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Copyright?2012PearsonEducation,Inc.
AdvertisingResearch:TheoryandPractice,2e(Davis)
Chapter19AdvertisingTesting:ConceptandCommunicationsTests
1)Conceptandcommunicationteststakeplaceduringthefinalstagesoftheadvertisingdevelopmentprocess.
Answer:FALSE
PageRef:547
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
2)A________focusesonmessagesandmessageevaluationoutsideofthecontextofactualexecutions.
A)creativity
B)concept
C)communication
D)construction
E)centrality
Answer:B
PageRef:547
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
3)A________focusesonhowwellmessagesareconveyedandreactionstothemessage,bothwithinthecontextofalternativeexecutions.
A)creativity
B)concept
C)communication
D)construction
E)centrality
Answer:C
PageRef:547
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
4)Thepurposeofconceptandcommunicationtestsisto________.
A)selecta"winner"
B)identifythe"losers"
C)collectdiagnosticinformationonstrengthsandweaknesses
Answer:C
PageRef:547
Difficulty:Moderate
LearningObj.:LO1
Classification:CriticalThinking
5)A(n)________isasimple,writtenexpressionofapositioning,benefit,reasonforbeingoruniquecommunicationproposition.
A)adsketch
B)communique
C)creative
D)concept
E)adoutline
Answer:D
PageRef:547
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
6)WhichofthefollowingisNOTrecommendedwhenwritingaconcept?
A)usepuffery
B)avoidexaggeration
C)avoidsalesmanship
D)presentthecoreideasimply
E)presentthecoreidearealistically
Answer:A
PageRef:547
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
7)Considerthetwostatementsshownbelow.
I. Concepttestscanbeusedtoidentifyandthencomparethestrengthsand
weaknessesofalternativebenefitsorpositionings.
II. Concepttestscanbeusedtoidentifythestrengthsandweaknessesof
alternativeapproachestocommunicatingaselectedpositioning.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:C
PageRef:549
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
8)Theuseofvisualsandheadlinesareimportant,requiredcomponentsofaconcept.
Answer:FALSE
PageRef:551-552
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
9)WhichofthefollowingisNOTanimportantconsiderationinwritingthebodycopyforaconcept?
A)useshortparagraphs
B)useactive,declarativesentences
C)keepallwordlengthtosevenlettersorless
D)avoidsentencefragments
E)keepoveralllengthshort
Answer:C
PageRef:551
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
10)Whenpreparingbodycopyforaconceptitisimportantto________.
A)keepthecopyfocusedandsingle-minded
B)tryandcommunicateasmanyproductbenefitsaspossible
C)keepeachparagraphfocusedonadifferentbenefit
D)usecopythatcloselyresemblesfinaladvertisingcopy
Answer:A
PageRef:551
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
11)Aconcepttest________succinctlysummarizesthemaincommunicationideaandprovidesanexplicitlead-intothebodycopy.
A)visual
B)tagline
C)leadparagraph
D)headline
Answer:D
PageRef:551
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
12)Aconcepttestheadlineshouldcloselyresembletheheadlinethatwillbeusedinthefinaladvertisement.
Answer:FALSE
PageRef:551
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
13)Thefollowingmayormaynotdescribeacceptablepracticeinwritingaconcepttestheadline.
-Usecatchyphrases
-Usesentencefragments
-Usesimpledeclarativestatements
-Useprovocativequestions
Howmany,ifany,oftheserecommendationsareallowablewhenwritingaconcepttestheadline?
A)0
B)1
C)2
D)3
E)4
Answer:B
PageRef:551
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
14)Thefollowingmayormaynotdescribeacceptablepracticeinthewritingofconcepttesttaglines.
-Behighlyfocused
-Useabriefphrase
-Besingle-minded
-Bebelievable
Howmany,ifany,oftheserecommendationsareallowablewhenwritingaconcepttesttagline?
A)0
B)1
C)2
D)3
E)4
Answer:E
PageRef:552
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
15)Considerthetwostatementsbelowwhichrefertoconcepttestvisuals.
I. Visualscanbeusedwhentheyareanessentialpartoftheintended
communication.
II. Visualscanbeusedwhentheyareneededforbrand,service,orother
identificationpurposes.
Which,ifany,oftheseguidelinesshouldbefollowedwhenpreparingaconcept?
A)Ionly
B)IIonly
C)IandIIshouldbothbefollowed
D)NeitherInorIIshouldbefollowed
Answer:C
PageRef:552
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
16)Anothernameforcommunicationtestingis________research.
A)copydevelopment
B)creativedecision
C)advertisingdevelopment
D)institutional
E)copychange
Answer:A
PageRef:552
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
17)Communicationtestingtypically________concepttesting.
A)isconductedatthesametimeas
B)comesbefore
C)follows
Answer:C
PageRef:552
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
18)Advertisementsincommunicationresearcharetestedinaroughstageofdevelopment.
Answer:TRUE
PageRef:555
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
19)Thefollowingstatementsrefertotheformatofprintadsusedinacommunicationtest.
I. Printadsshouldbeactualsize.
II. Printadscanusedrawingsinsteadofphotographs.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:C
PageRef:555
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
20)WhichofthefollowingisNOTarecommendedformatforthecommunicationtestingoftelevisionads?
A)storyboard
B)animatic
C)photomatic
Answer:A
PageRef:555
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
21)A(n)________isastoryboardonfilmortapeaccompaniedbyaroughsoundtrack.
A)storyboard
B)animatic
C)photomatic
Answer:B
PageRef:555
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
22)A(n)________istherecommendedchoiceforatelevisionadcommunicationtestwheneveradrawingisaninadequaterepresentation,suchasshowingappetizingfood.
A)storyboard
B)animatic
C)photomatic
Answer:C
PageRef:555
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
23)Thebodycopyinacommunicationtestshouldbeidenticaltothatproposedforthefinishedadvertisement.
Answer:TRUE
PageRef:555
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
24)Thinkaboutdatacollectionforeitheraconceptorcommunicationtest.Itisappropriateto________.
A)onlyuseaqualitativeapproachtodatacollection
B)onlyuseaquantitativeapproachtodatacollection
C)useeitherqualitativeorquantitativeapproachtodatacollection
Answer:C
PageRef:555
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
25)Conceptandcommunicationtests________
A)canonlybebeconductedbyspecializedresearchcompanies
B)canonlybeconductedbytheadvertisingagency
C)canbeconductedeitherbytheadvertisingagencyorbyaspecializedresearchcompany
Answer:C
PageRef:556
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
26)Aconceptorcommunicationtestbeginswith________.
A)anexplanationofthetaskandstimulusmaterials
B)paymentoftheincentive
C)identificationoftheresearchsponsor
D)thecollectionofinformationregardingrespondents'mediahabits
E)thecollectionofinformationregardingrespondents'attitudestowardadvertising
Answer:A
PageRef:557
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
27)Aconceptorcommunicationtestgivesrespondents________toinitiallyreadthestimulus.
A)fiveminutesorless
B)uptotenminutes
C)uptofifteenminutes
D)anunlimitedamountoftime
Answer:D
PageRef:567
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
28)Whenaconceptorcommunicationtestinvolvesfourormorestimuli,thesestimuliare________.
A)presentedoneatatime,andeachisfullydiscussedbeforeproceedingtothenext
B)presentedinpairs,withdiscussionofbothstimuliinthepairtakingplaceatthesametime
C)presentedallatthesametime,andeachisdiscussedinturn
D)presentedallatthesametime,andallarediscussedatthesametime
Answer:A
PageRef:567
Difficulty:Difficult
LearningObj.:LO3
Classification:CriticalThinking
29)Inaconceptorcommunicationtest,afterthestimulusispresentedandread,itisthenremovedpriortothestartoftheintervieworgroupdiscussion.
Answer:TRUE
PageRef:567
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
30)Thinkaboutconceptandcommunicationtests.________approachestodatacollectionbegintheinterviewwithopen-endedquestions.
A)Onlyqualitative
B)Onlyquantitative
C)Bothqualitativeandquantitative
Answer:C
PageRef:567
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
31)Thinkaboutconceptandcommunicationtests.Aninvestigationofmessagerecalliscarriedoutthroughtheuseofa(n)________.
A)open-endedquestion
B)ratingscale
C)dichotomousquestion
D)semanticdifferential
E)constantsumquestion
Answer:A
PageRef:557
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
32)Thinkaboutconceptandcommunicationtests.________precedesthecollectionofaffectivereactions.
A)Reactionstothegraphicdesign
B)Reactionstothemessage
C)Reactionstotheinterviewer
D)Theansweringofanyrespondentquestions
Answer:B
PageRef:568
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
33)Thinkaboutconceptandcommunicationtests.Inquantitativeapproaches,reactionstothemessagearecollectedvia________.
A)onlyclosed-endedquestions
B)onlyopen-endedquestions
C)acombinationofbothopen-andclosed-endedquestions
Answer:C
PageRef:568
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
34)Thinkaboutconceptandcommunicationtests.Initialquestionsprobingreactionstothemessagefocusontheextenttowhichrespondentsfeelthatthemessageisimportantand________.
A)creative
B)interesting
C)relevant
D)motivating
E)inspiring
Answer:C
PageRef:568
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
35)Thinkaboutconceptandcommunicationtests.Theareasexploredinreactionstothemessageprobetheextenttowhichrespondentsfeelthemessageisbelievable,uniqueandeasytounderstand.
Answer:TRUE
PageRef:568
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
36)Thinkaboutconceptandcommunicationtests.Inquantitativeapproaches,affectivereactionsarecollectedvia________.
A)onlyclosed-endedquestions
B)onlyopen-endedquestions
C)acombinationofbothopen-andclosed-endedquestions
Answer:C
PageRef:569
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
37)Thinkaboutconceptandcommunicationtests.Questionsrelatedtoaffectivereactionsprimarilytrytoidentifyrespondents'likesanddislikes.
Answer:TRUE
PageRef:569
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
38)Thinkaboutconceptandcommunicationtests.Whenexploringaffectivereactions,itisrecommendedthatarespondentalwaysbeasked"Whatdidyoulike?"priortoasking"Whatdidyoudislike?"
Answer:FALSE
PageRef:569
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
39)Thinkaboutconceptandcommunicationtests.Whenexploringmessageorexecutionspecificissuesitisrecommendedthat________questionsbeused.
A)open-ended
B)ratingscale
C)multiplechoice
D)constantsum
E)semanticdifferential
Answer:A
PageRef:569
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
40)Thinkaboutconceptandcommunicationtests.Attheendofthetest,youwanttoexploreattitudinalorbehaviorimpact.Inthisregard,considerthetwoquestionsshownbelow.
I. Basedonwhatyouread,howlikelyareyoutorecycle?
II. Basedonwhatyouread,wouldyousaythatyouarenowmoreorless
likelytorecycle?
Accordingtothetext,whichwouldbethepreferredapproach?
A)Iispreferred
B)IIispreferred
C)Eitherapproachisacceptable
Answer:C
PageRef:569
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
41)Theanalysisofconceptandcommunicationtestdatarequiresdatasummarizationandtheuncoveringofunderlyingrelationships.
Answer:TRUE
PageRef:571
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
42)Datasummarizationinconceptandcommunicationtestsshouldincludeananalysisoftotalsampleresponsesaswellastheresponsesofspecificsubgroupsofindividuals.
Answer:FALSE
PageRef:571
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
43)Thinkaboutdataanalysisforaconceptorcommunicationtest.Thestatementsbelowrefertoexploringtherelationshipbetweentwomeasures.
I. Correlationisanappropriatestatisticaltechnique.
II. Itisacceptabletocross-tabulateanopen-endedquestionwithaclosed-ended
question.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:C
PageRef:573
Difficulty:Moderate
LearningObj.:LO4
Classification:CriticalThinking
AACSBStandard:AnalyticSkills
44)TheHealthyEatingresearchdiscussedinthetextwasdesignedtoselectthe"winning"concept.Thiswinningconceptwouldthenbeproducedwithoutmodification.
Answer:FALSE
PageRef:579
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
45)TheSecondhandSmokeresearchdiscussedinthetextused________tocollecttherequireddata.
A)onlyqualitativemethods
B)onlyquantitativemethods
C)bothqualitativeandquantitativemethods
Answer:C
PageRef:580
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
46)Whatroledoesacommunicationtestplayintheadvertisingdevelopmentprocess?
Answer:Onceadvertisersknowwhattheywanttosaytherearestillmultipleoptionswithregardtohowtocommunicatethatmessage.Anadvertisercould,forexample,useacelebrityspokesperson,slice-of-life,orothercreativeapproach.Acommunicationtestallowsanadvertisertoidentifythestrengthsandweaknessesofeachapproachpriortodeterminingthefinalapproachtouse.
PageRef:547
Difficulty:Moderate
LearningObj.:LO1
Classification:CriticalThinking
AACSBStandard:ReflectiveThinkingSkills
47)Whatroledoesaconcepttestplayintheadvertisingdevelopmentprocess?
Answer:Earlyintheadvertisingplanningprocess,advertisersmustdeterminethemessagethatshouldbeselectedandcommunicated.Thisisoftenadifficultdecisionasmorethanonemessagemayberelevantandmotivatingtothetargetaudience.Concepttestshelpguidethisdecisionbyidentifyingtherelativestrengthsandweaknessesofalternativemessages,allowingadvertiserstosubsequentlycraftamessagethatcapitalizesonidentifiedstrengthsandeliminatesidentifiedweaknesses.
PageRef:547
Difficulty:Moderate
LearningObj.:LO1
Classification:CriticalThinking
AACSBStandard:ReflectiveThinkingSkills
48)Whyisitimportanttobesingle-mindedinconcepttestbodycopy?
Answer:Theruleof"oneidea-oneconcept"isimportantbecauseitreducesambiguityindatainterpretation.Successfulconcepttestresearchallowsonetodeterminetherelationshipbetweenthecoreideaexpressedintheconceptandconsumerresponse.Whentheconceptbodycopysingle-mindedlyfocusesononecoreidea,positiveornegativeconsumerresponsecanreasonablybeattributedtotherelativeappealoftheconcept'scoreideaandexpressedproductbenefit.Ontheotherhand,placingmultipleideasorbenefitsintheconcept'sbodycopyconfusestheinterpretationoftheresults.Anoverallneutralresponsetotheconceptmightreflectanoverallblaseconsumerresponse,oritmightreflecttheaverageoftwoextremes-strongpositiveresponsetoonecoreideaandastrongnegativeresponsetoasecondcoreideainthesameconcept.
PageRef:551
Difficulty:Moderate
LearningObj.:LO3
Class
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