Question 1

Market share is one measure of success of an overall IMC program.

Accepted Answer

A) True 
 B)False

Question 2

What makes measuring the effectiveness of advertisements more problematic?

Accepted Answer

∙The influence of other factors,such as

Question 3

A pupillometric measures a person's pupil dilation,because smaller pupils mean more emotion is present.

Accepted Answer

A) True 
 B)False

Question 4

Message evaluation programs assess both cognitive and affective components of attitude towards an ad.

Accepted Answer

A) True 
 B)False

Question 5

In terms of physiological reactions to an ad,increased levels of perspiration indicates:

Accepted Answer

A)  greater emotions 
B)  reduced emotions 
C)  higher level of interest 
D)  dislike for the ad 
A)  greater emotions 
B)  reduced emotions 
C)  higher level of interest 
D)  dislike for the ad

Question 6

Psychophysiology measures:

Accepted Answer

A)  impulse buying 
B)  brain electricity 
C)  dilation of a person's pupil 
D)  perspiration 
A)  impulse buying 
B)  brain electricity 
C)  dilation of a person's pupil 
D)  perspiration

Question 7

According to position advertising copytesting (PACT),multiple measures should be used in the evaluation.

Accepted Answer

A) True 
 B)False

Question 8

A person with a positive attitude toward advertising is more likely to recall ads.

Accepted Answer

A) True 
 B)False

Question 9

When advertisers are more concerned about how an ad is received and what information is being comprehended,the best message evaluation test would be a:

Accepted Answer

A)  concept test 
B)  recall test 
C)  recognition test 
D)  physiological test 
A)  concept test 
B)  recall test 
C)  recognition test 
D)  physiological test

Question 10

An advertisement that mentions a brand name five times during the commercial usually will receive higher recall scores than ads where the brand name is mentioned only twice.

Accepted Answer

A) True 
 B)False

Question 11

The most common procedure used for concept testing is:

Accepted Answer

A)  in-depth interviews 
B)  focus groups 
C)  day-after recall 
D)  theater or portfolio procedures 
A)  in-depth interviews 
B)  focus groups 
C)  day-after recall 
D)  theater or portfolio procedures

Question 12

Test markets are typically used for all of the following,except:

Accepted Answer

A)  advertising effectiveness 
B)  pricing tactics 
C)  brand equity 
D)  new product acceptance 
A)  advertising effectiveness 
B)  pricing tactics 
C)  brand equity 
D)  new product acceptance

Question 13

A copytest is used when the marketing piece is finished or is in the final stages of development.

Accepted Answer

A) True 
 B)False

Question 14

Concept testing examines the:

Accepted Answer

A)  success of an IMC program 
B)  media purchasing pattern the agency will use 
C)  art in an ad 
D)  proposed content of an ad and the impact of the content on potential customers 
A)  success of an IMC program 
B)  media purchasing pattern the agency will use 
C)  art in an ad 
D)  proposed content of an ad and the impact of the content on potential customers

Question 15

Which of the following statements is true in both aided and unaided recall tests?

Accepted Answer

A)  incorrect responses are important data. 
B)  older people recall ads more easily 
C)  they are used in conjunction with behavioral measures 
D)  they are less effective than other evaluative tests 
A)  incorrect responses are important data. 
B)  older people recall ads more easily 
C)  they are used in conjunction with behavioral measures 
D)  they are less effective than other evaluative tests

Question 16

A purchase simulation test takes place in a:

Accepted Answer

A)  mall 
B)  retail store 
C)  laboratory 
D)  theater 
A)  mall 
B)  retail store 
C)  laboratory 
D)  theater

Question 17

Recognition tests help when the advertiser is more concerned about how the ad is received and what information is being comprehended.

Accepted Answer

A) True 
 B)False

Question 18

The mall intercept technique normally incorporates which copytesting procedure?

Accepted Answer

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

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Focus groups are so reliable that it ordinarily only takes one good session to gain a solid understanding of how a communication will be viewed.

Accepted Answer

A) True 
 B)False

Market share is one measure of success of an overall IMC program.

What makes measuring the effectiveness of advertisements more problematic?

A pupillometric measures a person's pupil dilation,because smaller pupils mean more emotion is present.

Message evaluation programs assess both cognitive and affective components of attitude towards an ad.

In terms of physiological reactions to an ad,increased levels of perspiration indicates:

Psychophysiology measures:

According to position advertising copytesting (PACT),multiple measures should be used in the evaluation.

A person with a positive attitude toward advertising is more likely to recall ads.

When advertisers are more concerned about how an ad is received and what information is being comprehended,the best message evaluation test would be a:

An advertisement that mentions a brand name five times during the commercial usually will receive higher recall scores than ads where the brand name is mentioned only twice.

The most common procedure used for concept testing is:

Test markets are typically used for all of the following,except:

A copytest is used when the marketing piece is finished or is in the final stages of development.

Concept testing examines the:

Which of the following statements is true in both aided and unaided recall tests?

A purchase simulation test takes place in a:

Recognition tests help when the advertiser is more concerned about how the ad is received and what information is being comprehended.

The mall intercept technique normally incorporates which copytesting procedure?

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

Focus groups are so reliable that it ordinarily only takes one good session to gain a solid understanding of how a communication will be viewed.

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

Market share is one measure of success of an overall IMC program.

What makes measuring the effectiveness of advertisements more problematic?

A pupillometric measures a person's pupil dilation,because smaller pupils mean more emotion is present.

Message evaluation programs assess both cognitive and affective components of attitude towards an ad.

In terms of physiological reactions to an ad,increased levels of perspiration indicates:

Psychophysiology measures:

According to position advertising copytesting (PACT),multiple measures should be used in the evaluation.

A person with a positive attitude toward advertising is more likely to recall ads.

When advertisers are more concerned about how an ad is received and what information is being comprehended,the best message evaluation test would be a:

An advertisement that mentions a brand name five times during the commercial usually will receive higher recall scores than ads where the brand name is mentioned only twice.

The most common procedure used for concept testing is:

Test markets are typically used for all of the following,except:

A copytest is used when the marketing piece is finished or is in the final stages of development.

Concept testing examines the:

Which of the following statements is true in both aided and unaided recall tests?

A purchase simulation test takes place in a:

Recognition tests help when the advertiser is more concerned about how the ad is received and what information is being comprehended.

The mall intercept technique normally incorporates which copytesting procedure?

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

Focus groups are so reliable that it ordinarily only takes one good session to gain a solid understanding of how a communication will be viewed.

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