Exam 19: Evaluating Imc Effectiveness

Briefly explain the distinctions between pretesting,monitoring,and measurement of a campaign.

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 specific issues will most likely be discussed during this session.

Some online advertising uses a ________ metric that records how well the click-through generates prospects.

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 is used to make a campaign as strong as possible before it "goes live" in the market place?

Studies that periodically collect information from random samples of consumers in markets where they were exposed to a campaign are called ________.

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. -It seems like every week Dell has a special offer for consumers.For example,one offer included a free printer and digital camera with the purchase of a desktop computer.How could marketers evaluate the effectiveness of sales promotion offers such as this?

Frank is a senior account planner and is in charge of concept testing.At which stage of a campaign is concept testing performed?

Another way to look at advertising ROI is the ________.

According to the text,which of the following is NOT a reason for evaluating IMC effectiveness?

The public relations campaign measurement of ________ refers to how many news releases led to stories or mentions in news stories.

Which of the following could be a research question assessing an ad's effectiveness in enhancing consumers' perceptions of the brand?

Which of the following is the most effective IMC tool for achieving the surrogate measure of credibility?

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.

Which of the following is NOT a main communication effect that is assessed in various types of advertising research?

Public relations programs are evaluated in terms of output and outcomes.Explain what this means and discuss two questions that might be used to evaluate each.

Which of the following is a service that measures audiences for broadcast media?

The only accurate measure of the effectiveness of out-of-home media is a traffic count.

To make campaign evaluation possible,IMC campaign objectives should be ________,________,and ________.

Most brand communication campaigns have more than one objective.