63)
Another way to look at advertising ROI is the ________.
63)
A)
cost–to–sales ratio
B)
CPM ratio
C)
GRP ratio
D)
reach–to–frequency ratio
E)
RPM ratio
64)
Still photos arranged as a storyboard used in pretesting a television commercial are known as
________.
64)
A)
picture sorts
B)
test shots
C)
animatics
D)
photoboards
E)
answer prints
65)
The goal of testing media planning is always to ________.
65)
A)
optimize effectiveness
B)
optimize frequency
C)
optimize reach
D)
optimize GRPs
E)
optimize the budget
66)
Which type of payout plan seeks to determine the point at which the total cost of the promotion
exceeds the total revenues?
66)
A)
breakeven analysis
B)
inflection point
C)
crossover point
D)
optimization point
E)
point of no return
67)
A test to assess attitude change is known as a(n) ________.
67)
A)
likability test
B)
persuasion test
C)
aided recall test
D)
unaided recall test
E)
recognition test
68)
Which type of test provides an analysis of the impact of the internal logic of a commercial?
68)
A)
coincidental tests
B)
tracking tests
C)
moment–by–moment tests
D)
theater testing
E)
frame–by–frame tests
69)
In business–to–business advertising, the number of leads that turn into customers who make a
purchase is called ________.
69)
A)
attrition
B)
recruits
C)
turnover
D)
conversion
E)
advocacy
70)
Which of the following companies does NOT provide copy–testing services?
70)
A)
Mapes & Ross
B)
ARS
C)
Ameritest
D)
A. C. Nielsen
E)
Diagnostic Research
71)
________ measure the number of responses to an advertisement.
71)
A)
Inquiry tests
B)
Memory tests
C)
Persuasion tests
D)
Likability tests
E)
Single–source tests
72)
One of AT&T’s requirements of its advertising is that everything must be pretested and proven to
be effective before it goes on the air or appears in print. Which of the following is NOT a company
listed in the text that AT&T might hire to help them test the strong and weak points of their
advertising?
72)
A)
Ogilvy
B)
ARS
C)
IPSOS–ASI
D)
Ameritest
E)
Diagnostic Research
73)
Which of the following is the primary measurement tool for assessing the effectiveness of
direct–response communication?
73)
A)
memory tests
B)
inquiry tests
C)
likability tests
D)
persuasion tests
E)
single–source tests
74)
Which of the following is a general term that describes various kinds of research used at different
stages in the advertising processbefore, during, and after an ad or campaign has run?
74)
A)
copy testing
B)
primary testing
C)
diagnostic testing
D)
concept testing
E)
evaluative testing
75)
Which of the following public relations output measures coverage?
75)
A)
number and size of clips, column inches, seconds, or minutes of time or space
B)
number of media outlets receiving PR products
C)
number of PR products, such as news releases or brochures, generated
D)
equivalent ad costs for time or space
E)
media placements multiplied by circulation or broadcast reach
76)
Which type of research used in evaluation uses pretesting to estimate the likelihood that an ad idea
will work or that one idea is better than another?
76)
A)
consistency research
B)
concurrent research
C)
developmental research
D)
posttesting research
E)
diagnostic research
77)
One way to measure memory is to show the advertisement to people and ask them whether they
remember having seen it before and is known as a(n) ________ test.
77)
A)
persuasion
B)
attitude
C)
recall
D)
likability
E)
recognition
78)
Evaluation is done through testing, monitoring, and measurement, and testing ________.
78)
A)
evaluates results
B)
is done after the ad runs
C)
is required by all advertisers
D)
tracks performance
E)
is used to predict results
79)
________ helps marketers to make final go/no–go decisions about finished or nearly finished ads by
assessing the strength of the finished message and predicts how well it will perform.
79)
A)
Pretesting
B)
Wave analysis
C)
Diagnostics
D)
Tracking studies
E)
Moment–by–moment tests
80)
Which of the following is the final section in a campaign plan?
80)
A)
setting objectives
B)
executing the ads
C)
situation analysis
D)
determining budget
E)
evaluating effectiveness
81)
Leslie was paid $50 to watch a commercial and then sort a deck of pictures from the commercial
into images she remembered seeing and ones she didn’t remember seeing. Then she was asked to
sort them into five categories from strong positive to strong negative. What type of research did she
participate in?
81)
A)
pretesting
B)
wave analysis
C)
diagnostics
D)
order of presentation analysis
E)
tracking study
82)
Tom is conducting research with the target audience to test the relative effectiveness of various
message strategies and creative ideas for his client’s automobile advertising. He is testing the Big
Idea. What type of message development research is he conducting?
82)
A)
diagnostics
B)
coincidental survey
C)
concept testing
D)
tracking studies
E)
pretesting
C
83)
As described in the chapter’s opening vignette, what did research uncover about perception of New
Holland?
83)
A)
Consumers perceived John Deere to be reliable.
B)
New Holland was not reliable.
C)
Consumers who favored New Holland felt choosing a nontraditional brand was empowering.
D)
John Deere was superior to New Holland.
E)
When farmers were asked to name a tractor, farmers were likely to answer John Deere or
Kubota.
C
C
84)
Questions that try to evaluate ________ investigate such things as personally relevant, important to
me, stimulate interest or curiosity, create warm feelings, enjoyable, entertaining, and fun.
84)
A)
persuasion
B)
intention
C)
memory
D)
inquiry
E)
likability
85)
For the Volvo GLBT campaign described in the text, the company managers selected their top three
choices from the group of proposed ad ideas. The ________ was run to assess the constructs of
branding, communication, consumer connection, and whether the ad makes consumers feel closer
to the brand.
85)
A)
concept testing
B)
alert test
C)
flow of attention
D)
pretesting
E)
diagnostic
86)
A ________ will assess the campaign’s performance in terms of its message and media objectives.
86)
A)
media optimization test
B)
concept test
C)
persuasion test
D)
diagnostic evaluation
E)
campaign evaluation
87)
________ is a company that specializes in testing brand recall, main idea, attribute statements.
87)
A)
Ameritest
B)
Diagnostic Research
C)
ARS
D)
Ogilvy
E)
IPSOS–ASI
88)
Evaluation is done through testing, monitoring, and measurement, and monitoring ________.
88)
A)
is done before the ad runs
B)
evaluates results
C)
is used to predict results
D)
tracks performance
E)
is required by all advertisers
D
89)
Which of the following was an objective of the New Holland “Brave New Tractors” campaign as
described in the chapter’s opening vignette?
89)
A)
achieve high levels of campaign awareness and high levels of brand linkage
B)
strengthen the New Holland name as a tractor brand and increase New Holland market share
by 5 percent
C)
re–energize the New Holland brand and increase trial by 10 percent
D)
increase market share by 15 percent
E)
increase brand awareness and trial of the New Holland tractor
B
B
90)
Mini–Case Question. Which of the following is NOT a main communication effect that is assessed
in various types of advertising research?
90)
A)
persuasion
B)
emotion
C)
opinion
D)
perception
E)
cognition
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
The Kitchen Table is a specialty kitchen store that tries to get customers coming back to
their store. To do that, they hold cooking demonstrations hosted by various chefs from
restaurants around town. To promote these events, the store advertises in the newspaper
for two weeks leading up to each event. How can they know if the ads are successful?
91)
92)
What is the name of the Advertising Research Foundation’s research award, which was
mentioned in the Volvo GLBT campaign?
92)
93)
Mini–Case Question. It seems like every week, Dell has a special offer for consumers. For
example, one offer included a free printer and digital camera with the purchase of a
desktop computer. How do marketers typically evaluate the effectiveness of sales
promotion offers such as this?
93)
94)
As described in “A Matter of Practice,” identify and briefly explain the three sorting
exercises that enable the advertiser to see the ad through the eyes of its target audience.
94)
95)
Gina and her family participated in a marketing study in which the researcher came to
their home and asked a series of questions about the brands and products that they use.
The researcher than asked if she could look at the products they have around the house
and asked if Gina would keep the empty packages of products they used over the next
month. What type of research is this, and in what stage of copy testing is this usually
performed?
95)
96)
Charles is going to be a member of a discussion panel at an upcoming conference on issues
facing media planners and buyers. The topic of his panel’s discussion will be the biggest
challenge facing media planners and what is currently being done in the industry to
address this challenge. Briefly describe what will be discussed during this session.
96)
97)
Mini–Case Question. Dell wants to use its “Dude, you‘re gettin’ a Dell” campaign in other
countries. At the very least, what type of research should Dell conduct before using this
ad?
97)
98)
RoC Retinol Correxion is a skin creme product that says you can “Get 10 Years Back.” The
print ad doesn’t really give much information regarding the product, but it does say, “For
more about the science behind RoC visit rocskincare.com.” How can the effectiveness of
this ad be measured?
98)
99)
Maria is a public relations specialist who works primarily on writing news releases and
feature stories for the clients of the agency in which she works. On the most basic level,
how can her efforts be evaluated?
99)
100)
Hector is a media buyer, and one of his responsibilities is to evaluate the media vehicles he
will purchase for his clients. Name the companies that he most likely uses to give him
information on print and broadcast media audiences.
100)
101)
BFDG Advertising specializes in business–to–business advertising. Discuss the primary
objectives of B2B advertising and how its effectiveness is typically evaluated.
101)
102)
The “Hands–On” case at the end of the chapter discussed how an ad critic thought the
McDonald’s “I’m lovin’ it” campaign was horrible, yet McDonald’s experienced
double–digit sales growth. Discuss the possible reasons for that growth.
102)
103)
Mini–Case Question. One procedure that was used to evaluate the commercials used a
clutter reel to test the ads. Explain what a clutter reel is.
103)
104)
What were the objectives of the New Holland “Back to Tractors” campaign as described in
the chapter‘s opening?
104)