“What ads do you remember seeing yesterday?

Which of the following statements about attitude tests
is true?
a) With attitude tests, additional product information,
product samples or premiums are offered to an ad’s readers or viewers and ads
generating the most inquiries are presumed to be the most effective
b) With attitude tests, a question such as, “What
ads do you remember seeing yesterday?” is asked of respondents without any
other prompting to determine whether they saw or heard advertising messages
c) Attitude tests involve studies such as controlled
experiments and consumer purchase tests
d) In an attitude test, respondents are asked questions
to measure changes in their attitudes after an advertising campaign, such as
whether they had a more favorable attitude toward the product advertised
e) In an attitude test, respondents are first shown an
ad and then asked whether their previous exposure to it was through reading,
viewing or listening171. Young and Rubicam, Inc. developed the “Softer Side
of Sears” campaign for Sears to target middle-income women. This agency
provided marketing research, media selection, copy development, artwork and
production services for Sears. Young and Rubicam is an example of a(n)
__________.a) image consultantb) consulting firmc) full-service advertising agencyd) limited-service advertising agencye) in-house agency172. A __________ is an advertising agency that specializes
in one aspect of the advertising process such as providing creative services to
develop advertising copy, buying previously un-purchased media space or
providing Internet services.a) full-service agencyb) in-house agencyc) modified-service agencyd) promotional firme) limited-service agency173. When a company uses a(n) _________, it is using its own
advertising staff to provide the advertising services needed by the company.a) intrafirm agencyb) promotional departmentc) full-service agencyd) in-house agencye) limited-service agency174. Tests conducted to determine whether an ad accomplished
its intended purpose after it has been shown to the target audience are
referred to as __________.a) control testingb) experience testsc) exposure testingd) posttestse) pretests175. Which of the following is NOT an example of an
advertising posttest?a) Attitude testsb) Theater testsc) Inquiry testsd) Sales testse) Recall tests176. Which of the following is a type of advertising
posttest?a) Theater testsb) Portfolio testsc) Sales testsd) Jury testse) All of the above177. Which of the following statements about aided recall
posttests is true?a) With aided recall posttests, additional product
information, product samples or premiums are offered to an ad’s readers or
viewers and ads generating the most inquiries are presumed to be the most
effectiveb) With aided recall posttests, a question such as,
“What ads do you remember seeing yesterday?” is asked of respondents
without any other prompting to determine whether they saw or heard advertising
messagesc) Aided recall posttests involve studies such as
controlled experiments and consumer purchase testsd) In an aided recall posttest, respondents are asked
questions to measure changes in their attitudes after an advertising campaign,
such as whether they had a more favorable attitude toward the product
advertisede) In an aided recall posttest, respondents are first
shown an ad and then asked whether their previous exposure to it was through
reading, viewing or listening178. The Starch test uses a(n) __________.a) attitude testb) aided recall testc) prompted response testd) inquiry teste) concept test179. As a subscriber to Fitness magazine, Kelly was asked by
a researcher, which ads she remembered seeing in the most recent issue of the
magazine. Then she was asked questions about the content and appearance of the
ads she remembered. The researcher was using __________ to test the
effectiveness of ads in the magazine.a) inquiry testingb) concept testingc) unaided recalld) portfolio testinge) aided recall180. Which of the following statements about attitude tests
is true?a) With attitude tests, additional product information,
product samples or premiums are offered to an ad’s readers or viewers and ads
generating the most inquiries are presumed to be the most effectiveb) With attitude tests, a question such as, “What
ads do you remember seeing yesterday?” is asked of respondents without any
other prompting to determine whether they saw or heard advertising messagesc) Attitude tests involve studies such as controlled
experiments and consumer purchase testsd) In an attitude test, respondents are asked questions
to measure changes in their attitudes after an advertising campaign, such as
whether they had a more favorable attitude toward the product advertisede) In an attitude test, respondents are first shown an
ad and then asked whether their previous exposure to it was through reading,
viewing or listening

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