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1. 12. (p. 604) Marketers should assess advertising effectiveness measures

in order to:
A. determine the break-even point for total costs of advertising.
B. create data for marginal cost pricing strategies.
C. determine if advertising objectives are achieved.
D. make sure advertising supported middlemen.
E. ensure all kinds of promotional techniques are used.: C
2. 13. (p. 606) Which of the following is an argument against measuring
advertising effectiveness?
A. Costs in terms of time and money
B. The absence of top management support
C. The need to give autonomy to those who control advertising
D. Accountability
E. Decrease in advertising efficiency: A
3. 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:
A. source factors.
B. feedback mechanisms.
C. message variables.
D. budgeting decisions.
E. media strategies.: A
4. 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:
A. source factors.
B. feedback mechanisms.
C. message variables.
D. budgeting decisions.
E. media strategies.: E
5. 16. (p. 608) The vehicle option source effect refers to the:
A. different reach and frequency provided by different media vehicles.
B. the fact that people perceive ads differently depending on their context.
C. responses that come from using a flighting, pulsing, or continuity strategy.

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D. opportunity costs of the various media vehicles that are not chosen.
E. battle between budget constraints and creative options.: V
6. 17. (p. 608) The _____ effect explains the different impact that the advertis-
ing exposure will have on the same audience member if the exposure occurs
in one media option rather than another.
A. halo
B. recency
C. stimulus-response
D. vehicle option source
E. vehicle context: D
7. 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.
A. halo
B. recency
C. stimulus-response
D. vehicle option source
E. vehicle context: D
8. 19. (p. 609) Advertising testing methods such as association measures,
tracking studies and inquiry tests are examples of:
A. single-source, real-world methods.
B. post-test, field methods.
C. laboratory, pretest methods.
D. single source, posttest laboratory methods.
E. pretest field methods.: B
9. 20. (p. 609) Consumer juries and portfolio tests are examples of:
A. single-source, real-world methods.
B. post-test, field methods.
C. laboratory pretest methods.
D. single source, posttest laboratory methods.
E. pretest field methods.: C
10. 21. (p. 609) Which of the following is a pretest method for measuring
advertising effectiveness that is conducted in a laboratory setting?
A. Recognition tests
B. Single-source systems
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C. Association measures
D. Physiological measures
E. Inquiry tests: D
11. 22. (p. 609) Which of the following is used in field post testing of ad
effectiveness?
A. Readability tests
B. Consumer juries
C. Portfolio tests
D. Recognition tests
E. Physiological measures: D
12. 23. (p. 609) Which of the following is a posttest classification used for
measuring advertising effectiveness?
A. Concept tests
B. Portfolio tests
C. Recognition tests
D. Physiological measures
E. Readability tests: C
13. 24. (p. 609) Test measures of an ad's effectiveness are classified as:
A. internal or external.
B. physiological and psychological.
C. posttesting or pretesting.
D. individual or group.
E. broadcast or print.: C
14. 25. (p. 609) _____ are measures taken before the campaign is implement-
ed; _____ occur after the ad or commercial has been in the field.
A. Physiological tests; concept tests
B. Pretests; posttests
C. Inquiry tests; portfolio tests
D. On-air tests; off-air tests
E. Recognition tests; consumer juries: B
15. 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.
A. Recognition tests
B. Pretests
C. On-air tests
D. Recall tests
E. Association measures: B
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16. 27. (p. 609) _____ testing takes place at the earliest stage of the develop-
ment for either a print ad or a broadcast commercial.
A. Functional
B. Concept
C. Elementary
D. Product
E. Brainstorm: B
17. 28. (p. 609) The advantages associated with pretesting include:
A. the successful communicative abilities of most mockups and story-
boards.
B. the ability to use finely tuned mockups and storyboards in the testing
process.
C. the absence of time delays.
D. relatively inexpensive feedback.
E. speeds up the process of new product introduction.: D
18. 29. (p. 610) Commercials and print ads are post-tested to:
A. gain relatively inexpensive feedback.
B. avoid the use of surveys.
C. determine if a campaign is accomplishing the objectives sought.
D. determine if the organization's mission statement needs to be modified.
E. locate new product ideas.: C
19. 30. (p. 610) Posttesting is designed to:
A. act as a benchmark for when to begin the situation analysis.
B. check the impact of positioning statements.
C. determine if the campaign accomplished the objectives sought.
D. determine what psychological factors will influence ad perception.
E. avoid problems associated with selective perception.: C
20. 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):
A. vision myopic perception.
B. testing bias.
C. environmental proclivity.
D. perceptual propensity.
E. myopic bias.: B

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21. 32. (p. 610) In _____ tests, people are brought to a particular location
where they are shown ads and/or commercials. The testers either ask ques-
tions about them or measure participants' responses by other methods—for
example, pupil dilation, eye tracking, or galvanic skin response.
A. field
B. ground
C. laboratory
D. closed
E. recognition: C
22. 33. (p. 610) Laboratory methods of testing for advertisement effective-
ness generally offer high _____ but low ____.
A. control; realism
B. external validity; internal validity
C. control; costs
D. generalization; costs
E. costs; value: A
23. 34. (p. 610) Disadvantages associated with laboratory tests include:
A. lack of control of environmental variables.
B. lack of realism.
C. the expense associated with collecting feedback information.
D. a loss of specificity.
E. the way it eliminates competitive intelligence gathering opportunities.: B
24. 35. (p. 610) One major disadvantage of laboratory tests is the lack of
realism. Perhaps the greatest effect of this lack of realism is ____.
A. high costs
B. a testing bias
C. less control
D. distraction due to noise
E. perceptual propensity: B
25. 36. (p. 610) The primary difference between a laboratory experiment and
a field experiment is that in a field experiment, the researcher:
A. has less control over extraneous independent variables.
B. has the ability to achieve greater internal validity.
C. has control of all independent variables.
D. uses a totally different set of procedures.
E. lacks realism.: A
26. 37. (p. 610) _____ tests are tests of the ad or commercial under natural
viewing situations, complete with the realism of noise, distractions, and the
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comforts of home.
A. Concept
B. Readability
C. Rough
D. Field
E. Portfolio: D
27. 38. (p. 610) An advantage offered by field test measures is:
A. greater control of synergistic forces.
B. more realistic testing conditions.
C. the ability to avoid competitive intelligence gathering.
D. low costs.
E. the ability to isolate the causes of the viewers' evaluations.: B
28. 39. (p. 610) In a field test, the firm:
A. makes a final assessment of an ad before committing any money to media.
B. sacrifices control in order to assess the ad's real world impact.
C. evaluates the ability of the ad to communicate key issues correctly.
D. obtains quick and inexpensive feedback about the ad's impact.
E. sacrifices realism in order to gain more control.: B
29. 40. (p. 611) The set of principles adopted by large advertising agencies to
improve preparation and testing of ads is referred to as:
A. Positioning Advertising Copy Testing (PACT).
B. Post-Advertising Commercial Testing (PACT).
C. Promotional Advertising Content Testing (PACT).
D. Pre-Advertising Commercial Testing (PACT).
E. Principles of Advertising Consumer Testing (PACT).: A
30. 41. (p. 611) _____ is defined as research "which is undertaken when a
decision is to be made about whether advertising should run in the market-
place."
A. Concept testing
B. Copy testing
C. Observational research
D. Market testing
E. Posttesting: B
31. 42. (p. 611) The principles of Positioning Advertising Copy Testing (PACT)
state that a good copy testing system will:
A. use a single measure of a single dependent variable to ensure clarity of
interpretation.
B. provide measurements that are relevant to the objectives of the advertis-
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ing.
C. evaluate responses at a single level of the hierarchy of effects.
D. test alternative executions at various stages of completion.
E. measure needs satisfaction levels proposed by each ad under considera-
tion.: B
32. 43. (p. 611) Which of the following is one of the nine principles of Posi-
tioning Advertising Copy Testing (PACT)?
A. Provide measurements that are relevant to the objectives of the advertis-
ing.
B. Realize that the copy should be valid and that reliability may be too costly
to guarantee.
C. Provide controls to increase the biasing effects of the ad content.
D. Use a convenience sample.
E. Realize that a single measurement is adequate to assess an ad's perfor-
mance.: A
33. 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 develop-
ment 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:
A. post-testing through focus groups.
B. pretesting through mall intercepts.
C. field testing through the use of single-source data.
D. pretesting through focus groups.
E. the Delphi method of testing advertising effectiveness.: D
34. 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.
A. Post-testing
B. Concept testing
C. Recognition testing
D. Copy testing
E. Recall testing: B
35. 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
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create an ad to appeal to preteens?
A. A split-run test
B. A storyboard
C. The Delphi technique
D. Computer simulation
E. A focus group: E
36. 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?
A. Recognition tests
B. Day-after recall
C. Comprehension and reaction
D. Tracking studies
E. Physiological measures: C
37. 48. (p. 613) The _____ tests are used in order to determine whether the ad
or commercial conveys the meaning intended.
A. day-after recall
B. recognition
C. inquiry
D. comprehension
E. portfolio: D
38. 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.
A. starch recognition method
B. day-after recall method
C. comprehension and recognition test
D. consumer jury
E. split-run test: D
39. 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:
A. photomatic rough.
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B. animatic rough.
C. still motion animation.
D. still-action animatic.
E. panning frames of animatics.: A
40. 51. (p. 613) _____ is a rough commercial test in which a succession of
drawings and/or cartoons is shown to the receiver.
A. Animatic rough testing
B. Photomatic rough testing
C. Live-action rough testing
D. Finished product testing
E. Single source testing: A
41. 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.
A. halo
B. recency
C. stimulus-response
D. visual option source
E. contextual: A
42. 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.
A. halo
B. recency
C. stimulus-response
D. visual option source
E. contextual: A
43. 54. (p. 614) One of the flaws associated with the consumer jury method
of pretesting an ad is:
A. high costs.
B. the potential for ad erosion.
C. the potential for the halo effect.
D. the groupthink phenomenon.
E. lack of control by researchers.: C
44. 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.
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A. The DAR test
B. Portfolio testing
C. Dummy testing
D. The Flesch test
E. Commercial testing: B
45. 56. (p. 615) The portfolio test for ads assumes:
A. that the ad that yields the highest recall is the most effective.
B. reliability and validity are the most important part of the testing process.
C. the consumer will closely scrutinize all ads that he or she sees.
D. field and laboratory tests produce the same results.
E. there is no contextual different between an animatic rough and a pho-
tomatic rough.: A
46. 57. (p. 615) _____ is a readability test, which examines the average num-
ber of syllables per 100 words.
A. Portfolio analysis
B. Burke's reflections test
C. The Flesch formula
D. Dummy testing
E. Contextual testing: C
47. 58. (p. 615) The results of readability tests indicate copy is best compre-
hended when the:
A. sentences are long and descriptive.
B. words used are vague and evocative.
C. words used have no connotations outside their dictionary definitions.
D. receiver is unknown.
E. words are concrete and familiar.: E
48. 59. (p. 616) _____ is a method of testing ads by placing them randomly in
certain dummy copies of regularly distributed magazines.
A. Vehicle source testing
B. Burke's reflection test
C. A Flesch test
D. Dummy advertising vehicle testing
E. A contextual test: D
49. 60. (p. 617) Theater testing:
A. is a popular field method of pretesting finished commercials.
B. is used to test animatic and photomatic roughs.
C. allows the researcher a high level of control over the environment.

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D. is primarily used in business-to-business marketing.
E. is a popular field method of post testing finished commercials.: C
50. 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.
A. Readability tests
B. On-air tests
C. Concept tests
D. Physiological measures
E. Tracking: B
51. 62. (p. 617) The primary measure used in on-air testing is:
A. focus group results.
B. portfolio analysis.
C. day-after recall scores.
D. comprehension and reaction tests.
E. consumer jury results.: C
52. 63. (p. 617) On-air tests of commercials:
A. offer the advantages of laboratory testing.
B. are neither valid nor reliable.
C. use day-after recall as the primary measure.
D. is used primarily with concept testing.
E. is used for posttesting of commercials.: C
53. 64. (p. 618) Pupillometrics, electrodermal response and electroencel-
phalographic measures are all forms of:
A. field posttests.
B. rational measures of advertising effectiveness.
C. single-source field tests.
D. physiological measures of advertising effectiveness.
E. focus group interaction measures.: D
54. 65. (p. 618) Physiological measures of advertising effectiveness:
A. are the most common methods for evaluating finished commercials in a
laboratory setting.
B. measure involuntary responses to ads.
C. measure the effects of subliminal advertising.
D. are only used for pretesting broadcast advertising.
E. are neither valid nor reliable.: B
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55. 66. (p. 618) Advertising testing that studies dilation or constriction of the
eye in response to stimuli is called:
A. the Burke's reflection test.
B. Flesch testing.
C. the reactive test.
D. galvanic eye responses.
E. pupillometrics.: E
56. 67. (p. 618) Galvanic skin response is also known as:
A. electrodermal response.
B. pupillometrics.
C. dermal resolution.
D. beta activity.
E. alpha activity.: A
57. 68. (p. 618) _____ measures the skin's resistance or conductance to a
small amount of current passed between two electrodes.
A. Electrodermal response
B. Pupillometrics
C. Dermal resolution
D. Electroencephalographic
E. Cerebral response: A
58. 69. (p. 618) _____ is a physiological measure of pretesting finished com-
mercials in which viewers are asked to view an ad while a sensor aims a
beam of infrared light at the eye.
A. Pupillometrics
B. Eye tracking
C. Electrodermal response
D. Alpha activity
E. Hemispheric lateralization: B
59. 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?
A. Hemispheric lateralization
B. Gamma activity
C. Electrodermal response
D. Dermal resolution
E. Eye tracking: E
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60. 71. (p. 619) One of the newest uses for eye tracking is to determine:
A. the effectiveness of online advertising.
B. how long an individual has to read an interstate billboard message.
C. why certain coupons have higher redemption rates than others.
D. the connotations of the colors used in print ads.
E. whether an individual is aware of exposure to split-run ads.: A
61. 72. (p. 619) _____ measures electrical frequencies in the brain as the
individual being tested responds to ads he or she is viewing.
A. Electrodermal
B. Pupillometric
C. Electroencephalographic
D. A cerebellum metric unit
E. Cerebral response: C
62. 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.
A. electrodermal response
B. cerebral response
C. beta activity
D. alpha activity
E. pupillometrics: D
63. 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.
A. Cerebral response testing
B. Gamma activity
C. Pupillometrics
D. Beta activity
E. Hemispheric lateralization: E
64. 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.
A. bipolar communications tests
B. split-run tests
C. dual copy tests
D. Flesch tests
E. tests of alpha activity: B
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65. 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.
A. Recall
B. Recognition
C. Split-run
D. Portfolio
E. Comprehension: C

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