Exam 15: Evaluating an Integrated Marketing Program

What items should be identified when evaluating an advertising program?

What are the three main forms of copytesting?

Warmth monitors are an example of a(n):

Recognition tests results are influenced by a person's interest in a particular advertisement.

When studying marketing effectiveness,the two main types of evaluation techniques are message evaluations and respondent behavior evaluations.

When an individual is asked to remember what ads he or she saw in a given setting or time period,the test form is called:

Scanner data can be used to measure the impact of a point-of-purchase display.

What are the two main forms of recall tests?

With a recognition test,if an individual does indicate he or she has seen the ad being tested,they are then asked to identify when and where the individual saw the ad.

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

Both recognition and recall help establish a brand in the consumer's mind.

Which statement below,concerning purchase stimulation tests,is false?

Most researchers believe the unaided recall approach is superior to other evaluative tests.

Persuasion analysis techniques require pre- and post-tests.

When Eric is given prompts or memory jogs during a recall test,it is an unaided recall test.

When people at a shopping mall are stopped and shown an ad or coupon,a mall intercept technique is being used.

What forms of emotional reaction tests are available?

The group which is least likely to recall an ad for a soft drink would be:

Aided recall tests mean that:

In terms of physiological arousal tests,which measures perspiration levels?