Question 1

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

Accepted Answer

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

Question 2

Which research question assesses an ad's effectiveness in persuading consumers?

Accepted Answer

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? 
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? B

Question 3

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

Accepted Answer

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? 
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? A

Question 4

Frank is a senior account planner in charge of concept testing.At which stage of a campaign is concept testing performed?

Accepted Answer

A) before an ad or campaign runs 
B) while an ad or campaign runs 
C) after an ad or campaign has run 
D) before and after a campaign runs 
E) before,during,and after a campaign runs 
A) before an ad or campaign runs 
B) while an ad or campaign runs 
C) after an ad or campaign has run 
D) before and after a campaign runs 
E) before,during,and after a campaign runs

Question 5

Banner advertising is decreasing in effectiveness.

Accepted Answer

A) True 
 B)False

Question 6

Which metric is the percentage of website visitors who complete a desired action?

Accepted Answer

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

Question 7

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 8

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

Question 9

The planners for Cat Care,a line of cat food and products,want to gather information about which commercial in a new campaign is most effective at increasing sales.Which of the following methods would be best for gathering this information?

Accepted Answer

A) semiotics testing 
B) single-source research 
C) recognition testing 
D) brand linkage testing 
E) conversion research 
A) semiotics testing 
B) single-source research 
C) recognition testing 
D) brand linkage testing 
E) conversion research

Question 10

Which of the following media use the metric of guaranteed circulation?

Accepted Answer

A) radio 
B) television 
C) out-of-home 
D) magazines 
E) digital 
A) radio 
B) television 
C) out-of-home 
D) magazines 
E) digital

Question 11

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

Accepted Answer

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

Question 12

Maria,a public relations specialist,primarily writes news releases and feature stories for clients.How can Maria's efforts be evaluated?

Accepted Answer

The evaluation of public relations exami

Question 13

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

Accepted Answer

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

Question 14

Direct-response communication is measured in terms of cost-per-lead.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

Mars,Inc. ,the makers of M&M's candy,was recently running television ads featuring the colorful nature of its candy with the tagline,"Chocolate is better in color." What type of research would be used to evaluate these commercials as the campaign is running?

Accepted Answer

A) development research 
B) tracking study 
C) post-testing research 
D) concept testing 
E) semiotic testing 
A) development research 
B) tracking study 
C) post-testing research 
D) concept testing 
E) semiotic testing

Question 18

Molly wants to determine the effectiveness of a new direct-response mailing that Innovative Insurance sent to prospective customers.Which of the following would Molly most likely use?

Accepted Answer

A) inquiry test 
B) scanner research 
C) recognition testing 
D) single-source research 
E) test marketing 
A) inquiry test 
B) scanner research 
C) recognition testing 
D) single-source research 
E) test marketing

Question 19

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

Accepted Answer

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

Question 20

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?

Accepted Answer

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

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

Which research question assesses an ad's effectiveness in persuading consumers?

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

Frank is a senior account planner in charge of concept testing.At which stage of a campaign is concept testing performed?

Banner advertising is decreasing in effectiveness.

Which metric is the percentage of website visitors who complete a desired action?

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

The planners for Cat Care,a line of cat food and products,want to gather information about which commercial in a new campaign is most effective at increasing sales.Which of the following methods would be best for gathering this information?

Which of the following media use the metric of guaranteed circulation?

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

Maria,a public relations specialist,primarily writes news releases and feature stories for clients.How can Maria's efforts be evaluated?

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

Direct-response communication is measured in terms of cost-per-lead.

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

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

Mars,Inc. ,the makers of M&M's candy,was recently running television ads featuring the colorful nature of its candy with the tagline,"Chocolate is better in color." What type of research would be used to evaluate these commercials as the campaign is running?

Molly wants to determine the effectiveness of a new direct-response mailing that Innovative Insurance sent to prospective customers.Which of the following would Molly most likely use?

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

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?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 17: Evaluating Imc Effectiveness

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

Which research question assesses an ad's effectiveness in persuading consumers?

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

Frank is a senior account planner in charge of concept testing.At which stage of a campaign is concept testing performed?

Banner advertising is decreasing in effectiveness.

Which metric is the percentage of website visitors who complete a desired action?

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

The planners for Cat Care,a line of cat food and products,want to gather information about which commercial in a new campaign is most effective at increasing sales.Which of the following methods would be best for gathering this information?

Which of the following media use the metric of guaranteed circulation?

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

Maria,a public relations specialist,primarily writes news releases and feature stories for clients.How can Maria's efforts be evaluated?

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

Direct-response communication is measured in terms of cost-per-lead.

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

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

Mars,Inc. ,the makers of M&M's candy,was recently running television ads featuring the colorful nature of its candy with the tagline,"Chocolate is better in color." What type of research would be used to evaluate these commercials as the campaign is running?

Molly wants to determine the effectiveness of a new direct-response mailing that Innovative Insurance sent to prospective customers.Which of the following would Molly most likely use?

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

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?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Social Impact,responsibility, and Ethics: Is It Right

Filters

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