Question 1

The impact of all of the following marketing programs can be measured using redemption rates, except:

Accepted Answer

A)  point-of-purchase displays 
B)  coupons 
C)  sweepstakes 
D)  direct-mail letters 
A)  point-of-purchase displays 
B)  coupons 
C)  sweepstakes 
D)  direct-mail letters

Question 2

A theater test is a display of television advertisements shown together in a theater.

Accepted Answer

A) True 
 B)False

Question 3

Some marketers contend that the only valid evaluation criterion of marketing that should be used is actual sales.

Accepted Answer

A) True 
 B)False

Question 4

A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.

Accepted Answer

A) True 
 B)False

Question 5

By using different toll free telephone numbers or different Internet URLs, a company's marketing department can measure where a person saw a direct television ad or other direct marketing promotion.

Accepted Answer

A) True 
 B)False

Question 6

Cognitive neuroscience reveals physiological reactions to messages. It shows where brain activity occurs and, to some extent, the level of activity.

Accepted Answer

A) True 
 B)False

Question 7

A storyboard is used to outline the structure of:

Accepted Answer

A)  a radio ad 
B)  a television ad 
C)  an Internet ad 
D)  print ads 
A)  a radio ad 
B)  a television ad 
C)  an Internet ad 
D)  print ads

Question 8

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 9

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 10

Copytesting conducted online offers agencies a measure of an advertisement's potential when it receives a viewer's complete, 100 percent attention.

Accepted Answer

A) True 
 B)False

Question 11

Although ads can be tested prior to production, most advertising agencies perform little pretesting because pretests:

Accepted Answer

A)  tend to be unreliable 
B)  are too expensive 
C)  are not requested very often by clients 
D)  have to be matched with posttests to be effective 
A)  tend to be unreliable 
B)  are too expensive 
C)  are not requested very often by clients 
D)  have to be matched with posttests to be effective

Question 12

Web scanning software is available now that allows a company to monitor web chat about its company and its brands.

Accepted Answer

A) True 
 B)False

Question 13

A QR code allows a company to count how many individuals accessed the code and gather information about those individuals who accessed it.

Accepted Answer

A) True 
 B)False

Question 14

Measuring changes in sales following a marketing campaign is easier now than in the past because of:

Accepted Answer

A)  commercial database services 
B)  scanners and the UPC 
C)  the power of retailers to control sales data 
D)  Internet technology 
A)  commercial database services 
B)  scanners and the UPC 
C)  the power of retailers to control sales data 
D)  Internet technology

Question 15

An in-market advertising research method that monitors a brand's performance and advertising effectiveness is:

Accepted Answer

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

Question 16

In terms of copytesting, all of the following criticisms have recently been voiced, except:

Accepted Answer

A)  copytests stifle creativity that is needed to produce ads that stand out 
B)  copytests favor emotional approaches in advertising 
C)  copytests tend to lead to ads about product benefits that are believable and understandable to a focus group 
D)  members of focus groups know little about creativity and are not legitimate judges of creative advertising 
A)  copytests stifle creativity that is needed to produce ads that stand out 
B)  copytests favor emotional approaches in advertising 
C)  copytests tend to lead to ads about product benefits that are believable and understandable to a focus group 
D)  members of focus groups know little about creativity and are not legitimate judges of creative advertising

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how the information is processed, where it is being processed in the brain, and how the individual reacted to the ad or marketing piece.

Accepted Answer

A) True 
 B)False

Question 19

What items should be identified when evaluating an advertising program?

Accepted Answer

• Short-term outcomes, such as

Question 20

Which type of evaluation method can provide clients and advertising agencies with an idea when "wear-out" effects are starting to occur?

Accepted Answer

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

The impact of all of the following marketing programs can be measured using redemption rates, except:

A theater test is a display of television advertisements shown together in a theater.

Some marketers contend that the only valid evaluation criterion of marketing that should be used is actual sales.

A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.

By using different toll free telephone numbers or different Internet URLs, a company's marketing department can measure where a person saw a direct television ad or other direct marketing promotion.

Cognitive neuroscience reveals physiological reactions to messages. It shows where brain activity occurs and, to some extent, the level of activity.

A storyboard is used to outline the structure of:

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

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

Copytesting conducted online offers agencies a measure of an advertisement's potential when it receives a viewer's complete, 100 percent attention.

Although ads can be tested prior to production, most advertising agencies perform little pretesting because pretests:

Web scanning software is available now that allows a company to monitor web chat about its company and its brands.

A QR code allows a company to count how many individuals accessed the code and gather information about those individuals who accessed it.

Measuring changes in sales following a marketing campaign is easier now than in the past because of:

An in-market advertising research method that monitors a brand's performance and advertising effectiveness is:

In terms of copytesting, all of the following criticisms have recently been voiced, except:

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

The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how the information is processed, where it is being processed in the brain, and how the individual reacted to the ad or marketing piece.

What items should be identified when evaluating an advertising program?

Which type of evaluation method can provide clients and advertising agencies with an idea when "wear-out" effects are starting to occur?

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 impact of all of the following marketing programs can be measured using redemption rates, except:

A theater test is a display of television advertisements shown together in a theater.

Some marketers contend that the only valid evaluation criterion of marketing that should be used is actual sales.

A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.

By using different toll free telephone numbers or different Internet URLs, a company's marketing department can measure where a person saw a direct television ad or other direct marketing promotion.

Cognitive neuroscience reveals physiological reactions to messages. It shows where brain activity occurs and, to some extent, the level of activity.

A storyboard is used to outline the structure of:

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

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

Copytesting conducted online offers agencies a measure of an advertisement's potential when it receives a viewer's complete, 100 percent attention.

Although ads can be tested prior to production, most advertising agencies perform little pretesting because pretests:

Web scanning software is available now that allows a company to monitor web chat about its company and its brands.

A QR code allows a company to count how many individuals accessed the code and gather information about those individuals who accessed it.

Measuring changes in sales following a marketing campaign is easier now than in the past because of:

An in-market advertising research method that monitors a brand's performance and advertising effectiveness is:

In terms of copytesting, all of the following criticisms have recently been voiced, except:

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

The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how the information is processed, where it is being processed in the brain, and how the individual reacted to the ad or marketing piece.

What items should be identified when evaluating an advertising program?

Which type of evaluation method can provide clients and advertising agencies with an idea when "wear-out" effects are starting to occur?

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