Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

Google provides many tools for campaign

Question 3

Charles is going to be a member of a discussion panel at an upcoming conference on issues facing media planners and buyers.The topic of the panel's discussion will be media efficiency and what is currently being done in the industry to address this challenge.Briefly describe what specific issues will most likely be discussed during this session.

Accepted Answer

One of the biggest challenges in media p

Question 4

Advertising has both instantaneous effects and carryover effects,so both should be measured over time.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

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

Question 6

The evaluation of public relations examines the success of the program in delivering the message to the target audience in terms of output and outcomes,as well as public opinion and relationship tracking.

Accepted Answer

A) True 
 B)False

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

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

Question 9

Another way to look at advertising ROI is the ________.

Accepted Answer

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

Question 10

The possibilities for isolating variables in test markets are limited.

Accepted Answer

A) True 
 B)False

Question 11

RoC Retinol Correxion is a skin cream product that says you can "Get 10 Years Back." The print ad doesn't really give much information regarding the product,but it does say,"For more about the science behind RoC,visit rocskincare.com." How can the effectiveness of this ad be measured?

Accepted Answer

Ads containing elements that can be retu

Question 12

Media efficiency refers to reaching the largest audience possible.

Accepted Answer

A) True 
 B)False

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 
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

Media planners operate with computer models of ________ to determine media selection,scheduling,and weights (amount of budget).

Accepted Answer

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

Question 15

You tell your friend about the research you do before an ad even appears in any medium.This research assists in the go/no-go decision about finished or nearly finished ads.This type of testing that assesses the strengths of the finished message and predicts how well it will perform is known as ________.

Accepted Answer

A) message strategy testing 
B) surrogate testing 
C) tracking studies 
D) pretesting 
E) test marketing 
A) message strategy testing 
B) surrogate testing 
C) tracking studies 
D) pretesting 
E) test marketing

Question 16

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

Accepted Answer

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

Question 17

A thorough evaluation of an advertising campaign includes multiple measures of effectiveness.

Accepted Answer

A) True 
 B)False

Question 18

Magazine rates are based on the guaranteed circulation that a publisher promises to provide.

Accepted Answer

A) True 
 B)False

Question 19

Of the following IMC efforts,which is most likely to use click-through rates as a metric?

Accepted Answer

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

Question 20

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

Accepted Answer

A) radio advertising 
B) newspaper advertising 
C) social marketing 
D) sales promotion 
E) buzz marketing 
A) radio advertising 
B) newspaper advertising 
C) social marketing 
D) sales promotion 
E) buzz marketing

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

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

Advertising has both instantaneous effects and carryover effects,so both should be measured over time.

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

The evaluation of public relations examines the success of the program in delivering the message to the target audience in terms of output and outcomes,as well as public opinion and relationship tracking.

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.

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

Another way to look at advertising ROI is the ________.

The possibilities for isolating variables in test markets are limited.

RoC Retinol Correxion is a skin cream product that says you can "Get 10 Years Back." The print ad doesn't really give much information regarding the product,but it does say,"For more about the science behind RoC,visit rocskincare.com." How can the effectiveness of this ad be measured?

Media efficiency refers to reaching the largest audience possible.

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

Media planners operate with computer models of ________ to determine media selection,scheduling,and weights (amount of budget).

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

A thorough evaluation of an advertising campaign includes multiple measures of effectiveness.

Magazine rates are based on the guaranteed circulation that a publisher promises to provide.

Of the following IMC efforts,which is most likely to use click-through rates as a metric?

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

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

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

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

Advertising has both instantaneous effects and carryover effects,so both should be measured over time.

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

The evaluation of public relations examines the success of the program in delivering the message to the target audience in terms of output and outcomes,as well as public opinion and relationship tracking.

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.

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

Another way to look at advertising ROI is the ________.

The possibilities for isolating variables in test markets are limited.

RoC Retinol Correxion is a skin cream product that says you can "Get 10 Years Back." The print ad doesn't really give much information regarding the product,but it does say,"For more about the science behind RoC,visit rocskincare.com." How can the effectiveness of this ad be measured?

Media efficiency refers to reaching the largest audience possible.

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

Media planners operate with computer models of ________ to determine media selection,scheduling,and weights (amount of budget).

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

A thorough evaluation of an advertising campaign includes multiple measures of effectiveness.

Magazine rates are based on the guaranteed circulation that a publisher promises to provide.

Of the following IMC efforts,which is most likely to use click-through rates as a metric?

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

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

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