Exam 17: Evaluating Imc Effectiveness

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

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

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

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

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

Which question would most likely be asked to evaluate the output of a PR campaign?

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 wants to use its "Dude,you're gettin' a Dell" campaign in other countries.What type of research should Dell conduct before using this ad? Why is research an important step to take?

A type of memory test in which respondents are asked to report what they remember from an ad about the brand is known as a(n)________ test.

Website traffic volume is measured by the metric of ________.

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?

Some online advertising uses a ________ metric that records how well a click-through generates prospects.

In which type of evaluative research are consumers asked to join a panel and allow their actual purchases to be tracked?

Which of the following public relations outputs measures coverage?

Single-source research is better for measuring the long-term effects of sales promotions than the short-term sales effects.

Although fairly inexpensive and widely used,single-source data should be used with caution because the data tend to be unreliable and weak in external validity.

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

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

What were the three objectives of the UPS campaign described in the chapter?

You received a phone call one evening from a research company asking about your television viewing the night before.After confirming that you did watch a specific program,the researcher then asked you,"Do you remember seeing a commercial for any fast food restaurants?" Which type of question is this?

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