Question 1

What behavioral measures of advertising effectiveness are possible?

Accepted Answer

∙Sales figures
∙Calls to a tol

Question 2

The primary difference between recognition scores and recall scores is that recognition scores:

Accepted Answer

A)  do not decline over time 
B)  are more reliable than recall scores 
C)  tend to be lower than recall scores 
D)  tend to indicate brand loyalty better than recall scores 
A)  do not decline over time 
B)  are more reliable than recall scores 
C)  tend to be lower than recall scores 
D)  tend to indicate brand loyalty better than recall scores

Question 3

When a subject provides incorrect information about the recall of an ad,the test is immediately stopped.

Accepted Answer

A) True 
 B)False

Question 4

When using recall tests,it is important to remember all of the following factors,except:

Accepted Answer

A)  a person's general attitude towards advertising impacts his or her recall of ads 
B)  the prominence of the brand name impacts recall scores 
C)  the gender of the respondent; females tend to have higher recall scores than males 
D)  the age of the respondent; older individuals tend to have lower recall scores 
A)  a person's general attitude towards advertising impacts his or her recall of ads 
B)  the prominence of the brand name impacts recall scores 
C)  the gender of the respondent; females tend to have higher recall scores than males 
D)  the age of the respondent; older individuals tend to have lower recall scores

Question 5

For evaluating public relations,which technique involves knowing the circulation and newsstand sales of a newspaper?

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 6

In terms of evaluation categories,which techniques utilize actual numbers and measures the actual results of the marketing program?

Accepted Answer

A)  message evaluation 
B)  respondent behavior evaluation 
C)  pre-test 
D)  recognition evaluation 
A)  message evaluation 
B)  respondent behavior evaluation 
C)  pre-test 
D)  recognition evaluation

Question 7

A theater test can be used to study a print ad from a billboard or the side of a bus.

Accepted Answer

A) True 
 B)False

Question 8

In terms of copytesting,all of the following criticisms have recently been voiced,except:

Accepted Answer

A)  copytests stifle creativity that is needed to produce ads that stand out 
B)  copytests favor emotional approaches in advertising 
C)  copytests tend to lead to ads about product benefits that are believable and understandable to a focus group 
D)  members of focus groups know little about creativity and are not legitimate judges of creative advertising 
A)  copytests stifle creativity that is needed to produce ads that stand out 
B)  copytests favor emotional approaches in advertising 
C)  copytests tend to lead to ads about product benefits that are believable and understandable to a focus group 
D)  members of focus groups know little about creativity and are not legitimate judges of creative advertising

Question 9

The proposed content of an ad that has not yet been produced and the impact the ad may have on potential customers is measured using:

Accepted Answer

A)  behavioral response models 
B)  multiattribute analysis 
C)  concept testing 
D)  emotional testing 
A)  behavioral response models 
B)  multiattribute analysis 
C)  concept testing 
D)  emotional testing

Question 10

Even if marketers could agree on a definition of return on investment (ROI)for marketing,most marketers believe it would be difficult to measure,especially in the area of advertising.

Accepted Answer

A) True 
 B)False

Question 11

Most researchers believe unaided recall tests are superior to other evaluation tests because they:

Accepted Answer

A)  demonstrate that an advertisement has become lodged in a person's memory 
B)  indicate what percentage of respondents have a favorable attitude towards the brand 
C)  indicate future purchase intentions 
D)  note when a person is favorably disposed towards the brand 
A)  demonstrate that an advertisement has become lodged in a person's memory 
B)  indicate what percentage of respondents have a favorable attitude towards the brand 
C)  indicate future purchase intentions 
D)  note when a person is favorably disposed towards the brand

Question 12

Which component of marketing communication listed below can not be studied using concept tests?

Accepted Answer

A)  a television ad that has run for 1 week 
B)  the meaning of a message that has been created by an advertising agency 
C)  the translation of an international ad 
D)  the value associated with a prize 
A)  a television ad that has run for 1 week 
B)  the meaning of a message that has been created by an advertising agency 
C)  the translation of an international ad 
D)  the value associated with a prize

Question 13

Older people tend to recall ads more readily than do younger people.

Accepted Answer

A) True 
 B)False

Question 14

Test markets can only be used to test the effects of price changes on sales.

Accepted Answer

A) True 
 B)False

Question 15

During a concept test,which would help a moderator understand why an intended message in an ad was not correctly understood by an individual or group?

Accepted Answer

A)  a comprehension test 
B)  a reaction test 
C)  a behavioral response test 
D)  a translation test 
A)  a comprehension test 
B)  a reaction test 
C)  a behavioral response test 
D)  a translation test

Question 16

In terms of message evaluation techniques,physiological tests are typically used anytime during or after the ad have been developed.

Accepted Answer

A) True 
 B)False

Question 17

All of the following are common measures of the overall health of a company,except:

Accepted Answer

A)  physical and financial resources 
B)  profitability 
C)  manager performance and development 
D)  level of brand equity 
A)  physical and financial resources 
B)  profitability 
C)  manager performance and development 
D)  level of brand equity

Question 18

A portfolio test is a display of television ads in a theater.

Accepted Answer

A) True 
 B)False

Question 19

Measuring changes in sales following a marketing campaign is now easier than ever in the past because of Internet technology and the use of "cookies."

Accepted Answer

A) True 
 B)False

Question 20

Measuring changes in sales following a marketing campaign is easier now than in the past because of:

Accepted Answer

A)  commercial database services 
B)  scanners and the UPC 
C)  the power of retailers to control sales data 
D)  Internet technology 
A)  commercial database services 
B)  scanners and the UPC 
C)  the power of retailers to control sales data 
D)  Internet technology

What behavioral measures of advertising effectiveness are possible?

The primary difference between recognition scores and recall scores is that recognition scores:

When a subject provides incorrect information about the recall of an ad,the test is immediately stopped.

When using recall tests,it is important to remember all of the following factors,except:

For evaluating public relations,which technique involves knowing the circulation and newsstand sales of a newspaper?

In terms of evaluation categories,which techniques utilize actual numbers and measures the actual results of the marketing program?

A theater test can be used to study a print ad from a billboard or the side of a bus.

In terms of copytesting,all of the following criticisms have recently been voiced,except:

The proposed content of an ad that has not yet been produced and the impact the ad may have on potential customers is measured using:

Even if marketers could agree on a definition of return on investment (ROI)for marketing,most marketers believe it would be difficult to measure,especially in the area of advertising.

Most researchers believe unaided recall tests are superior to other evaluation tests because they:

Which component of marketing communication listed below can not be studied using concept tests?

Older people tend to recall ads more readily than do younger people.

Test markets can only be used to test the effects of price changes on sales.

During a concept test,which would help a moderator understand why an intended message in an ad was not correctly understood by an individual or group?

In terms of message evaluation techniques,physiological tests are typically used anytime during or after the ad have been developed.

All of the following are common measures of the overall health of a company,except:

A portfolio test is a display of television ads in a theater.

Measuring changes in sales following a marketing campaign is now easier than ever in the past because of Internet technology and the use of "cookies."

Measuring changes in sales following a marketing campaign is easier now than in the past because of:

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

What behavioral measures of advertising effectiveness are possible?

The primary difference between recognition scores and recall scores is that recognition scores:

When a subject provides incorrect information about the recall of an ad,the test is immediately stopped.

When using recall tests,it is important to remember all of the following factors,except:

For evaluating public relations,which technique involves knowing the circulation and newsstand sales of a newspaper?

In terms of evaluation categories,which techniques utilize actual numbers and measures the actual results of the marketing program?

A theater test can be used to study a print ad from a billboard or the side of a bus.

In terms of copytesting,all of the following criticisms have recently been voiced,except:

The proposed content of an ad that has not yet been produced and the impact the ad may have on potential customers is measured using:

Even if marketers could agree on a definition of return on investment (ROI)for marketing,most marketers believe it would be difficult to measure,especially in the area of advertising.

Most researchers believe unaided recall tests are superior to other evaluation tests because they:

Which component of marketing communication listed below can not be studied using concept tests?

Older people tend to recall ads more readily than do younger people.

Test markets can only be used to test the effects of price changes on sales.

During a concept test,which would help a moderator understand why an intended message in an ad was not correctly understood by an individual or group?

In terms of message evaluation techniques,physiological tests are typically used anytime during or after the ad have been developed.

All of the following are common measures of the overall health of a company,except:

A portfolio test is a display of television ads in a theater.

Measuring changes in sales following a marketing campaign is now easier than ever in the past because of Internet technology and the use of "cookies."

Measuring changes in sales following a marketing campaign is easier now than in the past because of:

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