Chapter 18 – Measuring the Effectiveness of the Promotional Program
44. (p. 611) In order to help Americans prepare for a terrorist attack, the U.S. Department of
Homeland Security used a new $1.2 million advertising campaign involving both print and
broadcast media. Prior to the development of the advertisements, the department conducted
concept tests with small groups of eight to ten average U.S. citizens from New York City,
Kansas City, Los Angeles and elsewhere who gave their opinions on what the ads should
contain and how the message should be delivered. This is an example of:
45. (p. 611) _____ is conducted very early in the campaign development process in order to
explore the targeted consumer’s response to a potential ad or campaign or have the consumer
evaluate advertising alternatives.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
46. (p. 611) Which of the following is the methodology that a manufacturer of computer game
software could use to test the concepts being used to create an ad to appeal to preteens?
47. (p. 613) Most television commercials are designed so that they could be readily understood
by viewers with a 12th grade education. Which of the following measures should be used to
test an ad to see if it met this criterion?
Chapter 18 – Measuring the Effectiveness of the Promotional Program
48. (p. 613) The _____ tests are used in order to determine whether the ad or commercial
conveys the meaning intended.
49. (p. 613) The _____ is a technique used to evaluate the probable success of an ad by groups of
individuals. The individuals are asked to rate a selection of layouts or copy versions presented
in paste-ups on separate sheets.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
50. (p. 613) To try to help Americans prepare for a terrorist attack, the U.S. Department of
Homeland Security used a $1.2 million advertising campaign involving both print and
broadcast media. Prior to producing the finished commercials, people to whom the message
was targeted were asked to look at a succession of photos and to give their reactions to the
message delivered by the photos. In other words, people were asked to look at:
51. (p. 613) _____ is a rough commercial test in which a succession of drawings and/or cartoons
is shown to the receiver.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
52. (p. 614) Participants in a consumer panel rated all aspects of an ad based on the popularity of
the product being advertised as being good. This is referred to as a _____ effect.
53. (p. 614) Sometimes participants rate an ad good on all characteristics because they like a few
and overlook specific weaknesses. This tendency, called the _____ effect, distorts the ratings
and defeats the ability to control for specific components.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
54. (p. 614) One of the flaws associated with the consumer jury method of pretesting an ad is:
55. (p. 615) _____ is the laboratory method of pretesting ads which exposes a group of
respondents to both control and test advertisements presented together in a portfolio.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
56. (p. 615) The portfolio test for ads assumes:
57. (p. 615) _____ is a readability test, which examines the average number of syllables per 100
words.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
58. (p. 615) The results of readability tests indicate copy is best comprehended when the:
59. (p. 616) _____ is a method of testing ads by placing them randomly in certain dummy copies
of regularly distributed magazines.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
60. (p. 617) Theater testing:
61. (p. 617) Assume Bayer aspirin wishes to test the relative effectiveness of two alternative
spokespersons. Two television commercials featuring the same content but different
celebrities are developed. _____ would be the best way to test the relative effectiveness of
how well the advertising message is communicated.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
62. (p. 617) The primary measure used in on-air testing is:
63. (p. 617) On-air tests of commercials:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
64. (p. 618) Pupillometrics, electrodermal response and electroencelphalographic measures are
all forms of:
65. (p. 618) Physiological measures of advertising effectiveness:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
66. (p. 618) Advertising testing that studies dilation or constriction of the eye in response to
stimuli is called:
67. (p. 618) Galvanic skin response is also known as:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
68. (p. 618) _____ measures the skin’s resistance or conductance to a small amount of current
passed between two electrodes.
69. (p. 618) _____ is a physiological measure of pretesting finished commercials in which
viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
70. (p. 618) National Fruit Product Company, the maker of White House apple products, decided
to change its label to emphasize the products’ nutritional value. Which of the following
physiological measures could have been used to determine which prototype label would most
effectively catch a consumer’s eye in a supermarket?
71. (p. 619) One of the newest uses for eye tracking is to determine:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
72. (p. 619) _____ measures electrical frequencies in the brain as the individual being tested
responds to ads he or she is viewing.
73. (p. 619) One method of testing how consumers relate to an ad and process the information it
contains is to measure ____, the degree of brain activation that occurs when they look at the
ad.