Quiz March 4th

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Quiz March 4th
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1. Marketers should assess advertising
effectiveness measures in order to 

• avoid costly mistakes
• evaluate alternative strategies
• increase the effectiveness of advertising
• improve the likelihood of success of the ads
• do all of the above

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2. When measuring the effects of communication,
the advertiser needs to evaluate all of the
following EXCEPT 

• source factors
• feedback mechanisms
• message variables
• budgeting decisions
• media strategies

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3. _____ testing is a rough commercial test in
which a succession of drawings and/or cartoons is
shown to the receiver.  

• Animatic rough
• Photomatic rough
• Live-action rough
• Finished product
• Single source

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4. Pupillometrics, electrodermal response and
electroencelphalographic measures are all forms
of 

• field posttests
• rational measures
• single-source field tests
• physiological measures
• focus group interaction measures

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5. Who among the following had a high school song
concert last night?

• Kaitlyn Elton
• Kate Moss
• Katie Couric
• Katie Holmes