Question 1

DAR stands for:

Accepted Answer

A)  delivery of advertising response 
B)  data analysis and review 
C)  day after recall 
D)  data analysis of advertising reactions 
A)  delivery of advertising response 
B)  data analysis and review 
C)  day after recall 
D)  data analysis of advertising reactions

Question 2

Attitude and opinion tests can be used with both recall and recognition tests.

Accepted Answer

A) True 
 B)False

Question 3

One difference between recognition scores and recalls scores is that recall scores do not decline over time.

Accepted Answer

A) True 
 B)False

Question 4

Attitude tests deal with the affective component of attitude,not the cognitive or conative components.

Accepted Answer

A) True 
 B)False

Question 5

One major advantage of a test market is that it resembles an actual market situation more than any of the other evaluation methods.

Accepted Answer

A) True 
 B)False

Question 6

Test markets are a behavioral response method in which marketing on a small scale is used to predict the potential for marketing success on a larger scale.

Accepted Answer

A) True 
 B)False

Question 7

A newer online metric that is being used as a surrogate for a person's level of interest in products offered at a particular Web site is clickthroughs.

Accepted Answer

A) True 
 B)False

Question 8

In measuring emotions,researchers could use questions to inquire about emotional reactions to an ad.An alternative method would be to use:

Accepted Answer

A)  recall tests 
B)  attitude and opinion tests 
C)  warmth monitors 
D)  recognition tests 
A)  recall tests 
B)  attitude and opinion tests 
C)  warmth monitors 
D)  recognition tests

Question 9

The method of evaluating a marketing piece should match the IMC objective for that marketing piece.

Accepted Answer

A) True 
 B)False

Question 10

Evaluation or testing of advertising communications can occur at any stage of the development process.

Accepted Answer

A) True 
 B)False

Question 11

Psychophysiology is a brain imaging process designed to identify emotions based on electrical currents in the brain.

Accepted Answer

A) True 
 B)False

Question 12

While some marketing professionals do not favor copytesting,the majority think it is necessary because without it,creativity is stifled.

Accepted Answer

A) True 
 B)False

Question 13

Recognition tests are impacted by all of the following except:

Accepted Answer

A)  if the respondent found the ad interesting 
B)  if the respondent used the brand in the ad 
C)  if the respondent liked the ad 
D)  if the respondent had recently purchased a competing brand 
A)  if the respondent found the ad interesting 
B)  if the respondent used the brand in the ad 
C)  if the respondent liked the ad 
D)  if the respondent had recently purchased a competing brand

Question 14

Recall tests are best suited to testing for comprehension of and reaction to ads.

Accepted Answer

A) True 
 B)False

Question 15

Pretesting is normally not a cost effective method of preparing an advertisement.

Accepted Answer

A) True 
 B)False

Question 16

Concept testing examines the proposed content of an advertisement and the impact that content may have on potential customers.

Accepted Answer

A) True 
 B)False

Question 17

The best behavioral method to measure the impact of a coupon program is:

Accepted Answer

A)  changes in store traffic 
B)  number of inquiries 
C)  changes in attitude towards the brand 
D)  the redemption rate 
A)  changes in store traffic 
B)  number of inquiries 
C)  changes in attitude towards the brand 
D)  the redemption rate

Question 18

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

Accepted Answer

A)  prior to any ad development 
B)  in the final stages of ad development or with the finished ad 
C)  after the ad has been launched 
D)  anytime during or after ad development 
A)  prior to any ad development 
B)  in the final stages of ad development or with the finished ad 
C)  after the ad has been launched 
D)  anytime during or after ad development

Question 19

During a concept test,which would help a moderator understand why an intended message received a negative response?

Accepted Answer

A)  a comprehension test 
B)  a reaction test 
C)  an analytical test 
D)  a psychogalvanometer 
A)  a comprehension test 
B)  a reaction test 
C)  an analytical test 
D)  a psychogalvanometer

Question 20

When reactions to a small scale marketing effort are used to predict reactions in a larger area,the testing method is:

Accepted Answer

A)  emotional response 
B)  position advertising copytesting (PACT) principles 
C)  a test market 
D)  a simulation model 
A)  emotional response 
B)  position advertising copytesting (PACT) principles 
C)  a test market 
D)  a simulation model

DAR stands for:

Attitude and opinion tests can be used with both recall and recognition tests.

One difference between recognition scores and recalls scores is that recall scores do not decline over time.

Attitude tests deal with the affective component of attitude,not the cognitive or conative components.

One major advantage of a test market is that it resembles an actual market situation more than any of the other evaluation methods.

Test markets are a behavioral response method in which marketing on a small scale is used to predict the potential for marketing success on a larger scale.

A newer online metric that is being used as a surrogate for a person's level of interest in products offered at a particular Web site is clickthroughs.

In measuring emotions,researchers could use questions to inquire about emotional reactions to an ad.An alternative method would be to use:

The method of evaluating a marketing piece should match the IMC objective for that marketing piece.

Evaluation or testing of advertising communications can occur at any stage of the development process.

Psychophysiology is a brain imaging process designed to identify emotions based on electrical currents in the brain.

While some marketing professionals do not favor copytesting,the majority think it is necessary because without it,creativity is stifled.

Recognition tests are impacted by all of the following except:

Recall tests are best suited to testing for comprehension of and reaction to ads.

Pretesting is normally not a cost effective method of preparing an advertisement.

Concept testing examines the proposed content of an advertisement and the impact that content may have on potential customers.

The best behavioral method to measure the impact of a coupon program is:

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

During a concept test,which would help a moderator understand why an intended message received a negative response?

When reactions to a small scale marketing effort are used to predict reactions in a larger area,the testing method 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

DAR stands for:

Attitude and opinion tests can be used with both recall and recognition tests.

One difference between recognition scores and recalls scores is that recall scores do not decline over time.

Attitude tests deal with the affective component of attitude,not the cognitive or conative components.

One major advantage of a test market is that it resembles an actual market situation more than any of the other evaluation methods.

Test markets are a behavioral response method in which marketing on a small scale is used to predict the potential for marketing success on a larger scale.

A newer online metric that is being used as a surrogate for a person's level of interest in products offered at a particular Web site is clickthroughs.

In measuring emotions,researchers could use questions to inquire about emotional reactions to an ad.An alternative method would be to use:

The method of evaluating a marketing piece should match the IMC objective for that marketing piece.

Evaluation or testing of advertising communications can occur at any stage of the development process.

Psychophysiology is a brain imaging process designed to identify emotions based on electrical currents in the brain.

While some marketing professionals do not favor copytesting,the majority think it is necessary because without it,creativity is stifled.

Recognition tests are impacted by all of the following except:

Recall tests are best suited to testing for comprehension of and reaction to ads.

Pretesting is normally not a cost effective method of preparing an advertisement.

Concept testing examines the proposed content of an advertisement and the impact that content may have on potential customers.

The best behavioral method to measure the impact of a coupon program is:

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

During a concept test,which would help a moderator understand why an intended message received a negative response?

When reactions to a small scale marketing effort are used to predict reactions in a larger area,the testing method 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