Question 1

Single-source tracking

Accepted Answer

A)  measures identify the extent to which a sample of consumers has potentially been exposed to multiple promotional messages and the effect those messages have had on their behaviors. 
B)  looks at each, single, individual element of the promotional effort and then uses the total to judge overall IMC effectiveness. 
C)  is based on one-to-one marketing and assumes that effectiveness in this context is best determined one consumer at a time. 
D)  is a ratings service provided by ACNielsen. 
A)  measures identify the extent to which a sample of consumers has potentially been exposed to multiple promotional messages and the effect those messages have had on their behaviors. 
B)  looks at each, single, individual element of the promotional effort and then uses the total to judge overall IMC effectiveness. 
C)  is based on one-to-one marketing and assumes that effectiveness in this context is best determined one consumer at a time. 
D)  is a ratings service provided by ACNielsen.

Question 2

To perform an attitude change study, it is necessary to measure the attitudes of consumers before they are exposed to an advertisement.

Accepted Answer

A) True 
 B)False

Question 3

A key feature of an attitude change study is that

Accepted Answer

A)  the reliability of the procedure is fairly low. 
B)  these types of studies can never be conducted in a theater test setting. 
C)  a before-and-after ad exposure design is typically used. 
D)  All of the above are features of an attitude change study. 
A)  the reliability of the procedure is fairly low. 
B)  these types of studies can never be conducted in a theater test setting. 
C)  a before-and-after ad exposure design is typically used. 
D)  All of the above are features of an attitude change study.

Question 4

The main purpose of pretesting an advertisement is to

Accepted Answer

A)  establish a baseline by which to measure the effects of the advertisement over time. 
B)  make sure that recall and attitude change created by the advertisement will translate into consumer action. 
C)  determine the most effective match between target audience and product benefit. 
D)  assess consumer reactions to an advertisement before time and money is spent on a full-blown media run. 
A)  establish a baseline by which to measure the effects of the advertisement over time. 
B)  make sure that recall and attitude change created by the advertisement will translate into consumer action. 
C)  determine the most effective match between target audience and product benefit. 
D)  assess consumer reactions to an advertisement before time and money is spent on a full-blown media run.

Question 5

P-O-P materials effectiveness is measured

Accepted Answer

A)  almost exclusively on the basis of sales. 
B)  using retailer receptivity. 
C)  by how long the display stays up before it is removed by the retailer. 
D)  through telephone surveys of recall by shoppers of the store. 
A)  almost exclusively on the basis of sales. 
B)  using retailer receptivity. 
C)  by how long the display stays up before it is removed by the retailer. 
D)  through telephone surveys of recall by shoppers of the store.

Question 6

How can the effectiveness of personal selling and the sales force be evaluated? What are some of the issues that must be considered?

Accepted Answer

There are several objective and subjecti

Question 7

Big Burgers runs a promotional campaign stressing the large 1-lb.burgers and 2 quart drinks. The campaign is called MORE! The objective is to have everyone in the country saying MORE! A recall test reveals that indeed most consumers can remember the tag line MORE! The campaign has succeeded against 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 8

Post-test message tracking can be used to assess the performance of an advertisement while the ad is running.

Accepted Answer

A) True 
 B)False

Question 9

Aside from measuring just the inquires or sales generated, direct marketing

Accepted Answer

A)  is more difficult to determine the effectiveness of then advertising. 
B)  allows for a more refined evaluations against geodemographic objectives. 
C)  is much less costly on a CPM basis then public relations. 
D)  does not allow for a profitability or return on investment calculations because of its complexity. 
A)  is more difficult to determine the effectiveness of then advertising. 
B)  allows for a more refined evaluations against geodemographic objectives. 
C)  is much less costly on a CPM basis then public relations. 
D)  does not allow for a profitability or return on investment calculations because of its complexity.

Question 10

Joe, the brand manager for Mega brands Surf laundry detergent asks his ad agency ABC-XYZ for information on how well the proposed advertisement scored against average campaigns of its type. Joe is asking for

Accepted Answer

A)  normative test scores. 
B)  information on the ads validity. 
C)  trustworthiness data. 
D)  a resonance test. 
A)  normative test scores. 
B)  information on the ads validity. 
C)  trustworthiness data. 
D)  a resonance test.

Question 11

The term for the number of occasions in which a user interacts with a site during a given period is:

Accepted Answer

A)  visits. 
B)  hits. 
C)  click-throughs. 
D)  page views. 
A)  visits. 
B)  hits. 
C)  click-throughs. 
D)  page views.

Question 12

One of the four basic dimensions upon which message effectiveness can be judged is legitimizing the brand.

Accepted Answer

A) True 
 B)False

Question 13

A researcher uses the term __________ to describe whether a research method gives similar results when used over time.

Accepted Answer

A)  reliability 
B)  validity 
C)  verifiability 
D)  trustworthiness 
A)  reliability 
B)  validity 
C)  verifiability 
D)  trustworthiness

Question 14

Validity means that the method generates consistent findings over time.

Accepted Answer

A) True 
 B)False

Question 15

Define recognition and recall testing. Explain why recognition tests, as opposed to recall tests, usually produce a higher percentage of positive answers. What are the problems associated with each type of test?

Accepted Answer

A recall test aims to see how much, if a

Question 16

Discuss the advantages and disadvantages of measuring Internet advertising and promotion based on: (1) hits; (2) click-through; (3) page views; (4) visits; and (5) unique visitors. How does log analysis software help?

Accepted Answer

There are five widely used measures of W

Question 17

A major problem associated with using awareness and attitude tracking to evaluate advertising effectiveness is that

Accepted Answer

A)  they provide no pretest measure on which to base a comparison. 
B)  they rely heavily on an artificial viewing experience. 
C)  respondents are shown the advertisement immediately before awareness and attitude measurements are taken. 
D)  it's impossible to determine if changes are directly attributable to the advertising. 
A)  they provide no pretest measure on which to base a comparison. 
B)  they rely heavily on an artificial viewing experience. 
C)  respondents are shown the advertisement immediately before awareness and attitude measurements are taken. 
D)  it's impossible to determine if changes are directly attributable to the advertising.

Question 18

What is promotion research? Discuss how marketers determine whether the promotion research is doing its job or not. Identify and define the four criteria that marketers use to evaluate the appropriateness of promotion research.

Accepted Answer

Promotion research is a specializ

Question 19

Big Burgers runs a promotional campaign stressing the large 1 lb. burgers and 2 quart drinks. The campaign is called MORE! The objective is to have everyone in the country believing that Big Burger gives more for the same price as their competitors. Research later shows that consumers polled do indeed believe that Big Burger gives larger portions for the same price as 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

Single-source tracking

To perform an attitude change study, it is necessary to measure the attitudes of consumers before they are exposed to an advertisement.

A key feature of an attitude change study is that

The main purpose of pretesting an advertisement is to

P-O-P materials effectiveness is measured

How can the effectiveness of personal selling and the sales force be evaluated? What are some of the issues that must be considered?

Post-test message tracking can be used to assess the performance of an advertisement while the ad is running.

Aside from measuring just the inquires or sales generated, direct marketing

Joe, the brand manager for Mega brands Surf laundry detergent asks his ad agency ABC-XYZ for information on how well the proposed advertisement scored against average campaigns of its type. Joe is asking for

The term for the number of occasions in which a user interacts with a site during a given period is:

One of the four basic dimensions upon which message effectiveness can be judged is legitimizing the brand.

A researcher uses the term __________ to describe whether a research method gives similar results when used over time.

Validity means that the method generates consistent findings over time.

Define recognition and recall testing. Explain why recognition tests, as opposed to recall tests, usually produce a higher percentage of positive answers. What are the problems associated with each type of test?

Discuss the advantages and disadvantages of measuring Internet advertising and promotion based on: (1) hits; (2) click-through; (3) page views; (4) visits; and (5) unique visitors. How does log analysis software help?

A major problem associated with using awareness and attitude tracking to evaluate advertising effectiveness is that

What is promotion research? Discuss how marketers determine whether the promotion research is doing its job or not. Identify and define the four criteria that marketers use to evaluate the appropriateness of promotion research.

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

Single-source tracking

To perform an attitude change study, it is necessary to measure the attitudes of consumers before they are exposed to an advertisement.

A key feature of an attitude change study is that

The main purpose of pretesting an advertisement is to

P-O-P materials effectiveness is measured

How can the effectiveness of personal selling and the sales force be evaluated? What are some of the issues that must be considered?

Post-test message tracking can be used to assess the performance of an advertisement while the ad is running.

Aside from measuring just the inquires or sales generated, direct marketing

Joe, the brand manager for Mega brands Surf laundry detergent asks his ad agency ABC-XYZ for information on how well the proposed advertisement scored against average campaigns of its type. Joe is asking for

The term for the number of occasions in which a user interacts with a site during a given period is:

One of the four basic dimensions upon which message effectiveness can be judged is legitimizing the brand.

A researcher uses the term __________ to describe whether a research method gives similar results when used over time.

Validity means that the method generates consistent findings over time.

Define recognition and recall testing. Explain why recognition tests, as opposed to recall tests, usually produce a higher percentage of positive answers. What are the problems associated with each type of test?

Discuss the advantages and disadvantages of measuring Internet advertising and promotion based on: (1) hits; (2) click-through; (3) page views; (4) visits; and (5) unique visitors. How does log analysis software help?

A major problem associated with using awareness and attitude tracking to evaluate advertising effectiveness is that

What is promotion research? Discuss how marketers determine whether the promotion research is doing its job or not. Identify and define the four criteria that marketers use to evaluate the appropriateness of promotion research.

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