Chapter 18

Question 1

reasons to measure effectiveness

Answer 1

• avoid mistakes
• evaluate alternative strategies
• increased advertising efficiency
• see if objectives are achieved

Question 2

reasons effectiveness measures are not taken

Answer 2

• costs
• research problems
• disagree on what to test
• objections of creative department
• time

Question 3

effectiveness measures to test

Answer 3

• source factors
• message variables
• media strategies
• budgeting decisions

Question 4

vehicle option source effect

Answer 4

differential impact of advertising exposure on same audience depending on media option used

Question 5

testing bias

Answer 5

scrutinize ads closer than they would at home

Question 6

field tests

Answer 6

tests under natural viewing situations

Question 7

positioning advertising copy testing (PACT)

Answer 7

improves the research used in preparing and testing ads by providing more creative product for clients and controlling TV commercial costs

Question 8

testing process

Answer 8

concept testing
commercial testing
pretesting finished ads
market testing ads

Question 9

weaknesses in focus groups

Answer 9

• not quantifiable
• sample sizes small
• groupthink

Question 10

comprehension and reaction tests

Answer 10

assess reaction to ensure it is not offensive

Question 11

consumer juries

Answer 11

use consumers representative of the target market to evaluate the probable success of an ad

Question 12

limitations for consumer juries

Answer 12

• consumer may think they are an expert
• number of ads evaluated is limited
• halo efefct

Question 13

halo effect

Answer 13

overall rating is influenced by the judgement on one or few characteristics of the ad

Question 14

portfolio tests

Answer 14

expose group to of control and test ads

Question 15

on air test

Answer 15

commercials inserted into actual TV programs

Question 16

theater testing

Answer 16

invite people to come in and watch pilots

Question 17

pupillometrics

Answer 17

measures dilation of pupils in response to stimuli

Question 18

electrodermal response (EDR)

Answer 18

measures skins resistance to a small amount of current (sweat)

Question 19

electroencephalographic (EEG)

Answer 19

electrical frequencies in brain waves

Question 20

alpha activity

Answer 20

degree of brain activation

Question 21

hemispheric lateralization

Answer 21

distinguishes between alpha activity in the left and right sides of the brain

Question 22

brain scan imagine

Answer 22

examine physiological reactions to ads and brands

Question 23

inquiry tests

Answer 23

measure advertising effectiveness on the basis of inquiries generated from ads

Question 24

split run tests

Answer 24

variations of an ad appear in different copies of the same print medium

Question 25

advantage of recall tests

Answer 25

ability to assess an ad’s impact on memory

Question 26

disadvantage of recall tests

Answer 26

reader’s degree of involvement with the product and/or the appeals and visuals may lead to higher-than-accurate recall scores

Question 27

test marketing

Answer 27

measure advertising effects in specific test markets before leasing them nationally

Question 28

single source tracking methods

Answer 28

track consumer behavior from the television set to the supermarket

Question 29

tracking studies

Answer 29

measure the effects of advertising toward the ad and/or brand and purchase intentions