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Multiple Choice Quiz
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1
Which of the following is a one of the reasons given for measuring the effectiveness of advertising?
A)It is an inexpensive method to determine if the advertising objective was achieved.
B)It is relatively easy to isolate the effects caused by advertising from those caused by other elements of the promotional mix.
C)The measurement of effectiveness creates an effective competitive environment for creatives.
D)The standards on what to measure to determine if the advertising was effective are the same in all industries.
E)None of the above statements is a reason given for measuring the effectiveness of advertising.
2
A manufacturer of riding equipment used an Olympic gold medallist in its ads because it believed an equestrian champion shown using its equipment would attract the attention of nonusers. If it were discovered at a later date that the rider had fed his horse some illegal drug to enhance its performance and the Olympic Committee stripped him of his gold medal, the riding equipment manufacturer would have a problem with:
A)vehicle option source effect
B)source factor
C)budgeting decisions
D)message variables
E)decoding issues
3
Which of the following is NOT an example of a field posttest?
A)portfolio tests
B)inquiry tests
C)single-source systems
D)tracking studies
E)recognition tests
4
Conducting evaluative research on advertising is not easy. To simplify the task, twenty-one of the largest advertising agencies in the United States created a set of nine principles called PACT. The acronym PACT stands for:
A)Planning for AIDA Comprehension Test
B)Positioning for Attracting Consumer Targets
C)Product Advertising for Consumer Targets
D)Positioning Advertising Copy Testing
E)Promotional Agenda for Consumer Testing
5
Which of the following statements describes a weakness associated with focus group research?
A)The results are not quantifiable.
B)Cluster samples must be used.
C)Consumers are reluctant to take the roles of experts as required with this type of research.
D)The halo effect of research content produces group bias.
E)All of the above statements describe weaknesses associated with focus group research.
6
A marketer of vitamin and mineral supplements targeted to people over 50 has developed an ad in which it implies that older people who take its supplements have the desire and the vigor to engage in sexual activities in the most unusual places. Using what kind of pretests, would the marketer discover many older people consider the ad offensive?
A)consumer juries
B)recognition and recall tests
C)comprehension and reaction tests
D)readability tests
E)single-source tracking studies
7
A consumer jury has been asked to rate a series of automobile commercials. Many members of the jury grew up during the 1980s and really like heavy metal bands. Only one of the commercials uses a heavy metal sound track. They ranked this commercial as their favorite even though they also admitted that the car was difficult to see in the commercial lighting and the copy was boring. The _____ caused them to like the commercial based on a single attribute.
A)recency effect
B)halo effect
C)iceberg principle
D)theory of commonality
E)perceptual horizon
8
The primary advantage of using a dummy advertising vehicle to pretest finished ads is:
A)its ability to approximate a more natural setting than other testing methods
B)the fact it produces unbiased result
C)its use in conjunction with other tests such as recall and recognition tests.
D)its ability to reliably measure advertising effectiveness
E)its ability to reveal how the ads make readers feel
9
Eye tracking:
A)is a physiological measure
B)can identify strengths and weaknesses of ads
C)has been used to measure the effectiveness of Internet advertising
D)is used to determine which element of the ad is attracting attention
E)is accurately described by all of the above
10
With which type of advertising effectiveness testing are "bingo cards" used?
A)DAR tests
B)theater testing
C)consumer jury tests
D)inquiry tests
E)single-source tracking systems
11
The most popular method of posttesting an ad's effectiveness in the broadcasting industry is:
A)theater testing
B)inquiry tests
C)DAR tests
D)recognition tests
E)physiological measures
12
The advantage of test marketing ads is:
A)realism
B)synergy
C)low costs
D)the absence of problems associated with competitive intelligence
E)longitudinal data
13
For tracking studies to successfully measure an ad's effectiveness,:
A)the competition should be ignored
B)all marketplace events must be assumed to have a neutral effect
C)the research objectives should be properly defined
D)judgment or convenience samples must be used
E)use periodic interviewing--not continuous
14
The two basic methods for measuring the effectiveness of sponsorship are:
A)pre-event and post-event
B)trade-oriented and consumer-oriented
C)tracking measures and inquiry methods
D)exposure-based methods and tracking measures
E)physiological measures during the event and tracking measures after the event





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