MIRS Measures: Applied Research in Advertising & Polychronic vs Monochronic Behaviour Quiz

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Questions and Answers

What is the primary focus of Copy Research in the field of Advertising?

Testing the effectiveness of different ads (correct)

Conducting surveys on advertising preferences

Assessing competitors' marketing strategies

Analyzing consumer behavior

How does Polychronic behavior differ from Monochronic behavior in the context of TV viewing?

Polychronic behavior means not watching TV, while Monochronic behavior is about selective TV watching.

Polychronic behavior is about multitasking while watching TV, while Monochronic behavior is solely focused on TV viewing. (correct)

Polychronic behavior involves watching multiple TVs, while Monochronic behavior involves watching only one TV.

Polychronic behavior involves focused TV watching, while Monochronic behavior involves multitasking.

What does T-scope measure in relation to ads?

Consumer engagement

Brand name comprehension (correct)

Product recognition time

Consumer recall

What is the main purpose of Campaign Assessment Research in Advertising?

To assess the effectiveness of advertising campaigns Signup and view all the answers

Which method aims to measure the degree of favorable attitude toward a product based on positive statements made by subjects during an interview?

Gallup & Robinson method Signup and view all the answers

Which research area in Advertising involves determining the most effective way to structure ideas for ad content?

Copy Research Signup and view all the answers

What type of recall involves showing a list of advertisers to aid the respondent in remembering specific ads?

Aided recall Signup and view all the answers

What are the key dependent variables considered in the Cognitive Dimension of Impact in Advertising Research?

Attention and Recognition Signup and view all the answers

What is the main purpose of the Posttesting services by Gallup & Robinson method?

To measure the percentage of ad recall and specific points remembered Signup and view all the answers

What does the Magazine Impact Research Service (MIRS) focus on in its pretests and posttests?

Recall of ads in general-interest magazines Signup and view all the answers

What is the primary purpose of Copy Research in Advertising?

To determine the most effective way to structure ideas for ad content Signup and view all the answers

Which method is used to measure the movement of the eye to understand what people focus on in advertising?

Camera recording Signup and view all the answers

What is a characteristic of Polychronic behavior in the context of TV viewing?

Participating simultaneously in multiple activities Signup and view all the answers

How does Campaign Assessment Research contribute to advertising?

Assesses the effectiveness of advertising campaigns Signup and view all the answers

What does the T-scope measure in relation to ads?

Consumer engagement Signup and view all the answers

How is the 'reader traffic score' calculated?

Based on the number of ads a consumer remembers seeing/reading Signup and view all the answers

What is the main criticism related to the 'reader traffic score' method?

Subjects report more ads than they actually recall Signup and view all the answers

What distinguishes an 'Associated reader' from a 'Noted reader' according to the classification system?

Having recognized the brand name in addition to seeing the ad Signup and view all the answers

Which research method involves measuring the percentage of respondents who remember seeing a commercial and specific points within it?

InTeleTest by Gallup & Robinson Signup and view all the answers

What is one drawback of using 'Unaided recall' in advertising research?

'Unaided recall' may not accurately capture all relevant ad memories Signup and view all the answers

Study Notes

Copy Research in Advertising

Primary focus is to assess the effectiveness of an ad, its communication, and its impact on the audience

Time Perception in TV Viewing

Polychronic behavior: simultaneously processing multiple stimuli, such as watching TV while browsing on phone
Monochronic behavior: focusing on a single stimulus, such as only watching TV

Ad Measurement

T-scope measures the time spent watching an ad and the attention it receives

Campaign Assessment Research

Main purpose is to evaluate the overall performance of an ad campaign
Contributes to advertising by providing insights to improve campaign effectiveness

Measuring Attitudes in Advertising

Method to measure favorable attitude toward a product: asking subjects to make positive statements during an interview

Structuring Ad Content

Research area that determines the most effective way to structure ideas for ad content

Types of Recall

Aided recall: involves showing a list of advertisers to aid respondents in remembering specific ads

Cognitive Dimension of Impact

Key dependent variables: attention, perception, comprehension, and acceptance of ads

Posttesting Services

Main purpose of Gallup & Robinson method: to evaluate the effectiveness of an ad after it has been aired

Magazine Impact Research Service (MIRS)

Focuses on pretesting and posttesting ads to measure their impact

Eye Tracking in Advertising

Method used to measure eye movement: understand what people focus on in ads

Characteristics of Polychronic Behavior

Simultaneously processing multiple stimuli while watching TV

Reader Traffic Score

Calculated by measuring the number of readers who notice and read an ad
Criticism: focuses on visibility rather than actual readership

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Description

This quiz covers topics such as applied research in advertising, including laboratory, survey, field research, focus groups, and content analysis. It also explores the concepts of polychronic behavior - multitasking, and monochronic behavior - focusing on a single activity. Additionally, it touches on three functional research areas in advertising: copy research, media research, and campaign assessment research.

Applied Research in Advertising and Polychronic vs Monochronic Behaviour