Question 1

Brain-image measurement is part of:

Accepted Answer

A)  ad tracking research. 
B)  emotional reaction tests. 
C)  copytesting. 
D)  cognitive neuroscience. 
A)  ad tracking research. 
B)  emotional reaction tests. 
C)  copytesting. 
D)  cognitive neuroscience.

Question 2

The measure of time users spend engaged with a particular online ad is the:

Accepted Answer

A)  length of engagement. 
B)  click-through rate. 
C)  dwell time. 
D)  dwell rate. 
A)  length of engagement. 
B)  click-through rate. 
C)  dwell time. 
D)  dwell rate.

Question 3

Cognitive neuroscience cannot measure:

Accepted Answer

A)  physiological reactions to an advertisement. 
B)  behavioral intentions. 
C)  intensity of emotions. 
D)  positive and negative emotions. 
A)  physiological reactions to an advertisement. 
B)  behavioral intentions. 
C)  intensity of emotions. 
D)  positive and negative emotions.

Question 4

Due to demands for increased accountability, advertising professionals continue to use copytesting, even though they may not believe it is an effective method for evaluating ads.

Accepted Answer

A) True 
 B)False

Question 5

It is difficult, if not impossible, to measure redemption rates of coupons, premiums, and direct mail pieces.

Accepted Answer

A) True 
 B)False

Question 6

All of the following are common measures of the overall health of a company except:

Accepted Answer

A)  market share. 
B)  level of innovation. 
C)  brand awareness. 
D)  productivity. 
A)  market share. 
B)  level of innovation. 
C)  brand awareness. 
D)  productivity.

Question 7

When studying marketing effectiveness, short-term outcomes such as increases in sales or attitude towards the brand are the most relevant criteria.

Accepted Answer

A) True 
 B)False

Question 8

With regard to copytesting, the current thought by a number of marketing professionals is that the test:

Accepted Answer

A)  favors affective approaches over rational approaches. 
B)  inspires creativity. 
C)  is necessary primarily because of the issue of accountability. 
D)  is not really useful, but necessary because of demands of creatives. 
A)  favors affective approaches over rational approaches. 
B)  inspires creativity. 
C)  is necessary primarily because of the issue of accountability. 
D)  is not really useful, but necessary because of demands of creatives.

Question 9

Currently, click-throughs remain the primary method used to measure the impact of online advertising.

Accepted Answer

A) True 
 B)False

Question 10

Advertising tracking research does not measure:

Accepted Answer

A)  ad likeability. 
B)  unaided and aided brand awareness. 
C)  unaided and aided campaign recall. 
D)  physiological reactions. 
A)  ad likeability. 
B)  unaided and aided brand awareness. 
C)  unaided and aided campaign recall. 
D)  physiological reactions.

Question 11

The best behavioral method to measure the impact of a coupon program is:

Accepted Answer

A)  changes in store traffic. 
B)  number of inquiries. 
C)  changes in attitude towards the brand. 
D)  the redemption rate. 
A)  changes in store traffic. 
B)  number of inquiries. 
C)  changes in attitude towards the brand. 
D)  the redemption rate.

Question 12

By using different toll free telephone numbers or different internet URLs, a company's marketing department can measure where a person saw a direct television ad or other direct marketing promotion.

Accepted Answer

A) True 
 B)False

Question 13

Test markets are used for all of the following except:

Accepted Answer

A)  study promotions and premiums. 
B)  test emotional reactions to marketing campaigns. 
C)  set prices. 
D)  study new product acceptance. 
A)  study promotions and premiums. 
B)  test emotional reactions to marketing campaigns. 
C)  set prices. 
D)  study new product acceptance.

Question 14

Chris wants to measure how long individuals stay engaged with a banner ad he has placed on a website that contains a short five-second video. The best measurement to use would be:

Accepted Answer

A)  dwell rate. 
B)  dwell time. 
C)  length of engagement. 
D)  click-through. 
A)  dwell rate. 
B)  dwell time. 
C)  length of engagement. 
D)  click-through.

Question 15

When reactions to a small scale marketing effort are used to predict reactions in a larger area, the testing method is:

Accepted Answer

A)  emotional response. 
B)  position advertising copytesting (PACT) principles. 
C)  a test market. 
D)  a simulation model. 
A)  emotional response. 
B)  position advertising copytesting (PACT) principles. 
C)  a test market. 
D)  a simulation model.

Question 16

Currently, the number one way companies measure the impact of online advertising is:

Accepted Answer

A)  click-throughs. 
B)  sales. 
C)  lead generations. 
D)  response rates. 
A)  click-throughs. 
B)  sales. 
C)  lead generations. 
D)  response rates.

Question 17

The greatest danger in using a lengthy time period for a test market is:

Accepted Answer

A)  the cost of the test market. 
B)  that the competition will have time to study the test market and react. 
C)  the possibility of more interference from external factors. 
D)  changes in the economy. 
A)  the cost of the test market. 
B)  that the competition will have time to study the test market and react. 
C)  the possibility of more interference from external factors. 
D)  changes in the economy.

Question 18

When copytesting print ads, researchers often use which type of approach?

Accepted Answer

A)  Portfolio test 
B)  Theater test 
C)  Regulatory test 
D)  Cognitive neuroscience 
A)  Portfolio test 
B)  Theater test 
C)  Regulatory test 
D)  Cognitive neuroscience

Question 19

Which method may use a computer joystick to test emotional reactions to an ad?

Accepted Answer

A)  A warmth monitor 
B)  Cognitive neuroscience 
C)  Copytesting 
D)  Ad tracking research 
A)  A warmth monitor 
B)  Cognitive neuroscience 
C)  Copytesting 
D)  Ad tracking research

Question 20

While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily due to unreliable results.

Accepted Answer

A) True 
 B)False

Brain-image measurement is part of:

The measure of time users spend engaged with a particular online ad is the:

Cognitive neuroscience cannot measure:

Due to demands for increased accountability, advertising professionals continue to use copytesting, even though they may not believe it is an effective method for evaluating ads.

It is difficult, if not impossible, to measure redemption rates of coupons, premiums, and direct mail pieces.

All of the following are common measures of the overall health of a company except:

When studying marketing effectiveness, short-term outcomes such as increases in sales or attitude towards the brand are the most relevant criteria.

With regard to copytesting, the current thought by a number of marketing professionals is that the test:

Currently, click-throughs remain the primary method used to measure the impact of online advertising.

Advertising tracking research does not measure:

The best behavioral method to measure the impact of a coupon program is:

By using different toll free telephone numbers or different internet URLs, a company's marketing department can measure where a person saw a direct television ad or other direct marketing promotion.

Test markets are used for all of the following except:

Chris wants to measure how long individuals stay engaged with a banner ad he has placed on a website that contains a short five-second video. The best measurement to use would be:

When reactions to a small scale marketing effort are used to predict reactions in a larger area, the testing method is:

Currently, the number one way companies measure the impact of online advertising is:

The greatest danger in using a lengthy time period for a test market is:

When copytesting print ads, researchers often use which type of approach?

Which method may use a computer joystick to test emotional reactions to an ad?

While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily due to unreliable results.

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

Brain-image measurement is part of:

The measure of time users spend engaged with a particular online ad is the:

Cognitive neuroscience cannot measure:

Due to demands for increased accountability, advertising professionals continue to use copytesting, even though they may not believe it is an effective method for evaluating ads.

It is difficult, if not impossible, to measure redemption rates of coupons, premiums, and direct mail pieces.

All of the following are common measures of the overall health of a company except:

When studying marketing effectiveness, short-term outcomes such as increases in sales or attitude towards the brand are the most relevant criteria.

With regard to copytesting, the current thought by a number of marketing professionals is that the test:

Currently, click-throughs remain the primary method used to measure the impact of online advertising.

Advertising tracking research does not measure:

The best behavioral method to measure the impact of a coupon program is:

By using different toll free telephone numbers or different internet URLs, a company's marketing department can measure where a person saw a direct television ad or other direct marketing promotion.

Test markets are used for all of the following except:

Chris wants to measure how long individuals stay engaged with a banner ad he has placed on a website that contains a short five-second video. The best measurement to use would be:

When reactions to a small scale marketing effort are used to predict reactions in a larger area, the testing method is:

Currently, the number one way companies measure the impact of online advertising is:

The greatest danger in using a lengthy time period for a test market is:

When copytesting print ads, researchers often use which type of approach?

Which method may use a computer joystick to test emotional reactions to an ad?

While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily due to unreliable results.

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