Question 1

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

Accepted Answer

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 2

The use of different measurement systems and data analysis techniques often complicates the comparison of data from one market to another in the evaluation of international brand communication.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

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

Question 5

Refer to the passage below to answer the questions that follow.
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. He asks 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.
-Which of the following is a reason that advertisers use other measures in addition to sales as a measure of advertising effectiveness?

Accepted Answer

A)  Sales are never an accurate measurement of advertising effectiveness. 
B)  Measuring other data is far cheaper than measuring sales. 
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)  Creating higher levels of brand recognition is one of the major objectives of advertising and isn't necessarily reflected in sales. 
E)  Advertisers don't normally measure advertising effectiveness with other measures besides sales.

Question 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

How might a marketer use Google to create an experiment to judge the effectiveness of a campaign?

Accepted Answer

The answer of How might a marketer use Google to...

Question 9

________ measure the number of responses to an advertisement.

Accepted Answer

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

Question 10

Advertising is particularly effective in accomplishing exposure,awareness,and brand image,as well as delivering brand reminders.

Accepted Answer

A) True 
 B)False

Question 11

Another way to look at advertising return on investment (ROI)is to use the cost-to-sales ratio.

Accepted Answer

A) True 
 B)False

Question 12

Aziza is responsible for determining the efficiency of an in-store coupon promotion for a new Cat Care food product.Which of the following would Aziza most likely use?

Accepted Answer

A)  inquiry test 
B)  recognition test 
C)  break-even analysis 
D)  single-source research 
E)  test marketing

Question 13

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

Accepted Answer

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 14

You and your family are part of a consumer panel,and each time you go to the grocery store,you give the sales clerk your ID number.The research company tracks your purchases,as well as several other households' purchases,to determine the extent to which its clients' advertising works.What type of research are you participating in?

Accepted Answer

A)  inquiry test 
B)  scanner research 
C)  concurrent research 
D)  optimization research 
E)  test marketing

Question 15

Hector is a media buyer,and one of his responsibilities is to evaluate the media vehicles he will purchase for his clients.Name the companies that he most likely uses to give him information on print and broadcast media audiences.

Accepted Answer

The answer of Hector is a media buyer,and one of...

Question 16

A form of action response,inquiry tests measure the number of responses to an advertisement and are the primary measurement tool for direct-response communication.

Accepted Answer

A) True 
 B)False

Question 17

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?

Accepted Answer

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

Question 18

Media efficiency refers to reaching the largest audience possible.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

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

Exam 19: Evaluating Imc Effectiveness

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

The use of different measurement systems and data analysis techniques often complicates the comparison of data from one market to another in the evaluation of international brand communication.

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

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

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

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

How might a marketer use Google to create an experiment to judge the effectiveness of a campaign?

________ measure the number of responses to an advertisement.

Advertising is particularly effective in accomplishing exposure,awareness,and brand image,as well as delivering brand reminders.

Another way to look at advertising return on investment (ROI)is to use the cost-to-sales ratio.

Aziza is responsible for determining the efficiency of an in-store coupon promotion for a new Cat Care food product.Which of the following would Aziza most likely use?

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

Hector is a media buyer,and one of his responsibilities is to evaluate the media vehicles he will purchase for his clients.Name the companies that he most likely uses to give him information on print and broadcast media audiences.

A form of action response,inquiry tests measure the number of responses to an advertisement and are the primary measurement tool for direct-response communication.

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?

Media efficiency refers to reaching the largest audience possible.

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

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