Exam 15: Evaluating an Integrated Marketing Program

In a public relations evaluation,the advertising equivalence technique is designed to measure the:

Scanner data makes it possible for results from a test market to become quickly available to managers.

Researchers are using a pupillometric meter to measure Bailey's reaction to some ads.If Bailey responds positively to the ads,her pupils will become:

McCormick's marketing team wants to test three different advertisements for its new Chicken Dijon gravy before they launch the product nationwide.To measure actual market reaction,the best approach would be to:

Often researchers begin with aided recall tests,and then proceed to unaided recall tests and even to recognition tests.

Due to demands for increased accountability,advertising professionals continue to use copytesting,even though they may not believe it is an effective method for evaluating ads.

An alternative approach to evaluating public relations is measuring the number of impressions,which would be the total number of individuals that saw or heard the mention of the company's name.

What four methods are available for evaluating public relations' activities?

In terms of message evaluation techniques,concept testing occurs prior to the development of the ad.

Most of the time,emotions are associated with short-term events,but can be held in a person's memory for a long time.

When copytesting print ads,researchers often use which type of approach?

Attitude and opinion studies may be used to evaluate sales promotion devices,such as direct mail pieces.

In terms of message evaluations,concept tests are mostly likely to be used:

The impact of advertising is difficult to measure because it is often delayed.

Which is a measure of a company's effort to eliminate negative activities and pursue positive programs?

Of the following IMC components,the most difficult to measure in terms of effect on actual sales would be:

Most market researchers employ more than one method of evaluation to make sure the findings are as accurate as possible.

An examination of visible customer actions including making store visits and purchases is called:

It is difficult,if not impossible,to measure redemption rates of coupons,premiums,and direct mail pieces.

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