Question 1

Why is it important for creatives working in digital media to have user-centered design skills?

Accepted Answer

Many product sites are simply not user friendly; they are difficult to navigate and do not provide the information that consumers most want and need to make a purchase decision.Digital media designers should have a detailed understanding of the target customers' needs,goals,and context in order to provide the desired product information in an engaging and accessible format.A product website that is frustrating to use will negatively affect the brand image.

Question 2

Coca-Cola is a global brand that advertises all over the world.Discuss the special problems managers face that make evaluation of international programs difficult.

Accepted Answer

First,many markets with distinctive characteristics must be analyzed,not just the markets in one country.Furthermore,the costs of running evaluation programs in smaller markets may not be cost effective.There may also be incompatibilities among various measurement systems and data analysis techniques that make it difficult to compare the data from one market to similar data from another market.

Question 3

The planners for Cat Care,a line of cat food and products,want to gather information about which commercial in a new campaign is most effective at increasing sales.Which of the following methods would be best for helping the planners gather the information they need?

Accepted Answer

A)  semiotics testing 
B)  single-source research 
C)  recognition testing 
D)  brand linkage testing 
E)  conversion research 
A)  semiotics testing 
B)  single-source research 
C)  recognition testing 
D)  brand linkage testing 
E)  conversion research B

Question 4

Which type of evaluative research involves arranging to have test commercials delivered to a select group of households within a market,and then comparing the purchase behavior of the select group to that of a control group of households?

Accepted Answer

A)  scanner research 
B)  persuasion tests 
C)  likability tests 
D)  inquiry tests 
E)  single-source research 
A)  scanner research 
B)  persuasion tests 
C)  likability tests 
D)  inquiry tests 
E)  single-source research

Question 5

Radio stations measure their audiences in ________ and ratings.

Accepted Answer

A)  response rate 
B)  conversions 
C)  traffic 
D)  circulation 
E)  coverage 
A)  response rate 
B)  conversions 
C)  traffic 
D)  circulation 
E)  coverage

Question 6

The TAB visibility research program uses ________ to determine the effectiveness of out-of-home media.

Accepted Answer

A)  conversion rates 
B)  response rates 
C)  circulation 
D)  traffic counts 
E)  eye-tracking technology 
A)  conversion rates 
B)  response rates 
C)  circulation 
D)  traffic counts 
E)  eye-tracking technology

Question 7

Which of the following is NOT a surrogate measure for the sales impact of an advertising campaign?

Accepted Answer

A)  brand awareness 
B)  number of purchases made 
C)  consumer liking of a brand 
D)  change in brand perception 
E)  intent to purchase 
A)  brand awareness 
B)  number of purchases made 
C)  consumer liking of a brand 
D)  change in brand perception 
E)  intent to purchase

Question 8

In the measurement of a public relations campaign,what is the difference between output and outcomes?

Accepted Answer

Output refers to the count of how many n

Question 9

A recall test is more rigorous than a recognition test.

Accepted Answer

A) True 
 B)False

Question 10

According to this chapter's "A Matter of Practice," what are the three performance measures that can be used to assess executional quality of advertising?

Accepted Answer

According to Charles Young,Pre

Question 11

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.
-You also explain that while it is important to calculate the return on investment (ROI)for brand communication efforts,it is often difficult to directly measure ROI.For which marketing tool is it easiest to determine ROI?

Accepted Answer

A)  broadcast advertising 
B)  out-of-home advertising 
C)  direct marketing 
D)  public relations 
E)  buzz marketing 
A)  broadcast advertising 
B)  out-of-home advertising 
C)  direct marketing 
D)  public relations 
E)  buzz marketing

Question 12

Which of the following is an evaluation tool that involves using two different versions of an ad in a magazine and then measuring which ad pulls the most responses?

Accepted Answer

A)  wave analysis 
B)  city-by-city test 
C)  split-run technique 
D)  double-source research 
E)  payout analysis 
A)  wave analysis 
B)  city-by-city test 
C)  split-run technique 
D)  double-source research 
E)  payout analysis

Question 13

One of AT&T's requirements of its advertising is that everything must be pretested and proven to be effective before it goes on the air or appears in print.Which of the following is NOT a company listed in the text that AT&T might hire to help test the strong and weak points of its advertising?

Accepted Answer

A)  Ameritest 
B)  Millward Brown 
C)  Ogilvy 
D)  Ipsos ASI 
E)  GfK 
A)  Ameritest 
B)  Millward Brown 
C)  Ogilvy 
D)  Ipsos ASI 
E)  GfK

Question 14

Even though advertising is complex,most practitioners believe that advertising effects can be reduced to a single measure.

Accepted Answer

A) True 
 B)False

Question 15

Single-source research allows researchers to come closer to showing a causal relationship between advertising and sales.

Accepted Answer

A) True 
 B)False

Question 16

________ is a company that specializes in persuasion,brand/ad recall,and communication.

Accepted Answer

A)  Ameritest 
B)  TNS Global 
C)  Ogilvy 
D)  Ipsos ASI 
E)  GfK 
A)  Ameritest 
B)  TNS Global 
C)  Ogilvy 
D)  Ipsos ASI 
E)  GfK

Question 17

One way to measure memory is to show an advertisement to people and ask them whether they remember having seen it before.This is known as a(n)________ test.

Accepted Answer

A)  aided recall 
B)  recognition 
C)  semiotics 
D)  likability 
E)  attitude 
A)  aided recall 
B)  recognition 
C)  semiotics 
D)  likability 
E)  attitude

Question 18

What do tracking studies show?

Accepted Answer

A)  performance of a marketer's brand over time 
B)  the break-even point for a campaign 
C)  return on investment for the campaign 
D)  past performance of a brand 
E)  inquiries from an advertisement 
A)  performance of a marketer's brand over time 
B)  the break-even point for a campaign 
C)  return on investment for the campaign 
D)  past performance of a brand 
E)  inquiries from an advertisement

Question 19

Direct-response communication is measured in terms of cost-per-lead.

Accepted Answer

A) True 
 B)False

Question 20

In best practices for tracking studies,information is first collected from consumers ________ after the campaign is launched.

Accepted Answer

A)  two days 
B)  two weeks 
C)  four weeks 
D)  six weeks 
E)  two months 
A)  two days 
B)  two weeks 
C)  four weeks 
D)  six weeks 
E)  two months

Why is it important for creatives working in digital media to have user-centered design skills?

Coca-Cola is a global brand that advertises all over the world.Discuss the special problems managers face that make evaluation of international programs difficult.

The planners for Cat Care,a line of cat food and products,want to gather information about which commercial in a new campaign is most effective at increasing sales.Which of the following methods would be best for helping the planners gather the information they need?

Which type of evaluative research involves arranging to have test commercials delivered to a select group of households within a market,and then comparing the purchase behavior of the select group to that of a control group of households?

Radio stations measure their audiences in ________ and ratings.

The TAB visibility research program uses ________ to determine the effectiveness of out-of-home media.

Which of the following is NOT a surrogate measure for the sales impact of an advertising campaign?

In the measurement of a public relations campaign,what is the difference between output and outcomes?

A recall test is more rigorous than a recognition test.

According to this chapter's "A Matter of Practice," what are the three performance measures that can be used to assess executional quality of advertising?

Which of the following is an evaluation tool that involves using two different versions of an ad in a magazine and then measuring which ad pulls the most responses?

One of AT&T's requirements of its advertising is that everything must be pretested and proven to be effective before it goes on the air or appears in print.Which of the following is NOT a company listed in the text that AT&T might hire to help test the strong and weak points of its advertising?

Even though advertising is complex,most practitioners believe that advertising effects can be reduced to a single measure.

Single-source research allows researchers to come closer to showing a causal relationship between advertising and sales.

________ is a company that specializes in persuasion,brand/ad recall,and communication.

One way to measure memory is to show an advertisement to people and ask them whether they remember having seen it before.This is known as a(n)________ test.

What do tracking studies show?

Direct-response communication is measured in terms of cost-per-lead.

In best practices for tracking studies,information is first collected from consumers ________ after the campaign is launched.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Filters

Exam 19: Evaluating Imc Effectiveness

Why is it important for creatives working in digital media to have user-centered design skills?

Coca-Cola is a global brand that advertises all over the world.Discuss the special problems managers face that make evaluation of international programs difficult.

The planners for Cat Care,a line of cat food and products,want to gather information about which commercial in a new campaign is most effective at increasing sales.Which of the following methods would be best for helping the planners gather the information they need?

Which type of evaluative research involves arranging to have test commercials delivered to a select group of households within a market,and then comparing the purchase behavior of the select group to that of a control group of households?

Radio stations measure their audiences in ________ and ratings.

The TAB visibility research program uses ________ to determine the effectiveness of out-of-home media.

Which of the following is NOT a surrogate measure for the sales impact of an advertising campaign?

In the measurement of a public relations campaign,what is the difference between output and outcomes?

A recall test is more rigorous than a recognition test.

According to this chapter's "A Matter of Practice," what are the three performance measures that can be used to assess executional quality of advertising?

Which of the following is an evaluation tool that involves using two different versions of an ad in a magazine and then measuring which ad pulls the most responses?

One of AT&T's requirements of its advertising is that everything must be pretested and proven to be effective before it goes on the air or appears in print.Which of the following is NOT a company listed in the text that AT&T might hire to help test the strong and weak points of its advertising?

Even though advertising is complex,most practitioners believe that advertising effects can be reduced to a single measure.

Single-source research allows researchers to come closer to showing a causal relationship between advertising and sales.

________ is a company that specializes in persuasion,brand/ad recall,and communication.

One way to measure memory is to show an advertisement to people and ask them whether they remember having seen it before.This is known as a(n)________ test.

What do tracking studies show?

Direct-response communication is measured in terms of cost-per-lead.

In best practices for tracking studies,information is first collected from consumers ________ after the campaign is launched.

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Filters