Exam 19: Evaluating Imc Effectiveness

ROI from a public relations campaign can be difficult to measure,so ________ is a surrogate measure that is often used instead.

A tracking survey is LEAST likely to focus on which of the following?

Is it better to test earlier or later in the course of an advertising campaign? Why?

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

The delayed impact of advertising is referred to as the ________effect.

What are two disadvantages of using single-source research to evaluate a campaign?

Which measure would be most helpful for determining how well a banner ad achieves the objective of increasing the number of transactions on a retail website?

A brand linkage test is another name for a(n)________ test.

Which type of payout plan seeks to determine the point at which the total cost of the promotion exceeds the total revenues?

Using ________,a campaign is launched in several similar markets at different levels of media activity,providing the opportunity to compare campaign results.

________ helps marketers to make final go/no-go decisions about finished or nearly finished ads by assessing the strength of the finished message and predicting how well it will perform.

Which of the following is a surrogate measure for the key effect of behavior?

To understand how effective Table Time's most recent IMC campaign was in comparison to its closest competitors' campaigns,brand planners would most likely use which of the following data?

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

Standards allow the advertiser to tell whether a particular advertisement is above or below the average score for the brand or its product category.

Recall tests and recognition tests are two types of ________ tests.

Maria is a public relations specialist who works primarily on writing news releases and feature stories for the clients of the agency in which she works.On the most basic level,how can her efforts be evaluated?

To understand the effectiveness of the most recent campaign for Table Time,a packaged meal brand,planners used tracking studies to measure changes in consumer brand awareness,knowledge,and affinity.These are all examples of ________ measures.

Newspapers measure their audiences in ________ and readership.

Explain what tracking studies are and how they are used.