Chapter 18 – Measuring the Effectiveness of the Promotional Program
1. (p. 603) Measuring the effects of advertising does not just save money but it helps the firm
maximize its investment.
2. (p. 607) One of the main reasons marketers do not measure the effectiveness of promotional
activities is the loss of first mover advantages.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
3. (p. 610) Laboratory tests make use of pupil dilation, eye tracking, or galvanic skin response.
4. (p. 610) Testing bias occurs when people scrutinize the ads much more closely than they
would in normal situations.
5. (p. 610) One major disadvantage of field test is the lack of realism.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
6. (p. 611) Concept testing is a method of pretesting finished ads.
7. (p. 616) To be effective, readability test should be used only in conjunction with other
pretesting methods.
8. (p. 619) Testing of ads is required even after the ad and/or the campaign has been
implemented.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
9. (p. 624) The recall scores of emotional ads are usually lower when compared to the recall
scores of thinking ads.
10. (p. 625) The major advantage of day-after recall tests is realism.
11. (p. 629) Pretesting of ads is effective in terms of both the actual cost outlay and opportunity
costs.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
12. (p. 604) Marketers should assess advertising effectiveness measures in order to:
13. (p. 606) Which of the following is an argument against measuring advertising effectiveness?
Chapter 18 – Measuring the Effectiveness of the Promotional Program
14. (p. 608) Commercials for ‘SleepComfort’ mattresses used Lindsey Wagner (star of The
Bionic Woman, a popular TV show in the 1970s). If the mattress manufacturer wanted to test
how effective she was at reaching the company’s target market, it would evaluate:
15. (p. 608) Commercials for ‘SleepComfort’ mattresses used Lindsey Wagner (star of The
Bionic Woman, a popular TV show in the 1970s) and deals with the problem that many
people do not get enough sleep. If the mattress manufacturer wanted to test how effectively
the cable networks that ran the ad reached its target market, it would evaluate:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
16. (p. 608) The vehicle option source effect refers to the:
17. (p. 608) The _____ effect explains the different impact that the advertising exposure will
have on the same audience member if the exposure occurs in one media option rather than
another.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
18. (p. 608) When Madison saw a television ad for a large retail chain of jewelry stores, she was
impressed with the money-back guarantee that the company gave on all of its jewelry. But
later when Madison heard the identical audio portion of the ad on the radio, she was
unimpressed with the guarantee. This differing perception of ads as a result of the medium in
which they appear is caused by the _____ effect.
19. (p. 609) Advertising testing methods such as association measures, tracking studies and
inquiry tests are examples of:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
20. (p. 609) Consumer juries and portfolio tests are examples of:
21. (p. 609) Which of the following is a pretest method for measuring advertising effectiveness
that is conducted in a laboratory setting?
Chapter 18 – Measuring the Effectiveness of the Promotional Program
22. (p. 609) Which of the following is used in field post testing of ad effectiveness?
23. (p. 609) Which of the following is a posttest classification used for measuring advertising
effectiveness?
Chapter 18 – Measuring the Effectiveness of the Promotional Program
24. (p. 609) Test measures of an ad’s effectiveness are classified as:
25. (p. 609) _____ are measures taken before the campaign is implemented; _____ occur after
the ad or commercial has been in the field.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
26. (p. 609) _____ may occur at a number of points, from as early on as idea generation to rough
execution to testing the final version before implementing it.
27. (p. 609) _____ testing takes place at the earliest stage of the development for either a print ad
or a broadcast commercial.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
28. (p. 609) The advantages associated with pretesting include:
29. (p. 610) Commercials and print ads are post-tested to:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
30. (p. 610) Posttesting is designed to:
31. (p. 610) The fact that people in market research lab setting looking at ad mockups may look
at an ad more closely than they might look at it if it was included in a magazine that was
delivered to their home is an example of a(n):
Chapter 18 – Measuring the Effectiveness of the Promotional Program
32. (p. 610) In _____ tests, people are brought to a particular location where they are shown ads
and/or commercials. The testers either ask questions about them or measure participants’
responses by other methods—for example, pupil dilation, eye tracking, or galvanic skin
response.
33. (p. 610) Laboratory methods of testing for advertisement effectiveness generally offer high
_____ but low ____.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
34. (p. 610) Disadvantages associated with laboratory tests include:
35. (p. 610) One major disadvantage of laboratory tests is the lack of realism. Perhaps the
greatest effect of this lack of realism is ____.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
36. (p. 610) The primary difference between a laboratory experiment and a field experiment is
that in a field experiment, the researcher:
37. (p. 610) _____ tests are tests of the ad or commercial under natural viewing situations,
complete with the realism of noise, distractions, and the comforts of home.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
38. (p. 610) An advantage offered by field test measures is:
39. (p. 610) In a field test, the firm:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
40. (p. 611) The set of principles adopted by large advertising agencies to improve preparation
and testing of ads is referred to as:
41. (p. 611) _____ is defined as research “which is undertaken when a decision is to be made
about whether advertising should run in the marketplace.”
Chapter 18 – Measuring the Effectiveness of the Promotional Program
42. (p. 611) The principles of Positioning Advertising Copy Testing (PACT) state that a good
copy testing system will:
43. (p. 611) Which of the following is one of the nine principles of Positioning Advertising Copy
Testing (PACT)?