30 Questions
What is one important question marketers need to consider regarding source factors?
Whether the spokesperson being used is effective
Why did many companies terminate their contracts with Tiger Woods as a spokesperson?
Due to negative publicity affecting his value
What factors can make a product spokesperson lose impact over time?
A variety of reasons
In the promotional planning process, what are marketers evaluating in terms of message variables?
The ability of the message to attract viewers' attention
What are some specific reactions that companies are trying to determine from viewers regarding product and brand messages?
Excitement, engagement, stress, and anxiety responses
Why is negative publicity mentioned as a factor that can easily influence the value of a source?
Because it can change the perception of the target audience
What method is used in Single-Source Tracking Studies to track consumer behaviors?
Optical scanning equipment
What is the purpose of Test Marketing?
To measure advertising effects before national release
How are purchases recorded in Single-Source Tracking Studies?
From bar codes of products bought
What are the typical sample sizes used in Tracking Print/Broadcasting Ads studies?
250 to 500 cases per period
Which method is NOT mentioned as being used in Tracking Print/Broadcasting Ads studies?
Personal interviews
What do advertising regulations define?
Ways in which products can be advertised in a region
What is the major disadvantage of field tests according to the text?
Lack of control over the testing environment
Why might competitors try to sabotage the research during field tests?
To bias the results in their favor
What does copy testing aim to determine?
If advertising should run in the marketplace
What is a benefit of manipulating colors, according to the text?
Assessment of differential impact
What is the purpose of the testing stage in advertising executions?
To aid in judgment of specific advertising executions
Why do field tests take more time and money to conduct compared to other forms of ad testing?
To provide a controlled environment for testing
What do 21 of the largest U.S. ad agencies aim to accomplish through the set of principles known as PACT?
Improving research quality for preparing and testing ads
Which type of testing may involve consumers evaluating rough ads and copy in shopping malls?
Concept generation testing
What is an alternative method for concept testing mentioned in the text?
Mall intercepts
When does rough, prefinished art, copy, and/or commercial testing typically occur?
During concept generation research
Why are advertisers increasingly spending more money on testing of ads at early stages according to the text?
Because of the high cost associated with producing ads
Which new technologies allow for concept testing over the Internet according to the text?
(Internet) where advertisers can show concepts simultaneously to consumers throughout the United States
What type of advertising is regulated by the Children's Online Privacy and Protection Act (COPPA)?
Email marketing
Which advertising element must not be classified as a lottery according to state regulations?
Contests and sweepstakes
In which form of advertising must care be taken with special audiences such as kids?
Premiums
What has the Telephone Consumer Protection Act of 1991 regulated in advertising?
Tele-Marketing
Which regulatory body was set up in India in 1985 to oversee advertising standards?
Advertising Standards Councils of India (ASCI)
What form of advertising does the FTC & U.S Postal Services police directly regulate?
Direct Response Advertising
Test your knowledge on the components of the communication model (source, message, media, receiver) and their importance in promotional programs. Evaluate how source factors, like spokesperson effectiveness, impact the communication process and target market response.
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