Deck 17: Evaluation and Control: Evidence of Effectiveness and the Challenge of Measuring Return on Investment

Question 1

Measurements of value are

A) always measured in financial terms
B) never measured in financial terms
C) based on marketer's judgement
D) measured in both financial and non-financial terms
E) a and c

Answer 1

D

Question 2

A campaign that has generated high awareness but has not increased sales or marker share indicates

A) more money needs to be invested
B) the reason for awareness not leading to sales needs to be investigated
C) competitors are outspending the campaign
D) people do not like the product

Answer 2

B

Question 3

Measuring the effectiveness of some social marketing interventions

A) cannot be done as there are no sales to measure
B) may require interim measures as health improvements may take years to detect
C) does not explain why an intervention is effective
D) cannot identify whether parts of an intervention could be improved

Answer 3

B

Question 4

If tracking research indicates that sales are declining

A) the advertising is not working
B) competitor's advertising is more effective
C) further investigation of all parts of the marketing mix including competitor activity is needed
D) there is nothing a marketer can do

Question 5

McDonald's Three Levels of Market Evaluation and Analysis include

A) long-term contributions to shareholder value
B) assessment of achievement of critical success factors
C) micromanagement of campaigns and elements
D) a and b
E) a, b and c

Question 6

The purpose of tracking research is to

A) monitor how much people like an advertisement
B) monitor whether people can remember details of an advertisement
C) track brand use over time
D) all of the above

Question 7

Post testing is aimed at

A) measuring the outcome of a campaign in isolation
B) using pre-test measures as a basis on which to measure changes that have occurred as a result of a campaign
C) identifying what worked well in a campaign
D) identifying what might have gone wrong during a campaign

Question 8

Evaluation occurs

A) at the end of a campaign
B) at the start of a campaign
C) during a campaign
D) all of the above

Question 9

Objectives should be

A) specific, measurable, achievable, relevant, time-framed
B) specific, measurable, accurate, recent, time-framed
C) short, measurable, accurate, realistic, time-framed
D) short, measurable, achievable, realistic, time-framed

Question 10

A political marketing campaign generates high awareness but also high levels of dislike of the party being advertised. This indicates

A) the campaign is effective
B) people will vote for the party even if they dislike it
C) advertising is not sufficient to persuade people to vote for the party
D) people do not understand the advertising