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Chapter 18 - Measuring the Effectiveness of the Promotional Program

Chapter 18

Measuring the Effectiveness of the Promotional Program

True / False Questions

1. Measuring the effects of advertising does not just save money but it helps the firm maximize its investment. True False

2. One of the main reasons marketers do not measure the effectiveness of promotional activities is the loss of first mover advantages. True False

3. Laboratory tests make use of pupil dilation, eye tracking, or galvanic skin response. True False

4. Testing bias occurs when people scrutinize the ads much more closely than they would in normal situations. True False

5. One major disadvantage of field test is the lack of realism. True False

6. Concept testing is a method of pretesting finished ads. True False

7. To be effective, readability test should be used only in conjunction with other pretesting methods. True False

8. Testing of ads is required even after the ad and/or the campaign has been implemented. True False

9. The recall scores of emotional ads are usually lower when compared to the recall scores of thinking ads. True False

10. The major advantage of day-after recall tests is realism. True False

11. Pretesting of ads is effective in terms of both the actual cost outlay and opportunity costs. True False

Multiple Choice Questions

12. Marketers should assess advertising effectiveness measures in order to: A. determine the break-even point for total costs of advertising. B. create data for marginal cost pricing strategies. C. determine if advertising objectives are achieved. D. make sure advertising supported middlemen. E. ensure all kinds of promotional techniques are used.

13. Which of the following is an argument against measuring advertising effectiveness? A. Costs in terms of time and money B. The absence of top management support C. The need to give autonomy to those who control advertising D. Accountability E. Decrease in advertising efficiency

14. Commercials for ‘SleepComfort' mattresses used Lindsey Wagner (star of The Bionic Woman, a popular TV show in the 1970s). If the mattress manufacturer wanted to test how effective she was at reaching the company's target market, it would evaluate: A. source factors. B. feedback mechanisms. C. message variables. D. budgeting decisions. E. media strategies.

15. Commercials for ‘SleepComfort' mattresses used Lindsey Wagner (star of The Bionic Woman, a popular TV show in the 1970s) and deals with the problem that many people do not get enough sleep. If the mattress manufacturer wanted to test how effectively the cable networks that ran the ad reached its target market, it would evaluate: A. source factors. B. feedback mechanisms. C. message variables. D. budgeting decisions. E. media strategies.

16. The vehicle option source effect refers to the: A. different reach and frequency provided by different media vehicles. B. the fact that people perceive ads differently depending on their context. C. responses that come from using a flighting, pulsing, or continuity strategy. D. opportunity costs of the various media vehicles that are not chosen. E. battle between budget constraints and creative options.

17. The _____ effect explains the different impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another. A. halo B. recency C. stimulus-response D. vehicle option source E. vehicle context

18. When Madison saw a television ad for a large retail chain of jewelry stores, she was impressed with the money-back guarantee that the company gave on all of its jewelry. But later when Madison heard the identical audio portion of the ad on the radio, she was unimpressed with the guarantee. This differing perception of ads as a result of the medium in which they appear is caused by the _____ effect. A. halo B. recency C. stimulus-response D. vehicle option source E. vehicle context

19. Advertising testing methods such as association measures, tracking studies and inquiry tests are examples of: A. single-source, real-world methods. B. post-test, field methods. C. laboratory, pretest methods. D. single source, posttest laboratory methods. E. pretest field methods.

20. Consumer juries and portfolio tests are examples of: A. single-source, real-world methods. B. post-test, field methods. C. laboratory pretest methods. D. single source, posttest laboratory methods. E. pretest field methods.

21. Which of the following is a pretest method for measuring advertising effectiveness that is conducted in a laboratory setting? A. Recognition tests B. Single-source systems C. Association measures D. Physiological measures E. Inquiry tests

22. Which of the following is used in field post testing of ad effectiveness? A. Readability tests B. Consumer juries C. Portfolio tests D. Recognition tests E. Physiological measures

23. Which of the following is a posttest classification used for measuring advertising effectiveness? A. Concept tests B. Portfolio tests C. Recognition tests D. Physiological measures E. Readability tests

24. Test measures of an ad's effectiveness are classified as: A. internal or external. B. physiological and psychological. C. posttesting or pretesting. D. individual or group. E. broadcast or print.

25. _____ are measures taken before the campaign is implemented; _____ occur after the ad or commercial has been in the field. A. Physiological tests; concept tests B. Pretests; posttests C. Inquiry tests; portfolio tests D. On-air tests; off-air tests E. Recognition tests; consumer juries

26. _____ may occur at a number of points, from as early on as idea generation to rough execution to testing the final version before implementing it. A. Recognition tests B. Pretests C. On-air tests D. Recall tests E. Association measures

27. _____ testing takes place at the earliest stage of the development for either a print ad or a broadcast commercial. A. Functional B. Concept C. Elementary D. Product E. Brainstorm

28. The advantages associated with pretesting include: A. the successful communicative abilities of most mockups and storyboards. B. the ability to use finely tuned mockups and storyboards in the testing process. C. the absence of time delays. D. relatively inexpensive feedback. E. speeds up the process of new product introduction.

29. Commercials and print ads are post-tested to: A. gain relatively inexpensive feedback. B. avoid the use of surveys. C. determine if a campaign is accomplishing the objectives sought. D. determine if the organization's mission statement needs to be modified. E. locate new product ideas.

30. Posttesting is designed to: A. act as a benchmark for when to begin the situation analysis. B. check the impact of positioning statements. C. determine if the campaign accomplished the objectives sought. D. determine what psychological factors will influence ad perception. E. avoid problems associated with selective perception.

31. The fact that people in market research lab setting looking at ad mockups may look at an ad more closely than they might look at it if it was included in a magazine that was delivered to their home is an example of a(n): A. vision myopic perception. B. testing bias. C. environmental proclivity. D. perceptual propensity. E. myopic bias.

32. In _____ tests, people are brought to a particular location where they are shown ads and/or commercials. The testers either ask questions about them or measure participants' responses by other methods—for example, pupil dilation, eye tracking, or galvanic skin response. A. field B. ground C. laboratory D. closed E. recognition

33. Laboratory methods of testing for advertisement effectiveness generally offer high _____ but low ____. A. control; realism B. external validity; internal validity C. control; costs D. generalization; costs E. costs; value

34. Disadvantages associated with laboratory tests include: A. lack of control of environmental variables. B. lack of realism. C. the expense associated with collecting feedback information. D. a loss of specificity. E. the way it eliminates competitive intelligence gathering opportunities.

35. One major disadvantage of laboratory tests is the lack of realism. Perhaps the greatest effect of this lack of realism is ____. A. high costs B. a testing bias C. less control D. distraction due to noise E. perceptual propensity

36. The primary difference between a laboratory experiment and a field experiment is that in a field experiment, the researcher: A. has less control over extraneous independent variables. B. has the ability to achieve greater internal validity. C. has control of all independent variables. D. uses a totally different set of procedures. E. lacks realism.

37. _____ tests are tests of the ad or commercial under natural viewing situations, complete with the realism of noise, distractions, and the comforts of home. A. Concept B. Readability C. Rough D. Field E. Portfolio

38. An advantage offered by field test measures is: A. greater control of synergistic forces. B. more realistic testing conditions. C. the ability to avoid competitive intelligence gathering. D. low costs. E. the ability to isolate the causes of the viewers' evaluations.

39. In a field test, the firm: A. makes a final assessment of an ad before committing any money to media. B. sacrifices control in order to assess the ad's real world impact. C. evaluates the ability of the ad to communicate key issues correctly. D. obtains quick and inexpensive feedback about the ad's impact. E. sacrifices realism in order to gain more control.

40. The set of principles adopted by large advertising agencies to improve preparation and testing of ads is referred to as: A. Positioning Advertising Copy Testing (PACT). B. Post-Advertising Commercial Testing (PACT). C. Promotional Advertising Content Testing (PACT). D. Pre-Advertising Commercial Testing (PACT). E. Principles of Advertising Consumer Testing (PACT).

41. _____ is defined as research "which is undertaken when a decision is to be made about whether advertising should run in the marketplace." A. Concept testing B. Copy testing C. Observational research D. Market testing E. Posttesting

42. The principles of Positioning Advertising Copy Testing (PACT) state that a good copy testing system will: A. use a single measure of a single dependent variable to ensure clarity of interpretation. B. provide measurements that are relevant to the objectives of the advertising. C. evaluate responses at a single level of the hierarchy of effects. D. test alternative executions at various stages of completion. E. measure needs satisfaction levels proposed by each ad under consideration.

43. Which of the following is one of the nine principles of Positioning Advertising Copy Testing (PACT)? A. Provide measurements that are relevant to the objectives of the advertising. B. Realize that the copy should be valid and that reliability may be too costly to guarantee. C. Provide controls to increase the biasing effects of the ad content. D. Use a convenience sample. E. Realize that a single measurement is adequate to assess an ad's performance.

44. In order to help Americans prepare for a terrorist attack, the U.S. Department of Homeland Security used a new $1.2 million advertising campaign involving both print and broadcast media. Prior to the development of the advertisements, the department conducted concept tests with small groups of eight to ten average U.S. citizens from New York City, Kansas City, Los Angeles and elsewhere who gave their opinions on what the ads should contain and how the message should be delivered. This is an example of: A. post-testing through focus groups. B. pretesting through mall intercepts. C. field testing through the use of single-source data. D. pretesting through focus groups. E. the Delphi method of testing advertising effectiveness.

45. _____ is conducted very early in the campaign development process in order to explore the targeted consumer's response to a potential ad or campaign or have the consumer evaluate advertising alternatives. A. Post-testing B. Concept testing C. Recognition testing D. Copy testing E. Recall testing

46. Which of the following is the methodology that a manufacturer of computer game software could use to test the concepts being used to create an ad to appeal to preteens? A. A split-run test B. A storyboard C. The Delphi technique D. Computer simulation E. A focus group

47. Most television commercials are designed so that they could be readily understood by viewers with a 12th grade education. Which of the following measures should be used to test an ad to see if it met this criterion? A. Recognition tests B. Day-after recall C. Comprehension and reaction D. Tracking studies E. Physiological measures

48. The _____ tests are used in order to determine whether the ad or commercial conveys the meaning intended. A. day-after recall B. recognition C. inquiry D. comprehension E. portfolio

49. The _____ is a technique used to evaluate the probable success of an ad by groups of individuals. The individuals are asked to rate a selection of layouts or copy versions presented in paste-ups on separate sheets. A. starch recognition method B. day-after recall method C. comprehension and recognition test D. consumer jury E. split-run test

50. To try to help Americans prepare for a terrorist attack, the U.S. Department of Homeland Security used a $1.2 million advertising campaign involving both print and broadcast media. Prior to producing the finished commercials, people to whom the message was targeted were asked to look at a succession of photos and to give their reactions to the message delivered by the photos. In other words, people were asked to look at: A. photomatic rough. B. animatic rough. C. still motion animation. D. still-action animatic. E. panning frames of animatics.

51. _____ is a rough commercial test in which a succession of drawings and/or cartoons is shown to the receiver. A. Animatic rough testing B. Photomatic rough testing C. Live-action rough testing D. Finished product testing E. Single source testing

52. Participants in a consumer panel rated all aspects of an ad based on the popularity of the product being advertised as being good. This is referred to as a _____ effect. A. halo B. recency C. stimulus-response D. visual option source E. contextual

53. Sometimes participants rate an ad good on all characteristics because they like a few and overlook specific weaknesses. This tendency, called the _____ effect, distorts the ratings and defeats the ability to control for specific components. A. halo B. recency C. stimulus-response D. visual option source E. contextual

54. One of the flaws associated with the consumer jury method of pretesting an ad is: A. high costs. B. the potential for ad erosion. C. the potential for the halo effect. D. the groupthink phenomenon. E. lack of control by researchers.

55. _____ is the laboratory method of pretesting ads which exposes a group of respondents to both control and test advertisements presented together in a portfolio. A. The DAR test B. Portfolio testing C. Dummy testing D. The Flesch test E. Commercial testing

56. The portfolio test for ads assumes: A. that the ad that yields the highest recall is the most effective. B. reliability and validity are the most important part of the testing process. C. the consumer will closely scrutinize all ads that he or she sees. D. field and laboratory tests produce the same results. E. there is no contextual different between an animatic rough and a photomatic rough.

57. _____ is a readability test, which examines the average number of syllables per 100 words. A. Portfolio analysis B. Burke's reflections test C. The Flesch formula D. Dummy testing E. Contextual testing

58. The results of readability tests indicate copy is best comprehended when the: A. sentences are long and descriptive. B. words used are vague and evocative. C. words used have no connotations outside their dictionary definitions. D. receiver is unknown. E. words are concrete and familiar.

59. _____ is a method of testing ads by placing them randomly in certain dummy copies of regularly distributed magazines. A. Vehicle source testing B. Burke's reflection test C. A Flesch test D. Dummy advertising vehicle testing E. A contextual test

60. Theater testing: A. is a popular field method of pretesting finished commercials. B. is used to test animatic and photomatic roughs. C. allows the researcher a high level of control over the environment. D. is primarily used in business-to-business marketing. E. is a popular field method of post testing finished commercials.

61. Assume Bayer aspirin wishes to test the relative effectiveness of two alternative spokespersons. Two television commercials featuring the same content but different celebrities are developed. _____ would be the best way to test the relative effectiveness of how well the advertising message is communicated. A. Readability tests B. On-air tests C. Concept tests D. Physiological measures E. Tracking

62. The primary measure used in on-air testing is: A. focus group results. B. portfolio analysis. C. day-after recall scores. D. comprehension and reaction tests. E. consumer jury results.

63. On-air tests of commercials: A. offer the advantages of laboratory testing. B. are neither valid nor reliable. C. use day-after recall as the primary measure. D. is used primarily with concept testing. E. is used for posttesting of commercials.

64. Pupillometrics, electrodermal response and electroencelphalographic measures are all forms of: A. field posttests. B. rational measures of advertising effectiveness. C. single-source field tests. D. physiological measures of advertising effectiveness. E. focus group interaction measures.

65. Physiological measures of advertising effectiveness: A. are the most common methods for evaluating finished commercials in a laboratory setting. B. measure involuntary responses to ads. C. measure the effects of subliminal advertising. D. are only used for pretesting broadcast advertising. E. are neither valid nor reliable.

66. Advertising testing that studies dilation or constriction of the eye in response to stimuli is called: A. the Burke's reflection test. B. Flesch testing. C. the reactive test. D. galvanic eye responses. E. pupillometrics.

67. Galvanic skin response is also known as: A. electrodermal response. B. pupillometrics. C. dermal resolution. D. beta activity. E. alpha activity.

68. _____ measures the skin's resistance or conductance to a small amount of current passed between two electrodes. A. Electrodermal response B. Pupillometrics C. Dermal resolution D. Electroencephalographic E. Cerebral response

69. _____ is a physiological measure of pretesting finished commercials in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye. A. Pupillometrics B. Eye tracking C. Electrodermal response D. Alpha activity E. Hemispheric lateralization

70. National Fruit Product Company, the maker of White House apple products, decided to change its label to emphasize the products' nutritional value. Which of the following physiological measures could have been used to determine which prototype label would most effectively catch a consumer's eye in a supermarket? A. Hemispheric lateralization B. Gamma activity C. Electrodermal response D. Dermal resolution E. Eye tracking

71. One of the newest uses for eye tracking is to determine: A. the effectiveness of online advertising. B. how long an individual has to read an interstate billboard message. C. why certain coupons have higher redemption rates than others. D. the connotations of the colors used in print ads. E. whether an individual is aware of exposure to split-run ads.

72. _____ measures electrical frequencies in the brain as the individual being tested responds to ads he or she is viewing. A. Electrodermal B. Pupillometric C. Electroencephalographic D. A cerebellum metric unit E. Cerebral response

73. One method of testing how consumers relate to an ad and process the information it contains is to measure ____, the degree of brain activation that occurs when they look at the ad. A. electrodermal response B. cerebral response C. beta activity D. alpha activity E. pupillometrics

74. _____ distinguishes between alpha activity in the left and right sides of the brain and is used to determine how an ad is affecting the mental processes of the individual viewing it. A. Cerebral response testing B. Gamma activity C. Pupillometrics D. Beta activity E. Hemispheric lateralization

75. An example of _____ would be a test of two different ads for Morton's salt. One ad contained ideas extending the use of salt beyond the kitchen, and the other described salt as "The Spice of Life." Both ads were run in alternative copies of the March 2003 issue of Better Homes & Gardens. A. bipolar communications tests B. split-run tests C. dual copy tests D. Flesch tests E. tests of alpha activity

76. _____ tests are complex methods of measuring effectiveness through inquiries in which variations of the ad appear in different copies of the same newspaper or magazine. A. Recall B. Recognition C. Split-run D. Portfolio E. Comprehension

77. BMW has developed two new print ads designed to appeal to women. One ad uses local scenes from around its South Carolina plant and emphasizes the "made in America" aspect. The other ad uses a spokesperson and emphasizes the safety of the car. Which type of ad effectiveness measure should BMW use to test which ad is most effective? A. Split-run testing B. Day-after recall C. Consumer juries D. Physiological measures E. Portfolio tests

78. A "split-run" privilege offered by some print media allows: A. half of an advertisement to be placed in the upper left hand corner of a page and the other half in the lower right hand corner. B. half of an advertisement to be placed on one page and the other half on the page facing it. C. the advertiser to put the same ad in two consecutive issues. D. alternate copies of the same issue to carry different versions of the message. E. an advertiser to buy 50 percent of the back cover position in one issue.

79. The most commonly employed method for post testing print ads is: A. the recognition method. B. focus groups. C. theater testing. D. inquiry testing. E. consumer juries.

80. As designed by Roper Starch Worldwide, the primary advantage offered by the recognition method of post-testing ads is: A. the reliability of its recognition scores. B. false claims of recognition by participants in the test. C. the ability to judge specific aspects of an ad. D. the potential for interviewer bias. E. the validity of the recognition scores.

81. The three principal readership scores of the Starch method are: A. seen-associated, noted, and read most. B. comprehension, retention, and response. C. noted, comprehended, and seen-associated. D. readers per dollar, cost ratios, and CPMs. E. recognition, retention, and comprehension.

82. Which testing method should The Home Depot employ to determine if consumers remember its new advertising campaign slogan? A. Physiological tests B. Comprehension and reaction tests C. Recall tests D. Portfolio tests E. Concept testing

83. Which of the following statements about recall method for testing print ads is true? A. The size of the ad is directly related to the likelihood of its recall. B. The creativity of the ad has no impact on its recall. C. Recall tests are useful when measuring an ad's impact on memory. D. DAR tests are a popular form of post testing used for print ads. E. The process of using recall as a pretesting method differs completely from the process of using recall as a post testing method.

84. The ____ is a technique for measuring advertising effectiveness. With this method, recall of television commercials is the dependent measure. A. Starch recognition method B. Day-After Recall method C. concept test D. consumer jury E. split-run test

85. The day-after recall test would be the most appropriate measure of effectiveness for: A. the back outside cover position of the May issue of Fortune. B. a full-page ad in a trade journal aimed at the supermarket industry. C. a 30-second commercial promoting NCAA football games on the cable channel ESPN. D. a transit ad on the back of the envelope that contains airplane tickets. E. an aerial ad by McDonald's.

86. Which of the following is associated with the Day-after-Recall test? A. Eye tracking test B. Burke test C. Flesch test D. Galvanic skin response test E. Bingo cards

87. An advertiser that wanted to gather _____ could ask participants in a research program to choose a brand of athletic shoe they would like to win and then ask the same question later after the participants have been exposed to ads for various brands of athletic shoes. A. physiological measures B. alpha activity C. persuasive measures D. measures of the hierarchy of effects E. beta activity

88. A measure of a commercial's _____ is gathered by asking consumers to choose a brand that they would want to win in a drawing and then—after exposure to the ad—ask the question again. A. physiological effectiveness B. persuasive effectiveness C. alpha activity D. beta activity E. sociological effectiveness

89. Brown & Williamson tobacco company created an IMC program for Kool cigarettes, which focused on the brand's multicultural strengths. The campaign was initially run only in Hawaii and then slightly modified after posttest results were gathered and analyzed. Brown & Williamson used: A. test marketing. B. persuasive measures. C. comprehensive measures. D. psychological measures. E. single-source tracking.

90. _____ traces the behaviors of consumers from the television set to the supermarket checkout counter. It can be used to pretest and to posttest advertising effectiveness. A. Contextual testing B. The Starch test C. The Burke follow-up test D. Single-source tracking E. Bipolar tracking

91. _____ takes posttest measures of an advertising campaign's effectiveness at regular intervals. A. In-depth interviews B. Tracking studies C. Recognition tests D. Recall tests E. Consumer juries

92. _____ have been used to measure the effects of advertising on awareness, recall, interest, and attitudes toward the ad and/or brand as well as purchase intentions at regular intervals. A. In-depth interviews B. Tracking studies C. Recognition tests D. Recall tests E. Consumer juries

93. If the manufacturer of Jeep is interested in measuring consumers' movement through the adoption hierarchy, it should employ which of the following ad effectiveness measures? A. Ad tracking B. Day-after recall tests C. Concept testing D. Recognition test E. Portfolio testing

94. Actimel is a dairy-based probiotic supplemental beverage made by Dannon. Originally, it was sold in organic food stores and only promoted in natural health magazines. The company has recently embarked on an extensive advertising campaign to promote the product to a larger health-conscious market. First, Dannon needs to explain to the general public the benefits of the product, and then it needs to create brand awareness. To determine the long-term effects of its campaign Dannon could most effectively use: A. day-after recall tests. B. tracking studies. C. Starch recognition tests. D. on-air tests. E. split-run tests.

95. One of the primary benefits inherent in using tracking studies to measure ad effectiveness is: A. high level of efficiency. B. low cost. C. the ability to tailor the measures to each campaign or situation. D. its timeliness. E. the speed with which results can be gathered and tabulated.

96. Good tests of advertising effectiveness must address the nine principles established by PACT. One of the easiest ways to do this is to follow a decision sequence model. The first step in the model is to: A. understand the appropriate research. B. create a model that uses multiple measures. C. establish communication objectives. D. the decision whether to use posttests or pretests. E. develop a consumer response model.

97. _____ can be classified as those that monitor the quantity and nature of the media coverage obtained for the sponsored event and those that estimate direct and indirect audiences. A. Recall tests B. Exposure methods C. Tracking measures D. Inquiry tests E. Recognition tests

98. When Caterpillar decided to sponsor a NASCAR driver and racing team, its advertising department measured the effectiveness of the event by counting the references to the Caterpillar car and driver in newspapers, magazines, and on television and radio news. Which method is Caterpillar using in this example? A. Laboratory post testing B. Field pretesting C. Comprehension and reaction tests D. Exposure methods E. "Top of mind" awareness

99. The first step in measuring the effectiveness of event sponsorship is to: A. set qualitative goals. B. build evaluation methods into the sponsorship strategy. C. narrowly define the objectives for the event with specific details. D. redefine the organization's objectives in terms of its marketing communications. E. measure the implementation and results against predetermined benchmarks.

100. A number of studies have been implemented to determine the combined effects of two or more media. Most of these studies have demonstrated: A. that television advertising is still the best media option. B. the impact of the Internet on radio advertising is high. C. a higher effectiveness when multiple media are employed. D. that overlap and inconsistent reach minimize the impact of multiple media simultaneously. E. that only one media should be used for advertising.

Chapter 18 Measuring the Effectiveness of the Promotional Program Answer Key

True / False Questions

1. (p. 603) Measuring the effects of advertising does not just save money but it helps the firm maximize its investment. TRUE

If the advertising and promotions program is not accomplishing its objectives, not only is the money spent lost but so too is the potential gain that could result from an effective program. Thus, measuring the effects of advertising does not just save money. It also helps the firm maximize its investment.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Reasons to Measure Effectiveness

2. (p. 607) One of the main reasons marketers do not measure the effectiveness of promotional activities is the loss of first mover advantages. TRUE

One reason given for not testing is a lack of time. Managers believe they already have too much to do and just can't get around to testing, and they don't want to wait to get the message out because they might miss the window of opportunity.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Reasons Not to Measure Effectiveness

3. (p. 610) Laboratory tests make use of pupil dilation, eye tracking, or galvanic skin response. TRUE

In laboratory tests, people are brought to a particular location where they are shown ads and/or commercials. The testers either ask questions about them or measure participants' responses by other methods—for example, pupil dilation, eye tracking, or galvanic skin response.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-02 To know the various measures used in assessing promotional program effectiveness. Topic: Where to Test

4. (p. 610) Testing bias occurs when people scrutinize the ads much more closely than they would in normal situations. TRUE

The major disadvantage of laboratory testing is the lack of realism. Perhaps the greatest effect of this lack of realism is a testing bias. When people are brought into a lab, they may scrutinize the ads much more closely than they would at home.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 18-02 To know the various measures used in assessing promotional program effectiveness. Topic: Where to Test

5. (p. 610) One major disadvantage of field test is the lack of realism. FALSE

Field tests are tests of the ad or commercial under natural viewing situations, complete with the realism of noise, distractions, and the comforts of home.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 18-02 To know the various measures used in assessing promotional program effectiveness. Topic: Where to Test

6. (p. 611) Concept testing is a method of pretesting finished ads. FALSE

Concept testing is conducted very early in the campaign development process in order to explore the targeted consumer's response to a potential ad or campaign or have the consumer evaluate advertising alternatives. The material to be evaluated may be just a headline or a rough sketch of the ad.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-02 To know the various measures used in assessing promotional program effectiveness. Topic: Concept Generation and Testing

7. (p. 616) To be effective, readability test should be used only in conjunction with other pretesting methods. TRUE

To be effective, readability test should be used only in conjunction with other pretesting methods.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-02 To know the various measures used in assessing promotional program effectiveness. Topic: Pretesting of Finished Ads

8. (p. 619) Testing of ads is required even after the ad and/or the campaign has been implemented. TRUE

The fact that the ad and/or campaign has been implemented does not mean there is no longer a need for testing.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-02 To know the various measures used in assessing promotional program effectiveness. Topic: Market Testing of Ads

9. (p. 624) The recall scores of emotional ads are usually lower when compared to the recall scores of thinking ads. TRUE

Thinking messages may be easier to recall than emotional communications, so recall scores for emotional ads may be lower.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 18-02 To know the various measures used in assessing promotional program effectiveness. Topic: Market Testing of Ads

10. (p. 625) The major advantage of day-after recall tests is realism. TRUE

The major advantage of day-after recall tests is that they are field tests. The natural setting is supposed to provide a more realistic response profile.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-02 To know the various measures used in assessing promotional program effectiveness. Topic: Market Testing of Ads

11. (p. 629) Pretesting of ads is effective in terms of both the actual cost outlay and opportunity costs. TRUE

From a cost standpoint—both actual cost outlays and opportunity costs—pretesting makes sense.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-03 To understand the requirements of proper effectiveness research. Topic: Essentials of Effective Testing

Multiple Choice Questions

12. (p. 604) Marketers should assess advertising effectiveness measures in order to: A. determine the break-even point for total costs of advertising. B. create data for marginal cost pricing strategies. C. determine if advertising objectives are achieved. D. make sure advertising supported middlemen. E. ensure all kinds of promotional techniques are used.

Research should address whether the strategy delivers the stated objectives and how appropriate the measures used to make this assessment are.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Reasons to Measure Effectiveness

13. (p. 606) Which of the following is an argument against measuring advertising effectiveness? A. Costs in terms of time and money B. The absence of top management support C. The need to give autonomy to those who control advertising D. Accountability E. Decrease in advertising efficiency

Perhaps the most commonly cited reason for not testing (particularly among smaller firms) is the expense. Good research can be expensive, in terms of both time and money.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Reasons Not to Measure Effectiveness

14. (p. 608) Commercials for ‘SleepComfort' mattresses used Lindsey Wagner (star of The Bionic Woman, a popular TV show in the 1970s). If the mattress manufacturer wanted to test how effective she was at reaching the company's target market, it would evaluate: A. source factors. B. feedback mechanisms. C. message variables. D. budgeting decisions. E. media strategies.

In order to find out whether the spokesperson being used is effective and how the target market will respond to him or her, a firm should test the source factors.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: What to Test

15. (p. 608) Commercials for ‘SleepComfort' mattresses used Lindsey Wagner (star of The Bionic Woman, a popular TV show in the 1970s) and deals with the problem that many people do not get enough sleep. If the mattress manufacturer wanted to test how effectively the cable networks that ran the ad reached its target market, it would evaluate: A. source factors. B. feedback mechanisms. C. message variables. D. budgeting decisions. E. media strategies.

Research may be designed in an attempt to determine which media class (for example, broadcast versus print), subclass (newspaper versus magazines), or specific vehicles (which newspapers or magazines) generate the most effective results.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: What to Test

16. (p. 608) The vehicle option source effect refers to the: A. different reach and frequency provided by different media vehicles. B. the fact that people perceive ads differently depending on their context. C. responses that come from using a flighting, pulsing, or continuity strategy. D. opportunity costs of the various media vehicles that are not chosen. E. battle between budget constraints and creative options.

The vehicle option source effect is "the differential impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another." People perceive ads differently depending on their context.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: What to Test

17. (p. 608) The _____ effect explains the different impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another. A. halo B. recency C. stimulus-response D. vehicle option source E. vehicle context

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: What to Test

18. (p. 608) When Madison saw a television ad for a large retail chain of jewelry stores, she was impressed with the money-back guarantee that the company gave on all of its jewelry. But later when Madison heard the identical audio portion of the ad on the radio, she was unimpressed with the guarantee. This differing perception of ads as a result of the medium in which they appear is caused by the _____ effect. A. halo B. recency C. stimulus-response D. vehicle option source E. vehicle context

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: What to Test

19. (p. 609) Advertising testing methods such as association measures, tracking studies and inquiry tests are examples of: A. single-source, real-world methods. B. post-test, field methods. C. laboratory, pretest methods. D. single source, posttest laboratory methods. E. pretest field methods.

Advertising testing methods such as association measures, tracking studies and inquiry tests are examples of post-test, field methods (Refer to Figure 18-3).

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: When to Test

20. (p. 609) Consumer juries and portfolio tests are examples of: A. single-source, real-world methods. B. post-test, field methods. C. laboratory pretest methods. D. single source, posttest laboratory methods. E. pretest field methods.

Consumer juries and portfolio tests are examples of laboratory pretest methods (Refer to Figure 18-3).

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: When to Test

21. (p. 609) Which of the following is a pretest method for measuring advertising effectiveness that is conducted in a laboratory setting? A. Recognition tests B. Single-source systems C. Association measures D. Physiological measures E. Inquiry tests

Physiological measure is a pretest method for measuring advertising effectiveness that is conducted in a laboratory setting (Refer to Figure 18-3).

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: When to Test

22. (p. 609) Which of the following is used in field post testing of ad effectiveness? A. Readability tests B. Consumer juries C. Portfolio tests D. Recognition tests E. Physiological measures

Recognition tests are used in field post testing of ad effectiveness (Refer Figure 18-3).

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: When to Test

23. (p. 609) Which of the following is a posttest classification used for measuring advertising effectiveness? A. Concept tests B. Portfolio tests C. Recognition tests D. Physiological measures E. Readability tests

Recognition tests are used in field post testing of ad effectiveness (Refer to Figure 18-3).

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: When to Test

24. (p. 609) Test measures of an ad's effectiveness are classified as: A. internal or external. B. physiological and psychological. C. posttesting or pretesting. D. individual or group. E. broadcast or print.

A variety of pretests and posttests are available to the marketer, each with its own methodology designed to measure some aspect of the advertising program.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: When to Test

25. (p. 609) _____ are measures taken before the campaign is implemented; _____ occur after the ad or commercial has been in the field. A. Physiological tests; concept tests B. Pretests; posttests C. Inquiry tests; portfolio tests D. On-air tests; off-air tests E. Recognition tests; consumer juries

Pretests are measures taken before the campaign is implemented; posttests occur after the ad or commercial has been in the field.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: When to Test

26. (p. 609) _____ may occur at a number of points, from as early on as idea generation to rough execution to testing the final version before implementing it. A. Recognition tests B. Pretests C. On-air tests D. Recall tests E. Association measures

Pretests may occur at a number of points, from as early on as idea generation to rough execution to testing the final version before implementing it.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: When to Test

27. (p. 609) _____ testing takes place at the earliest stage of the development for either a print ad or a broadcast commercial. A. Functional B. Concept C. Elementary D. Product E. Brainstorm

Concept testing may take place at the earliest development of the ad or commercial, when little more than an idea, basic concept, or positioning statement is under consideration.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: When to Test

28. (p. 609) The advantages associated with pretesting include: A. the successful communicative abilities of most mockups and storyboards. B. the ability to use finely tuned mockups and storyboards in the testing process. C. the absence of time delays. D. relatively inexpensive feedback. E. speeds up the process of new product introduction.

The advantage of pretesting is that feedback is relatively inexpensive.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: When to Test

29. (p. 610) Commercials and print ads are post-tested to: A. gain relatively inexpensive feedback. B. avoid the use of surveys. C. determine if a campaign is accomplishing the objectives sought. D. determine if the organization's mission statement needs to be modified. E. locate new product ideas.

Posttesting is designed to determine if the campaign is accomplishing the objectives sought.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: When to Test

30. (p. 610) Posttesting is designed to: A. act as a benchmark for when to begin the situation analysis. B. check the impact of positioning statements. C. determine if the campaign accomplished the objectives sought. D. determine what psychological factors will influence ad perception. E. avoid problems associated with selective perception.

Posttesting is designed to determine if the campaign is accomplishing the objectives sought.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: When to Test

31. (p. 610) The fact that people in market research lab setting looking at ad mockups may look at an ad more closely than they might look at it if it was included in a magazine that was delivered to their home is an example of a(n): A. vision myopic perception. B. testing bias. C. environmental proclivity. D. perceptual propensity. E. myopic bias.

Perhaps the greatest effect of lack of realism is a testing bias. When people are brought into a lab (even if it has been designed to look like a living room), they may scrutinize the ads much more closely than they would at home.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Where to Test

32. (p. 610) In _____ tests, people are brought to a particular location where they are shown ads and/or commercials. The testers either ask questions about them or measure participants' responses by other methods—for example, pupil dilation, eye tracking, or galvanic skin response. A. field B. ground C. laboratory D. closed E. recognition

In laboratory tests, people are brought to a particular location where they are shown ads and/or commercials.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Where to Test

33. (p. 610) Laboratory methods of testing for advertisement effectiveness generally offer high _____ but low ____. A. control; realism B. external validity; internal validity C. control; costs D. generalization; costs E. costs; value

The major advantage of the lab setting is the control it affords the researcher. The major disadvantage is the lack of realism.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Where to Test

34. (p. 610) Disadvantages associated with laboratory tests include: A. lack of control of environmental variables. B. lack of realism. C. the expense associated with collecting feedback information. D. a loss of specificity. E. the way it eliminates competitive intelligence gathering opportunities.

The major advantage of the lab setting is the control it affords the researcher. The major disadvantage is the lack of realism.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Where to Test

35. (p. 610) One major disadvantage of laboratory tests is the lack of realism. Perhaps the greatest effect of this lack of realism is ____. A. high costs B. a testing bias C. less control D. distraction due to noise E. perceptual propensity

The major disadvantage of laboratory tests is the lack of realism. Perhaps the greatest effect of this lack of realism is a testing bias.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Where to Test

36. (p. 610) The primary difference between a laboratory experiment and a field experiment is that in a field experiment, the researcher: A. has less control over extraneous independent variables. B. has the ability to achieve greater internal validity. C. has control of all independent variables. D. uses a totally different set of procedures. E. lacks realism.

The major disadvantage of field tests is the lack of control.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Where to Test

37. (p. 610) _____ tests are tests of the ad or commercial under natural viewing situations, complete with the realism of noise, distractions, and the comforts of home. A. Concept B. Readability C. Rough D. Field E. Portfolio

Field tests are tests of the ad or commercial under natural viewing situations, complete with the realism of noise, distractions, and the comforts of home.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Where to Test

38. (p. 610) An advantage offered by field test measures is: A. greater control of synergistic forces. B. more realistic testing conditions. C. the ability to avoid competitive intelligence gathering. D. low costs. E. the ability to isolate the causes of the viewers' evaluations.

Field tests are tests of the ad or commercial under natural viewing situations, complete with the realism of noise, distractions, and the comforts of home.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Where to Test

39. (p. 610) In a field test, the firm: A. makes a final assessment of an ad before committing any money to media. B. sacrifices control in order to assess the ad's real world impact. C. evaluates the ability of the ad to communicate key issues correctly. D. obtains quick and inexpensive feedback about the ad's impact. E. sacrifices realism in order to gain more control.

Field tests are tests of the ad or commercial under natural viewing situations, complete with the realism of noise, distractions, and the comforts of home. The major disadvantage of field tests is the lack of control. It may be impossible to isolate causes of viewers' evaluations. Thus, realism is gained at the expense of other important factors.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Where to Test

40. (p. 611) The set of principles adopted by large advertising agencies to improve preparation and testing of ads is referred to as: A. Positioning Advertising Copy Testing (PACT). B. Post-Advertising Commercial Testing (PACT). C. Promotional Advertising Content Testing (PACT). D. Pre-Advertising Commercial Testing (PACT). E. Principles of Advertising Consumer Testing (PACT).

Twenty-one of the largest U.S. ad agencies have endorsed a set of principles aimed at "improving the research used in preparing and testing ads, providing a better creative product for clients, and controlling the cost of TV commercials." This set of nine principles, called PACT (Positioning Advertising Copy Testing).

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: How to Test

41. (p. 611) _____ is defined as research "which is undertaken when a decision is to be made about whether advertising should run in the marketplace." A. Concept testing B. Copy testing C. Observational research D. Market testing E. Posttesting

PACT (Positioning Advertising Copy Testing), defines copy testing as research "which is undertaken when a decision is to be made about whether advertising should run in the marketplace."

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: How to Test

42. (p. 611) The principles of Positioning Advertising Copy Testing (PACT) state that a good copy testing system will: A. use a single measure of a single dependent variable to ensure clarity of interpretation. B. provide measurements that are relevant to the objectives of the advertising. C. evaluate responses at a single level of the hierarchy of effects. D. test alternative executions at various stages of completion. E. measure needs satisfaction levels proposed by each ad under consideration.

One of the nine principles of good copy testing is to provide measurements that are relevant to the objectives of the advertising (Refer to Figure 18-4).

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: How to Test

43. (p. 611) Which of the following is one of the nine principles of Positioning Advertising Copy Testing (PACT)? A. Provide measurements that are relevant to the objectives of the advertising. B. Realize that the copy should be valid and that reliability may be too costly to guarantee. C. Provide controls to increase the biasing effects of the ad content. D. Use a convenience sample. E. Realize that a single measurement is adequate to assess an ad's performance.

One of the nine principles of good copy testing is to provide measurements that are relevant to the objectives of the advertising (Refer to Figure 18-4).

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: How to Test

44. (p. 611) In order to help Americans prepare for a terrorist attack, the U.S. Department of Homeland Security used a new $1.2 million advertising campaign involving both print and broadcast media. Prior to the development of the advertisements, the department conducted concept tests with small groups of eight to ten average U.S. citizens from New York City, Kansas City, Los Angeles and elsewhere who gave their opinions on what the ads should contain and how the message should be delivered. This is an example of: A. post-testing through focus groups. B. pretesting through mall intercepts. C. field testing through the use of single-source data. D. pretesting through focus groups. E. the Delphi method of testing advertising effectiveness.

One of the more commonly used methods for concept testing is focus groups, which usually consist of 8 to 10 people in the target market for the product. Companies have tested everything from product concepts to advertising concepts using focus groups.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Concept Generation and Testing

45. (p. 611) _____ is conducted very early in the campaign development process in order to explore the targeted consumer's response to a potential ad or campaign or have the consumer evaluate advertising alternatives. A. Post-testing B. Concept testing C. Recognition testing D. Copy testing E. Recall testing

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Concept Generation and Testing

46. (p. 611) Which of the following is the methodology that a manufacturer of computer game software could use to test the concepts being used to create an ad to appeal to preteens? A. A split-run test B. A storyboard C. The Delphi technique D. Computer simulation E. A focus group

One of the more commonly used methods for concept testing is focus groups, which usually consist of 8 to 10 people in the target market for the product.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Concept Generation and Testing

47. (p. 613) Most television commercials are designed so that they could be readily understood by viewers with a 12th grade education. Which of the following measures should be used to test an ad to see if it met this criterion? A. Recognition tests B. Day-after recall C. Comprehension and reaction D. Tracking studies E. Physiological measures

One key concern for the advertiser is whether the ad or commercial conveys the meaning intended. The second concern is the reaction the ad generates. Comprehension and reaction tests are designed to assess these responses.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Rough Art, Copy, and Commercial Testing

48. (p. 613) The _____ tests are used in order to determine whether the ad or commercial conveys the meaning intended. A. day-after recall B. recognition C. inquiry D. comprehension E. portfolio

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Rough Art, Copy, and Commercial Testing

49. (p. 613) The _____ is a technique used to evaluate the probable success of an ad by groups of individuals. The individuals are asked to rate a selection of layouts or copy versions presented in paste-ups on separate sheets. A. starch recognition method B. day-after recall method C. comprehension and recognition test D. consumer jury E. split-run test

The consumer jury method uses consumers' representative of the target market to evaluate the probable success of an ad. Consumer juries may be asked to rate a selection of layouts or copy versions presented in pasteups on separate sheets.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Rough Art, Copy, and Commercial Testing

50. (p. 613) To try to help Americans prepare for a terrorist attack, the U.S. Department of Homeland Security used a $1.2 million advertising campaign involving both print and broadcast media. Prior to producing the finished commercials, people to whom the message was targeted were asked to look at a succession of photos and to give their reactions to the message delivered by the photos. In other words, people were asked to look at: A. photomatic rough. B. animatic rough. C. still motion animation. D. still-action animatic. E. panning frames of animatics.

Photomatic rough includes succession of photographs, real people/scenery, still frames, and simulated movements (Refer to Figure 18-7).

51. (p. 613) _____ is a rough commercial test in which a succession of drawings and/or cartoons is shown to the receiver. A. Animatic rough testing B. Photomatic rough testing C. Live-action rough testing D. Finished product testing E. Single source testing

Animatic rough testing is a rough commercial test in which a succession of drawings and/or cartoons is shown to the receiver (refer figure 18-7).

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Rough Art, Copy, and Commercial Testing

52. (p. 614) Participants in a consumer panel rated all aspects of an ad based on the popularity of the product being advertised as being good. This is referred to as a _____ effect. A. halo B. recency C. stimulus-response D. visual option source E. contextual

Sometimes participants rate an ad good on all characteristics because they like a few and overlook specific weaknesses. This tendency, called the halo effect, distorts the ratings and defeats the ability to control for specific components.

53. (p. 614) Sometimes participants rate an ad good on all characteristics because they like a few and overlook specific weaknesses. This tendency, called the _____ effect, distorts the ratings and defeats the ability to control for specific components. A. halo B. recency C. stimulus-response D. visual option source E. contextual

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Rough Art, Copy, and Commercial Testing

54. (p. 614) One of the flaws associated with the consumer jury method of pretesting an ad is: A. high costs. B. the potential for ad erosion. C. the potential for the halo effect. D. the groupthink phenomenon. E. lack of control by researchers.

One of the flaws associated with the consumer jury method of pretesting an ad is the potential for halo effect.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 18-01 To understand reasons for measuring promotional program effectiveness. Topic: Rough Art, Copy, and Commercial Testing

55. (p. 615) _____ is the laboratory method of pretesting ads which exposes a group of respondents to both control and test advertisements presented together in a portfolio. A. The DAR test B. Portfolio testing C. Dummy testing D. The Flesch test E. Commercial testing

Portfolio tests are a laboratory methodology designed to expose a group of respondents to a portfolio consisting of both control and test ads.