Exam 17: Measuring Ad Message Effectiveness

Message research comes in two general forms: qualitative and quantitative.

The key issue in the research on the predictive ability of ComScore ARS' Share of Choice scores was whether these scores accurately predict the magnitude of _____ gain (or loss)following advertising.

List and describe the four major conclusions that have been derived from research about television advertising.

A weight test means that an identical commercial is transmitted to two groups of households,but the number of gross rating points (GRPs)is varied between the groups during the course of the test period.

Starch Readership,Bruzzone tests,and Burke day-after recall tests are techniques for measuring _____.

Which of the following is NOT one of the classifications used by Starch?

The prefinished version of a commercial that presents a series of visual frames and corresponding script of key audio is a(n)_____.

ComScore ARS' Share of Choice scores of 2.0 or lower are defined as inelastic,implying that commercials scoring this poorly are probably incapable of driving market-share gains.

Quantitative research is concerned with generating insights into and interpretations of those advertising elements that influence people's responses to advertisements,and focus groups represent a major form of quantitative ad research.

Mapes & Ross provides recall testing of ____.

_____ testing provides a valid prediction of actual marketplace performance and is relatively inexpensive compared to other copytesting methods.

If an advertising manager can't _____,she can't control and,therefore,can't influence.

Advertising research enables management to increase advertising's contribution toward achieving _____ and yielding a reasonable return on investment.

Which type of test transmits an identical commercial to two groups of households but varies the number of gross rating points (GRPs)between the groups during the course of the test period?

Advertising watchability emphasizes that an effective,impactful commercial must be _____.

The Chicago Cubs have extremely loyal fans (consumers)even though they have not won a national championship for over 100 years.This is because they connect with consumers by creating a strong emotional bond.The "Cubs" brand is an example of a(n)_____.

The Bruzzone Research Company provides advertisers with a test of consumer recognition of radio advertisements.

Which of the following is a conclusion that can be drawn from research with respect to what it takes for television advertising to successfully enhance a brand's sales performance?

Because individuals have little voluntary control over the autonomic nervous system,advertising researchers use changes in _____ to indicate the actual,unbiased amount of arousal resulting from advertisements.

Using self-report measurement,a researcher uses cartoon-like characters to represent different emotions and emotional states,and asks respondents to select the cartoon character depicting the emotional state that best reflects their emotional reaction to an advertisement.This is an example of _____ self-reports.