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Belch: Advertising and
Promotion, Sixth Edition
Key Terms
vehicle option source
effect, 626
pretests, 626
posttests, 626
laboratory tests, 627
testing bias, 627
field tests, 628
PACT (Positioning
Advertising Copy
Testing), 628
VI. Monitoring, Evaluation,
and Control
Discussion Questions
1. The chapter lead in discusses a
number of studies that indicate
that the combined effects of
advertising in various media may
lead to more effectiveness than
just using one medium. Explain
why you think this might occur,
using some of the examples cited
in the chapter.
2. Discuss some of the aspects of
the communication program that
advertisers may wish to test. Provide
some examples.
3. Describe what is meant by focus
group testing. What are some of
the advantages and disadvantages
of this methodology as it relates
to advertising testing?
4. IMC perspective 19-2 discusses
the research methodology known
654
concept testing, 629
comprehension and
reaction tests, 631
consumer juries, 631
halo effect, 632
portfolio tests, 633
Flesch formula, 634
theater testing, 635
on-air test, 636
19. Measuring the
Effectiveness of the
Promotional Program
day-after recall scores,
636
pupillometrics, 636
electrodermal response,
636
eye tracking, 638
electroencephalographic
(EEG) measures, 638
alpha activity, 638
as eye tracking. Describe this
methodology, and provide
examples of how marketing
researchers might use it to
enhance advertising effectiveness.
5. One of the most commonly used
forms of measuring advertising
effectiveness in the broadcast
industry is that of day after recall.
Explain this methodology, and
some of the advantages and disadvantages
associated with its use.
Provide examples where possible.
6. Discuss some of the reasons
why some companies decide not to
measure the effectiveness of their
promotional programs. Explain
why this may or may not be a good
strategy.
© The McGraw−Hill
Companies, 2003
hemispheric
lateralization, 638
inquiry tests, 640
split-run tests, 640
recognition method, 641
recall tests, 642
single-source tracking
methods, 645
tracking studies, 646
7. Discuss the differences between
pretesting and posttesting. Give
examples of each.
8. What is the difference between
a lab test and a field test? When
should each be employed?
9. Give examples of the various
types of rough testing methodologies.
Describe why a company
might wish to test at this phase of
the process. When might it wish to
test only completed ads?
10. Major changes have taken place
in the way that theater tests are
conducted. Describe some of these
changes and the changes in measures
that have also occurred in
this testing method.