Exam 19: Evaluating Imc Effectiveness

Refer to the passage below to answer the questions that follow. Dell Computers dramatically increased its consumer advertising, resulting 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?

RoC Retinol Correxion is a skin cream product that says you can "Get 10 Years Back." The print ad doesn't really give much information regarding the product,but it does say,"For more about the science behind RoC,visit rocskincare.com." How can the effectiveness of this ad be measured?

Which type of research is used after an advertisement runs to determine if the ad met its objectives?

Which of the following takes place while a campaign is running?

The Internet advertising metric of ________ is the percentage of visitors to a site who complete a desired action.

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

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.

What are the differences between a recognition test,an unaided recall test and an aided recall test?

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

________ drives a transaction or generates immediate behavioral response,which makes it easily measurable.

Direct-response communication is meant to drive a transaction or generate some other type of immediate behavioral response,and this is easily measurable.

Which of the following types of post-campaign evaluation tools involves reading information from a shopper's identification card and recording that along with information about products that the shopper purchased?

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

Magazine rates are based on the guaranteed readership that a publisher promises to provide.

Which of the following is a research question assessing an ad's effectiveness in persuading consumers?

Accurately measuring the mobile audience of outdoor advertising is fairly easy as one would merely have to count passing cars.

A public relations campaign is typically measured in terms of ________ and ________.

What does Melissa Read,director of marketing analysis and strategy at Sapient,mean when she says that consumers experience an "ecosystem of digital properties"?

Which of the following questions would most likely be asked in the output evaluation of a public relations campaign?

The evaluation of public relations examines the success of the program in getting the message out to the target audience in terms of output and outcomes,as well as public opinion and relationship tracking.