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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.
1 Part Five Developing the Integrated Marketing Communications Program Belch: Advertising and Promotion, Sixth Edition VII. Special Topics and Perspectives 20. International Advertising and Promotion International Advertising Chapter Objectives 1. To examine the importance of international marketing and the role of international advertising and promotion. 2. To review the various factors in the international environment and how they influence advertising and promotion decisions. 3. To consider the pros and cons of global versus localized marketing and advertising. and Promotion 20 © The McGraw−Hill Companies, 2003 4. To examine the various decision areas of international advertising. 5. To understand the role of other promotional mix elements in the international integrated marketing communications program.
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