Question 1

The measure or definition of marketing return on investment (ROI) that is the most commonly used is:

Accepted Answer

A)  incremental sales from marketing activities 
B)  changes in brand awareness 
C)  ratio of advertising costs to sales 
D)  reach/frequency achieved 
A)  incremental sales from marketing activities 
B)  changes in brand awareness 
C)  ratio of advertising costs to sales 
D)  reach/frequency achieved

Question 2

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

Accepted Answer

A)  clickthroughs 
B)  sales 
C)  lead generations 
D)  response rates 
A)  clickthroughs 
B)  sales 
C)  lead generations 
D)  response rates

Question 3

Advertising tracking research examines ads that have been launched.

Accepted Answer

A) True 
 B)False

Question 4

Within ________ companies such as Nielsen IAG using ad tracking can provide clients with performance measures of an ad campaign or an individual ad in comparison to competitor's ads and previous campaigns or ads.

Accepted Answer

A)  2 to 3 days 
B)  5 to 7 days 
C)  2 to 3 weeks 
D)  one month 
A)  2 to 3 days 
B)  5 to 7 days 
C)  2 to 3 weeks 
D)  one month

Question 5

Brain-image measurement is part of:

Accepted Answer

A)  ad tracking research 
B)  emotional reaction tests 
C)  copytesting 
D)  cognitive neuroscience 
A)  ad tracking research 
B)  emotional reaction tests 
C)  copytesting 
D)  cognitive neuroscience

Question 6

What makes measuring the effectiveness of advertisements more problematic?

Accepted Answer

• The influence of other factors, such a

Question 7

What behavioral measures of advertising effectiveness are possible?

Accepted Answer

• Sales figures
• Calls to a t

Question 8

A portfolio test is often used for copytesting.

Accepted Answer

A) True 
 B)False

Question 9

The measure of time users spend engaged with a particular online ad is:

Accepted Answer

A)  length of engagement 
B)  click-through 
C)  dwell time 
D)  dwell rate 
A)  length of engagement 
B)  click-through 
C)  dwell time 
D)  dwell rate

Question 10

Advertising tracking by companies such as Nielsen IAG can indicate how well an advertisement performed compared to competing brands.

Accepted Answer

A) True 
 B)False

Question 11

In addition to tracking television advertising, the ad tracking methodology can be used to examine magazine ads.

Accepted Answer

A) True 
 B)False

Question 12

The major problem with measuring marketing return on investment (ROI) is that marketers cannot agree on a definition of what constitutes ROI for marketing.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)  market share 
B)  level of innovation 
C)  brand awareness 
D)  productivity 
A)  market share 
B)  level of innovation 
C)  brand awareness 
D)  productivity

Question 16

While copytesting can measure how well an advertisement communicates, it cannot measure the persuasiveness of an ad and how likely a person would make a purchase because of the ad.

Accepted Answer

A) True 
 B)False

Question 17

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 18

The greatest danger in using a long time period for a test market is:

Accepted Answer

A)  the cost of the test market 
B)  fear the competition will have time to study the test market and react 
C)  the possibility of more interference from external factors 
D)  changes in the economy 
A)  the cost of the test market 
B)  fear the competition will have time to study the test market and react 
C)  the possibility of more interference from external factors 
D)  changes in the economy

Question 19

Scanner data makes it possible for companies to monitor sales and help both the retailer and manufacturer discover the impact of a particular marketing program.

Accepted Answer

A) True 
 B)False

Question 20

With advertising tracking research, tests can be performed to measure the following, except:

Accepted Answer

A)  effectiveness of media buys 
B)  general measure of the effect of media weight (media spending) 
C)  quality of the ad's message and execution 
D)  level of web chatter about the ad and brand 
A)  effectiveness of media buys 
B)  general measure of the effect of media weight (media spending) 
C)  quality of the ad's message and execution 
D)  level of web chatter about the ad and brand

The measure or definition of marketing return on investment (ROI) that is the most commonly used is:

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

Advertising tracking research examines ads that have been launched.

Within ________ companies such as Nielsen IAG using ad tracking can provide clients with performance measures of an ad campaign or an individual ad in comparison to competitor's ads and previous campaigns or ads.

Brain-image measurement is part of:

What makes measuring the effectiveness of advertisements more problematic?

What behavioral measures of advertising effectiveness are possible?

A portfolio test is often used for copytesting.

The measure of time users spend engaged with a particular online ad is:

Advertising tracking by companies such as Nielsen IAG can indicate how well an advertisement performed compared to competing brands.

In addition to tracking television advertising, the ad tracking methodology can be used to examine magazine ads.

The major problem with measuring marketing return on investment (ROI) is that marketers cannot agree on a definition of what constitutes ROI for marketing.

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

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

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

While copytesting can measure how well an advertisement communicates, it cannot measure the persuasiveness of an ad and how likely a person would make a purchase because of the ad.

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."

The greatest danger in using a long time period for a test market is:

Scanner data makes it possible for companies to monitor sales and help both the retailer and manufacturer discover the impact of a particular marketing program.

With advertising tracking research, tests can be performed to measure the following, except:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Filters

Exam 15: Evaluating an Integrated Marketing Program

The measure or definition of marketing return on investment (ROI) that is the most commonly used is:

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

Advertising tracking research examines ads that have been launched.

Within ________ companies such as Nielsen IAG using ad tracking can provide clients with performance measures of an ad campaign or an individual ad in comparison to competitor's ads and previous campaigns or ads.

Brain-image measurement is part of:

What makes measuring the effectiveness of advertisements more problematic?

What behavioral measures of advertising effectiveness are possible?

A portfolio test is often used for copytesting.

The measure of time users spend engaged with a particular online ad is:

Advertising tracking by companies such as Nielsen IAG can indicate how well an advertisement performed compared to competing brands.

In addition to tracking television advertising, the ad tracking methodology can be used to examine magazine ads.

The major problem with measuring marketing return on investment (ROI) is that marketers cannot agree on a definition of what constitutes ROI for marketing.

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

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

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

While copytesting can measure how well an advertisement communicates, it cannot measure the persuasiveness of an ad and how likely a person would make a purchase because of the ad.

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."

The greatest danger in using a long time period for a test market is:

Scanner data makes it possible for companies to monitor sales and help both the retailer and manufacturer discover the impact of a particular marketing program.

With advertising tracking research, tests can be performed to measure the following, except:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Filters