Question 1

Explain some of the common methods for measuring the success of an integrated marketing communications campaign.

Accepted Answer

The common methods are increas

Question 2

An organization's desire to remain competitive and be knowledgeable about consumers' changing needs makes it necessary to collect appropriate __________ before and after critical decisions are made.

Accepted Answer

A)  objectives 
B)  samples 
C)  data 
D)  information 
E)  analysis 
A)  objectives 
B)  samples 
C)  data 
D)  information 
E)  analysis

Question 3

Online surveys offer quick results at a higher cost over traditional data collection methods.

Accepted Answer

A) True 
 B)False

Question 4

The best way to measure and evaluate the effectiveness of public relations is by measuring the impact on sales.

Accepted Answer

A) True 
 B)False

Question 5

Eye-movement camera tests, pupilometer tests, and a voice pitch analysis tests are popular with researchers because emotions trigger physiological responses that can be measured.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is NOT a common criterion for evaluating creative using the managerial approach?

Accepted Answer

A)  Is the ad misleading? 
B)  Will be ad generate sales? 
C)  Should the ad be researched? 
D)  Does the ad communicate the creative objectives? 
E)  Is the ad memorable? 
A)  Is the ad misleading? 
B)  Will be ad generate sales? 
C)  Should the ad be researched? 
D)  Does the ad communicate the creative objectives? 
E)  Is the ad memorable?

Question 7

What is experimental research? Give an example to illustrate.

Accepted Answer

Experimental research is research in whi

Question 8

Discuss the four primary means of contacting consumers when conducting surveys to collect quantitative data. How does the marketer choose the method to use?

Accepted Answer

Personal interviews ‒ a face-to-face int

Question 9

Physiological-response testing is popular with researchers because

Accepted Answer

A)  these tests allow them to charge more. 
B)  logical responses are the key to understanding consumers. 
C)  emotions trigger physiological responses that can be measured. 
D)  redemption rates are easily measured. 
E)  physiological responses are very subtle. 
A)  these tests allow them to charge more. 
B)  logical responses are the key to understanding consumers. 
C)  emotions trigger physiological responses that can be measured. 
D)  redemption rates are easily measured. 
E)  physiological responses are very subtle.

Question 10

Describe how opinion-measure testing can be used in a research setting. Why would a company want to do this?

Accepted Answer

Opinion-measure testing exposes an audie

Explain some of the common methods for measuring the success of an integrated marketing communications campaign.

An organization's desire to remain competitive and be knowledgeable about consumers' changing needs makes it necessary to collect appropriate __________ before and after critical decisions are made.

Online surveys offer quick results at a higher cost over traditional data collection methods.

The best way to measure and evaluate the effectiveness of public relations is by measuring the impact on sales.

Eye-movement camera tests, pupilometer tests, and a voice pitch analysis tests are popular with researchers because emotions trigger physiological responses that can be measured.

Which of the following is NOT a common criterion for evaluating creative using the managerial approach?

What is experimental research? Give an example to illustrate.

Discuss the four primary means of contacting consumers when conducting surveys to collect quantitative data. How does the marketer choose the method to use?

Physiological-response testing is popular with researchers because

Describe how opinion-measure testing can be used in a research setting. Why would a company want to do this?

Integrated Marketing Communications: an Overview

Strategic Planning Principles

Branding Strategy

Advertising Planning: Creative

Advertising Planning: Traditional Media

Planning for Direct Response Communications

Planning for Online and Interactive Communications

Sales Promotion

Public Relations

Experiential Marketing, Events, and Sponsorships

Personal Selling

Filters

Exam 12: Evaluating Marketing Communications Programs

Explain some of the common methods for measuring the success of an integrated marketing communications campaign.

An organization's desire to remain competitive and be knowledgeable about consumers' changing needs makes it necessary to collect appropriate __________ before and after critical decisions are made.

Online surveys offer quick results at a higher cost over traditional data collection methods.

The best way to measure and evaluate the effectiveness of public relations is by measuring the impact on sales.

Eye-movement camera tests, pupilometer tests, and a voice pitch analysis tests are popular with researchers because emotions trigger physiological responses that can be measured.

Which of the following is NOT a common criterion for evaluating creative using the managerial approach?

What is experimental research? Give an example to illustrate.

Discuss the four primary means of contacting consumers when conducting surveys to collect quantitative data. How does the marketer choose the method to use?

Physiological-response testing is popular with researchers because

Describe how opinion-measure testing can be used in a research setting. Why would a company want to do this?

Integrated Marketing Communications: an Overview

Strategic Planning Principles

Branding Strategy

Advertising Planning: Creative

Advertising Planning: Traditional Media

Planning for Direct Response Communications

Planning for Online and Interactive Communications

Sales Promotion

Public Relations

Experiential Marketing, Events, and Sponsorships

Personal Selling

Filters