Question 1

The term ____________ means that information generated is relevant to the research questions that are being investigated.

Accepted Answer

A)  generalizability 
B)  validity 
C)  reliability 
D)  meaningfulness 
A)  generalizability 
B)  validity 
C)  reliability 
D)  meaningfulness B

Question 2

The measurement of Web audience that is the least accurate is

Accepted Answer

A)  hits. 
B)  pages. 
C)  visits. 
D)  users. 
A)  hits. 
B)  pages. 
C)  visits. 
D)  users. A

Question 3

While it is difficult to evaluate the effectiveness of the individual promotion elements of an IMC campaign, the overall, synergistic effect of the campaign can be easily determined by looking at the change in sales.

Accepted Answer

A) True 
 B)False  False

Question 4

Sponsorships, public relations, and corporate advertising are all methods of promotion that probably shouldn't even be measured or evaluated for effectiveness.

Accepted Answer

A) True 
 B)False

Question 5

Determining the extent to which a message rings true with target audience members is referred to as a(n)

Accepted Answer

A)  thought listing. 
B)  resonance test. 
C)  motive test. 
D)  concept test. 
A)  thought listing. 
B)  resonance test. 
C)  motive test. 
D)  concept test.

Question 6

The relationship between marketing research and promotion research is that

Accepted Answer

A)  marketing research is much more specific than promotion research. 
B)  marketing research is not systematic but promotion research is. 
C)  promotion research is related to all the marketing mix variables but marketing research focuses only on gathering and recording data. 
D)  promotion research is a specialized form of marketing research. 
A)  marketing research is much more specific than promotion research. 
B)  marketing research is not systematic but promotion research is. 
C)  promotion research is related to all the marketing mix variables but marketing research focuses only on gathering and recording data. 
D)  promotion research is a specialized form of marketing research.

Question 7

The ballot method is an effective means of assessing recall.

Accepted Answer

A) True 
 B)False

Question 8

Split-cable transmission is an option for pilot testing television commercials. The direct mail equivalent of this technique is called

Accepted Answer

A)  a split-list experiment. 
B)  an alternating postal code delivery. 
C)  a split-run distribution. 
D)  None of the above-direct mail does not typically use pilot tests. 
A)  a split-list experiment. 
B)  an alternating postal code delivery. 
C)  a split-run distribution. 
D)  None of the above-direct mail does not typically use pilot tests.

Question 9

Physiological measures include all of the following EXCEPT

Accepted Answer

A)  eye-tracking systems. 
B)  psychogalvanometers. 
C)  voice response analysis. 
D)  resonance tests. 
A)  eye-tracking systems. 
B)  psychogalvanometers. 
C)  voice response analysis. 
D)  resonance tests.

Question 10

Which of the following is NOT a perspective on measuring the effectiveness of public relations and corporate advertising given in the text?

Accepted Answer

A)  Evaluate the effect on sales of the specific strategic business units running the public relations. 
B)  Merely count the number of media exposures created by the PR program. 
C)  Save the expense of the measurement process and just have faith that these are important and useful forms of promotion and they are doing their behind-the-scenes job. 
D)  Measuring the effects of public relations and corporate advertising shouldn't even be tried. 
A)  Evaluate the effect on sales of the specific strategic business units running the public relations. 
B)  Merely count the number of media exposures created by the PR program. 
C)  Save the expense of the measurement process and just have faith that these are important and useful forms of promotion and they are doing their behind-the-scenes job. 
D)  Measuring the effects of public relations and corporate advertising shouldn't even be tried.

Question 11

_________ provide information from individual households about brand purchases, coupon use, and television advertising exposure by combining grocery store scanner data and devices attached to the households' televisions (called peoplemeters), which monitor viewing behavior.

Accepted Answer

A)  Normative test scores 
B)  Split-run experiments 
C)  Resonance tests 
D)  Single-source tracking measures 
A)  Normative test scores 
B)  Split-run experiments 
C)  Resonance tests 
D)  Single-source tracking measures

Question 12

Physiological measures suffer from some drawbacks. Which of the following is one of these?

Accepted Answer

A)  While we may be able to detect a physiological response to and advertisement, there is no way to determine whether the response is to the ad or the brand, or which part of the advertisement was responsible for the response. 
B)  Due to the artificial laboratory aspects of the test they lack reliability. 
C)  They can only be used to understand television advertising. 
D)  Only negative reactions, not positive reactions can be captured. 
A)  While we may be able to detect a physiological response to and advertisement, there is no way to determine whether the response is to the ad or the brand, or which part of the advertisement was responsible for the response. 
B)  Due to the artificial laboratory aspects of the test they lack reliability. 
C)  They can only be used to understand television advertising. 
D)  Only negative reactions, not positive reactions can be captured.

Question 13

By far, the easiest of all the promotional elements to measure for effectiveness is

Accepted Answer

A)  direct marketing. 
B)  advertising. 
C)  sales promotion. 
D)  public relations. 
A)  direct marketing. 
B)  advertising. 
C)  sales promotion. 
D)  public relations.

Question 14

Big Burgers runs a promotional campaign stressing the warm feeling you will receive from eating in the restaurant. The campaign is called MORE! The objective is to have everyone feeling that Big Burger is their burger place rather then achieving some more rationale change in beliefs. Research later shows that consumers polled do closely identify with Big Burger and just feel better about it then the competition. The campaign has succeeded against the objective of

Accepted Answer

A)  imparting knowledge. 
B)  shaping attitudes. 
C)  attaching feelings and emotions. 
D)  all of the above 
A)  imparting knowledge. 
B)  shaping attitudes. 
C)  attaching feelings and emotions. 
D)  all of the above

Question 15

The difference between marketing research and promotion research is that promotion research focuses on the placement of promotion materials.

Accepted Answer

A) True 
 B)False

Question 16

The effectiveness of salespeople can be based on, in part,

Accepted Answer

A)  sales. 
B)  customer satisfaction. 
C)  the expense of generating sales. 
D)  all of the above 
A)  sales. 
B)  customer satisfaction. 
C)  the expense of generating sales. 
D)  all of the above

Question 17

Using the measure hits provides an excellent measure of how many pages someone visited in a session on the World Wide Web as well as how many times a particular site was accessed.

Accepted Answer

A) True 
 B)False

Question 18

The problem, in principle, with evaluating the overall IMC program based on the sum of each individual element is that

Accepted Answer

A)  it can't be done. 
B)  no attempt is made to measure the synergy of a IMC campaign. 
C)  each media is evaluated with a different standard and the lack of a common standard means no total, overall summary score can be computed. 
D)  it's not worth the effort since few firms practice an IMC approach. 
A)  it can't be done. 
B)  no attempt is made to measure the synergy of a IMC campaign. 
C)  each media is evaluated with a different standard and the lack of a common standard means no total, overall summary score can be computed. 
D)  it's not worth the effort since few firms practice an IMC approach.

Question 19

Account planning differs from traditional promotion research in that

Accepted Answer

A)  the account planner is assigned as a coequal with the account executive. 
B)  the account planner stays on the project on a continuous basis as opposed to a traditional researcher that gets involved as needed. 
C)  account planner puts research and measurement in a different and more prominent role. 
D)  all of the above 
A)  the account planner is assigned as a coequal with the account executive. 
B)  the account planner stays on the project on a continuous basis as opposed to a traditional researcher that gets involved as needed. 
C)  account planner puts research and measurement in a different and more prominent role. 
D)  all of the above

Question 20

Mike is a retail buyer. He runs a rack of shirts on sale at 33% off. The most likely way he will measure the effectiveness of this promotion is by

Accepted Answer

A)  evaluating the sales of the promoted item. 
B)  asking consumers to fill out a survey. 
C)  conducting a test/retest. 
D)  performing a split-list experiment. 
A)  evaluating the sales of the promoted item. 
B)  asking consumers to fill out a survey. 
C)  conducting a test/retest. 
D)  performing a split-list experiment.

The term ____________ means that information generated is relevant to the research questions that are being investigated.

The measurement of Web audience that is the least accurate is

While it is difficult to evaluate the effectiveness of the individual promotion elements of an IMC campaign, the overall, synergistic effect of the campaign can be easily determined by looking at the change in sales.

Sponsorships, public relations, and corporate advertising are all methods of promotion that probably shouldn't even be measured or evaluated for effectiveness.

Determining the extent to which a message rings true with target audience members is referred to as a(n)

The relationship between marketing research and promotion research is that

The ballot method is an effective means of assessing recall.

Split-cable transmission is an option for pilot testing television commercials. The direct mail equivalent of this technique is called

Physiological measures include all of the following EXCEPT

Which of the following is NOT a perspective on measuring the effectiveness of public relations and corporate advertising given in the text?

_________ provide information from individual households about brand purchases, coupon use, and television advertising exposure by combining grocery store scanner data and devices attached to the households' televisions (called peoplemeters), which monitor viewing behavior.

Physiological measures suffer from some drawbacks. Which of the following is one of these?

By far, the easiest of all the promotional elements to measure for effectiveness is

The difference between marketing research and promotion research is that promotion research focuses on the placement of promotion materials.

The effectiveness of salespeople can be based on, in part,

Using the measure hits provides an excellent measure of how many pages someone visited in a session on the World Wide Web as well as how many times a particular site was accessed.

The problem, in principle, with evaluating the overall IMC program based on the sum of each individual element is that

Account planning differs from traditional promotion research in that

Mike is a retail buyer. He runs a rack of shirts on sale at 33% off. The most likely way he will measure the effectiveness of this promotion is by

The World of Integrated Marketing Communication

The Promotion Industry

The Evolution of Promoting Brands

Understanding the Marketing Environment: Segmentation, Targeting, and Positioning

Understanding Buyer Behavior and the Communication Process

The Regulatory and Ethical Environment of Promotions

The International Market Environment for Brand Promotion

Messaging and Media Strategies

The Internet

Direct Marketing and Personal Selling

Sales Promotion and Point of Purchase

Sponsorship, Product Placements, and Branded Entertainment

Public Relations, Influencer Marketing, Social Media, and Corporate Advertising

Personal Selling and Sales Management

Filters

Exam 15: Measuring the Effectiveness of Brand Promotions

The term ____________ means that information generated is relevant to the research questions that are being investigated.

The measurement of Web audience that is the least accurate is

While it is difficult to evaluate the effectiveness of the individual promotion elements of an IMC campaign, the overall, synergistic effect of the campaign can be easily determined by looking at the change in sales.

Sponsorships, public relations, and corporate advertising are all methods of promotion that probably shouldn't even be measured or evaluated for effectiveness.

Determining the extent to which a message rings true with target audience members is referred to as a(n)

The relationship between marketing research and promotion research is that

The ballot method is an effective means of assessing recall.

Split-cable transmission is an option for pilot testing television commercials. The direct mail equivalent of this technique is called

Physiological measures include all of the following EXCEPT

Which of the following is NOT a perspective on measuring the effectiveness of public relations and corporate advertising given in the text?

_________ provide information from individual households about brand purchases, coupon use, and television advertising exposure by combining grocery store scanner data and devices attached to the households' televisions (called peoplemeters), which monitor viewing behavior.

Physiological measures suffer from some drawbacks. Which of the following is one of these?

By far, the easiest of all the promotional elements to measure for effectiveness is

The difference between marketing research and promotion research is that promotion research focuses on the placement of promotion materials.

The effectiveness of salespeople can be based on, in part,

Using the measure hits provides an excellent measure of how many pages someone visited in a session on the World Wide Web as well as how many times a particular site was accessed.

The problem, in principle, with evaluating the overall IMC program based on the sum of each individual element is that

Account planning differs from traditional promotion research in that

Mike is a retail buyer. He runs a rack of shirts on sale at 33% off. The most likely way he will measure the effectiveness of this promotion is by

The World of Integrated Marketing Communication

The Promotion Industry

The Evolution of Promoting Brands

Understanding the Marketing Environment: Segmentation, Targeting, and Positioning

Understanding Buyer Behavior and the Communication Process

The Regulatory and Ethical Environment of Promotions

The International Market Environment for Brand Promotion

Messaging and Media Strategies

The Internet

Direct Marketing and Personal Selling

Sales Promotion and Point of Purchase

Sponsorship, Product Placements, and Branded Entertainment

Public Relations, Influencer Marketing, Social Media, and Corporate Advertising

Personal Selling and Sales Management

Filters