Question 1

Advertising tracking research can show when "wear-out" begins to occur and when an advertisement starts to lose its effectiveness.

Accepted Answer

A) True 
 B)False

Question 2

In addition to tracking television advertising, ad tracking can be used to examine online banner ads.

Accepted Answer

A) True 
 B)False

Question 3

PACT was a set of principles originally designed for:

Accepted Answer

A)  evaluating television ads. 
B)  evaluating print ads. 
C)  monitoring emotional responses. 
D)  persuasion analysis. 
A)  evaluating television ads. 
B)  evaluating print ads. 
C)  monitoring emotional responses. 
D)  persuasion analysis.

Question 4

A copytest is used when the marketing piece is finished or is in the final stages of development.

Accepted Answer

A) True 
 B)False

Question 5

Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative.

Accepted Answer

A) True 
 B)False

Question 6

Copytesting conducted online offers agencies a measure of an advertisement's potential when the copytest receives a viewer's complete attention.

Accepted Answer

A) True 
 B)False

Question 7

A portfolio test is often used for copytesting of print ads.

Accepted Answer

A) True 
 B)False

Question 8

Advertising tracking by companies such as Nielsen IAG can indicate how well an advertisement performs compared to competing brands.

Accepted Answer

A) True 
 B)False

Question 9

Biometric research measures physiological or physical responses to advertising.

Accepted Answer

A) True 
 B)False

Question 10

The impact of trade and consumer promotions as well as direct response marketing programs can be measured through:

Accepted Answer

A)  counting the number of inquiries. 
B)  changes in sales during the promotion. 
C)  measuring the redemption rate. 
D)  ad tracking research. 
A)  counting the number of inquiries. 
B)  changes in sales during the promotion. 
C)  measuring the redemption rate. 
D)  ad tracking research.

Question 11

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

Accepted Answer

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

Question 12

The principles of position advertising copytesting (PACT) state that testing procedures should be relevant to advertising objectives.

Accepted Answer

A) True 
 B)False

Question 13

Of the following methods of evaluating advertising and ad campaigns, the one that holds the most promise for the future is:

Accepted Answer

A)  advertising tracking research. 
B)  copytesting. 
C)  online cookie analysis. 
D)  cognitive neuroscience. 
A)  advertising tracking research. 
B)  copytesting. 
C)  online cookie analysis. 
D)  cognitive neuroscience.

Question 14

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

Accepted Answer

Advertising research tracking is an in-m

Question 15

What objectives can be used to measure an overall IMC program?

Accepted Answer

• Market share
• Innovation
•

Question 16

What items should be identified when evaluating an advertising program?

Accepted Answer

• Short-term outcomes, such as

Question 17

A theater test can be used to study a print advertisement from a billboard or the side of a bus.

Accepted Answer

A) True 
 B)False

Question 18

Ad tracking research makes it possible for results from a test market to become quickly available to managers.

Accepted Answer

A) True 
 B)False

Question 19

Cognitive neuroscience shows where brain activity occurs, to some extent, the level of activity, and how the subject feels about an ad.

Accepted Answer

A) True 
 B)False

Question 20

When evaluating advertising or IMC campaigns, examples of long-term measures would include all of the following except brand:

Accepted Answer

A)  sales. 
B)  awareness. 
C)  loyalty. 
D)  equity. 
A)  sales. 
B)  awareness. 
C)  loyalty. 
D)  equity.

Advertising tracking research can show when "wear-out" begins to occur and when an advertisement starts to lose its effectiveness.

In addition to tracking television advertising, ad tracking can be used to examine online banner ads.

PACT was a set of principles originally designed for:

A copytest is used when the marketing piece is finished or is in the final stages of development.

Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative.

Copytesting conducted online offers agencies a measure of an advertisement's potential when the copytest receives a viewer's complete attention.

A portfolio test is often used for copytesting of print ads.

Advertising tracking by companies such as Nielsen IAG can indicate how well an advertisement performs compared to competing brands.

Biometric research measures physiological or physical responses to advertising.

The impact of trade and consumer promotions as well as direct response marketing programs can be measured through:

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

The principles of position advertising copytesting (PACT) state that testing procedures should be relevant to advertising objectives.

Of the following methods of evaluating advertising and ad campaigns, the one that holds the most promise for the future is:

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

What objectives can be used to measure an overall IMC program?

What items should be identified when evaluating an advertising program?

A theater test can be used to study a print advertisement from a billboard or the side of a bus.

Ad tracking research makes it possible for results from a test market to become quickly available to managers.

Cognitive neuroscience shows where brain activity occurs, to some extent, the level of activity, and how the subject feels about an ad.

When evaluating advertising or IMC campaigns, examples of long-term measures would include all of the following except brand:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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

Advertising tracking research can show when "wear-out" begins to occur and when an advertisement starts to lose its effectiveness.

In addition to tracking television advertising, ad tracking can be used to examine online banner ads.

PACT was a set of principles originally designed for:

A copytest is used when the marketing piece is finished or is in the final stages of development.

Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative.

Copytesting conducted online offers agencies a measure of an advertisement's potential when the copytest receives a viewer's complete attention.

A portfolio test is often used for copytesting of print ads.

Advertising tracking by companies such as Nielsen IAG can indicate how well an advertisement performs compared to competing brands.

Biometric research measures physiological or physical responses to advertising.

The impact of trade and consumer promotions as well as direct response marketing programs can be measured through:

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

The principles of position advertising copytesting (PACT) state that testing procedures should be relevant to advertising objectives.

Of the following methods of evaluating advertising and ad campaigns, the one that holds the most promise for the future is:

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

What objectives can be used to measure an overall IMC program?

What items should be identified when evaluating an advertising program?

A theater test can be used to study a print advertisement from a billboard or the side of a bus.

Ad tracking research makes it possible for results from a test market to become quickly available to managers.

Cognitive neuroscience shows where brain activity occurs, to some extent, the level of activity, and how the subject feels about an ad.

When evaluating advertising or IMC campaigns, examples of long-term measures would include all of the following except brand:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Filters