Question 1

An examination of visible customer actions including making store visits and purchases is called:

Accepted Answer

A)  respondent behavior evaluation 
B)  pre-testing 
C)  message evaluation 
D)  message synthesis 
A)  respondent behavior evaluation 
B)  pre-testing 
C)  message evaluation 
D)  message synthesis

Question 2

Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

Accepted Answer

A) True 
 B)False

Question 3

A major advantage of advertising tracking services is it provides diagnostics that allow an advertising agency to understand why the ad is not performing well.

Accepted Answer

A) True 
 B)False

Question 4

Which is not a behavioral evaluation measure?

Accepted Answer

A)  actual sales 
B)  coupon redemptions 
C)  emotional arousal 
D)  Internet hits 
A)  actual sales 
B)  coupon redemptions 
C)  emotional arousal 
D)  Internet hits

Question 5

According to the principles of position advertising copytesting (PACT), testing procedures should be relevant to the advertising objectives.

Accepted Answer

A) True 
 B)False

Question 6

Describe advertising research tracking and what it can be used to evaluate.

Accepted Answer

Advertising research tracking is an in-m

Question 7

Test markets are not quite as accurate in evaluating advertising as it is for other marketing activities, such as price comparisons, consumer promotions, and direct marketing.

Accepted Answer

A) True 
 B)False

Question 8

With advertising tracking research, after being shown a segment or stills of an ad, respondents are asked if they recognize the company in the ad, which measures:

Accepted Answer

A)  memorability 
B)  aided brand awareness 
C)  unaided brand awareness 
D)  brand and ad recognition 
A)  memorability 
B)  aided brand awareness 
C)  unaided brand awareness 
D)  brand and ad recognition

Question 9

Which statement below concerning purchase simulation tests is false?

Accepted Answer

A)  they are performed in laboratory settings 
B)  they measure opinions and attitudes 
C)  they are a form of pre and posttest 
D)  they are designed to resemble a shopping experience 
A)  they are performed in laboratory settings 
B)  they measure opinions and attitudes 
C)  they are a form of pre and posttest 
D)  they are designed to resemble a shopping experience

Question 10

Warmth monitors are an example of:

Accepted Answer

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

Question 11

In copytesting, advertising agencies often ask respondents open-ended questions and these verbatim comments are valuable to agencies designing ads because it tells them what respondents are thinking.

Accepted Answer

A) True 
 B)False

Question 12

In using advertising tracking research, after the respondent is shown a segment of the advertisement or stills of the ad, they are asked first:

Accepted Answer

A)  if they can identify which brand was in the ad from a list of brands shown to them 
B)  if they can identify the brand being advertised 
C)  if they recognize the company or brand 
D)  if they liked the ad 
A)  if they can identify which brand was in the ad from a list of brands shown to them 
B)  if they can identify the brand being advertised 
C)  if they recognize the company or brand 
D)  if they liked the ad

Question 13

International IMC programs should be assessed in several ways, including domestic results, results in other countries, and:

Accepted Answer

A)  as a percentage of sales 
B)  as an overall company 
C)  with message evaluation measures 
D)  through online metrics 
A)  as a percentage of sales 
B)  as an overall company 
C)  with message evaluation measures 
D)  through online metrics

Question 14

A storyboard is a series of pictures providing an overview of the structure of a television advertisement.

Accepted Answer

A) True 
 B)False

An examination of visible customer actions including making store visits and purchases is called:

Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

A major advantage of advertising tracking services is it provides diagnostics that allow an advertising agency to understand why the ad is not performing well.

Which is not a behavioral evaluation measure?

According to the principles of position advertising copytesting (PACT), testing procedures should be relevant to the advertising objectives.

Describe advertising research tracking and what it can be used to evaluate.

Test markets are not quite as accurate in evaluating advertising as it is for other marketing activities, such as price comparisons, consumer promotions, and direct marketing.

With advertising tracking research, after being shown a segment or stills of an ad, respondents are asked if they recognize the company in the ad, which measures:

Which statement below concerning purchase simulation tests is false?

Warmth monitors are an example of:

In copytesting, advertising agencies often ask respondents open-ended questions and these verbatim comments are valuable to agencies designing ads because it tells them what respondents are thinking.

In using advertising tracking research, after the respondent is shown a segment of the advertisement or stills of the ad, they are asked first:

International IMC programs should be assessed in several ways, including domestic results, results in other countries, and:

A storyboard is a series of pictures providing an overview of the structure of a television advertisement.

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

An examination of visible customer actions including making store visits and purchases is called:

Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

A major advantage of advertising tracking services is it provides diagnostics that allow an advertising agency to understand why the ad is not performing well.

Which is not a behavioral evaluation measure?

According to the principles of position advertising copytesting (PACT), testing procedures should be relevant to the advertising objectives.

Describe advertising research tracking and what it can be used to evaluate.

Test markets are not quite as accurate in evaluating advertising as it is for other marketing activities, such as price comparisons, consumer promotions, and direct marketing.

With advertising tracking research, after being shown a segment or stills of an ad, respondents are asked if they recognize the company in the ad, which measures:

Which statement below concerning purchase simulation tests is false?

Warmth monitors are an example of:

In copytesting, advertising agencies often ask respondents open-ended questions and these verbatim comments are valuable to agencies designing ads because it tells them what respondents are thinking.

In using advertising tracking research, after the respondent is shown a segment of the advertisement or stills of the ad, they are asked first:

International IMC programs should be assessed in several ways, including domestic results, results in other countries, and:

A storyboard is a series of pictures providing an overview of the structure of a television advertisement.

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