Deck 15: Evaluating an Integrated Marketing Program

Question 1

When studying marketing effectiveness,short term outcomes such as increases in sales or redemption rates are the only relevant criteria.

Answer 1

False

Question 2

When studying marketing effectiveness,the two main types of evaluation techniques are message evaluations and respondent behavior evaluations.

Answer 2

True

Question 3

In terms of message evaluation techniques,physiological tests are typically used anytime during or after the ad have been developed.

Answer 3

True

Question 4

Respondent behavior evaluations primarily deal with customer actions and outcomes,such as making store visits.

Question 5

In terms of message evaluation techniques,emotional reaction tests are typically used anytime during or after the ad has been developed.

Question 6

Messages evaluations primarily deal with visible company actions,such as making store visits.

Question 7

The method of evaluating a marketing piece should match the IMC objective for that marketing piece.

Question 8

Pretesting is normally not a cost effective method of preparing an advertisement.

Question 9

A storyboard is a series of pictures providing an overview of the structure of a television ad.

Question 10

In terms of message evaluation techniques,copytesting occurs prior to the development of the ad.

Question 11

In terms of message evaluation techniques,attitude and opinion tests occur primarily after the ad has been launched.

Question 12

Message evaluation programs assess both cognitive and affective components of attitude towards an ad.

Question 13

Correcting an advertisement in the latter stages of development is less time consuming and less costly than in the early stages of development.

Question 14

In terms of message evaluation techniques,recognition tests occur after the ad has been launched.

Question 15

Evaluating advertising and other marketing communication venues is difficult because of extraneous factors that can influence the results of the marketing communication.

Question 16

In terms of message evaluation techniques,concept testing occurs prior to the development of the ad.

Question 17

Most market researchers employ more than one method of evaluation to make sure the findings are as accurate as possible.

Question 18

In terms of message evaluation techniques,persuasion analysis tests are used before an ad is developed.

Question 19

Evaluation or testing of advertising communications can occur at any stage of the development process.

Question 20

In terms of message evaluation techniques,recall tests occur primarily after the ad has been launched.

Question 21

Focus groups are so reliable that it ordinarily only takes one good session to gain a solid understanding of how a communication will be viewed.

Question 22

Due to demands for increased accountability,advertising professionals continue to use copytesting,even though they may not believe it is an effective method for evaluating ads.

Question 23

Unaided recall tests work best at identifying the times when an ad has been lodged in a person's memory.

Question 24

If Nathaniel is asked if he remembers seeing a particular ad during the previous week,a recognition test is being used.

Question 25

Two common testing approaches used in concept testing are comprehension tests and awareness tests.

Question 26

When Eric is given prompts or memory jogs during a recall test,it is an unaided recall test.

Question 27

Most researchers believe the unaided recall approach is superior to other evaluative tests.

Question 28

In testing advertising effectiveness,DAR stands for day-after recall.

Question 29

A theater test can be used to study a print ad from a billboard or the side of a bus.

Question 30

A copytest is used when the marketing piece is finished or is in the final stages of development.

Question 31

When people at a shopping mall are stopped and shown an ad or coupon,a mall intercept technique is being used.

Question 32

A portfolio test is a display of television ads in a theater.

Question 33

A theater test is a display of television ads shown together in a theater.

Question 34

Copytesting is universally accepted due to its ability to inspire creativity.

Question 35

The most common procedure used for concept testing is an in-depth interview.

Question 36

Concept testing examines the proposed content of an advertisement and the impact that content may have on potential customers.

Question 37

A portfolio test is often used for copytesting.

Question 38

When Sophie is asked to remember if an ad was seen during the previous week,a recall test is being used.

Question 39

While some marketing professionals do not favor copytesting,the majority think it is necessary because without it,creativity is stifled.

Question 40

Focus groups are normally made up of 8 to 10 people who are representative of a target market.

Question 41

Attitude tests deal with the affective component of attitude,not the cognitive or conative components.

Question 42

When individuals are shown ads and asked if they seen them before,a recognition test is being used.

Question 43

With a recognition test,if an individual does indicate he or she has seen the ad being tested,they are then asked to identify when and where the individual saw the ad.

Question 44

A warmth monitor is an alternative method of measuring emotions that does not involve a questionnaire-type of test.

Question 45

Both recognition and recall help establish a brand in the consumer's mind.

Question 46

If a person uses a brand regularly,he or she is more likely to remember an ad in either an aided recall or unaided recall test than if he or she does not use the particular brand.

Question 47

Most of the time,emotions are associated with short-term events,but can be held in a person's memory for a long time.

Question 48

One difference between recognition scores and recalls scores is that recall scores do not decline over time.

Question 49

Recognition tests results are influenced by a person's interest in a particular advertisement.

Question 50

A person with a positive attitude toward advertising is more likely to recall ads.

Question 51

Attitude and opinion studies may be used to evaluate sales promotion devices,such as direct mail pieces.

Question 52

Often researchers begin with aided recall tests,and then proceed to unaided recall tests and even to recognition tests.

Question 53

When a subject provides incorrect information about the recall of an ad,the test is immediately stopped.

Question 54

Recall tests are best suited to testing for comprehension of and reaction to ads.

Question 55

Large size ads are more likely to be recognized than smaller ads.

Question 56

Attitude and opinion tests can be used with both recall and recognition tests.

Question 57

Older people tend to recall ads more readily than do younger people.

Question 58

An advertisement that mentions a brand name five times during the commercial usually will receive higher recall scores than ads where the brand name is mentioned only twice.

Question 59

Institutional ads tend to have higher recall scores than brand ads because it is easier to remember a company's name.

Question 60

Recognition tests help when the advertiser is more concerned about how the ad is received and what information is being comprehended.

Question 61

According to position advertising copytesting (PACT),multiple measures should be used in the evaluation.

Question 62

Measuring changes in sales following a marketing campaign is now easier than ever in the past because of Internet technology and the use of "cookies."

Question 63

Scanner data makes it possible for companies to monitor sales and help both the retailer and manufacturer discover the impact of a particular marketing program.

Question 64

By using different toll free telephone numbers or different Internet URLs,a company's marketing department can measure where a person saw a direct television ad or other direct marketing promotion.

Question 65

The impact of advertising is difficult to measure because consumers may change their minds concerning which brand to buy while they are in the store.

Question 66

Someone with sweaty palms is having an emotional response to a stimulus,which can be measured using a psychogalvanometer.

Question 67

Most emotional reaction tests are self-reported instruments.

Question 68

A pupillometric measures a person's pupil dilation,because smaller pupils mean more emotion is present.

Question 69

Some marketers contend that the only valid evaluation criterion of marketing that should be used is actual sales.

Question 70

The impact of advertising is difficult to measure because it is often delayed.

Question 71

Position advertising copytesting (PACT)was designed originally to assist in the evaluation of television ads.

Question 72

PACT stands for positioning advertising copytesting.

Question 73

Of the three physiological arousal tests discussed in the text,the one with the most promise for the future in terms of advertising and marketing communication evaluations is the pupillometric test.

Question 74

According to position advertising copytesting (PACT),tests should be conducted within laboratory settings and not in field settings.

Question 75

Persuasion analysis techniques require pre- and post-tests.

Question 76

A psychogalvanometer measures a person's eye movements.

Question 77

According to position advertising copytesting (PACT),testing procedures should be relevant to the advertising objectives.

Question 78

Psychophysiology is a brain imaging process designed to identify emotions based on electrical currents in the brain.

Question 79

According to position advertising copytesting (PACT),multiple exposures to an advertisement are essential to obtain accurate results.

Question 80

Scanner data can be used to measure the impact of a point-of-purchase display.