Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Liveamatics are the closest to a finished commercial,but they do not fully represent the actual settings or talent that will be used in the actual commercial.

Accepted Answer

A) True 
 B)False

Question 3

The demand for accountability 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) True 
 B)False

Question 4

The Starch classification that consists of the percentage of people who remembered having previously seen the advertisement in the issue being studied is known as _____.

Accepted Answer

A)  noted 
B)  associated 
C)  influenced 
D)  read-any 
E)  read-most

Question 5

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

Accepted Answer

A)  share-of-voice 
B)  market-share 
C)  return on investment 
D)  audience 
E)  consumer awareness

Question 6

John participated in research in which the interviewer presented him with a magazine advertisement and asked him if he remembered seeing or reading any part of that particular advertisement.In fact,John told the interviewer that he had actually read all of the written material in that particular ad.Which Starch classification will John's response be placed?

Accepted Answer

A)  noted 
B)  associated 
C)  read any 
D)  read most 
E)  any actions taken

Question 7

There is a single advertising-effectiveness measurement technique that is ideal and appropriate for all occasions.

Accepted Answer

A) True 
 B)False

Question 8

In a Starch analysis,a magazine ad for Absolute vodka received a score of 140.What does this mean?

Accepted Answer

A)  That particular ad scored 140 percent above comparable ads. 
B)  That particular ad scored 40 percent above comparable ads. 
C)  The percentage of respondents who read half or more of the written material in the ad was 40 percent. 
D)  The percentage of respondents who recalled seeing the ad was 40 percent. 
E)  That particular ad is capable of generating market-share gains of 40 percent.

Question 9

Single-source systems are advertising research services that measure consumer recall of advertisements placed in all major media.

Accepted Answer

A) True 
 B)False

Question 10

According to eye tracking methodology,a ______ occurs when the eye gaze moves to another position.

Accepted Answer

A)  fixation 
B)  scanpath 
C)  sequence 
D)  reaction 
E)  saccade

Question 11

Brain imaging applies knowledge from the field of _____ and uses a functional magnetic resonance imaging device (fMRI).

Accepted Answer

A)  biology 
B)  chemistry 
C)  physioscience 
D)  psychology 
E)  neuroscience

Question 12

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

Accepted Answer

A)  storyboard 
B)  animatic 
C)  photomatic 
D)  ripomatic 
E)  liveamatic

Question 13

The Next*TV method tests television commercials in consumers' homes.

Accepted Answer

A) True 
 B)False

Question 14

Which form of message research is concerned with measuring the effects an advertisement may have or has had?

Accepted Answer

A)  secondary 
B)  qualitative 
C)  quantitative 
D)  valid 
E)  reliable

Question 15

Single-source data consists of (1)household demographic information,(2)household purchase behavior,(3)household exposure to (or,more technically,the opportunity to see)new television commercials that are tested under real-world test conditions.

Accepted Answer

A) True 
 B)False

Question 16

Single-source systems of advertising measurement address the critical issue of whether an advertising campaign has actually driven increases in _____ and augmented the brand's market share.

Accepted Answer

A)  brand sales 
B)  consumer awareness 
C)  audience attention 
D)  consumer loyalty 
E)  target market knowledge

Question 17

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

Accepted Answer

A)  media objectives 
B)  scientific understanding 
C)  marketing goals 
D)  consumer response 
E)  a positive brand image

Question 18

When using eye tracking methodology,what information is captures in a scanpath and labeled on the ad being studied?

Accepted Answer

A)  eye gaze pauses 
B)  direction of movement 
C)  length of time 
D)  sequence elements 
E)  All of these are correct.

Question 19

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

Accepted Answer

A)  communicate 
B)  measure 
C)  be creative 
D)  strategize 
E)  be objective

Question 20

GfK MRI's Starch Ad Readership Studies interviews respondents and then classifies them as noted,associated,read-any,read-most,or any action taken readers according to specific definitions.

Accepted Answer

A) True 
 B)False

Exam 17: Measuring Ad Message Effectiveness

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

Liveamatics are the closest to a finished commercial,but they do not fully represent the actual settings or talent that will be used in the actual commercial.

The demand for accountability 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.

The Starch classification that consists of the percentage of people who remembered having previously seen the advertisement in the issue being studied is known as _____.

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

There is a single advertising-effectiveness measurement technique that is ideal and appropriate for all occasions.

In a Starch analysis,a magazine ad for Absolute vodka received a score of 140.What does this mean?

Single-source systems are advertising research services that measure consumer recall of advertisements placed in all major media.

According to eye tracking methodology,a ______ occurs when the eye gaze moves to another position.

Brain imaging applies knowledge from the field of _____ and uses a functional magnetic resonance imaging device (fMRI) .

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

The Next*TV method tests television commercials in consumers' homes.

Which form of message research is concerned with measuring the effects an advertisement may have or has had?

Single-source data consists of (1)household demographic information,(2)household purchase behavior,(3)household exposure to (or,more technically,the opportunity to see)new television commercials that are tested under real-world test conditions.

Single-source systems of advertising measurement address the critical issue of whether an advertising campaign has actually driven increases in _____ and augmented the brand's market share.

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

When using eye tracking methodology,what information is captures in a scanpath and labeled on the ad being studied?

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

GfK MRI's Starch Ad Readership Studies interviews respondents and then classifies them as noted,associated,read-any,read-most,or any action taken readers according to specific definitions.