Exam 19: Evaluation of Effectiveness

According to the text, which of the following is NOT a reason for evaluating the effectiveness of the marketing communication program or campaign?

In which type of evaluative research are consumers asked to join a panel and allow their actual purchases to be tracked?

Charles is going to be a member of a discussion panel at an upcoming conference on issues facing media planners and buyers. The topic of his panel's discussion will be the biggest challenge facing media planners and what is currently being done in the industry to address this challenge. Briefly describe what will be discussed during this session.

Which of the following allows the advertiser to tell whether a particular advertisement is above or below the average score for the brand or its product category?

The problem with evaluating campaigns, particularly IMC campaigns, is estimating the impact of ________ since it's difficult to prove that multichannel communication with messages that reinforce and build on one another has more impact than single messages from a single source.

Which of the following statements regarding the evaluation of advertising is false?

Which type of research evaluates the impact after the campaign is over or after the ad has run?

Which of the following is NOT a research question assessing an ad's effectiveness in influencing consumers' cognition?

A ________ will assess the campaign's performance in terms of its message and media objectives.

One way to measure memory is to show the advertisement to people and ask them whether they remember having seen it before; this is known as a recall test.

As discussed in the "It's a Wrap" section at the end of the chapter, what was the key to the success of Vail Resorts increasing its revenue?

In the ________ method, viewers receive a deck of key frames from the commercial and sort them into images they remember seeing and ones they don't. They then sort the images they remembered into five categories, from strong positive to strong negative.

Another way to look at advertising ROI is the ________.

For evaluating sales promotion, ________ is the second most popular evaluation measure.

Good evaluation plans are based on a model of human response to an advertisement.

Refer to the passage below to answer the questions that follow. Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted in Dell becoming the top-selling personal computer. Consumers can purchase a Dell computer only directly from Dell, either by calling the toll-free number or visiting Dell's website. One of Dell's popular television commercials included Steve, a young man who would usually say, "Dude, you're gettin' a Dell." Audiences really liked Steve and the ads he appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has stopped that campaign and has moved on to others. -Dell uses a combination of media, one of which is direct mail. How can Dell evaluate the efficiency and effectiveness of the direct-mail ads?

Eye-tracking research is a mechanical technique that traces ________ eye movement, the path the eye takes in scanning an ad.

The point at which the advertising, because it has been seen multiple times, no longer stimulates much of a response is called ________.

Which type of test provides an analysis of the impact of the internal logic of a commercial?

Jana is a public relations specialist, and one way she evaluates the campaigns she develops for clients is to count the number of news releases her staff generates for a client's account. What type of measure of effectiveness does this illustrate?