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Q:
Which method may use a computer joystick to test emotional reactions to an ad?
A) A warmth monitor
B) Cognitive neuroscience
C) Copytesting
D) Ad tracking research
Q:
With regard to copytesting, all of the following criticisms have recently been voiced except:
A) copytests stifle creativity that is needed to produce ads that stand out.
B) copytests favor emotional approaches in advertising.
C) copytests tend to lead to ads about product benefits that are believable and understandable to a focus group.
D) members of focus groups know little about creativity and are not legitimate judges of creative advertising.
Q:
With regard to copytesting, the current thought by a number of marketing professionals is that the test:
A) favors affective approaches over rational approaches.
B) inspires creativity.
C) is necessary primarily because of the issue of accountability.
D) is not really useful, but necessary because of demands of creatives.
Q:
If a client wants to know why a particular ad or ad campaign is not performing well, the best source of information would be:
A) quantitative questions on a copytest.
B) emotional reaction tests.
C) verbatim comments from a copytest.
D) ad tracking research.
Q:
Quantitative copytesting questions do not measure:
A) ability of the ad to break through.
B) why a particular ad is not liked.
C) how enjoyable the ad is.
D) what the ad communicates.
Q:
When copytesting television ads, researchers often use:
A) a portfolio test.
B) a theater test.
C) a reaction test.
D) cognitive neuroscience.
Q:
When copytesting print ads, researchers often use which type of approach?
A) Portfolio test
B) Theater test
C) Regulatory test
D) Cognitive neuroscience
Q:
Advertising tracking research does not provide information regarding:
A) how an ad is performing compared to previous ads.
B) why an ad is not performing well.
C) how an ad is performing compared to the competition.
D) how an ad is performing over time.
Q:
Which type of evaluation method can provide clients and advertising agencies with an idea that "wear-out" effects are starting to occur?
A) Ad tracking research
B) Copytesting
C) Cognitive neuroscience
D) Emotional reaction tests
Q:
When using message evaluation techniques, copytesting is most likely to be used:
A) in conjunction with ad tracking research.
B) in the final stages of ad development or with the finished ad.
C) with theater and portfolio tests.
D) with online metrics.
Q:
In ad tracking research, if respondents are asked if they have a "general positive feeling about a brand," the measure obtained is called a(n) ________ score.
A) brand image
B) brand equity
C) impression
D) emotional
Q:
Advertising tracking research does not measure:
A) ad memorability.
B) unaided and aided message recall.
C) brand and ad recognition.
D) emotional reactions.
Q:
Advertising tracking research does not measure:
A) ad likeability.
B) unaided and aided brand awareness.
C) unaided and aided campaign recall.
D) physiological reactions.
Q:
After being shown a segment or stills of an ad, respondents are given a list of brands and asked to identify the correct brand that was in the ad, which measures:
A) memorability.
B) aided brand awareness.
C) unaided brand awareness.
D) brand and ad recognition.
Q:
After being shown a segment or stills of an ad, respondents are asked to identify the brand being advertised, which measures:
A) memorability.
B) aided brand awareness.
C) unaided brand awareness.
D) brand and ad recognition.
Q:
Asking respondents if they recognize a brand in an advertisements measures:
A) memorability.
B) aided brand awareness.
C) unaided brand awareness.
D) brand and ad recognition.
Q:
In using advertising tracking research, after a respondent is shown a segment of an advertisement or stills of an ad, respondents are asked first if they:
A) can identify which brand was in the ad from a list of brands shown to them.
B) can identify the brand being advertised.
C) recognize the company or brand.
D) like the ad.
Q:
With advertising tracking research, respondents are shown a(n):
A) entire ad, but without the brand name being visible.
B) brief portion of the ad that includes one mention of the brand name.
C) brief portion of the ad or stills of the ad with the brand name removed or hidden.
D) series of ads so they will not know which ad is being studied.
Q:
With advertising tracking research, tests can be performed to measure all of the following except:
A) effectiveness of media buys.
B) general measure of the effect of media weight (media spending).
C) quality of the ad's message and execution.
D) level of web chatter about the ad and brand.
Q:
An in-market advertising research method that monitors a brand's performance and advertising effectiveness is:
A) emotional reaction tests.
B) copytesting.
C) cognitive neuroscience.
D) advertising tracking research.
Q:
Advertising tracking research examines:
A) web chatter about ads and ad campaigns.
B) physiological reactions to ads and ad campaigns.
C) ads that have been finished or in the latter stages of production.
D) ads that have already been launched.
Q:
Of the following methods of evaluating advertising and ad campaigns, the one that holds the most promise for the future is:
A) advertising tracking research.
B) copytesting.
C) online cookie analysis.
D) cognitive neuroscience.
Q:
Although ads can be tested prior to production, most advertising agencies perform little pretesting because they:
A) tend to be unreliable.
B) are too expensive.
C) are not requested very often by clients.
D) have to be matched with posttests to be effective.
Q:
A storyboard is used to outline the structure of ________ advertisements.
A) radio
B) television
C) magazine
D) print
Q:
A message evaluation can take place:
A) when an ad is completed.
B) when an ad has been shown to the public.
C) when the campaign is complete.
D) at any stage of the development of an ad.
Q:
What items should be identified when evaluating an advertising program?
Q:
Procedures used to evaluate advertising and marketing should be developed prior to launching a campaign.
Q:
When studying marketing effectiveness, short-term outcomes such as increases in sales or attitude towards the brand are the most relevant criteria.
Q:
The method of evaluating a marketing piece should match the IMC objective for that marketing piece.
Q:
When evaluating advertising or IMC campaigns, examples of long-term measures would include all of the following except brand:
A) sales.
B) awareness.
C) loyalty.
D) equity.
Q:
When analyzing advertising or IMC campaigns, which of the following would be an example of measuring affective responses?
A) Sales and redemption rates
B) Product specific awareness
C) Awareness of the overall company
D) Liking the company
Q:
Message evaluations primarily deal with customer actions and outcomes, such as making store visits or accessing a website.
Q:
Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative.
Q:
Message evaluations primarily deal with visible consumer actions, such as making store visits or clipping a coupon.
Q:
When studying marketing effectiveness, the three main types of evaluation techniques are message evaluations, online evaluation metrics, and respondent behavior evaluations.
Q:
Cognitive neuroscience can be used to provide unique insights into a consumer's response to advertisements through capturing eye movements as the individual watches the ad.
Q:
Which evaluation technique utilizes numbers and measures the results of the marketing program?
A) Message evaluation
B) Respondent behavior evaluation
C) Online measurement
D) Recognition evaluation
Q:
An examination of visible customer actions including making store visits and purchases is called ________ evaluation.
A) respondent behavior
B) pre-testing
C) message
D) message synthesis brand recognition
Q:
An examination of a creative message and the physical design of an advertisement or other marketing communication piece is a(n):
A) respondent behavior evaluation.
B) online evaluation metric.
C) message evaluation.
D) message synthesis.
Q:
In Islamic countries, the form of law that is used is called theocratic law.
Q:
In many European countries, the form of law that is used is called common law.
Q:
In the United States and many Western nations, the form of law that is used is called civil law.
Q:
A form of law based on religious teachings is _______ law.
A) moral
B) theocratic
C) civil
D) common
Q:
A form of law present in many Islamic countries is ________ law.
A) moral
B) theocratic
C) civil
D) common
Q:
A form of law present in many European countries is ________ law.
A) moral
B) theocratic
C) civil
D) common
Q:
A form of law based on a broad set of legal principles and decisions made based on legal codes that have been written over time is ________ law.
A) moral
B) theocratic
C) civil
D) common
Q:
A form of law based on local customs, traditions, and precedents is _______ law.
A) moral
B) theocratic
C) civil
D) common
Q:
The United States and many Western countries use the form of law known as ________ law.
A) moral
B) theocratic
C) civil
D) common
Q:
Identify and describe the four primary philosophies of life.
Q:
The term whistle-blower is used to describe an individual who is willing to go public with charges about an organization that is doing something illegal or unethical.
Q:
Individuals and organizations have responded to the need for a more ethical environment by creating ethics training programs, codes of ethics, and ethics consulting systems.
Q:
In terms of foundations and frameworks for guiding human behavior, legal systems are designed to tell people what they can and cannot do.
Q:
Homeostasis is a philosophy of life that involves maximizing pleasure and minimizing pain.
Q:
Hedonism is the natural craving for balance in one's life.
Q:
Although there are many disagreements about what is right and wrong, an overriding constant may be that ethical actions, moral correctness, and social responsibility all boil down to:
A) common sense.
B) religious beliefs.
C) the legal system.
D) materialistic attitudes.
Q:
In creating a foundation and framework for ethical guidelines, most religions:
A) involve maximizing pleasure and minimizing pain.
B) offer a version of philosophy based on the Golden Rule, which means do unto others what you would have them do unto you.
C) involve balancing a variety of urges throughout a person's life.
D) offer guidelines regarding right and wrong as well as what is acceptable and what is not acceptable, within a geographic area.
Q:
In creating a foundation and framework for ethical guidelines, the concept of law:
A) involves maximizing pleasure and minimizing pain.
B) offers a version of philosophy based on the Golden Rule, which means do unto others what you would have them do unto you.
C) involves balancing a variety of urges throughout a person's life.
D) offers guidelines regarding right and wrong as well as what is acceptable and what is not acceptable, within a geographic area.
Q:
Homeostasis is a philosophy that:
A) involves maximizing pleasure and minimizing pain.
B) offers a version of philosophy based on the Golden Rule, which means do unto others what you would have them do unto you.
C) involves balancing a variety of urges throughout a person's life.
D) offers guidelines regarding right and wrong as well as what is acceptable and what is not acceptable, within a geographic area.
Q:
Hedonism is a philosophy that:
A) involves maximizing pleasure and minimizing pain.
B) offers a version of philosophy based on the Golden Rule, which means do unto others what you would have them do unto you.
C) involves balancing a variety of urges throughout a person's life.
D) offers guidelines regarding right and wrong as well as what is acceptable and what is not acceptable, within a geographic area.
Q:
The philosophy that suggests a balance of a variety of urges throughout life is best is:
A) utilitarianism.
B) individualism.
C) hedonism.
D) homeostasis.
Q:
The philosophy of life that involves maximizing pleasure and minimizing pain is:
A) utilitarianism.
B) individualism.
C) hedonism.
D) homeostasis.
Q:
What is brand infringement?
Q:
Stealth marketing is an excellent means of getting around much of the advertising clutter to create buzz about a particular brand.
Q:
Buzz marketing involves pitching the benefits of a product to other people without revealing you are paid or compensated by the company to do so.
Q:
If a company sets up a booth near a major sporting event, such as the Olympics, but is not an official sponsor of the event, it is called saturation ambush marketing.
Q:
Wanting to capitalize on the audience around the Olympics, a company substantially increases its advertising budget, but is not an official sponsor. This would be an example of distractive ambush marketing.
Q:
If a company creates an impression that it is a sponsor of an event when it is not, it is called allusion marketing.
Q:
With direct ambush marketing, a brand suggests or hints it is associated with a major sporting event when it is not an official sponsor.
Q:
Ambush marketing occurs when a brand attempts to associate itself with a competing brand through comparative advertising.
Q:
Cookie technology allows a company to personalize and customize its website to match a consumer's interest.
Q:
When using cookies on computers to gather information, marketers must balance the need for information with the concern for the expense and legal action.
Q:
Although giving or receiving bribes in business-to-business interactions is illegal in the United States, in some countries, such as France and Germany, bribes are accepted and companies may even deduct the amount as a legitimate income tax expense.
Q:
To influence purchase decisions, purchasing agents and other members of a buying organization are often the recipients of gifts, meals, entertainment, and free trips.
Q:
When marketing products to other businesses through personal selling or trade shows, one ethical issue that arises is in regard to the use of gifts and or/bribes.
Q:
In the past, attorneys, physicians, and dentists did not advertise for fear of negative reactions by patients and clients.
Q:
Cyber squatting or domain squatting is the practice of using brand names on generic websites.
Q:
Brand infringement issues become more complex when a brand is so well established that it may be considered a generic term, such as Ford or Toyota.
Q:
Brand infringement occurs when a company creates a brand name that closely resembles a popular or successful brand.
Q:
Stealth marketing occurs when:
A) firms intentionally design advertising or marketing campaigns to capitalize on a major sporting event.
B) a brand is associated with a major sporting event without any intentional or indirect effort on the part of the brand.
C) a brand suggests or hints it is associated with a major sporting event when it is not.
D) consumers are enticed to look at a particular brand without them realizing the person making the sales pitch is being paid or compensated by the brand.
Q:
Incidental ambush marketing occurs when:
A) firms intentionally design advertising or marketing campaigns to capitalize on a major sporting event.
B) a brand is associated with a major sporting event without any intentional or indirect effort on the part of the brand.
C) a brand suggests or hints it is associated with a major sporting event when it is not.
D) consumers are enticed to look at a product by individuals without the individuals realizing the person making the sales pitch is being paid or compensated by the brand.