Exam 19: Evaluating Imc Effectiveness

Brand communication is considered successful when set objectives-attitudinal,behavioral,or both-have been met.

Which of the following public relations outputs measures coverage?

A comparison of the costs of promotion to the forecasted sales generated by the promotion is called a ________.

The cost of creating and running the advertisement versus the revenue it generates is known as ________.

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

Brand tracking is the most common method for measuring a campaign's synergistic effect.

Mars,Inc.,the makers of M&M's candy,was recently running television ads featuring the colorful nature of its candy with the tagline,"Chocolate is better in color." What type of research would be used to evaluate these commercials as the campaign is running?

Tracking studies can be used to determine whether a campaign's core message has the staying power to be effective in another campaign cycle.

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 tell your friend about the research you do before an ad even appears in any medium.This research assists in the go/no-go decision about finished or nearly finished ads.This type of testing that assesses the strengths of the finished message and predicts how well it will perform is known as ________.

Computer models are most important for which of the following techniques?

Discuss several of the challenges involved in evaluating international IMC campaigns.

Which of the following does Forrester use to evaluate the quality of user experience on websites?

Click-through rates are a metric most closely associated with ________.

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.

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's media buyers purchased television commercial slots based on audience estimate measures and then compared those estimates to the actual audience.What else should the Dell media buyers consider when using these exposure numbers to evaluate impact?

A researcher asks a consumer who watched a particular television program whether she remembers any commercials for a certain brand-name product.What type of question is this?

"Do you remember seeing a commercial for wireless communication?" is an example of an aided recall question.

You received a phone call one evening from a research company asking about your television viewing the night before.After confirming that you did watch the program,the researcher then asked you,"Do you remember seeing a commercial for any fast food restaurants?" Which type of question is this?

Studies that periodically collect information from consumers throughout a campaign and after it has concluded are called tracking studies.

The public relations campaign measurement of ________ refers to attitudinal or behavioral change due to the impact of public relations materials produced.