Question 1

Unaided recall tests work best at identifying the times when an ad has been lodged in a person's memory.

Accepted Answer

A) True 
 B)False  True

Question 2

If both a recall test and a recognition test is used to measure the effectiveness of an ad,the typical methodology would be to:

Accepted Answer

A)  use the recognition test first, then the recall test 
B)  use the recall test, then the recognition test 
C)  the tests simultaneously 
D)  use whichever test is most important to the client 
A)  use the recognition test first, then the recall test 
B)  use the recall test, then the recognition test 
C)  the tests simultaneously 
D)  use whichever test is most important to the client B

Question 3

All of the following are principles of position advertising copytesting (PACT),except:

Accepted Answer

A)  the ad should be based on a theory of human response 
B)  the ad should receive a single exposure to measure results 
C)  the ads shown should be at the same stage of development 
D)  the sample should represent the larger population 
A)  the ad should be based on a theory of human response 
B)  the ad should receive a single exposure to measure results 
C)  the ads shown should be at the same stage of development 
D)  the sample should represent the larger population B

Question 4

For recall tests,when consumers are asked which ads they viewed the previous evening,the form of test is:

Accepted Answer

A)  unaided recall 
B)  aided recall 
C)  concept modeling 
D)  day-after recall 
A)  unaided recall 
B)  aided recall 
C)  concept modeling 
D)  day-after recall

Question 5

If McDonald's marketing team wants to know the percentage of consumers that remembered a new ad that was just launched on television,the appropriate test would be:

Accepted Answer

A)  day after recall 
B)  position analysis copytesting 
C)  point of purchase advertising impact 
D)  test market 
A)  day after recall 
B)  position analysis copytesting 
C)  point of purchase advertising impact 
D)  test market

Question 6

What can test markets assess?

Accepted Answer

∙Advertisements
∙Pro

Question 7

Someone with sweaty palms is having an emotional response to a stimulus,which can be measured using a psychogalvanometer.

Accepted Answer

A) True 
 B)False

Question 8

A psychogalvanometer measures a person's eye movements.

Accepted Answer

A) True 
 B)False

Question 9

In testing advertising effectiveness,DAR stands for day-after recall.

Accepted Answer

A) True 
 B)False

Question 10

Focus groups are normally made up of 8 to 10 people who are representative of a target market.

Accepted Answer

A) True 
 B)False

Question 11

The public relations evaluation method that is the least used,but probably the best method is:

Accepted Answer

A)  counting clippings 
B)  calculating impressions 
C)  advertising equivalence 
D)  comparison to objectives 
A)  counting clippings 
B)  calculating impressions 
C)  advertising equivalence 
D)  comparison to objectives

Question 12

Institutional ads tend to have higher recall scores than brand ads because it is easier to remember a company's name.

Accepted Answer

A) True 
 B)False

Question 13

The biggest problem for a test market with a long duration is that the competition can more easily interfere with the test results than if a shorter time period is used.

Accepted Answer

A) True 
 B)False

Question 14

Scanner data is often used to measure the impact of the marketing communications in which of these programs?

Accepted Answer

A)  test markets 
B)  recall tests 
C)  purchase simulation tests 
D)  mall intercept copytests 
A)  test markets 
B)  recall tests 
C)  purchase simulation tests 
D)  mall intercept copytests

Question 15

The measure or definition of marketing return on investment (ROI)that is the most commonly used is:

Accepted Answer

A)  incremental sales from marketing activities 
B)  changes in brand awareness 
C)  ratio of advertising costs to sales 
D)  reach/frequency achieved 
A)  incremental sales from marketing activities 
B)  changes in brand awareness 
C)  ratio of advertising costs to sales 
D)  reach/frequency achieved

Question 16

Consumer awareness and brand loyalty are closely linked to a measure of:

Accepted Answer

A)  market share 
B)  innovation 
C)  productivity 
D)  ROI 
A)  market share 
B)  innovation 
C)  productivity 
D)  ROI

Question 17

For evaluating public relations,which technique involves estimating the total number of subscribers or viewers of a media outlet that mentions a company's name?

Accepted Answer

A)  counting clippings 
B)  calculating impressions 
C)  the advertising equivalence technique 
D)  the multiple exposure method 
A)  counting clippings 
B)  calculating impressions 
C)  the advertising equivalence technique 
D)  the multiple exposure method

Question 18

In terms of message evaluation techniques,attitude and opinion tests occur primarily after the ad has been launched.

Accepted Answer

A) True 
 B)False

Question 19

In using a recognition test,the ability of respondents to recognize an advertisement is least impacted by which of the following?

Accepted Answer

A)  the size of the ad 
B)  the customer uses the product already 
C)  the ad seemed interesting 
D)  a regular person as the spokesperson in the ad 
A)  the size of the ad 
B)  the customer uses the product already 
C)  the ad seemed interesting 
D)  a regular person as the spokesperson in the ad

Question 20

Of the following physiological arousal tests,the one that offers the most promise in the future for advertising and marketing evaluation research is:

Accepted Answer

A)  psychogalvanometer test 
B)  pupillometric meter 
C)  psychophysiology 
D)  warmth meter 
A)  psychogalvanometer test 
B)  pupillometric meter 
C)  psychophysiology 
D)  warmth meter

Unaided recall tests work best at identifying the times when an ad has been lodged in a person's memory.

If both a recall test and a recognition test is used to measure the effectiveness of an ad,the typical methodology would be to:

All of the following are principles of position advertising copytesting (PACT),except:

For recall tests,when consumers are asked which ads they viewed the previous evening,the form of test is:

If McDonald's marketing team wants to know the percentage of consumers that remembered a new ad that was just launched on television,the appropriate test would be:

What can test markets assess?

Someone with sweaty palms is having an emotional response to a stimulus,which can be measured using a psychogalvanometer.

A psychogalvanometer measures a person's eye movements.

In testing advertising effectiveness,DAR stands for day-after recall.

Focus groups are normally made up of 8 to 10 people who are representative of a target market.

The public relations evaluation method that is the least used,but probably the best method is:

Institutional ads tend to have higher recall scores than brand ads because it is easier to remember a company's name.

The biggest problem for a test market with a long duration is that the competition can more easily interfere with the test results than if a shorter time period is used.

Scanner data is often used to measure the impact of the marketing communications in which of these programs?

The measure or definition of marketing return on investment (ROI)that is the most commonly used is:

Consumer awareness and brand loyalty are closely linked to a measure of:

For evaluating public relations,which technique involves estimating the total number of subscribers or viewers of a media outlet that mentions a company's name?

In terms of message evaluation techniques,attitude and opinion tests occur primarily after the ad has been launched.

In using a recognition test,the ability of respondents to recognize an advertisement is least impacted by which of the following?

Of the following physiological arousal tests,the one that offers the most promise in the future for advertising and marketing evaluation research is:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Filters

Exam 15: Evaluating an Integrated Marketing Program

Unaided recall tests work best at identifying the times when an ad has been lodged in a person's memory.

If both a recall test and a recognition test is used to measure the effectiveness of an ad,the typical methodology would be to:

All of the following are principles of position advertising copytesting (PACT),except:

For recall tests,when consumers are asked which ads they viewed the previous evening,the form of test is:

If McDonald's marketing team wants to know the percentage of consumers that remembered a new ad that was just launched on television,the appropriate test would be:

What can test markets assess?

Someone with sweaty palms is having an emotional response to a stimulus,which can be measured using a psychogalvanometer.

A psychogalvanometer measures a person's eye movements.

In testing advertising effectiveness,DAR stands for day-after recall.

Focus groups are normally made up of 8 to 10 people who are representative of a target market.

The public relations evaluation method that is the least used,but probably the best method is:

Institutional ads tend to have higher recall scores than brand ads because it is easier to remember a company's name.

The biggest problem for a test market with a long duration is that the competition can more easily interfere with the test results than if a shorter time period is used.

Scanner data is often used to measure the impact of the marketing communications in which of these programs?

The measure or definition of marketing return on investment (ROI)that is the most commonly used is:

Consumer awareness and brand loyalty are closely linked to a measure of:

For evaluating public relations,which technique involves estimating the total number of subscribers or viewers of a media outlet that mentions a company's name?

In terms of message evaluation techniques,attitude and opinion tests occur primarily after the ad has been launched.

In using a recognition test,the ability of respondents to recognize an advertisement is least impacted by which of the following?

Of the following physiological arousal tests,the one that offers the most promise in the future for advertising and marketing evaluation research is:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Filters