Deck 19: Evaluation of Effectiveness

Question 1

Which of the following is the final section in a campaign plan?

A) setting objectives
B) situation analysis
C) determining budget
D) evaluating effectiveness
E) executing the ads

Answer 1

evaluating effectiveness

Question 2

According to the text, which of the following is NOT a reason for evaluating the effectiveness of the marketing communication program or campaign?

A) The stakes in making an advertising misstep are high.
B) Reduce the risk by testing, analyzing, tracking performance, and making changes where possible to increase the performance of the advertising.
C) To identify best practices so a brand's advertising continues to improve.
D) It is required by most clients.
E) All of the above are reasons for evaluating the effectiveness.

Answer 2

It is required by most clients.

Question 3

Testing advertisements before they run as a way to predict their effectiveness is a practice known as ________.

A) copy testing
B) ad testing
C) concept testing
D) tracking
E) ad evaluation

Answer 3

copy testing

Question 4

Which of the following is a general term that describes various kinds of research used at different stages in the advertising process-before, during, and after an ad or campaign has run?

A) copy testing
B) concept testing
C) evaluative testing
D) primary testing
E) diagnostic testing

Question 5

Which of the following is NOT tested or performed during message development research?

A) message strategy
B) tracking studies
C) concept testing
D) pretesting
E) diagnostics

Question 6

Which of the following compares the effectiveness of various creative ideas?

A) copy testing
B) concept testing
C) pretesting
D) diagnostics
E) moment-by-moment tests

Question 7

Studies that follow the purchase activity of a specific consumer or group of consumers over a specified period of time are ________.

A) diagnostic tests
B) concept tests
C) tracking studies
D) test market studies
E) inquiry tests

Question 8

What do tracking studies evaluate?

A) copy and media against changes in sales
B) attitude toward the advertisement
C) attitude toward the brand
D) the brands or products consumers have purchased or used recently
E) inquiries from an advertisement

Question 9

In which method to collect tracking data does one or more test cities serve as controls while the others are the test where researchers can test the effectiveness of advertising?

A) wave analysis
B) test marketing
C) moment-by-moment tests
D) city-by-city tests
E) field tests

Question 10

A type of memory test in which respondents who have been exposed to a specific media vehicle are asked to report what advertisements or brand they remember seeing is known as a(n) ________ test.

A) recall
B) recognition
C) persuasion
D) likability
E) attitude

Question 11

Asking a consumer who watched a particular television program, "Do you remember seeing a commercial for any soft drinks?" is what type of question?

A) unaided recall
B) aided recall
C) recognition
D) prompted recall
E) close-ended

Question 12

The validity of a persuasion test depends on which of the following?

A) consistent measures
B) reliable measures
C) a large sample
D) a representative sample
E) census sample

Question 13

Which type of evaluative research controls the advertising participants receive in their homes and tracks their actual purchases at the store?

A) scanner research
B) persuasion tests
C) likability tests
D) inquiry tests
E) single-source research

Question 14

The point where the advertising gets tired and there is no response or less response than at the launch is called ________.

A) burnout
B) wearout
C) hiatus
D) decay point
E) point of diminishing return

Question 15

When all the pieces of the campaign work together, the whole is greater than the sum of its parts, which is called ________.

A) compounding
B) the multiplier effect
C) effective ROI
D) efficient ROI
E) synergy

Question 16

Which of the following is a surrogate sales promotion measure to assess the key message effect of perception?

A) emotions
B) credibility
C) attention
D) motivation
E) brand image

Question 17

Understanding and recall are surrogate sales measures to assess which key message effect?

A) perception
B) cognitive
C) affect
D) persuasion
E) action

Question 18

Which of the following is NOT a surrogate sales measure used to assess the key message effect of persuasion?

A) attitudes
B) interest
C) credibility
D) conviction
E) motivation

Question 19

How are ads containing elements that can be returned evaluated?

A) direct-response counts
B) cost per thousand
C) attitude change
D) intention
E) conviction

Question 20

Which calculation allows comparison of the response rates of alternative mailings.

A) cost per response
B) cost per thousand
C) response per thousand
D) payout plan
E) breakeven analysis

Question 21

To evaluate the trade sales promotion programs, the _______ do store checks to verify that stores are doing what they promised.

A) sales representatives
B) art directors
C) copy editors
D) display managers
E) Audit Bureaus

Question 22

Studies that follow the purchase activity of a specific consumer or group of consumers over a specified period of time are tracking studies.

Question 23

Synergy is when all the pieces in an IMC campaign work together, and it is surprisingly simple to measure.

Question 24

Response per thousand is NOT an appropriate measure for evaluating direct response advertising.

Question 25

Sales promotion programs are complicated in that it may be necessary to evaluate both trade and consumer promotions, and evaluating the effectiveness of trade promotion is almost impossible.

Question 26

The efficiency of a sales promotion can be evaluated in terms of its financial returns more easily than advertising.

Question 27

With respect to retail advertising, the results of traffic-building promotions and advertising are simple counts of people coming through the door.

Question 28

Explain tracking studies.

Question 29

As described in the chapter's opening vignette, what did research uncover about perception of New Holland?

A) New Holland was not reliable.
B) John Deere was superior to New Holland.
C) Consumers perceived John Deere to be reliable.
D) Consumers who favored New Holland felt choosing a nontraditional brand was empowering.
E) When farmers were asked to name a tractor, farmers were likely to answer John Deere or Kubota.

Question 30

Which of the following was an objective of the New Holland "Brave New Tractors" campaign as described in the chapter's opening vignette?

A) achieve high levels of campaign awareness and high levels of brand linkage
B) re-energize the New Holland brand and increase trial by 10 percent
C) increase market share by 15 percent
D) increase brand awareness and trial of the New Holland tractor
E) strengthen the New Holland name as a tractor brand and increase New Holland market share by 5 percent

Question 31

_______ is a company that specializes in testing brand recall, main idea, attribute statements.

A) Ameritest
B) ARS
C) Ogilvy
D) Diagnostic Research
E) IPSOS-ASI

Question 32

As discussed in the "Hands-On" case at the end of the chapter, what was the key to McDonald's double-digit sales growth that far outpaced the competition?

A) improved advertising
B) improved product
C) positive publicity
D) a and b
E) a, b, and c

Question 33

MINI-CASE
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. But he asked 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.

-Refer to Mini-Case. Which of the following is a reason why advertisers use other measures besides sales as a measure of advertising effectiveness?

A) Advertising effects tend to be delayed, so it's difficult to link the advertising seen at one time to a purchase made days or weeks later.
B) There are factors other than advertising that affect sales, and that makes it hard to isolate advertising in order to determine its impact.
C) Manufacturers, and therefore their advertising agencies, do not have access to sales data because it is collected by retailers who don't make that available to them.
D) a and b
E) a, b, and c

Question 34

MINI-CASE
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. But he asked 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.

-Refer to Mini-Case. You also conduct a significant amount of research after the ad has been run to determine if it met its objectives. Which of the following is NOT a posttesting technique?

A) memory tests
B) persuasion tests
C) tracking studies
D) inquiry tests
E) likability tests

Question 35

What were the objectives of the New Holland "Back to Tractors" campaign as described in the chapter's opening?

Question 36

The "Hands-On" case at the end of the chapter discussed how an ad critic thought the McDonald's "I'm lovin' it" campaign was horrible, yet McDonald's experienced double-digit sales growth. Discuss the possible reasons for that growth.

Question 37

MINI-CASE
Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted 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 web site. One of their 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.
-Refer to Mini-Case. One procedure that was used to evaluate the commercials used a clutter reel to test the ads. Explain what a clutter reel is.

Question 38

MINI-CASE
Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted 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 web site. One of their 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.
-Refer to Mini-Case. Dell discontinued the "Dude, you're gettin' a Dell" campaign because they felt it had "run its course." Really, it was discontinued because it wasn't effective anymore and tests showed that consumers were getting rather irritated with Steve. Explain why this can be.

Question 39

MINI-CASE
Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted 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 web site. One of their 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.
-Refer to Mini-Case. Dell uses a combination of media, and direct mail is one of them. How can they evaluate the efficiency and effectiveness of the direct-mail ads?

Question 40

MINI-CASE
Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted 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 web site. One of their 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.
-Refer to Mini-Case. It seems like every week, Dell has a special offer for consumers. For example, one offer included a free printer and digital camera with the purchase of a desktop computer. How do marketers typically evaluate the effectiveness of sales promotion offers such as this?

Question 41

MINI-CASE
Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted 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 web site. One of their 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.
-Refer to Mini-Case. Dell wants to use its "Dude, you're gettin' a Dell" campaign in other countries. At the very least, what type of research should Dell conduct before using this ad?