Exam 17: Evaluating Imc Effectiveness

Direct-response communication is meant to drive a transaction or generate some other type of immediate behavioral response,which are both easily measurable.

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.

The Kitchen Table is a specialty kitchen store that tries to get customers to make repeat visits.To do that,the Kitchen Table holds cooking demonstrations hosted by various chefs from restaurants around town.To promote these events,the store advertises in the newspaper for two weeks leading up to each event.How can the store know if the ads are successful?

For which marketing tool is it easiest to determine ROI?

Six months ago,Volkswagen launched a new campaign that included print ads and television commercials.Edwin thought the commercials were clever,but exposure to the commercials didn't change Edwin's behavior.However,six months after viewing the commercials,Edwin decided to purchase a new car,and he included Volkswagen on the list of cars to test drive.Edwin's behavior is an example of which of the following?

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.

________ drives a transaction or generates an immediate behavioral response,which makes it easily measurable.

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. -It seems like every week Dell has a special offer for consumers.For example,one offer included a free printer and digital camera with the purchase of a desktop computer.How could marketers evaluate the effectiveness of sales promotion offers such as this?

Which of the following is a reason that advertisers use other measures in addition to sales as a measure of advertising effectiveness?

Studies that periodically collect information from consumers throughout a campaign and after it has concluded are called tracking studies.

A recall test is more rigorous than a recognition test.

Standards allow the advertiser to tell whether a particular advertisement is above or below the average score for the brand or its product category.

What does Melissa Read,director of marketing analysis and strategy at Sapient,mean when she says that consumers experience an "ecosystem of digital properties"?

Which of the following is the basis for advertising rates in magazines?

What are the differences between a recognition test,an unaided recall test,and an aided recall test?

Which measure would best determine how well a banner ad increased the number of transactions on a retail website?

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

One way to measure memory is to show an advertisement to people and ask them whether they remember having seen it before.This is known as a(n)________ test.

In public relations evaluation,tracking studies help determine the favorability of the coverage,share of voice,and competitor coverage.

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