Deck 19: Evaluating Imc Effectiveness

Question 1

________ 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 1

A

Question 2

What do tracking studies show?

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

Answer 2

A

Question 3

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 advertisement?
D) What emotions did the ad stimulate?
E) What brand is being advertised in this ad?

Answer 3

C

Question 4

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 5

In best practices for tracking studies,information is first collected from consumers ________ after the campaign is launched.

A) two days
B) two weeks
C) four weeks
D) six weeks
E) two months

Question 6

To make campaign evaluation possible,IMC campaign objectives should be ________,________,and ________.

A) creative; measurable; specific
B) clear; creative; concrete
C) clear; sales-oriented; specific
D) clear; measurable; attainable
E) creative; awareness-oriented; specific

Question 7

________ is a company that specializes in persuasion,brand/ad recall,and communication.

A) Ameritest
B) TNS Global
C) Ogilvy
D) Ipsos ASI
E) GfK

Question 8

Which of the following takes place while a campaign is running?

A) concept testing
B) semiotic testing
C) monitoring of buzz
D) measuring ROI
E) measuring repeat purchases

Question 9

Which of the following is a research question assessing an ad's effectiveness in persuading consumers?

A) How did the ad make you feel?
B) Do you have confidence in the brand?
C) What stood out in this ad?
D) When you think of this brand, what qualities do you associate with it?
E) What did you like or dislike in the ad?

Question 10

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 11

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 12

Which of the following is NOT a surrogate measure for the sales impact of an advertising campaign?

A) brand awareness
B) number of purchases made
C) consumer liking of a brand
D) change in brand perception
E) intent to purchase

Question 13

Which of the following is used to make a campaign as strong as possible before it "goes live" in the market place?

A) concept testing
B) scanner analysis
C) tracking survey
D) recall testing
E) brand linkage testing

Question 14

According to the text,which of the following is NOT a reason for evaluating IMC effectiveness?

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 15

Studies that periodically collect information from random samples of consumers in markets where they were exposed to a campaign are called ________.

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

Question 16

A tracking survey is LEAST likely to focus on which of the following?

A) recall
B) recognition
C) comprehension
D) conviction
E) relevance

Question 17

Which of the following is most important for the evaluation of an IMC campaign?

A) The campaign should be limited to one or two specific objectives.
B) The campaign should have specific, measurable objectives.
C) The campaign should be limited to one or two marcom tools.
D) The campaign should be evaluated by the same team who planned it.
E) The campaign should be evaluated by the same team who implemented it.

Question 18

Which of the following is NOT a main communication effect that is assessed in various types of advertising research?

A) persuasion
B) investigation
C) cognition
D) perception
E) emotion

Question 19

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 20

Which of the following types of post-campaign evaluation tools involves reading information from a shopper's identification card and recording that along with information about products that the shopper purchased?

A) scanner research
B) semiotics testing
C) tracking research
D) single-source research
E) pay-out analysis

Question 21

Which of the following questions would most likely be asked in the output evaluation of a public relations campaign?

A) What was audience knowledge of the brand before the campaign?
B) Can we associate a change in product trial during the campaign?
C) What was the audience attitude toward the brand before the campaign?
D) How much and what kind of buzz are tweets generating?
E) Has there been a change in repeat purchasing during the campaign?

Question 22

Recall tests and recognition tests are two types of ________ tests.

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

Question 23

Which type of research is used after an advertisement runs to determine if the ad met its objectives?

A) semiotics testing
B) strategic research
C) concept testing
D) post-testing
E) market research

Question 24

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) semiotics
D) likability
E) attitude

Question 25

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 26

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 27

Which of the following is an evaluation tool that involves using two different versions of an ad in a magazine and then measuring which ad pulls the most responses?

A) wave analysis
B) city-by-city test
C) split-run technique
D) double-source research
E) payout analysis

Question 28

The public relations campaign measurement of ________ refers to how many news releases led to stories or mentions in news stories.

A) recognition
B) output
C) outcome
D) exposure
E) engagement

Question 29

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 30

Which of the following is a surrogate measure for the key effect of behavior?

A) motivation
B) trial
C) brand image
D) recall
E) relevance

Question 31

Which of the following is the most effective IMC tool for achieving the surrogate measure of credibility?

A) advertising
B) sales promotion
C) public relations
D) direct marketing
E) packaging

Question 32

________ 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 33

Conviction and credibility are both surrogate measures for the key effect of ________.

A) perception
B) emotion
C) cognition
D) association
E) persuasion

Question 34

A public relations campaign is typically measured in terms of ________ and ________.

A) recognition; recall
B) payout point; break-even point
C) output; outcome
D) click-through rate; conversion rate
E) exposure; engagement

Question 35

Understanding and recall are both surrogate measures for the key message effect of ________.

A) perception
B) emotion
C) cognition
D) association
E) persuasion

Question 36

The public relations campaign measurement of ________ refers to attitudinal or behavioral change due to the impact of public relations materials produced.

A) recognition
B) output
C) outcome
D) exposure
E) engagement

Question 37

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) semiotics
D) likability
E) attitude

Question 38

Which of the following is the most common type of post-campaign evaluation?

A) semiotics testing
B) inquiry testing
C) concept testing
D) media optimization
E) tracking study

Question 39

A brand linkage test is another name for a(n)________ test.

A) recall
B) inquiry
C) semiotics
D) likability
E) attitude

Question 40

Interest and recognition are both surrogate measures for the key effect of ________.

A) perception
B) emotion
C) cognition
D) association
E) persuasion

Question 41

Traffic counts are a metric used to evaluate the effectiveness of ________.

A) Internet advertisements
B) consumer promotions
C) out-of-home media
D) social marketing
E) guerilla marketing

Question 42

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

A) RADAR
B) Ameritest
C) Mediamark
D) Millward Brown
E) A.C. Nielsen

Question 43

The goal of media optimization is to optimize ________.

A) reach
B) frequency
C) engagement
D) the response rate
E) the budget

Question 44

Newspapers measure their audiences in ________ and readership.

A) response rate
B) conversions
C) traffic
D) circulation
E) coverage

Question 45

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

A) RADAR
B) Ameritest
C) Mediamark
D) Millward Brown
E) A.C. Nielsen

Question 46

ROI from a public relations campaign can be difficult to measure,so ________ is a surrogate measure that is often used instead.

A) shareholder value
B) recognition
C) recall
D) trial
E) repeat purchase

Question 47

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 48

Promotions with a coupon have the built-in evaluation measure of ________.

A) redemption rate
B) recognition
C) recall
D) trial
E) repeat purchase

Question 49

Which of the following does Forrester use to evaluate the quality of user experience on websites?

A) click-through rates
B) conversion rates
C) heuristic evaluation
D) break-even analysis
E) payout analysis

Question 50

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

A) Public relations
B) Buzz marketing
C) Retail advertising
D) Media optimization
E) Direct-marketing communication

Question 51

The TAB visibility research program uses ________ to determine the effectiveness of out-of-home media.

A) conversion rates
B) response rates
C) circulation
D) traffic counts
E) eye-tracking technology

Question 52

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 53

Click-through rates are a metric most closely associated with ________.

A) consumer sales promotions
B) social media
C) banner ads
D) public relations
E) guerilla marketing

Question 54

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 55

The marketing communication tool of ________ is attractive because the measurement for response is always built in.

A) public relations
B) buzz marketing
C) retail advertising
D) media optimization
E) direct-marketing

Question 56

At the most basic level of evaluation of the effectiveness of a sales promotion,managers require proof of ________.

A) brand recognition
B) brand recall
C) promotion execution
D) trial rates
E) sales rates

Question 57

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 58

TREMOR,created by Procter & Gamble,is used to track measurable business results for ________ campaigns.

A) public relations
B) word-of-mouth
C) sales promotion
D) advertising
E) direct-marketing

Question 59

Website traffic volume is measured by the metric of ________.

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

Question 60

The Internet advertising metric of ________ 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 61

The delayed impact of advertising is referred to as the ________effect.

A) halo
B) social
C) indirect
D) carryover
E) instantaneous

Question 62

A thorough evaluation of an advertising campaign includes both quantitative and qualitative research.

Question 63

Using ________,a campaign is launched in several similar markets at different levels of media activity,providing the opportunity to compare campaign results.

A) copy testing
B) concept testing
C) test marketing
D) competitive marketing
E) social marketing

Question 64

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 65

Radio stations measure their audiences in ________ and ratings.

A) response rate
B) conversions
C) traffic
D) circulation
E) coverage

Question 66

Product purchase and page views are both examples of ________ that might be used to measure the success of digital marketing.

A) objectives
B) heuristics
C) key performance indicators
D) carryover effects
E) synergistic effects

Question 67

Of the following,ROI is easiest to calculate for ________.

A) public relations
B) advertising
C) social marketing
D) direct marketing
E) buzz marketing

Question 68

Determining advertising's impact on sales is typically a straightforward process.

Question 69

Tracking studies can be used to determine whether a campaign's core message has the staying power to be effective in another campaign cycle.

Question 70

Studies that periodically collect information from consumers throughout a campaign and after it has concluded are called tracking studies.

Question 71

Semiotic testing is conducted before a campaign "goes live" in the marketplace.

Question 72

With new metrics available to more accurately evaluate campaign effects,informal evaluation of brand communication based on the judgment of experienced managers is no longer needed.

Question 73

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 74

An IMC campaign that has a(n)________ effect has overall results that are greater than the sum the individual functional areas would have if they were used separately.

A) indirect
B) interdependent
C) synergistic
D) instantaneous
E) carryover

Question 75

Any evaluation of an advertising campaign's effectiveness should track both ________ and ________ over time.

A) direct effects; indirect effects
B) social effects; independent effects
C) carryover effects; instantaneous effects
D) concept effects; copy effects
E) major performance effects; minor performance effects

Question 76

Brand communication is considered successful when set objectives-attitudinal,behavioral,or both-have been met.

Question 77

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

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

Question 78

Both retail outlets where a brand is sold to consumers and manufacturers of the brand are interested in data gathered through scanner research.

Question 79

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 80

Most brand communication campaigns have more than one objective.