Chapter 17—Measuring Ad Message Effectiveness

Chapter 17—Measuring Ad Message Effectiveness

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. Watchable ads often include continuous voiceovers.

ANS:  F                    PTS:   1

2. 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.

ANS:  T                    PTS:   1

3. Measuring message effectiveness is not a difficult or expensive task.

ANS:  F                    PTS:   1

4. The two general forms of advertising research that are practiced are message research and focused research.

ANS:  F                    PTS:   1

5. Positioning Advertising Copytesting (PACT) was formulated by Proctor & Gamble to remedy the problem of mediocre or flawed advertising research.

ANS:  F                    PTS:   1