Chapter 18 – Measuring the Effectiveness of the Promotional Program
74. (p. 619) _____ distinguishes between alpha activity in the left and right sides of the brain and
is used to determine how an ad is affecting the mental processes of the individual viewing it.
75. (p. 621) An example of _____ would be a test of two different ads for Morton’s salt. One ad
contained ideas extending the use of salt beyond the kitchen, and the other described salt as
“The Spice of Life.” Both ads were run in alternative copies of the March 2003 issue of Better
Homes & Gardens.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
76. (p. 621) _____ tests are complex methods of measuring effectiveness through inquiries in
which variations of the ad appear in different copies of the same newspaper or magazine.
77. (p. 621) BMW has developed two new print ads designed to appeal to women. One ad uses
local scenes from around its South Carolina plant and emphasizes the “made in America”
aspect. The other ad uses a spokesperson and emphasizes the safety of the car. Which type of
ad effectiveness measure should BMW use to test which ad is most effective?
Chapter 18 – Measuring the Effectiveness of the Promotional Program
78. (p. 621) A “split-run” privilege offered by some print media allows:
79. (p. 621) The most commonly employed method for post testing print ads is:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
80. (p. 622) As designed by Roper Starch Worldwide, the primary advantage offered by the
recognition method of post-testing ads is:
81. (p. 623) The three principal readership scores of the Starch method are:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
82. (p. 624) Which testing method should The Home Depot employ to determine if consumers
remember its new advertising campaign slogan?
83. (p. 624) Which of the following statements about recall method for testing print ads is true?
Chapter 18 – Measuring the Effectiveness of the Promotional Program
84. (p. 624) The ____ is a technique for measuring advertising effectiveness. With this method,
recall of television commercials is the dependent measure.
85. (p. 624) The day-after recall test would be the most appropriate measure of effectiveness for:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
86. (p. 624) Which of the following is associated with the Day-after-Recall test?
87. (p. 625) An advertiser that wanted to gather _____ could ask participants in a research
program to choose a brand of athletic shoe they would like to win and then ask the same
question later after the participants have been exposed to ads for various brands of athletic
shoes.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
88. (p. 625) A measure of a commercial’s _____ is gathered by asking consumers to choose a
brand that they would want to win in a drawing and then—after exposure to the ad—ask the
question again.
89. (p. 625) Brown & Williamson tobacco company created an IMC program for Kool
cigarettes, which focused on the brand’s multicultural strengths. The campaign was initially
run only in Hawaii and then slightly modified after posttest results were gathered and
analyzed. Brown & Williamson used:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
90. (p. 626) _____ traces the behaviors of consumers from the television set to the supermarket
checkout counter. It can be used to pretest and to posttest advertising effectiveness.
91. (p. 627) _____ takes posttest measures of an advertising campaign’s effectiveness at regular
intervals.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
92. (p. 627) _____ have been used to measure the effects of advertising on awareness, recall,
interest, and attitudes toward the ad and/or brand as well as purchase intentions at regular
intervals.
93. (p. 627) If the manufacturer of Jeep is interested in measuring consumers’ movement through
the adoption hierarchy, it should employ which of the following ad effectiveness measures?
Chapter 18 – Measuring the Effectiveness of the Promotional Program
94. (p. 627) Actimel is a dairy-based probiotic supplemental beverage made by Dannon.
Originally, it was sold in organic food stores and only promoted in natural health magazines.
The company has recently embarked on an extensive advertising campaign to promote the
product to a larger health-conscious market. First, Dannon needs to explain to the general
public the benefits of the product, and then it needs to create brand awareness. To determine
the long-term effects of its campaign Dannon could most effectively use:
95. (p. 627) One of the primary benefits inherent in using tracking studies to measure ad
effectiveness is:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
96. (p. 629) Good tests of advertising effectiveness must address the nine principles established
by PACT. One of the easiest ways to do this is to follow a decision sequence model. The first
step in the model is to:
97. (p. 632) _____ can be classified as those that monitor the quantity and nature of the media
coverage obtained for the sponsored event and those that estimate direct and indirect
audiences.
Chapter 18 – Measuring the Effectiveness of the Promotional Program
98. (p. 632) When Caterpillar decided to sponsor a NASCAR driver and racing team, its
advertising department measured the effectiveness of the event by counting the references to
the Caterpillar car and driver in newspapers, magazines, and on television and radio news.
Which method is Caterpillar using in this example?
99. (p. 632) The first step in measuring the effectiveness of event sponsorship is to:
Chapter 18 – Measuring the Effectiveness of the Promotional Program
100. (p. 633) A number of studies have been implemented to determine the combined effects of
two or more media. Most of these studies have demonstrated: