Deck 19: Evaluation of Effectiveness

Question 1

Which type of evaluation research uses tracking studies and test marketing to monitor the way the campaign is unfolding and how the messages and media are working?

A)developmental research
B)concurrent research
C)post-testing research
D)consistency research
E)diagnostic research

Answer 1

B

Question 2

Evaluation is done through testing, monitoring, and measurement. Testing is used to ________.

A)track performance
B)predict results
C)evaluate results
D)evaluate competitors
E)identify target audiences

Answer 2

B

Question 3

________ helps marketers to make final go/no-go decisions about finished or nearly finished ads by assessing the strength of the finished message and predicting how well it will perform.

A)Pretesting
B)Tracking
C)Diagnostic testing
D)Moment-by-moment testing
E)Wave analysis

Answer 3

A

Question 4

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

A)Copytesting
B)Ad monitoring
C)Concept testing
D)Tracking
E)Ad evaluation

Question 5

Which of the following allows the advertiser to tell whether a particular advertisement is above or below the average score for the brand or its product category?

A)industry ratios
B)averages
C)norms
D)confidence intervals
E)industry standards

Question 6

Still photos arranged as a storyboard used in pretesting a television commercial are known as ________.

A)photoboards
B)animatics
C)test shots
D)answer prints
E)picture sorts

Question 7

Which type of evaluation research uses pretesting to estimate the likelihood that an ad idea will work or that one idea is better than another?

A)developmental research
B)concurrent research
C)post-testing research
D)consistency research
E)diagnostic research

Question 8

Which of the following compares the effectiveness of various message strategies and their creative ideas?

A)copy testing
B)concept testing
C)pretesting
D)diagnostics
E)post-testing

Question 9

Which type of research evaluates the impact after the campaign is over or after the ad has run?

A)developmental research
B)concurrent research
C)post-testing research
D)consistency research
E)diagnostic research

Question 10

An artist's drawing of the visual idea with a sentence underneath that captures the essence of the idea is called a(n)________.

A)storyboard
B)photoboard
C)animatic
D)key concept card
E)snap shot

Question 11

Evaluation is done through testing, monitoring, and measurement. Monitoring ________.

A)tracks performance
B)is used to predict results
C)evaluates results
D)is required by all advertisers
E)is completed before the ad runs

Question 12

Evaluation is done through testing, monitoring, and measurement. Measurement ________.

A)tracks performance
B)is used to predict results
C)evaluates results
D)is required by all advertisers
E)is completed before the ad runs

Question 13

Which of the following is NOT a category of work that gets evaluated in advertising and marketing communication programs?

A)message execution
B)media
C)campaign
D)other marketing communication areas and their synergistic effect
E)media buyers

Question 14

Which type of research deconstructs an ad to see what elements are working or not working?

A)developmental research
B)concurrent research
C)post-testing research
D)consistency research
E)diagnostic research

Question 15

Which of the following is NOT a research question assessing an ad's effectiveness in influencing consumers' cognition?

A)What did you like or dislike in the ad?
B)Did the ad engage your interest or curiosity?
C)Did you read/watch most of it? How much?
D)Do you have a need for this brand or can it fulfill a need for you?
E)What's the difference between Brand X and Y?

Question 16

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)Evaluation helps advertisers reduce their risks.
C)Evaluation helps advertisers identify best practices.
D)Federal regulation requires campaigns to be analyzed for effectiveness.
E)Advertisers want to learn what works and what doesn't.

Question 17

Which of the following is NOT a type of research used in evaluation?

A)developmental research
B)concurrent research
C)post-testing research
D)consistency research
E)diagnostic research

Question 18

Which of the following statements regarding the evaluation of advertising is false?

A)Good evaluation plans, and the objectives found in them, are based on a model of return on investment for an advertisement.
B)There are factors other than the advertising that affect sales, and that makes it hard to isolate advertising in order to determine its impact.
C)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.
D)Evaluation objectives are based on a model of human response to an advertisement that identifies key effects.
E)Usually advertising is measured in terms of its communication effects, or the mental responses to a message.

Question 19

Which of the following companies does NOT provide copytesting services?

A)Ameritest
B)C

Question 20

Which of the following could be a research question assessing an ad's effectiveness in enhancing consumers' perceptions of the brand?

A)What brand do you prefer?
B)Do you want to try or buy this product/brand?
C)Have you seen this ad/this campaign?
D)What emotions did the ad stimulate?
E)What brand is being advertised in this ad?

Question 21

A(n)________ involves researchers surveying individuals who were exposed to the ad, asking questions about the spokesperson, the tone of the ad, its wording, and so forth.

A)pantry check
B)concept test
C)diagnostic test
D)attitude test
E)tracking study

Question 22

Which of the following is NOT a method used by account planners to collect tracking data?

A)attitude tests
B)wave analysis
C)recognition tests
D)pantry tests
E)consumer diaries

Question 23

Studies that periodically measure top-of-mind brand awareness are called ________.

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

Question 24

Eye-tracking research is a mechanical technique that traces ________ eye movement, the path the eye takes in scanning an ad.

A)sporadic
B)cognitive
C)saccadic
D)heuristic
E)intentional

Question 25

What do tracking studies show?

A)performance of a marketer's brand over time
B)attitude toward the advertisement
C)return on investment for the campaign
D)past performance of a brand
E)inquiries from an advertisement

Question 26

Which of the following is conducted in two or more markets, with the same number of similar markets serving as controls while the others are the test?

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

Question 27

Drawings or still photos shot on videotape synchronized with a rough version of the audio track are called ________.

A)photoboards
B)storyboards
C)animatics
D)test shots
E)answer prints

Question 28

A group of commercials that includes the test commercial, competitors' commercials, and other ads as well is called a(n)________.

A)animatic
B)commercial sort
C)picture sort
D)clutter reel
E)key concept reel

Question 29

A favorable or unfavorable disposition toward a person, thing, idea, or situation is known as a(n)________.

A)viewpoint
B)behavior
C)cognition
D)attitude
E)intention

Question 30

In the ________ method, viewers receive a deck of key frames from the commercial and sort them into images they remember seeing and ones they don't. They then sort the images they remembered into five categories, from strong positive to strong negative.

A)picture sort
B)key concept reel
C)clutter reel
D)photoboard
E)animatic

Question 31

________ looks at a series of interviews during a campaign.

A)Attitude testing
B)Wave analysis
C)Consumer diary analysis
D)Pantry checking
E)Test marketing

Question 32

A technique most often used with broadcast media in which random calls are made to individuals in the target market is known as a(n)________.

A)picture sort
B)coincidental survey
C)wave analysis
D)pantry check
E)inquiry test

Question 33

________ is the number of customers who purchase the brand relative to the total population in the market.

A)Unaided recall
B)Payout
C)Wave analysis
D)Brand penetration
E)Conversion rate

Question 34

A type of memory test in which respondents are asked to report what they remember from the ad about the brand is known as a(n)________ test.

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

Question 35

Which type of research occurs after the ad has been used to determine if it met its objectives?

A)after-only test
B)strategic research
C)concept testing
D)post-testing
E)completion testing

Question 36

Which type of test provides an analysis of the impact of the internal logic of a commercial?

A)moment-by-moment tests
B)frame-by-frame tests
C)theater testing
D)coincidental tests
E)tracking tests

Question 37

One way to measure memory is to show an advertisement to people and ask them whether they remember having seen it before. This is known as a(n)________ test.

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

Question 38

With which method of collecting tracking data are consumers asked to record activities such as brands purchased, brands used for various activities, brand switches, media usage, exposure to competitive promotion, and the use of coupons?

A)pantry checks
B)test marketing
C)consumer diaries
D)wave analysis
E)scanner data

Question 39

Which type of testing takes place while the advertising is actually running?

A)diagnostic
B)concept testing
C)moment-by-moment tests
D)optimization testing
E)concurrent testing

Question 40

Using which method of collecting tracking data does a researcher go to consumers' homes in the target market and ask what brands or products they have purchased or used recently, and in some cases, count the products or brands currently stocked by the consumer?

A)wave analysis
B)consumer diaries
C)pantry checks
D)test marketing
E)coincidental surveys

Question 41

________ measure the number of responses to an advertisement.

A)Memory tests
B)Persuasion tests
C)Likability tests
D)Inquiry tests
E)Single-source tests

Question 42

In which type of evaluative research are consumers asked to join a panel and allow their actual purchases to be tracked?

A)memory tests
B)persuasion tests
C)likability tests
D)inquiry tests
E)scanner research

Question 43

A test to assess attitude change is known as a(n)________.

A)unaided recall test
B)aided recall test
C)recognition test
D)persuasion test
E)likability test

Question 44

The goal of media optimization is always to ________.

A)optimize the budget
B)optimize reach
C)optimize frequency
D)optimize GRPs
E)optimize effectiveness

Question 45

________ drives a transaction or generates immediate behavioral response, which makes it easily measurable.

A)Interactivity
B)Sales promotion
C)Retail advertising
D)Media optimization
E)Direct-response communication

Question 46

A researcher asks a consumer who watched a particular television program whether she remembers any commercials for a certain type of product, without using a brand name. What type of question is this?

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

Question 47

A ________ will assess the campaign's performance in terms of its message and media objectives.

A)concept test
B)persuasion test
C)campaign evaluation
D)diagnostic evaluation
E)media optimization test

Question 48

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

A)animatics
B)media efficiency
C)heuristics
D)media optimization
E)wave analysis

Question 49

Another way to look at advertising ROI is the ________.

A)cost-to-sales ratio
B)reach-to-frequency ratio
C)GRP ratio
D)CPM ratio
E)RPM ratio

Question 50

What is the biggest challenge in media planning?

A)developing impact
B)timing
C)efficiency
D)availability
E)targetability

Question 51

Which of the following is a service that measures audiences for print media?

A)RADAR
B)Ameritest
C)Mediamark (MRI+)
D)Arbitron
E)A.C. Nielsen

Question 52

The more intrusive or the less interesting the creative technique, the higher the level of ________.

A)persuasion
B)recall
C)likability
D)irritation
E)sales

Question 53

Which of the following is the primary measurement tool for assessing the effectiveness of direct-response communication?

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

Question 54

The point at which recall stabilizes or declines and irritation levels increase because people are tired of hearing or seeing the same ad replayed is known as ________.

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

Question 55

Which type of evaluative research involves arranging to have test commercials delivered to a select group of households within a market, and then comparing the purchase behavior of the select group to that of a control group of households?

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

Question 56

A researcher asks a consumer who watched a particular television program whether she remembers any commercials for a certain brand-name product. What type of question is this?

A)unaided recall
B)aided recall
C)recognition
D)unprompted recall
E)open-ended

Question 57

Which type of evaluative test asks consumers how likely they are to buy a specific brand, then exposes them to an advertisement for that brand, usually as part of a collection of brands, and then asks them again what they intend to purchase?

A)persuasion test
B)inquiry test
C)single-source research
D)memory test
E)concept test

Question 58

Questions that try to evaluate ________ investigate factors such as personally relevant, important to me, stimulate interest or curiosity, create warm feelings, enjoyable, entertaining, and fun.

A)memory
B)persuasion
C)likability
D)inquiry
E)intention

Question 59

The point at which the advertising, because it has been seen multiple times, no longer stimulates much of a response is called ________.

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

Question 60

The costs of creating and running the advertisement versus the revenue it generates is known as ________.

A)reach
B)frequency
C)gross rating point
D)advertising ROI
E)optimization

Question 61

The problem with evaluating campaigns, particularly IMC campaigns, is estimating the impact of ________ since it's difficult to prove that multichannel communication with messages that reinforce and build on one another has more impact than single messages from a single source.

A)efficiency
B)conversion
C)synergy
D)advocacy
E)brand penetration

Question 62

Studies that periodically measure top-of-mind brand awareness are tracking studies.

Question 63

Which of the following public relations outputs measures coverage?

A)number of PR products, such as news releases or brochures, generated
B)number of media outlets receiving PR products
C)number and size of clips, column inches, seconds, or minutes of time or space
D)media placements multiplied by circulation or broadcast reach
E)equivalent ad costs for time or space

Question 64

The categories of work that get evaluated in advertising and marketing communication programs are the message execution, the media, the campaign, and the other marketing communication areas and their synergistic effect as part of an IMC program.

Question 65

Good evaluation plans are based on a model of human response to an advertisement.

Question 66

Moment-by-moment tests are used to assess eye movement among respondents exposed to a print ad.

Question 67

The four types of research used in advertising evaluation are developmental research, concurrent research, consumer research, and psychological research.

Question 68

Tracking studies evaluate copy and media against changes in attitudes.

Question 69

Some online advertising uses a ________ metric that records how well the click-through generates prospects.

A)pay-per-click (PPC)
B)cost-per-lead
C)click-through rate
D)conversion rate
E)page view

Question 70

Which of the following is the most common measure used to evaluate the effectiveness of sales promotion?

A)sales
B)response rates
C)awareness
D)redemption rates
E)response per thousand

Question 71

Standards allow the advertiser to tell whether a particular advertisement is above or below the average score for the brand or its product category.

Question 72

For evaluating sales promotion, ________ is the second most popular evaluation measure.

A)sales
B)response rate
C)redemption rate
D)awareness
E)conviction

Question 73

In business-to-business advertising, the number of leads that turn into customers who make a purchase is called ________.

A)conversion
B)recruitment
C)turnover
D)attrition
E)advocacy

Question 74

Copytesting is a general term that describes various kinds of research used at different stages in the advertising processbefore, during, and after an ad or campaign has run.

Question 75

A comparison of the costs of promotion to the forecasted sales generated by the promotion is called a ________.

A)cost per thousand
B)payout analysis
C)response count
D)response per thousand
E)redemption assessment

Question 76

The efficiency of a direct-reponse offer is measured in terms of ________.

A)return on investment (ROI)
B)cost-per-lead
C)responses per thousand (RPM)
D)pay-per-click (PPC)
E)intent-to-buy

Question 77

The most important metric for Internet advertising is ________, which is the percentage of visitors to a site who complete a desired action.

A)click-through rates
B)page views
C)cost-per-lead
D)pay-per-click (PPC)
E)conversion rate

Question 78

Which type of payout plan seeks to determine the point at which the total cost of the promotion exceeds the total revenues?

A)inflection point
B)crossover point
C)point of no return
D)break-even analysis
E)optimization point

Question 79

The coincidental survey technique is most often used with broadcast media and is conducted by randomly calling respondents in the target market to gain insight on whether the target audience is getting the message and, if so, what information or meaning the audience members receive.

Question 80

Idea testing compares the effectiveness of various creative ideas.