Message testing research comes in different types: _________ research occurs before an ad is placed…

Message testing research comes in different types: _________ research occurs before an ad is placed and ___________ research occurs during and/or after the ad has run.
Group of answer choices
developmental; fundamental
fundamental; developmental
pretest; post-test
projective; association
Question 16 — 1 pts
Account planning differs from traditional promotion research in that
Group of answer choices
the account planner stays on the project on a continuous basis as opposed to a traditional researcher that gets involved as needed.
account planner puts research and measurement in a different and more prominent role.
the account planner is assigned as a coequal with the account executive.
all of the above
Question 17 — 1 pts
Nestle has distributed a coupon in the Sunday newspaper. A reasonable means of evaluating the effectiveness of this promotion is
Group of answer choices
conducting a post-test attitude-change study
evaluating the amount of product reordered by retailers.
tracking the redemption rate of the coupon.
polling retailers for store traffic counts.
Question 18 — 1 pts
Split-cable transmission is an option for pilot testing television commercials. The direct mail equivalent of this technique is called
Group of answer choices
a split-run distribution.
a split-list experiment.
an alternating postal code delivery.
None of the above—direct mail does not typically use pilot tests.
Question 19 — 1 pts
Big Burgers runs a promotional campaign that rings true with the target-audience. Big Burger wants consumers to think “Yes that right! That’s just the way I feel!” Big Burgers has the objective of
Group of answer choices
legitimizing the brand.
shaping attitudes.
attaching feelings and emotions.
imparting knowledge.
Question 20 — 1 pts
Physiological measures suffer from some drawbacks. Which of the following is one of these?
Group of answer choices
Due to the artificial laboratory aspects of the test they lack reliability.
Only negative reactions, not positive reactions can be captured.
While we may be able to detect a physiological response to and advertisement, there is no way to determine whether the response is to the ad or the brand, or which part of the advertisement was responsible for the response.
They can only be used to understand television advertising.