29. BMW has developed two new print ads designed to appeal to women. One ad uses locar scenes from around its South Carolina plant and emphasizes the "made in America aspect. The other ad uses a spokesperson and emphasizes the safety of the car. Whicn type of ad effectiveness measure should BMW use to test which ad is most effective?

a. split-run testing

b. day-after recall

c. consumer juries

d. physiological measures

e. portfolio tests

30. What is the primary advantage of physiological test measures such as pupil dilation, galvanic skin response, and eye-tracking, in research?

a. Costs to administer are low.

b. Because responses to the ad are involuntary, bias is eliminated.

c. Respondents prefer the use of this methodology. d. All of the above are advantages.

e. None of the above are advantages.

31. In order to help Americans prepare for a terrorist attack, the U.S. Department of Homeland Security used a new $1.2 million advertising campaign involving both print and broadcast media. Prior to the development of the advertisements, the department conducted concept tests with small groups of eight to ten average U.S. citizens from New York City, Kansas City, Los Angeles and elsewhere who gave their opinions on what the ads should contain and how the message should be delivered. This is an example of:

a. post-testing through focus groups.

b. pretesting through mall intercepts.

c. field testing through the use of single-source data. d. pretesting through focus groups.

e. the Delphi method of testing advertising effectiveness.

32.An advertiser who says that his product is the "best," "greatest," etc. is using is a(n)

a. deception; legal

b. a superlative; illegal

c. puffery; illegal

d. puffery; legal

e. puffery, unethical

33. Which of the following is the best example of the use of puffery in advertising?

a. Central Bank advertises free checking with a minimum balance of $1,000.

b. Michelin advertises a 50,000-mile guarantee for its tires.

c. Godiva claims that it makes the finest chocolates in the world.

d. Head & Shoulders shampoo advertises that it has been proven to be effective in preventing dandruff.

e. Federal Express advertises guaranteed overnight delivery service.