Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
Which type of research uses tracking studies and test marketing to monitor the way the campaign
is unfolding and how the messages and media are working?
1)
A)
diagnostic research
B)
posttesting research
C)
concurrent research
D)
developmental research
E)
consistency research
2)
A group of commercials that includes the test commercial and competitors’ commercials as well is
called a(n) ________.
2)
A)
clutter reel
B)
picture sort
C)
commercial sort
D)
key concept reel
E)
animatic
3)
Asking a consumer who watched a particular television program, “Do you remember seeing a
commercial for Coke with lime?” is what type of question?
3)
A)
aided recall
B)
recognition
C)
unprompted recall
D)
unaided recall
E)
close–ended
4)
A technique most often used with broadcast media in which random calls are made to individuals
in the target market is known as a(n) ________.
4)
A)
wave analysis
B)
inquiry test
C)
coincidental survey
D)
picture sort
E)
pantry check
5)
An artist’s drawing of the visual idea with a sentence underneath that captures the essence of the
idea is called a(n) ________.
5)
A)
storyboard
B)
key concept card
C)
photoboard
D)
animatic
E)
snap shot
B
6)
Asking consumers to record activities such as brands purchased, brands used for various activities,
brand switches, media usage, exposure to competitive promotion, and the use of coupons uses
which method to collect tracking data?
6)
A)
scanner data
B)
pantry checks
C)
consumer diaries
D)
wave analysis
E)
test marketing
C
C
7)
According to the text, which of the following is NOT a reason for evaluating the effectiveness of the
marketing communication program or campaign?
7)
A)
The stakes in making an advertising misstep are high.
B)
To identify best practices so a brand’s advertising continues to improve.
C)
It is required by most clients.
D)
Reduce the risk by testing, analyzing, tracking performance, and making changes where
possible to increase the performance of the advertising.
E)
All of the above are reasons for evaluating the effectiveness.
8)
Studies that follow the purchase activity of a specific consumer or group of consumers over a
specified period of time are ________.
8)
A)
test market studies
B)
concept tests
C)
inquiry tests
D)
tracking studies
E)
diagnostic tests
9)
Frank is a senior account planner and is in charge of copy testing research. At which stage of a
campaign is copy testing performed?
9)
A)
before an ad or campaign runs
B)
after an ad or campaign has run
C)
while an ad or campaign runs
D)
A and B
E)
A, B, and C
10)
Which of the following compares the effectiveness of various creative ideas?
10)
A)
copy testing
B)
concept testing
C)
moment–by–moment tests
D)
pretesting
E)
diagnostics
11)
Which of the following is a surrogate sales promotion measure to assess the key message effect of
perception?
11)
A)
motivation
B)
brand image
C)
credibility
D)
attention
E)
emotions
D
12)
You received a phone call one evening from a research company that was asking about your
television viewing the night before. After confirming what you did watch the program they asked
about, the researcher then asked you, “Do you remember seeing a commercial for any fast food
restaurants?” You didn’t remember any, so then she asked you, “Do you remember seeing a
commercial for Wendy’s?” Once she said that, you did remember seeing a Wendy’s commercial.
What type of question got you to remember seeing the ad?
12)
A)
aided recall
B)
unaided recall
C)
unprompted recall
D)
recognition
E)
prompted recall
A
B
13)
Which of the following allows the advertiser to tell whether a particular advertisement is above or
below the average for the brand or its product category?
13)
A)
statistical tests
B)
confidence intervals
C)
norms
D)
industry ratios
E)
industry standards
14)
Which of the following is a method used by account planners to collect tracking data?
14)
A)
consumer diaries
B)
pantry tests
C)
attitude tests
D)
wave analysis
E)
all of the above
15)
Evaluation is done through testing, monitoring, and measurement, and measurement ________.
15)
A)
is used to predict results
B)
is done before the ad runs
C)
is required by all advertisers
D)
tracks performance
E)
evaluates results
16)
Which of the following is NOT a surrogate sales measure used to assess the key message effect of
persuasion?
16)
A)
motivation
B)
conviction
C)
credibility
D)
interest
E)
attitudes
17)
As discussed in the “Hands–On” case at the end of the chapter, what was the key to McDonald’s
double–digit sales growth that far outpaced the competition?
17)
A)
improved product
B)
improved advertising
C)
positive publicity
D)
A and B
E)
A, B, and C
18)
The more intrusive the creative technique, the higher the level of ________.
18)
A)
persuasion
B)
sales
C)
recall
D)
irritation
E)
likability
19)
You and your family are part of a consumer panel, and each time you go to the grocery store, you
give the sales clerk your ID number. The research company tracks your purchases, as well as
several other households’ purchases, to determine the extent to which their clients’ advertising
works. What type of research are you participating in?
19)
A)
scanner research
B)
single–source research
C)
optimization research
D)
test marketing
E)
inquiry test
20)
As described in “A Matter of Practice,” the ________ is a measurement dimension that reveals the
hidden structure of audience attention to moving pictures.
20)
A)
wave analysis
B)
flow of attention
C)
content analysis
D)
concept testing
E)
tracking studies
21)
Mini–Case Question. You also conduct a significant amount of research after the ad has been run to
determine if it met its objectives. Which of the following is NOT a posttesting technique?
21)
A)
likability tests
B)
tracking studies
C)
inquiry tests
D)
memory tests
E)
persuasion tests
22)
Sam just finished watching his favorite television show, American Idol, when he received a phone
call asking him a series of questions about an ad he saw during the program. The researcher asked
him what information he got from the ad. What type of research is this an example of?
22)
A)
concept testing
B)
posttesting
C)
tracking study
D)
coincidental survey
E)
moment–by–moment test
23)
Which of the following is the most common measure used to evaluate the effectiveness of sales
promotion?
23)
A)
redemption rates
B)
awareness
C)
response per thousand
D)
sales
E)
response rates
24)
Which type of research evaluates the impact after the campaign is over or after the ad ran?
24)
A)
diagnostic research
B)
posttesting research
C)
developmental research
D)
consistency research
E)
concurrent research
25)
In which type of evaluative research are consumers asked to join a panel and allow their actual
purchases to be tracked?
25)
A)
inquiry tests
B)
memory tests
C)
likability tests
D)
scanner research
E)
persuasion tests
26)
A favorable or unfavorable disposition toward a person, thing, idea, or situation is known as a(n)
________.
26)
A)
viewpoint
B)
intention
C)
attitude
D)
cognition
E)
behavior
27)
A type of memory test in which respondents who have been exposed to a specific media vehicle are
asked to report what advertisements or brand they remember seeing is known as a(n) ________ test.
27)
A)
likability
B)
recognition
C)
recall
D)
persuasion
E)
attitude
28)
Understanding and recall are surrogate sales measures to assess which key message effect?
28)
A)
affect
B)
perception
C)
persuasion
D)
action
E)
cognitive
29)
Which type of evaluative research controls the advertising participants receive in their homes and
tracks their actual purchases at the store?
29)
A)
scanner research
B)
inquiry tests
C)
likability tests
D)
persuasion tests
E)
single–source research
30)
________ looks at a series of interviews during a campaign.
30)
A)
Consumer diaries
B)
Wave analysis
C)
Attitude tests
D)
Pantry checks
E)
Test marketing
31)
What is the biggest challenge in media planning?
31)
A)
timing
B)
targetability
C)
availability
D)
efficiency
E)
developing impact
32)
What do tracking studies evaluate?
32)
A)
inquiries from an advertisement
B)
the brands or products consumers have purchased or used recently
C)
attitude toward the advertisement
D)
attitude toward the brand
E)
copy and media against changes in sales
33)
The point where recall stabilizes or declines and irritation levels increase because people are tired
of hearing or seeing the same ad replayed is known as ________.
33)
A)
decay point
B)
point of diminishing return
C)
burnout
D)
hiatus
E)
wearout
34)
When all the pieces of the campaign work together, the whole is greater than the sum of its parts,
which is called ________.
34)
A)
synergy
B)
the multiplier effect
C)
efficient ROI
D)
compounding
E)
effective ROI
A
35)
Betty is the marketing communications director for a major consumer packaged goods company,
and one of her responsibilities is to ensure consistency among all marketing communication
elements used for a specific brand. Her staff is conducting the first step of an IMC audit for one of
their brands, and they are collecting all the materials produced by the company or their agencies
and coding its use of agreed–upon consistency elements, such as brand identity cues, slogans,
design format, tone of voice, colors, the expression of core values, and positioning cues. This
analysis also looks for materials that are coded as off strategy and diagnoses the ways in which
deviant messages are being sent. What type of analysis is her staff conducting?
35)
A)
output assessment
B)
outcome analysis
C)
input assessment
D)
audience perspective analysis
E)
content analysis
E
E
36)
Which type of evaluative test asks consumers how likely they are to buy a specific brand, then
exposes them to an advertisement for that brand, usually as part of a collection of brands, and then
asks them again what they intend to purchase?
36)
A)
persuasion test
B)
memory test
C)
inquiry test
D)
single–source research
E)
concept test
37)
Which calculation allows comparison of the response rates of alternative mailings.
37)
A)
response per thousand
B)
cost per thousand
C)
payout plan
D)
breakeven analysis
E)
cost per response
A
38)
Which of the following is NOT tested or performed during message development research?
38)
A)
concept testing
B)
message strategy
C)
pretesting
D)
tracking studies
E)
diagnostics
D
A
39)
Asking a consumer who watched a particular television program, “Do you remember seeing a
commercial for any soft drinks?” is what type of question?
39)
A)
recognition
B)
close–ended
C)
aided recall
D)
unaided recall
E)
prompted recall
40)
Which type of research deconstructs an ad to see what elements are working or not working?
40)
A)
consistency research
B)
concurrent research
C)
developmental research
D)
diagnostic research
E)
posttesting research
41)
In which method to collect tracking data does a researcher go to consumers’ homes in the target
market and ask what brands or products they have purchased or used recently, and in some cases,
count the products or brands currently stocked by the consumer?
41)
A)
pantry checks
B)
snooping
C)
consumer diaries
D)
wave analysis
E)
test marketing
42)
For evaluating sales promotion, ________ is the second most popular evaluation measure.
42)
A)
sales
B)
response rates
C)
conviction
D)
awareness
E)
redemption rates
43)
Drawings or still photos shot on videotape synchronized with a rough version of the audio track
are called ________.
43)
A)
answer prints
B)
test shots
C)
photoboard
D)
animatics
E)
storyboard
44)
Mini–Case Question. Which of the following is a reason why advertisers use other measures
besides sales as a measure of advertising effectiveness?
44)
A)
Advertising effects tend to be delayed, so it’s difficult to link the advertising seen at one time
to a purchase made days or weeks later.
B)
There are factors other than advertising that affect sales, and that makes it hard to isolate
advertising in order to determine its impact.
C)
Manufacturers, and therefore their advertising agencies, do not have access to sales data
because it is collected by retailers who don’t make that available to them.
D)
A and B
E)
A, B, and C
45)
Comparing the costs of promotion to the forecasted sales generated by the promotion is called a
________.
45)
A)
cost per thousand
B)
response counts
C)
redemption assessment
D)
payout analysis
E)
response per thousand
46)
The point where the advertising gets tired and there is no response or less response than at the
launch is called ________.
46)
A)
burnout
B)
point of diminishing return
C)
hiatus
D)
wearout
E)
decay point
D
47)
Which of the following is a category of work that gets evaluated in advertising and marketing
communication programs?
47)
A)
message execution
B)
other marketing communication areas and their synergistic effect
C)
campaign
D)
media
E)
all of the above
E
D
48)
Testing advertisements before they run as a way to predict their effectiveness is a practice known
as ________.
48)
A)
concept testing
B)
ad testing
C)
ad evaluation
D)
copy testing
E)
tracking
49)
The validity of a persuasion test depends on which of the following?
49)
A)
a large sample
B)
a representative sample
C)
reliable measures
D)
census sample
E)
consistent measures
B
50)
How are ads containing elements that can be returned evaluated?
50)
A)
intention
B)
conviction
C)
direct–response counts
D)
cost per thousand
E)
attitude change
C
D
51)
Mini–Case Question. To help your friend better understand the various types of research you
conduct, you tell him about research you do before an ad even appears in any medium. You
conduct research that assists in the go/no–go decision about finished or nearly finished ads. This
type of testing assesses the strengths of the finished message and predicts how well it will perform
and is known as ________.
51)
A)
test marketing
B)
tracking studies
C)
concept testing
D)
message strategy testing
E)
pretesting
52)
Which of the following is NOT a type of research used in evaluation?
52)
A)
concurrent research
B)
consistency research
C)
diagnostic research
D)
developmental research
E)
posttesting research
53)
Which type of research occurs after the ad has been run to determine if it met its objectives?
53)
A)
diagnostic research
B)
completion testing
C)
strategic research
D)
after–only test
E)
evaluative research
54)
To evaluate the trade sales promotion programs, the ________ do store checks to verify that stores
are doing what they promised.
54)
A)
copy editors
B)
display managers
C)
Audit Bureaus
D)
art directors
E)
sales representatives
55)
Which type of testing takes place while the advertising is actually being run in the media?
55)
A)
diagnostics
B)
concept testing
C)
optimization testing
D)
moment–by–moment tests
E)
concurrent testing
E
56)
The costs of creating and running the advertisement versus the revenue it generates is known as
________.
56)
A)
advertising ROI
B)
advertising counts
C)
reach
D)
gross rating point
E)
frequency
A
E
57)
Jana is a public relations specialist, and one way she evaluates the campaigns she develops for
clients is to count the number of news releases her staff generates for a client’s account. What type
of measure of effectiveness does this illustrate?
57)
A)
production
B)
awareness
C)
distribution
D)
coverage
E)
attitude
58)
Which of the following statements is false regarding the evaluation of advertising?
58)
A)
Good evaluation plans, and the objectives found in them, are based on a model of return on
investment for an advertisement.
B)
Advertising effects tend to be delayed, so it’s difficult to link the advertising seen at one time
to a purchase made days or weeks later.
C)
The best starting point in setting objectives for evaluation is a model that identifies key effects
and guides their evaluation.
D)
There are factors other than the advertising that affect sales, and that makes it hard to isolate
advertising in order to determine its impact.
E)
none of the above
59)
Which of the following could be a research question assessing an ad‘s effectiveness in enhancing
consumers’ perceptions of the brand?
59)
A)
Do you like this ad message?
B)
Have you seen this ad?
C)
What brand do you prefer?
D)
What feelings did the ad stimulate?
E)
What thoughts came to your mind?
60)
In which method to collect tracking data does one or more test cities serve as controls while the
others are the test where researchers can test the effectiveness of advertising?
60)
A)
city–by–city tests
B)
test marketing
C)
field tests
D)
moment–by–moment tests
E)
wave analysis
61)
Mars, Inc., the makers of M&M candy, was recently running television ads featuring the colorful
nature of its candy that end with the tagline, “Chocolate is better in color.” What type of research is
used to evaluate these commercials right now, that is, when consumers are currently seeing the
commercials on television?
61)
A)
development research
B)
concept testing
C)
concurrent research
D)
inquiry test
E)
posttesting research
62)
Which of the following is NOT a research question assessing an ad’s effectiveness in influencing
consumers’ cognition?
62)
A)
What did you like or dislike in the ad?
B)
What is the main message?
C)
What thoughts came to your mind?
D)
What happened in the commercial?
E)
What’s the difference between Brand X and Y?