Q&A Hero

Q: When reactions to a small scale marketing effort are used to predict reactions in a larger area, the testing method is: A) emotional response. B) position advertising copytesting (PACT) principles. C) a test market. D) a simulation model.

Q: The impact of the following marketing programs can be measured using redemption rates except: A) point-of-purchase displays. B) coupons. C) sweepstakes. D) direct-mail letters.

Q: The best behavioral method to measure the impact of a coupon program is: A) changes in store traffic. B) number of inquiries. C) changes in attitude towards the brand. D) the redemption rate.

Q: The impact of trade and consumer promotions as well as direct response marketing programs can be measured through: A) counting the number of inquiries. B) changes in sales during the promotion. C) measuring the redemption rate. D) ad tracking research.

Q: To measure the impact of a point-of-purchase display, retailers and manufacturers can use: A) response rates. B) changes in sales. C) scanner data. D) number of inquiries.

Q: Advertising is the most difficult part of the IMC program to evaluate for all of the following reasons except: A) a delayed impact of the ad. B) consumers changing their minds while in the store. C) the consumer price index changes. D) brand equity considerations.

Q: Measuring changes in sales following a marketing campaign is easier now than in the past because of: A) commercial database services. B) scanners and the UPC. C) the power of retailers to control sales data. D) internet technology.

Q: To some marketers and company executives, the only measure that should be used to evaluate marketing is: A) sales. B) brand loyalty and brand equity. C) brand awareness. D) brand recognition.

Q: Which is not a behavioral evaluation measure? A) Actual sales B) Coupon redemptions C) Emotional reaction D) Internet hits

Q: What can test markets assess?

Q: Test markets can only be used to test the effects of price changes on sales.

Q: Web scanning software allows a company to monitor web chats pertaining to the company and its brands.

Q: In evaluating online advertising, dwell time measures the amount of time an individual spends on a website.

Q: Length of engagement measures the proportion of ad impressions that result in a user engaging with an online ad, such as clicking it or just moving the mouse over it.

Q: Currently, click-throughs remain the primary method used to measure the impact of online advertising.

Q: Length of engagement is the number one way companies measure the impact of online advertising.

Q: Which online metric evaluation method allows companies to gauge consumer reactions to a new advertising campaign, whether it is online or traditional? A) Click-through rate B) Copytesting C) Emotional reaction tests D) Monitoring web chatter

Q: To measure Cole's level of interest in the products offered at a particular website, the online metric that should be used is: A) click-throughs. B) length of engagement. C) impressions. D) brand awareness.

Q: The online metric that measures how long an individual stays at a particular website is: A) click-throughs. B) length of engagement. C) impressions. D) brand awareness.

Q: Currently, the number one way companies measure the impact of online advertising is: A) click-throughs. B) sales. C) lead generations. D) response rates.

Q: Chris wants to measure how long individuals stay engaged with a banner ad he has placed on a website that contains a short five-second video. The best measurement to use would be: A) dwell rate. B) dwell time. C) length of engagement. D) click-through.

Q: The measure of time users spend engaged with a particular online ad is the: A) length of engagement. B) click-through rate. C) dwell time. D) dwell rate.

Q: The proportion of ad impressions resulting from the user engaging with an advertisement, either by clicking on it or running the mouse over it, is the: A) length of engagement. B) click-through rate. C) dwell time. D) dwell rate.

Q: In terms of online metrics, dwell rate is the: A) number of individuals who click on an online ad. B) proportion of ad impressions that result from a user clicking on or mousing over an advertisement. C) amount of time a user is engaged with a particular advertisement. D) amount of time a user is engaged with a website.

Q: In terms of online metrics, dwell time is the: A) number of individuals who click on an online ad. B) proportion of ad impressions that result from a user clicking on or mousing over an advertisement. C) amount of time a user is engaged with a particular advertisement. D) amount of time a user is engaged with a website.

Q: The principles of position advertising copytesting (PACT) state that tests should be conducted within laboratory settings and not in field settings.

Q: The principles of position advertising copytesting (PACT) state that multiple exposures to an advertisement are essential to obtain accurate results.

Q: The principles of position advertising copytesting (PACT) state that a single measure is sufficient to evaluate an ad.

Q: The principles of position advertising copytesting (PACT) state that testing procedures should be relevant to advertising objectives.

Q: Position advertising copytesting (PACT) was designed originally to assist in the evaluation of digital ads.

Q: PACT stands for position advertising copytesting.

Q: Cognitive neuroscience shows where brain activity occurs, to some extent, the level of activity, and how the subject feels about an ad.

Q: Which of the following is not a principle associated with PACT, position advertising copytesting? A) The procedure should be relevant to the advertising objective being tested. B) Researchers should agree on how results will be used. C) The test should measure the degree of social responsibility. D) Researchers should use multiple measures to evaluate ads.

Q: PACT was a set of principles originally designed for: A) evaluating television ads. B) evaluating print ads. C) monitoring emotional responses. D) persuasion analysis.

Q: Discuss the value of copytesting.

Q: Describe advertising research tracking and what it can be used to evaluate.

Q: What are the three major categories of message evaluation?

Q: The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how information is processed, where it is being processed in the brain, and how the individual reacts to an ad or marketing piece.

Q: Cognitive neuroscience measures brain activity and brain waves.

Q: Many advertising researchers believe that emotional reaction tests to ads are more accurate than physiological arousal tests because emotional reactions cannot be easily faked.

Q: The latest cognitive neuroscience technology offered by firms such as EmSense measures not only brain waves, but also monitors breathing, heart rate, blinking, and skin temperature.

Q: The power of cognitive neuroscience is that it reveals psychological reactions to ads and marketing messages.

Q: A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.

Q: Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

Q: Biometric research measures psychological responses, such as attitudinal changes.

Q: Biometric research measures physiological or physical responses to advertising.

Q: Measuring emotional reactions to ads is important because ads that elicit negative emotions are more likely to be remembered.

Q: Due to demands for increased accountability, advertising professionals continue to use copytesting, even though they may not believe it is an effective method for evaluating ads.

Q: While some marketing professionals do not favor copytesting, the majority think it is necessary because without it, creativity is stifled.

Q: In ad tracking research, advertising agencies often ask open-ended questions of respondents to learn what respondents are thinking.

Q: In addition to copytesting, many advertising research firms such as Millward Brown also provide advertising agencies with emotional reaction charts that show how viewers feel about an advertisement as they are watching it.

Q: Copytesting can measure how well an advertisement communicates, the persuasiveness of the ad, and how likely a person would be to make a purchase.

Q: Copytesting conducted online offers agencies a measure of an advertisement's potential when the copytest receives a viewer's complete attention.

Q: The use of the internet for copytesting is quickly replacing both the portfolio and theater tests.

Q: A theater test can be used to study a print advertisement from a billboard or the side of a bus.

Q: A theater test is a display of television advertisements shown together in a theater.

Q: A portfolio test is often used for copytesting of print ads.

Q: A portfolio test is a display of television advertisement in a theater.

Q: A copytest is used when the marketing piece is finished or is in the final stages of development.

Q: Although it is cheaper to copytest online rather than using traditional methods, it takes longer to conduct the test and obtain results.

Q: Advertising tracking services offer the advantage of providing diagnostics that allow an advertising agency to understand why an ad did not perform well.

Q: Advertising tracking research can show when "wear-out" begins to occur and when an advertisement starts to lose its effectiveness.

Q: Copytesting by companies such as Nielsen IAG indicates how well an advertisement performed compared to previous campaigns.

Q: Advertising tracking by companies such as Nielsen IAG can indicate how well an advertisement performs compared to competing brands.

Q: In addition to tracking television advertising, ad tracking can be used to examine online banner ads.

Q: Advertising tracking research can measure both unaided and aided brand awareness as well as brand recognition.

Q: Advertising tracking research provides a general measure of the effect of the media weight, the effectiveness of the media buys, and a measure of the media audience's profile.

Q: Advertising tracking research examines ads that have been launched.

Q: While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily due to unreliable results.

Q: A storyboard is a series of pictures providing an overview of the structure of a website design.

Q: Evaluation or testing of advertising communications can occur at any stage of the development process.

Q: Cognitive neuroscience cannot measure: A) physiological reactions to an advertisement. B) behavioral intentions. C) intensity of emotions. D) positive and negative emotions.

Q: Of the following methods of evaluating advertising, the one that is the most difficult to fake by respondents would be: A) advertising tracking research. B) copytesting. C) cognitive neuroscience. D) emotional reaction tests.

Q: Brain-image measurement is part of: A) ad tracking research. B) emotional reaction tests. C) copytesting. D) cognitive neuroscience.

Q: Cognitive neuroscience measures: A) impulse buying. B) brain electricity. C) dilation of a person's pupil. D) perspiration.

Q: Cognitive neuroscience has the capability of showing all of the following except: A) physiological reactions to an advertisement. B) behavioral intentions. C) where brain activity occurs and, to a certain degree, the level of activity. D) where a person focuses on an advertisement.

Q: Biometric measures evaluate: A) data about a person's heartbeat, perspiration levels, respiration, and body movements. B) data about a person's attitudinal changes. C) changes in sales after exposure to an emotional advertisement. D) increases in verbal responses to questions posed in focus groups.

Q: Which of the following measures physiological reactions to advertisements and marketing messages? A) Recall tests B) Advertising tracking research C) Biometric measures D) Test marketing

Q: In measuring emotions, researchers could use questions to inquire about emotional reactions to an ad. An alternative method would be to use: A) copytesting. B) ad tracking research. C) warmth monitors. D) test marketing.

Q: Warmth monitors are an example of: A) an emotional reaction test. B) copytesting. C) ad tracking research. D) cognitive neuroscience.