Exam 17: Evaluating Imc Effectiveness

According to this chapter's "A Matter of Practice," what are the three performance measures that can be used to assess executional quality of advertising?

Refer to the passage below to answer the questions that follow. Dell Computers dramatically increased its consumer advertising,resulting in Dell becoming the top-selling personal computer brand.Consumers could purchase a Dell computer only directly from Dell,either by calling the toll-free number or visiting Dell's website.One of Dell's popular television commercials included Steve,a young man who would usually say,"Dude,you're gettin' a Dell." Audiences really liked Steve and the ads he appeared in,and in fact,that's when Dell's sales started to skyrocket.However,Dell has stopped that campaign and has moved on to others. -Dell's media buyers purchased television commercial slots based on audience estimate measures and then compared those estimates to the actual audience.What else should the Dell media buyers consider when using these exposure numbers to evaluate impact?

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?

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

Single-source research allows researchers to come closer to showing a causal relationship between advertising and sales.

Research methods and analytical techniques are readily available to demonstrate ROI for public relations activities.

Computer models are most important for which of the following techniques?

Why is it necessary to measure both instantaneous and carryover effects?

Accurately measuring the mobile audience of outdoor advertising is fairly easy,as it is only necessary to count passing cars.

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

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

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

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

Brand tracking is the most common method for measuring a campaign's synergistic effect.

Newspapers measure their audiences in ________ and readership.

What are two disadvantages of using single-source research to evaluate a campaign?

Briefly explain the distinctions between pretesting,monitoring,and measurement of a campaign.

"Do you remember seeing a commercial for wireless communication?" is an example of an aided recall question.

The only accurate measure of the effectiveness of out-of-home media is a traffic count.

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