test is one that _____.

One of the PACT principles states that a good copy testing system allows for consideration of whether the advertising stimulus should be exposed more than once.

Starch measures the primary objective of a television advertisement.

The ripomatics version of a commercial captures the realism of an actual commercial but entails huge expenses associated with filming an original commercial.

Starch Ad Readership Studies use four separate indices to compare an advertisements scores against all ads (1)in the magazine issue,(2)in the same product category,(3)with the same size,and (4)with the same color classification.

Pretesting with copy tests would be conducted at what stage of ad message research?

_____ is the Starch classification that consists of the percentage of people interviewed who not only remembered having seen the ad but also saw or read some part of it that clearly indicated the name of the brand or advertiser.

Mapes & Ross provides recall testing of ____.

Nielsen Catalina Solutions (NCS)'s AdVantics on Demand is a technology used to measure emotional reactions.

Which of the following statements is FALSE regarding advertising research?

List the nine PACT principles.

Diminished effectiveness of advertising as GRPs accumulate over time is the result of _____.

The postmeasure percentage of respondents who were exposed to an advertisement for the target brand preferring the target brand minus the premeasure percentage who prefer that brand is known as the _____.

What Starch index compares an advertisement's scores against other ads in the same product category as well as with the same size and color classifications?

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

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