Exam 19: Evaluation of Effectiveness

Which type of testing takes place while the advertising is actually running?

A comparison of the costs of promotion to the forecasted sales generated by the promotion is called a ________.

In business-to-business advertising, the number of leads that turn into customers who make a purchase is called ________.

BFDG Advertising specializes in business-to-business advertising. Discuss the primary objectives of B2B advertising and how its effectiveness is typically evaluated.

A test to assess attitude change is known as a(n)________.

________ helps marketers to make final go/no-go decisions about finished or nearly finished ads by assessing the strength of the finished message and predicting how well it will perform.

What do tracking studies show?

A type of memory test in which respondents are asked to report what they remember from the ad about the brand is known as a(n)________ test.

With respect to retail advertising, the results of traffic-building promotions and advertising are simple counts of transactions as well as the change in sales volume of brands receiving promotional support.

Gina and her family participated in a marketing study in which the researcher came to their home and asked a series of questions about the brands and products that they use. The researcher then asked if she could look at the products they have around the house and asked if Gina would keep the empty packages of products they used over the next month. What type of research is this?

Media planners operate with computer models of ________ that are used in decisions about media selection, scheduling, and weights (amount of budget).

According to a study by the Advertising Research Foundation (ARF), likability tests were better able to predict sales impact than awareness, recall, communication, or persuasion measures.

Using which method of collecting tracking data does a researcher go to consumers' homes in the target market and ask what brands or products they have purchased or used recently, and in some cases, count the products or brands currently stocked by the consumer?

Refer to the passage below to answer the questions that follow. You are having dinner with your former college roommate, who is a neurosurgeon. You are an account planner at an advertising agency, and you do a lot of ad testing. You're trying to get him to help you with some neurological tests to determine the effectiveness of some of your clients' ads, especially those that attempt to evoke strong emotional responses. He asks you, "If advertising is done to sell a product, why don't you just measure sales to determine the effectiveness of an ad?" You try to explain to him that it is not that simple, and you tell him about all the types of research you conduct at various stages of a campaign. -Which of the following is a reason that advertisers use other measures in addition to sales as a measure of advertising effectiveness?

Currently, there are no standard and widely accepted guidelines for communication evaluation for the nonprofit sector.

For the Volvo GLBT campaign described in the text, the company managers selected their top three choices from the group of proposed ad ideas. The ________ was run to assess the constructs of branding, communication, and persuasion.

The biggest challenge in media planning is timing.

You and your family are part of a consumer panel, and each time you go to the grocery store, you give the sales clerk your ID number. The research company tracks your purchases, as well as several other households' purchases, to determine the extent to which its clients' advertising works. What type of research are you participating in?

Which of the following is NOT a category of work that gets evaluated in advertising and marketing communication programs?

One method for collecting tracking data is called a recognition check, in which a researcher goes to homes in the target market and asks what brands or products the family has purchased or used recently, sometimes counting the products or brands currently stocked by the consumer.