Exam 15: Evaluating an Integrated Marketing Program

When individuals are given copies of an ad and asked if they recognize it or have seen it before,the technique is called:

A purchase simulation test is behavioral approach used to study how consumers end up making buying decisions.

Public relations activities can be measured by counting the number of times a company's name is mentioned in the media using a clipping service.

In terms of message evaluation techniques,persuasion analysis tests are used before an ad is developed.

Evaluating advertising and other marketing communication venues is difficult because of extraneous factors that can influence the results of the marketing communication.

Of the three physiological arousal tests discussed in the text,the one with the most promise for the future in terms of advertising and marketing communication evaluations is the pupillometric test.

The number one way companies measure the impact of online advertising is:

Copytesting is universally accepted due to its ability to inspire creativity.

Advertising is the most difficult part of the IMC program to evaluate for all of the following reasons,except:

For recall tests,when consumers are prompted about a product category,it is part of a(n):

A storyboard is used to outline the structure of:

Messages evaluations primarily deal with visible company actions,such as making store visits.

What components of a marketing communications plan can be evaluated using concept tests?

An alternative method of evaluating public relations is to evaluate the cost of the equivalent time or space an article or news item about a company occupied,as if it were paid advertising.

In terms of physiological arousal tests,which measures pupil dilation to test emotional reactions to an ad?

When participants are asked the meaning of a marketing communication piece during a concept test,the researcher is using a(n):

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

To measure the impact of a point-of-purchase display,retailers and manufacturers can use:

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

When studying marketing effectiveness,short term outcomes such as increases in sales or redemption rates are the only relevant criteria.