Question 1

Campaign evaluation is typically conducted on a tool-by-tool basis before overarching campaign synergy is measured.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is an evaluation tool that involves using two different versions of an ad in a magazine and then measuring which ad pulls the most responses?

Accepted Answer

A) wave analysis 
B) city-by-city test 
C) split-run technique 
D) double-source research 
E) payout analysis 
A) wave analysis 
B) city-by-city test 
C) split-run technique 
D) double-source research 
E) payout analysis

Question 3

Explain what tracking studies are and how they are used.

Accepted Answer

Tracking studies are conducted from the

Question 4

Public relations programs are evaluated in terms of output and outcomes.Explain what this means and discuss two questions that might be used to evaluate each.

Accepted Answer

The evaluation of public relations exami

Question 5

A comparison of the costs of promotion to the forecasted sales generated by the promotion is called a ________.

Accepted Answer

A) cost per thousand 
B) payout analysis 
C) response count 
D) response per thousand 
E) redemption assessment 
A) cost per thousand 
B) payout analysis 
C) response count 
D) response per thousand 
E) redemption assessment

Question 6

An IMC campaign that has a(n)________ effect has overall results that are greater than the sum that the individual functional areas would have if they were used separately.

Accepted Answer

A) indirect 
B) interdependent 
C) synergistic 
D) instantaneous 
E) carryover 
A) indirect 
B) interdependent 
C) synergistic 
D) instantaneous 
E) carryover

Question 7

Radio stations measure their audiences in ________ and ratings.

Accepted Answer

A) response rates 
B) conversions 
C) traffic 
D) circulation 
E) coverage 
A) response rates 
B) conversions 
C) traffic 
D) circulation 
E) coverage

Question 8

At the most basic level of evaluation of the effectiveness of a sales promotion,managers require proof of ________.

Accepted Answer

A) brand recognition 
B) brand recall 
C) promotion execution 
D) trial rates 
E) sales rates 
A) brand recognition 
B) brand recall 
C) promotion execution 
D) trial rates 
E) sales rates

Question 9

Which of the following could be a research question assessing an ad's effectiveness in enhancing consumers' perceptions of the brand?

Accepted Answer

A) What brand do you prefer? 
B) Do you want to try or buy this product/brand? 
C) Have you seen this advertisement? 
D) What emotions did the ad stimulate? 
E) What brand is being advertised in this ad? 
A) What brand do you prefer? 
B) Do you want to try or buy this product/brand? 
C) Have you seen this advertisement? 
D) What emotions did the ad stimulate? 
E) What brand is being advertised in this ad?

Question 10

The cost of creating and running the advertisement versus the revenue it generates is known as ________.

Accepted Answer

A) reach 
B) frequency 
C) gross rating point 
D) brand communication ROI 
E) optimization 
A) reach 
B) frequency 
C) gross rating point 
D) brand communication ROI 
E) optimization

Campaign evaluation is typically conducted on a tool-by-tool basis before overarching campaign synergy is measured.

Which of the following is an evaluation tool that involves using two different versions of an ad in a magazine and then measuring which ad pulls the most responses?

Explain what tracking studies are and how they are used.

Public relations programs are evaluated in terms of output and outcomes.Explain what this means and discuss two questions that might be used to evaluate each.

A comparison of the costs of promotion to the forecasted sales generated by the promotion is called a ________.

An IMC campaign that has a(n)________ effect has overall results that are greater than the sum that the individual functional areas would have if they were used separately.

Radio stations measure their audiences in ________ and ratings.

At the most basic level of evaluation of the effectiveness of a sales promotion,managers require proof of ________.

Which of the following could be a research question assessing an ad's effectiveness in enhancing consumers' perceptions of the brand?

The cost of creating and running the advertisement versus the revenue it generates is known as ________.

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

Campaign evaluation is typically conducted on a tool-by-tool basis before overarching campaign synergy is measured.

Which of the following is an evaluation tool that involves using two different versions of an ad in a magazine and then measuring which ad pulls the most responses?

Explain what tracking studies are and how they are used.

Public relations programs are evaluated in terms of output and outcomes.Explain what this means and discuss two questions that might be used to evaluate each.

A comparison of the costs of promotion to the forecasted sales generated by the promotion is called a ________.

An IMC campaign that has a(n)________ effect has overall results that are greater than the sum that the individual functional areas would have if they were used separately.

Radio stations measure their audiences in ________ and ratings.

At the most basic level of evaluation of the effectiveness of a sales promotion,managers require proof of ________.

Which of the following could be a research question assessing an ad's effectiveness in enhancing consumers' perceptions of the brand?

The cost of creating and running the advertisement versus the revenue it generates is known as ________.

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