Exam 15: Evaluating an Integrated Marketing Program

Advertising tracking research can measure both unaided and aided brand awareness as well as brand recognition.

The impact of advertising is difficult to measure because consumers may change their minds concerning which brand to buy while they are in the store.

Of the following methods of evaluating advertising and ad campaigns, the one that has the most promise for the future is:

Cognitive neuroscience cannot measure:

In terms of online metrics, dwell rate is:

Most emotional reaction tests are self-reported instruments.

Message evaluation programs assess all three components of attitude, cognitive, affective and conative.

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

In terms of online metrics, dwell time is:

Cognitive neuroscience measures:

In terms of analyzing advertising or IMC campaigns, which would be an example of measuring affective responses?

The latest cognitive neuroscience technology offered by firms such as EmSense measures not only brain waves, but also monitors breathing, heart rates, blinking, and skin temperatures.

According to the principles of position advertising copytesting (PACT), tests should be conducted within laboratory settings and not in field settings.

PACT stands for position advertising copytesting.

What objectives can be used to measure the overall IMC program?

Procedures used to evaluate advertising and marketing should be developed prior to launching the campaign.

Advertising tracking research does not measure:

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.

The impact of advertising is difficult to measure because it is often delayed.

Of the following methods of evaluating advertising, the one that is the most difficult to fake by respondents would be: