978-0133866339 Chapter 15 Part 2

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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

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

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:

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

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

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

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

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

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

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