Exam 19: Evaluating Imc Effectiveness

Traffic counts are a metric used to evaluate the effectiveness of ________.

TREMOR,created by Procter & Gamble,is used to track measurable business results for ________ campaigns.

Media planners operate with computer models of ________ that are used in decisions about media selection,scheduling,and weights (amount of budget).

At the most basic level of evaluation of the effectiveness of a sales promotion,managers require proof of ________.

Product purchase and page views are both examples of ________ that might be used to measure the success of digital marketing.

Understanding and recall are both surrogate measures for the key message effect of ________.

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?" You didn't remember any,so then she asked you,"Do you remember seeing a commercial for Wendy's?" Once she said that,you did remember seeing a Wendy's commercial.What type of question got you to remember seeing the ad?

Banner advertising is decreasing in effectiveness.

Six months ago,Volkswagen launched a new campaign that included print ads and television commercials.Edwin thought the commercials were clever,but exposure to the commercials didn't change Edwin's behavior.However,six months after viewing the commercials,Edwin has decided he needs to purchase a new car,and he includes Volkswagen on the list of cars he wants to test drive.Edwin's behavior is an example of which of the following?

Of the following,ROI is easiest to calculate for ________.