Social networks and social platforms are both elements of the social business stack.
Indicate whether the statement is true or false
Question 2The postmeasure percentage of respondents who were exposed to an advertisement for the target brand preferring the target brand minus the premeasure percentage who prefer that brand is known as the ____.
a. ARS Persuasion score
b. Q-score
c. target score
d. advertising elasticity
e. delta
Question 3Which of the following is FALSE?
a. Structured-undisguised questioning produces more reliable results although this greater reliability may be obtained at the loss of some validity.
b. When replies are limited to fixed answers as in structured-undisguised questionnaires, there is the minimum possibility for the respondent to misunderstand the meaning intended by the interviewer and vice versa.
c. The responses as well as the questions are standardized in a structured-undisguised questionnaire.
d. One shortcoming of the structured-undisguised question is that it often does not allow an expression of strength and feeling.
e. In structured questions the frame of reference is often obvious from the alternatives.
Question 4Physiological measures suffer from some drawbacks. Which of the following is one of these?
a. While we may be able to detect a physiological response to and advertisement, there is no way to determine whether the response is to the ad or the brand, or which part of the advertisement was responsible for the response.
b. Due to the artificial laboratory aspects of the test they lack reliability.
c. They can only be used to understand television advertising.
d. Only negative reactions, not positive reactions can be captured.
Question 5Branded communities cannot be built or expanded by using paid media to encourage people to join.
Indicate whether the statement is true or false
Question 6Which of the following is NOT an advantage of the in-home videotape methodology used in the NextTV method?
a. In-home exposure makes it possible to measure advertising effectiveness in a natural environment.
b. By embedding test advertisements in actual programming content along with other advertisements, it is possible to assess the ability of TV commercials to break through the clutter, gain the viewer's attention, and influence message recallability and persuadability.
c. Be measuring recall one day after exposure, it can be determined how well tested commercials are remembered after this delay period.
d. The videotape technology allows the use of representative national sampling.
e. By providing a standardized measure of persuasion, national norms can be determined.
Question 7The responses, as well as the questions, are standardized in a(n)
a. unstructured-disguised questionnaire.
b. unstructured-undisguised questionnaire.
c. structured-undisguised questionnaire.
d. depth interview.
e. focus group.
Question 8Physiological measures include all of the following EXCEPT
a. eye-tracking systems.
b. psychogalvanometers.
c. voice response analysis.
d. resonance tests.
Question 9Facebook likes represent one type of social sharing.
Indicate whether the statement is true or false
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