廣告調(diào)查（第二版）英文 答案 Chapter 19 Advertising Testing Concept and Communications Tests

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