Exam 19: Evaluation of Effectiveness

Idea testing compares the effectiveness of various creative ideas.

Cheryl is an account planner at a major advertising agency, and one of her responsibilities is to evaluate ads and campaigns through testing, monitoring, and measurement. Explain these three terms.

The coincidental survey technique is most often used with broadcast media and is conducted by randomly calling respondents in the target market to gain insight on whether the target audience is getting the message and, if so, what information or meaning the audience members receive.

Identify and briefly explain the three sorting exercises described in "A Matter of Practice" that enable the advertiser to see an ad through the eyes of its target audience.

One problem with test marketing for collecting tracking data is that the possibilities for isolating variables in test markets are very limited.

Research methods and analytical techniques are available to demonstrate ROI for public relations activities.

Questions that try to evaluate ________ investigate factors such as personally relevant, important to me, stimulate interest or curiosity, create warm feelings, enjoyable, entertaining, and fun.

What were the three objectives of the UPS campaign described in the chapter?

Which type of evaluation research uses pretesting to estimate the likelihood that an ad idea will work or that one idea is better than another?

The point at which recall stabilizes or declines and irritation levels increase because people are tired of hearing or seeing the same ad replayed is known as ________.

In public relations evaluation, tracking studies help us determine the favorability of the coverage, share of voice, and competitor coverage.

A(n)________ involves researchers surveying individuals who were exposed to the ad, asking questions about the spokesperson, the tone of the ad, its wording, and so forth.

Which type of evaluation research uses tracking studies and test marketing to monitor the way the campaign is unfolding and how the messages and media are working?

A favorable or unfavorable disposition toward a person, thing, idea, or situation is known as a(n)________.

Still photos arranged as a storyboard used in pretesting a television commercial are known as ________.

Which of the following is the primary measurement tool for assessing the effectiveness of direct-response communication?

Moment-by-moment tests are used to assess eye movement among respondents exposed to a print ad.

Studies that periodically measure top-of-mind brand awareness are called ________.

One method for collecting tracking data is to ask consumers to record in a diary activities such as brands purchased, brands used for various activities, brand switches, media usage, exposure to competitive promotions, and use of coupons.

Although fairly inexpensive and widely used, single-source data should be used with caution because the data tend to be unreliable and weak in external validity.