Marketing

6 years ago

Cognitive neuroscience has the capability of indicating each of the following except:

Cognitive neuroscience has the capability of indicating each 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 activ

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6 years ago

Biometric measures evaluate: (Multiple Choice)

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 advertise

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6 years ago

In measuring emotions, researchers could use questions to inquire about emotional reactions to an ...

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.

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6 years ago

Warmth monitors are an example of:

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

bongua185 60 1 Reply

6 years ago

Which method may use a computer joystick to test emotional reactions to an ad?

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

Sitki 49 1 Reply

6 years ago

With regard to copytesting, each of the following criticisms has recently been voiced except:

With regard to copytesting, each of the following criticisms has 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) copyt

Consle 67 1 Reply

6 years ago

With regard to copytesting, the current thought by a number of marketing professionals is that the ...

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

Consle 65 1 Reply

6 years ago

Quantitative copytesting questions do not measure:

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.

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6 years ago

When copytesting television ads, researchers often use:

When copytesting television ads, researchers often use:
A) a portfolio test.
B) a theater test.
C) a reaction test.
D) cognitive neuroscience.

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6 years ago

When copytesting print ads, researchers often use which type of approach?

When copytesting print ads, researchers often use which type of approach?
A) Portfolio test
B) Theater test
C) Regulatory test
D) Cognitive neuroscience

Sitki 58 1 Reply

6 years ago

Advertising tracking research does not provide information regarding:

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 i

Consle 64 1 Reply

6 years ago

Which type of evaluation method can provide clients and advertising agencies with an idea that ...

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 react

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6 years ago

When using message evaluation techniques, copytesting is most likely to be used:

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

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6 years ago

In ad tracking research, if respondents are asked if they have a "general positive feeling ...

In ad tracking research, if respondents are asked if they have a "general positive feeling about a brand," the measure obtained is which type of score?
A) Brand image
B) Brand equity
C) Impression
D) Emotional

Consle 61 1 Reply

6 years ago

Advertising tracking research does not measure:

Advertising tracking research does not measure:
A) ad memorability.
B) unaided and aided message recall.
C) brand and ad recognition.
D) emotional reactions.

Consle 59 1 Reply

6 years ago

Advertising tracking research does not measure:

Advertising tracking research does not measure:
A) ad likeability.
B) unaided and aided brand awareness.
C) unaided and aided campaign recall.
D) physiological reactions.

Consle 59 1 Reply

6 years ago

After being shown a segment or stills of an ad, respondents are given a list of brands and asked to ...

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.

Consle 45 1 Reply

6 years ago

After being shown a segment or stills of an ad, respondents are asked to identify the brand being ...

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.

bongua185 53 1 Reply

6 years ago

Asking respondents if they recognize a brand in an advertisement measures:

Asking respondents if they recognize a brand in an advertisement measures:
A) memorability.
B) aided brand awareness.
C) unaided brand awareness.
D) brand and ad recognition.

bongua185 50 1 Reply

6 years ago

When using advertising tracking research, after a respondent is shown a segment of an advertisement ...

When 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) c

Sitki 49 1 Reply

6 years ago

With advertising tracking research, tests can be performed to measure each of the following ...

With advertising tracking research, tests can be performed to measure each 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

bongua185 45 1 Reply

6 years ago

Advertising tracking research examines: (Multiple Choice)

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

Consle 50 1 Reply

6 years ago

Of the following methods of evaluating advertising and ad campaigns, the one that holds the most ...

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.

Consle 76 1 Reply

6 years ago

Although ads can be tested prior to production, most advertising agencies perform little pretesting ...

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 wi

Sitki 36 1 Reply

6 years ago

A message evaluation can take place:

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.

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6 years ago

What items should be identified when evaluating an advertising program?

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6 years ago

Procedures used to evaluate advertising and marketing should be developed after launching a ...

Procedures used to evaluate advertising and marketing should be developed after launching a campaign.

True or False?

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6 years ago

Procedures used to evaluate advertising and marketing should be developed prior to launching a ...

Procedures used to evaluate advertising and marketing should be developed prior to launching a campaign.

True or False?

bongua185 39 1 Reply

6 years ago

When studying marketing effectiveness, short-term outcomes such as increases in sales or attitude ...

When studying marketing effectiveness, short-term outcomes such as increases in sales or attitude towards the brand are the most relevant criteria.

True or False?

bongua185 32 1 Reply

6 years ago

When evaluating advertising or IMC campaigns, examples of long-term measures would include each of ...

When evaluating advertising or IMC campaigns, examples of long-term measures would include each of the following except brand:
A) sales.
B) awareness.
C) loyalty.
D) equity.

Consle 41 1 Reply

6 years ago

When analyzing advertising or IMC campaigns, which of the following would be an example of measuring ...

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 th

Consle 34 1 Reply

6 years ago

Define the terms click-throughs, dwell rate and dwell time.

Sitki 51 1 Reply

6 years ago

What are the three broad categories of evaluation tools used to evaluate IMC systems?

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6 years ago

Respondent behavior evaluation programs assess all three components of attitudes: cognitive, ...

Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative.

True or False?

Sitki 41 1 Reply

6 years ago

Message evaluations primarily deal with visible consumer actions, such as making store visits or ...

Message evaluations primarily deal with visible consumer actions, such as making store visits or clipping a coupon.

True or False?

Consle 48 1 Reply

6 years ago

When studying marketing effectiveness, the three main types of evaluation techniques are message ...

When studying marketing effectiveness, the three main types of evaluation techniques are message evaluations, online evaluation metrics, and respondent behavior evaluations.

True or False?

Sitki 49 1 Reply

6 years ago

Cognitive neuroscience can be used to provide unique insights into a consumer's response to ...

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.

True or False?

Consle 38 1 Reply

6 years ago

Which evaluation technique utilizes numbers and measures the results of the marketing program?

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

Consle 44 1 Reply

6 years ago

An examination of visible customer actions including making store visits and purchases is which type ...

An examination of visible customer actions including making store visits and purchases is which type of evaluation?
A) Respondent behavior
B) Pre-testing
C) Message
D) Message synthesis brand recognition

bongua185 67 1 Reply