Question 1

Nestle has distributed a coupon in the Sunday newspaper. A reasonable means of evaluating the effectiveness of this promotion is

Accepted Answer

A)  polling retailers for store traffic counts. 
B)  tracking the redemption rate of the coupon. 
C)  conducting a post-test attitude-change study 
D)  evaluating the amount of product reordered by retailers. 
A)  polling retailers for store traffic counts. 
B)  tracking the redemption rate of the coupon. 
C)  conducting a post-test attitude-change study 
D)  evaluating the amount of product reordered by retailers.

Question 2

While physiological measures suffer from a variety of drawbacks, they do

Accepted Answer

A)  separate reactions to the advertisements from reactions to the product. 
B)  give researchers an indication of the degree of arousal attributed to an ad. 
C)  gauge whether an advertisement is being perceived negatively or positively. 
D)  allow advertisers to pinpoint the part of an advertisement that was responsible for a specific reaction. 
A)  separate reactions to the advertisements from reactions to the product. 
B)  give researchers an indication of the degree of arousal attributed to an ad. 
C)  gauge whether an advertisement is being perceived negatively or positively. 
D)  allow advertisers to pinpoint the part of an advertisement that was responsible for a specific reaction.

Question 3

Visits are the number of different people visiting X site during Y time.

Accepted Answer

A) True 
 B)False

Question 4

In a recognition test, a reader of a magazine is shown an advertisement and then asked if he or she remembers having seen the ad.

Accepted Answer

A) True 
 B)False

Question 5

Naturalistic inquiry is a form of quantitative research.

Accepted Answer

A) True 
 B)False

Question 6

Tracking studies measure the change in an audience's brand awareness and attitude before and after an advertising campaign.

Accepted Answer

A) True 
 B)False

Question 7

A ballot method

Accepted Answer

A)  views each inquiry as a "vote" in favor of a direct response campaign. 
B)  is a means of post-testing the effectiveness of sales promotion. 
C)  is a quantitative method of conducing political polling. 
D)  consists of mailing target consumers a list of promotional options and asking them to rank their preferences and mail the ballot back to the firm. 
A)  views each inquiry as a "vote" in favor of a direct response campaign. 
B)  is a means of post-testing the effectiveness of sales promotion. 
C)  is a quantitative method of conducing political polling. 
D)  consists of mailing target consumers a list of promotional options and asking them to rank their preferences and mail the ballot back to the firm.

Question 8

Message testing research comes in different types: _________ research occurs before an ad is placed and ___________ research occurs during and/or after the ad has run.

Accepted Answer

A)  pretest; post-test 
B)  projective; association 
C)  developmental; fundamental 
D)  fundamental; developmental 
A)  pretest; post-test 
B)  projective; association 
C)  developmental; fundamental 
D)  fundamental; developmental

Question 9

____________ is a more broad-based research approach that relies on data collection methods that are more qualitative than quantitative and include the use of videotape, audiotape, and photography in an effort to investigate an issue more holistically.

Accepted Answer

A)  Account planning 
B)  Naturalistic inquiry 
C)  A theater test 
D)  Psychogalvanometer research 
A)  Account planning 
B)  Naturalistic inquiry 
C)  A theater test 
D)  Psychogalvanometer research

Question 10

Personal selling is best evaluated using inquiry/direct response measurements.

Accepted Answer

A) True 
 B)False

Question 11

Big Burgers runs a promotional campaign that rings true with the target-audience. Big Burger wants consumers to think "Yes that right! That's just the way I feel!" Big Burgers has the objective of

Accepted Answer

A)  imparting knowledge. 
B)  shaping attitudes. 
C)  attaching feelings and emotions. 
D)  legitimizing the brand. 
A)  imparting knowledge. 
B)  shaping attitudes. 
C)  attaching feelings and emotions. 
D)  legitimizing the brand.

Question 12

Sponsorships can be evaluated by

Accepted Answer

A)  evaluating the number of viewers if the even is televised. 
B)  counting the number of times the company logo appears on the screen and the company name mentioned in the telecast for televised events. 
C)  simply counting the number of people that attend the event. 
D)  all of the above 
A)  evaluating the number of viewers if the even is televised. 
B)  counting the number of times the company logo appears on the screen and the company name mentioned in the telecast for televised events. 
C)  simply counting the number of people that attend the event. 
D)  all of the above

Question 13

A dummy advertising vehicle is

Accepted Answer

A)  a really bad ad that should never have been produced. 
B)  an ad that ran in the wrong medium. 
C)  a pretest message technique where research tries to identify specific thoughts that may have been generated by an ad. 
D)  a mock-up of a magazine that contains editorial content and advertisements. 
A)  a really bad ad that should never have been produced. 
B)  an ad that ran in the wrong medium. 
C)  a pretest message technique where research tries to identify specific thoughts that may have been generated by an ad. 
D)  a mock-up of a magazine that contains editorial content and advertisements.

Question 14

Direct marketing is by far the easiest promotional technique to measure for effectiveness.

Accepted Answer

A) True 
 B)False

Question 15

You have put together a site on the Web, targeted at college students and promoting a new, fruit-flavored carbonated beverage. The site is in the development stage, and you want feedback on how people move through the site and where they spend a majority of their time. It would be most beneficial to

Accepted Answer

A)  keep an accurate count of the number of hits on the site. 
B)  do a search engine access analysis. 
C)  review the data provided by IP addresses. 
D)  do an analysis using log analysis software. 
A)  keep an accurate count of the number of hits on the site. 
B)  do a search engine access analysis. 
C)  review the data provided by IP addresses. 
D)  do an analysis using log analysis software.

Question 16

The basic premise behind a recall test is that

Accepted Answer

A)  if a person likes an advertisement, he or she is more likely to buy the product. 
B)  the more a person can remember about an advertisement, the more effective the advertisement. 
C)  most advertisements will be remembered after three exposures. 
D)  for an advertisement to work, it first has to be remembered. 
A)  if a person likes an advertisement, he or she is more likely to buy the product. 
B)  the more a person can remember about an advertisement, the more effective the advertisement. 
C)  most advertisements will be remembered after three exposures. 
D)  for an advertisement to work, it first has to be remembered.

Question 17

Before committing to the expense of a major campaign, advertisers may take their message-testing programs into the field. This type of message evaluation is commonly known as ________ testing.

Accepted Answer

A)  theater 
B)  concept 
C)  pilot 
D)  split-run 
A)  theater 
B)  concept 
C)  pilot 
D)  split-run

Question 18

Which of the following types of pretest message research tries to identify specific thoughts that occur during an individual's exposure to a specific ad?

Accepted Answer

A)  thought listing 
B)  attitude-change studies 
C)  communications studies 
D)  theatre testing 
A)  thought listing 
B)  attitude-change studies 
C)  communications studies 
D)  theatre testing

Question 19

Single-source tracking depends on monitoring viewing behavior and

Accepted Answer

A)  normative test scores. 
B)  split-run survey's. 
C)  scanner data. 
D)  resonance tests. 
A)  normative test scores. 
B)  split-run survey's. 
C)  scanner data. 
D)  resonance tests.

Question 20

Pursuing message evaluation with experimentation in the marketplace is known as

Accepted Answer

A)  pilot testing. 
B)  dummy advertising vehicles. 
C)  segmentation evaluation. 
D)  AIO research. 
A)  pilot testing. 
B)  dummy advertising vehicles. 
C)  segmentation evaluation. 
D)  AIO research.

Nestle has distributed a coupon in the Sunday newspaper. A reasonable means of evaluating the effectiveness of this promotion is

While physiological measures suffer from a variety of drawbacks, they do

Visits are the number of different people visiting X site during Y time.

In a recognition test, a reader of a magazine is shown an advertisement and then asked if he or she remembers having seen the ad.

Naturalistic inquiry is a form of quantitative research.

Tracking studies measure the change in an audience's brand awareness and attitude before and after an advertising campaign.

A ballot method

Message testing research comes in different types: _ research occurs before an ad is placed and ___ research occurs during and/or after the ad has run.

____________ is a more broad-based research approach that relies on data collection methods that are more qualitative than quantitative and include the use of videotape, audiotape, and photography in an effort to investigate an issue more holistically.

Personal selling is best evaluated using inquiry/direct response measurements.

Big Burgers runs a promotional campaign that rings true with the target-audience. Big Burger wants consumers to think "Yes that right! That's just the way I feel!" Big Burgers has the objective of

Sponsorships can be evaluated by

A dummy advertising vehicle is

Direct marketing is by far the easiest promotional technique to measure for effectiveness.

You have put together a site on the Web, targeted at college students and promoting a new, fruit-flavored carbonated beverage. The site is in the development stage, and you want feedback on how people move through the site and where they spend a majority of their time. It would be most beneficial to

The basic premise behind a recall test is that

Before committing to the expense of a major campaign, advertisers may take their message-testing programs into the field. This type of message evaluation is commonly known as ________ testing.

Which of the following types of pretest message research tries to identify specific thoughts that occur during an individual's exposure to a specific ad?

Single-source tracking depends on monitoring viewing behavior and

Pursuing message evaluation with experimentation in the marketplace is known as

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

Nestle has distributed a coupon in the Sunday newspaper. A reasonable means of evaluating the effectiveness of this promotion is

While physiological measures suffer from a variety of drawbacks, they do

Visits are the number of different people visiting X site during Y time.

In a recognition test, a reader of a magazine is shown an advertisement and then asked if he or she remembers having seen the ad.

Naturalistic inquiry is a form of quantitative research.

Tracking studies measure the change in an audience's brand awareness and attitude before and after an advertising campaign.

A ballot method

Message testing research comes in different types: _________ research occurs before an ad is placed and ___________ research occurs during and/or after the ad has run.

____________ is a more broad-based research approach that relies on data collection methods that are more qualitative than quantitative and include the use of videotape, audiotape, and photography in an effort to investigate an issue more holistically.

Personal selling is best evaluated using inquiry/direct response measurements.

Big Burgers runs a promotional campaign that rings true with the target-audience. Big Burger wants consumers to think "Yes that right! That's just the way I feel!" Big Burgers has the objective of

Sponsorships can be evaluated by

A dummy advertising vehicle is

Direct marketing is by far the easiest promotional technique to measure for effectiveness.

The basic premise behind a recall test is that

Before committing to the expense of a major campaign, advertisers may take their message-testing programs into the field. This type of message evaluation is commonly known as ________ testing.

Which of the following types of pretest message research tries to identify specific thoughts that occur during an individual's exposure to a specific ad?

Single-source tracking depends on monitoring viewing behavior and

Pursuing message evaluation with experimentation in the marketplace is known as

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

Message testing research comes in different types: _ research occurs before an ad is placed and ___ research occurs during and/or after the ad has run.