Chapter 15

Question 1

Methods of measuring affective responses when analyzing advertising or IMC campaigns

Answer 1

-asking about an individuals emotions and feelings after viewing a message
-warmth monitor: subjects move a mouse on a computer while watching an ad, moving one way for warmer and another way for cooler
-biometric research: measures physiological reactions to different moments in ads

Question 2

What does advertising tracking research examine?

Answer 2

-examines the relative impact of a message compared to the competition and over time, specifically by monitoring brand performance and advertising effectiveness

-looks at metrics such as media weight, media buys, quality of message, and execution

*completed by companies such as Nielsen IAG and Millward Brown

Question 3

Unaided brand awareness

Answer 3

Research subjects are shown a brief portion of an ad or a few stills with the brand name removed. Researchers ask the respondents to try to identify the brand being advertised.

Question 4

Aided brand awareness

Answer 4

If the respondent can’t identify the brand, they are given a list of brands and are asked to identify the correct one.

Question 5

When is copytesting most likely to be used?

Answer 5

Used to assess a finished marketing piece or one in the final stages of development

-elicits responses to the main marketing message and the presentation format

Question 6

What does cognitive neuroscience measure

Answer 6

measures brain activity, specifically by tracking the flow and movement of electrical currents in the brain

*can indicate a true response (in copy testing people might edit their responses to be socially acceptable)
*can identify positive and negative emotions and the intensity of the feelings
e.g. can be used to see if a person prefers Diet Coke or Diet Pepsi

Question 7

What is the number one way companies measure how long an individual stays on a website

Answer 7

Dwell time

Question 8

Describe a test market

Answer 8

measure the effects of a campaign in a new country before launching a full scale international effort

-used to assess advertisement, consumer and trade promotions, pricing tactics, and new products
-test site should resemble target population
-can be a few days or a few years
-competitors can respond by offering a promotion in the tested area or by planning a counter-marketing campaign
-can design several versions for different markets (e.g. one site with a promotion)

Question 9

Methods used to evaluate campaign messages

Answer 9

1. Advertising Tracking Research
2. Copytesting
3. Emotional Reaction Tests using Cognitive Neuroscience