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37) With regard to copytesting, the current thought by a number of marketing professionals is
that the test:
A) favors affective approaches over rational approaches.
B) inspires creativity.
C) is necessary primarily because of the issue of accountability.
D) is not really useful, but necessary because of demands of creatives.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-3
38) With regard to copytesting, all of the following criticisms have recently been voiced except:
A) copytests stifle creativity that is needed to produce ads that stand out.
B) copytests favor emotional approaches in advertising.
C) copytests tend to lead to ads about product benefits that are believable and understandable to a
focus group.
D) members of focus groups know little about creativity and are not legitimate judges of creative
advertising.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-3
39) Which method may use a computer joystick to test emotional reactions to an ad?
A) A warmth monitor
B) Cognitive neuroscience
C) Copytesting
D) Ad tracking research
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
11
40) Warmth monitors are an example of:
A) an emotional reaction test.
B) copytesting.
C) ad tracking research.
D) cognitive neuroscience.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
41) In measuring emotions, researchers could use questions to inquire about emotional reactions
to an ad. An alternative method would be to use:
A) copytesting.
B) ad tracking research.
C) warmth monitors.
D) test marketing.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-3
42) Which of the following measures physiological reactions to advertisements and marketing
messages?
A) Recall tests
B) Advertising tracking research
C) Biometric measures
D) Test marketing
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
43) Biometric measures evaluate:
A) data about a person's heartbeat, perspiration levels, respiration, and body movements.
B) data about a person's attitudinal changes.
C) changes in sales after exposure to an emotional advertisement.
D) increases in verbal responses to questions posed in focus groups.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
12
44) Cognitive neuroscience has the capability of showing all of the following except:
A) physiological reactions to an advertisement.
B) behavioral intentions.
C) where brain activity occurs and, to a certain degree, the level of activity.
D) where a person focuses on an advertisement.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
45) Cognitive neuroscience measures:
A) impulse buying.
B) brain electricity.
C) dilation of a person's pupil.
D) perspiration.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
46) Brain-image measurement is part of:
A) ad tracking research.
B) emotional reaction tests.
C) copytesting.
D) cognitive neuroscience.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
47) Of the following methods of evaluating advertising, the one that is the most difficult to fake
by respondents would be:
A) advertising tracking research.
B) copytesting.
C) cognitive neuroscience.
D) emotional reaction tests.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-3
48) Cognitive neuroscience cannot measure:
13
A) physiological reactions to an advertisement.
B) behavioral intentions.
C) intensity of emotions.
D) positive and negative emotions.
Question Tag: Definition (Concept)
Objective: 15-3
49) Evaluation or testing of advertising communications can occur at any stage of the
development process.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
50) A storyboard is a series of pictures providing an overview of the structure of a website
design.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
51) While advertising and marketing can be evaluated prior to production, most advertising
agencies do little pretesting primarily due to unreliable results.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-3
52) Advertising tracking research examines ads that have been launched.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
14
53) Advertising tracking research provides a general measure of the effect of the media weight,
the effectiveness of the media buys, and a measure of the media audience's profile.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
54) Advertising tracking research can measure both unaided and aided brand awareness as well
as brand recognition.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
55) In addition to tracking television advertising, ad tracking can be used to examine online
banner ads.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 15-3
56) Advertising tracking by companies such as Nielsen IAG can indicate how well an
advertisement performs compared to competing brands.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
57) Copytesting by companies such as Nielsen IAG indicates how well an advertisement
performed compared to previous campaigns.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 15-3
15
58) Advertising tracking research can show when "wear-out" begins to occur and when an
advertisement starts to lose its effectiveness.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-3
59) Advertising tracking services offer the advantage of providing diagnostics that allow an
advertising agency to understand why an ad did not perform well.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-3
60) Although it is cheaper to copytest online rather than using traditional methods, it takes longer
to conduct the test and obtain results.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 15-3
61) A copytest is used when the marketing piece is finished or is in the final stages of
development.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
62) A portfolio test is a display of television advertisement in a theater.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
63) A portfolio test is often used for copytesting of print ads.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
16
64) A theater test is a display of television advertisements shown together in a theater.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
65) A theater test can be used to study a print advertisement from a billboard or the side of a bus.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
66) The use of the internet for copytesting is quickly replacing both the portfolio and theater
tests.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
67) Copytesting conducted online offers agencies a measure of an advertisement's potential when
the copytest receives a viewer's complete attention.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-3
68) Copytesting can measure how well an advertisement communicates, the persuasiveness of
the ad, and how likely a person would be to make a purchase.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 15-3
17
69) In addition to copytesting, many advertising research firms such as Millward Brown also
provide advertising agencies with emotional reaction charts that show how viewers feel about an
advertisement as they are watching it.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
70) In ad tracking research, advertising agencies often ask open-ended questions of respondents
to learn what respondents are thinking.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 15-3
71) While some marketing professionals do not favor copytesting, the majority think it is
necessary because without it, creativity is stifled.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
72) Due to demands for increased accountability, advertising professionals continue to use
copytesting, even though they may not believe it is an effective method for evaluating ads.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
73) Measuring emotional reactions to ads is important because ads that elicit negative emotions
are more likely to be remembered.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 15-3
18
74) Biometric research measures physiological or physical responses to advertising.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
75) Biometric research measures psychological responses, such as attitudinal changes.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
76) Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain
activity imaging.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
77) A physiological arousal test, such as cognitive neuroscience, may provide a better indicator
of a person's true response to a controversial advertisement, when compared to other methods
such as copytesting.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-3
78) The power of cognitive neuroscience is that it reveals psychological reactions to ads and
marketing messages.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
19
79) The latest cognitive neuroscience technology offered by firms such as EmSense measures not
only brain waves, but also monitors breathing, heart rate, blinking, and skin temperature.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
80) Many advertising researchers believe that emotional reaction tests to ads are more accurate
than physiological arousal tests because emotional reactions cannot be easily faked.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-3
81) Cognitive neuroscience measures brain activity and brain waves.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
82) The real advantage of cognitive neuroscience to marketers is that it enables marketers to
understand how information is processed, where it is being processed in the brain, and how the
individual reacts to an ad or marketing piece.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-3
83) What are the three major categories of message evaluation?
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-3
20
