The purpose of testing commercials in rough form is to have a baseline against which to compare ...

The purpose of testing commercials in rough form is to have a baseline against which to compare final commercials after the ad has been run in the media.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

Elaine was born in 1987 . To which generation does she belong?
 a. Generation X
  b. Generation Y
  c. Baby Boom
  d. Achiever
  e. Yup & Comers

Question 3

The two general forms of advertising research that are practiced are message research and focused research.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 4

A national sample of nearly 1,000 youths between the ages of 9 and 14 revealed all of the following EXCEPT what?
 a. Girls are more materialistic than boys.
  b. Youths from lower-income households are more materialistic.
  c. Highly materialistic youths shop more frequently.
  d. Highly materialistic youths show a greater interest in new products.
  e. Highly materialistic youths are more likely to watch TV commercials.

Question 5

Measuring message effectiveness is not a difficult or expensive task.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 6

Jessica is 10 years old. To marketers, she is classified as a _____.
 a. child
  b. teenager
  c. toddler
  d. buster
  e. tween

Question 7

The demand for accountability that is prevalent throughout business necessitates that ads be tested before they are placed in media and then again during or after the period in which they have been printed or broadcast.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 8

Marketers typically refer to children aged 4 through 12 as _____ to distinguish this cohort from younger or older children.
 a. tweens
  b. toddlers
  c. teenagers
  d. kids
  e. busters

Question 9

Posttesting with tracking studies would be conducted at the final production stage of ad message research.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 10

In the U.S., olders (ages 55 to 64) have _____ in recent years.
 a. stayed the same in number
  b. decreased in number
  c. increased in number
  d. become less affluent
  e. become more affluent