廣告調查（第二版）英文 答案 Chapter 20 Post-Production Advertising Testing and Optimization

Copyright?2012PearsonEducation,Inc.

AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter20Post-ProductionAdvertisingTestingandOptimization

1)Copytestingresearchis________innature.

A)evaluative

B)diagnostic

C)serialized

D)synergistic

E)symbolic

Answer:A

PageRef:594

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

2)Thefollowingcriteriarefertoaspectsofcopytestingoftelevisionadvertising.

-thenaturalnessoftheviewingsituation

-thenumberofadvertisingexposures

-theamountpaidtorespondents

-thetimingofdatacollection

Accordingtothetext,howmanyofthesecriteriaarevaluableindistinguishingdifferentapproachestocopytesting?

A)0

B)1

C)2

D)3

E)4

Answer:D

PageRef:594

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

3)Therearetwomainapproachestohowrespondentsareexposedtoacommercialinacopytest.OnewayisviaaVHSorDVDthatcontainsaprerecordedtelevisionprograminwhichthetestcommercialhasbeeninserted.Whatisthesecondapproach?

A)Showthetestcommercialinthecontextofanactualtelevisionbroadcast.

B)ShowthetestcommercialoveraprivateROKUchannel.

C)UploadandshowthecommercialonadedicatedYouTubechannel.

D)Invitetherespondentstoacentralfacilityforviewing.

E)Emailthecommercialforhomeviewing.

Answer:A

PageRef:594

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

4)Thetwostatementsbelowrefertocopytestingmethodologies.

I. Allcopytestingcompaniescollecttheexactsamesetofmeasurements.

II. Allcopytestingcompaniescollectdataimmediatelyaftercommercialviewing.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:D

PageRef:594

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

5)ThenameofGallup&Robinson'scopytestingserviceis:

A)Inteletest

B)CopyTest1000

C)CopyIntelligence

D)CreativeSelect

E)SmartChoice

Answer:A

PageRef:594

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

6)Gallup&Robinson'scopytestingmethodologyshowsthetestcommercial________

A)inthecontextofanactualtelevisionbroadcast

B)overaprivateROKUchannel

C)inthecontextofaprerecordedprogramdistributedviaVHSorDVD

D)viaadedicatedYouTubechannel

E)afterapasswordprotectedlinkisclickedontheGallup&Robinsonwebsite

Answer:C

PageRef:595

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

7)IndividualsparticipatinginaGallup&Robinsoncopytestareawarethatthegoaloftheresearchistocollectinformationoncommercialeffectiveness.

Answer:FALSE

PageRef:595

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

8)Gallup&Robinsondefinecommercial________asthecommercial'sabilitytobreakthroughtheclutterandcommunicateanadvertiserorbrandname.

A)congruity

B)relevance

C)intrusiveness

D)salience

E)appeal

Answer:C

PageRef:595

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

9)AccordingtoGallup&Robinson,levelsofrecallarethekeymeasuresassociatedwithcommercial________.

A)persuasion

B)believability

C)intrusiveness

D)relevance

E)appeal

Answer:C

PageRef:595

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

10)AccordingtoGallup&Robinson,"favorablebuyingattitude"isakeymeasureofcommercial________.

A)persuasion

B)believability

C)intrusiveness

D)relevance

E)appeal

Answer:A

PageRef:595

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

11)Commercialcopytestingcompaniesprovidenormstohelpadvertisersinterprettheirresults.

Answer:TRUE

PageRef:595,597

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

12)Gallup&Robinsonasksrespondentshowmuchtheyagreeordisagreewiththestatement"ThiscommercialisoneofthebestI'veseenrecently."Thisisameasureofcommercial________.

A)excellence

B)relevance

C)persuasion

D)clutter

E)recall

Answer:A

PageRef:595

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

13)MapesandRoss'copytestingmethodologyshowsthetestcommercial________.

A)inthecontextofanactualtelevisionbroadcast

B)overaprivateROKUchannel

C)inthecontextofaprerecordedprogramdistributedviaVHSorDVD

D)viaadedicatedYouTubechannel

E)afterapasswordprotectedlinkisclickedontheGallup&Robinsonwebsite

Answer:A

PageRef:595

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

14)MapesandRoss'copytestingmethodologyisnamed________.

A)NaturalExposure

B)CopyExposure

C)NaturalResponse

D)NativeExposure

E)RealTest

Answer:A

PageRef:595

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

15)TheprimarymetricinMapesandRoss'copytestingmethodologyis________.

A)liking

B)communication

C)persuasion

D)recall

Answer:C

PageRef:595

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

16)MapesandRossdefinescommercial________asthead'sabilitytochangeormaintainpreferenceandinteresttowardtheadvertisedbrand.

A)liking

B)communication

C)persuasion

D)recall

Answer:C

PageRef:595

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

17)AccordingtoMapesandRoss,________isameasureofrespondents'abilitytolinktheadvertisedbrandtothecommercialfromacategorydescription.

A)unaidedrecall

B)aidedrecall

C)unaidedpersuasion

D)aidedpersuasion

E)unaidedcommunication

Answer:A

PageRef:596

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

18)MapesandRoss'copytestingmethodologydoesnotcollectanymeasuresrelatedtocommercialcommunication.

Answer:FALSE

PageRef:596

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

19)MapesandRoss'copytestingmethodologycollectsdata________commercialviewing.

A)immediatelyafter

B)12hoursafter

C)thedayafter

D)twodaysafter

E)oneweekafter

Answer:C

PageRef:596

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

20)MapesandRoss'copytestingmethodologymeasurescommercialpersuasionbycomparingpre-exposurebrandpreferencestopost-exposurebrandpreferences.

Answer:TRUE

PageRef:596

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

21)Thetextnotesthatthecloseracopytestingmethodologyisto"realworld"exposure,themoreaccuratelytheresultswillreflect"realworld"advertisingperformanceandconsumerresponse.Whichcopytestingcompany'smethodologyisclosesttothe"realworld."

A)Gallup&Robinson

B)MapesandRoss

Answer:A

PageRef:596

Difficulty:Moderate

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

22)MapesandRossandGallup&Robinsonmeasurecommercialpersuasioninthesameway.

Answer:FALSE

PageRef:595-596

Difficulty:Moderate

LearningObj.:LO2

Classification:Synthesis

AACSBStandard:ReflectiveThinkingSkills

23)________allowadvertiserstocomparereactionstotheirtestcommercialtoanobjective,externalcriterion.

A)Paradigms

B)Calibration

C)Criteria

D)Norms

E)Researchrules

Answer:D

PageRef:597

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

24)Split-runandA/Btestspermitanadvertisertocompareacurrentapproachtoadvertisingtooneormorepotentialalternatives.

Answer:TRUE

PageRef:597

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

25)A________testpermitsanadvertisertocompareacurrentapproachtoprintadvertisingtooneormorepotentialalternatives.

A)A/B

B)Split-run

C)Bi-modal

D)Multi-modal

E)Split-synergy

Answer:B

PageRef:597

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

26)A(n)________testpermitsanadvertisertocompareacurrentapproachtoonlineadvertisingtooneormorepotentialalternatives.

A)A/B

B)Split-run

C)Bi-modal

D)Multi-modal

E)Split-synergy

Answer:A

PageRef:597

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

27)Asplit-runtestisavariationofthe________researchdesign.

A)pretest-post-test

B)post-testonly

C)Solomonfourgroup

D)factorial

Answer:B

PageRef:599

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

28)Youwanttocomparetheperformanceofyourcurrentbanneradagainsttheperformanceofapotentialnewad.Youwouldusea(n)________methodology.

A)split-run

B)A/B

C)multivariate

D)multi-modal

Answer:B

PageRef:600

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

29)ThefollowingarepotentialconsiderationsforA/Btesting.

-thelengthofthetest

-rotationoftestandcontrolads

-Characteristicsofcurrentandtestads

HowmanyofthesearementionedbythetextasimportantconsiderationsintheplanningofanA/Btest?

A)0

B)1

C)2

D)3

Answer:D

PageRef:602

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

30)ThefollowingtwostatementsrefertothelengthofanA/Btest.

I. ThelengthofanA/Btestshouldreflecttheamountoftimerequired

forparticipantstotakeaction.

II. ThelengthofanA/Btestshouldreflecttheamountoftimerequired

forasufficientsamplesizetobeobtained.

Howmany,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:C

PageRef:603

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

31)WhenplanninganA/Btest,anadvertiserhasonlyoneoption:tohavethetestadreflectasingle,incrementalchangeversusthecurrentad.

Answer:FALSE

PageRef:604

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

32)ThefollowingstatementsrefertopotentiallimitationsofA/Btesting.

I. Whensinglechangesareinstitutedsequentially,A/Btestingtakesasignificantamountof timeinordertocontinuouslytestandcomparemodifiedadstothecurrent

"best"ad.

II. Whenmultiplechangesaremadeallatonce,itisimpossibletosaywhichspecific

changesaffectedtheoutcome.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:C

PageRef:605

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

33)________designsareappropriatewheneveranadvertiserneedstodeterminethesimultaneouseffectofrelativelyfewmanipulationsthathavemultiplelevels(oraspects)ofeachmanipulation.

A)Quasi-experimental

B)Solomonfour-group

C)Fullfactorial

D)Multivariate

Answer:C

PageRef:605

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

34)Imaginethatyouareconductingresearchtoexploretheeffectsofdifferentmanipulationsonresponsestoonlineadvertising.Youareusinga2x2x3design.Howmanydifferentversionsoftheadwouldbeneeded?

A)4

B)6

C)7

D)12

Answer:D

PageRef:606

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

35)Imaginethefollowingresearchstudy:Theresearchmanipulatestwofactors:adplacementonthepageandadshape."Placement"hasthreemanipulations:absolutetopofpageaboveallcontent,integratedwithcontentincenterofpage,standingaloneonright-handsideofpage."Shape"hasthreemanipulations:rectangular,smallsquareandlargesquare.Whattypeoffactorialdesignisthis?

A)2x2

B)3x3

C)2x2x2

D)3x2x3

Answer:B

PageRef:606

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

36)________researchprovidesasolutiontosituationsinwhichfullfactorialdesignsarenotpracticalduetoalargenumberoffactorsandlevels.Multivariatetestingusesasubsetofallpossiblecombinationsinordertoestimatetheeffectsofallcombinations.

A)Quasi-experimental

B)Solomonfour-group

C)Explodedfactorial

D)Multivariate

Answer:D

PageRef:608

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

37)Anadvertiserisconsideringamultivariatetest.Thetestwillmanipulateeightcharacteristicswithtwoaspects(orlevels)ofeachcharacteristic.Intotal,theadvertiserneedstocreate________differentstimuli.

A)2

B)4

C)5

D)8

E)9

Answer:E

PageRef:610

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

38)OneadvantageofmultivariatetestingoverA/Bandfullfactorialdesignsisthatmultiplechangesincommunicationstimulicanbetestedandevaluatedallatonce,reducingtheamountoftimeandcostassociatedwithotherapproaches.

Answer:TRUE

PageRef:610

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

39)________campaignevaluationiscommonforadvertisingplacedinmediawherecontinuousdatacollectionispossible.Datagatheredinconcurrentevaluationsistypicallybehavioralandiscollectedthroughoutthecampaign.

A)Systematic

B)Tracking

C)Concurrent

D)Sequential

E)Multi-modal

Answer:C

PageRef:612

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

40)________campaignevaluationmightmonitorandcollectdataonthenumberofWebsitevisitsgeneratedbyacampaign,trackthenumberofbanneradclick-throughs,ormonitorthenumberof"forwards"oftheviralvideoscomprisingacommunicationcampaign.

A)Systematic

B)Tracking

C)Concurrent

D)Sequential

E)Multi-modal

Answer:C

PageRef:612

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

41)________campaignevaluationisa"point-in-time"evaluationofadvertisingeffectsforadvertisingtypicallyplacedintraditionalmedia.

A)Systematic

B)Tracking

C)Concurrent

D)Sequential

E)Multi-modal

Answer:B

PageRef:612

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

42)________campaignevaluationtypicallyrequiresareferencegroupinordertoadequatelyevaluatecampaigneffects.

A)Systematic

B)Tracking

C)Concurrent

D)Sequential

E)Multi-modal

Answer:B

PageRef:612

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

43)HowmanyofthecriteriashownbelowarepartoftheFTC'sdeterminationofadvertisingdeception?

-Theadmakesarepresentation,hasanomission,orusesapracticethatislikelytomisleadtheconsumer.

-Therepresentation,omission,orpracticeismisleadingwhenexaminedfromtheperspectiveofareasonableconsumer.

-Theadvertisermustadmitthattheadvertisementhasthepotentialtodeceive.

A)0

B)1

C)2

D)3

Answer:C

PageRef:625

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

44)Thefollowingtwostatementsrefertothesamplingindeceptiveadvertisingcopytestingresearch.

I. TheFTCrequiresaminimumsamplesizeof250.

II. TheFTCrequiresnonprobabilitysamples.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:D

PageRef:626

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

45)TheFTChasrespondedfavorablytocopytestdesignsthatusecontrolgroupstohelpdistinguishpriorknowledgefromknowledgeacquiredasthedirectresultofadvertisingexposure.

Answer:TRUE

PageRef:627

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

46)Listandbrieflydescribethefourdimensionsthatdistinguishbetweendifferentcompany'sapproachestotelevisionadvertisingcopytesting.

Answer:-Thenaturalnessoftheviewingsituation.Researchcompaniesgenerallytakeoneoftwoapproachestoadvertisingexposure.Somecompaniesexposerespondentstothetestcommercialinthecontextofanactualtelevisionbroadcast.OthercompaniesproviderespondentswithaVHStapeorDVDthatcontainsaprerecordedtelevisionprograminwhichthetestcommercialhasbeeninserted.

-Thenumberofadvertisingexposures.Datacollectioncantakeplaceafteroneormoreexposurestotheadvertising.

-Thetimingofdatacollection.Companiesvarywithregardtotheamountoftimeelapsedbetweencommercialexposureanddatacollection.Someapproachescollectdataimmediatelyaftercommercialexposure,whileothermaywaitoneormoredays.

-Thetypesofdatacollected.Availablemeasuresvaryamongcopytestingcompanies.Foranyparticularcopytestingcompany,normativemeasurescanincludeoneormoreofthefollowing:advertisingrecall,messagecommunication,brandattitudeshift,buyingintention,pre-postbrandpreference,attitudestowardtheadvertising,attitudetowardthemessage.

PageRef:594

Difficulty:Difficult

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

47)Provideabriefdescriptionofayellowpagessplitruntest.

Answer:Thetestadandcontrol(current)adareeachprintedinhalfofthedirectories,forexample,thetestadisprintedineachevennumbereddirectoryandthecontroladisprintedineachoddnumbereddirectory.Directoriesaredistributedinamarketinawaythatassurescomparabledistributionforthetestandcontrolad.

Eachyellowpagesadinasplit-runtestwouldcontainatelephonenumberuniquetothatad;thatis,thetelephonenumberappearingintheadwouldnotbeavailablefromanyothersource.Theuniquetelephonenumberineachadisthenmonitoredbyaspecializedresearchcompanyhiredbythedirectorypublisheroradvertiser.Whenaconsumerplacesacall(usingthespecialnumberintheyellowpagesad),thecallisseamlesslytransferredtotheregularbusinessnumberoftheadvertiser,andishandledintheusualway.Neithertheconsumercallinginnorthepersonatthebusinessansweringthecallisawarethatthecallisbeingmeasured.However,intheprocessoftransferringthecall,call-specificinformationisrecordedandcompiledwithregardto:(a)timeofthecall,(b)lengthofthecall,(c)timethecallended,and(d)whereavailable,thenameandaddressofthecaller.

PageRef:599

Difficulty:Moderate

LearningObj.:LO2

Classification:Synthesis

AACSBStandard:ReflectiveThinkingSkills

48)WhatarethetwolimitationsofA/Btesting?

Answer:Whensinglechangesareinstitutedsequentially,A/Btestingtakesasignificantamountoftimeinordertocontinuouslytestandcomparemodifiedadstothecurrent"best"ad.Whenmultiplechangesaremadeallatonce,itisimpossibletosaywhichs