Question 1

With regard to copytesting, all of the following criticisms have recently been voiced except:

Accepted Answer

A)  copytests stifle creativity that is needed to produce ads that stand out. 
B)  copytests favor emotional approaches in advertising. 
C)  copytests tend to lead to ads about product benefits that are believable and understandable to a focus group. 
D)  members of focus groups know little about creativity and are not legitimate judges of creative advertising. 
A)  copytests stifle creativity that is needed to produce ads that stand out. 
B)  copytests favor emotional approaches in advertising. 
C)  copytests tend to lead to ads about product benefits that are believable and understandable to a focus group. 
D)  members of focus groups know little about creativity and are not legitimate judges of creative advertising.

Question 2

Which of the following measures physiological reactions to advertisements and marketing messages?

Accepted Answer

A)  Recall tests 
B)  Advertising tracking research 
C)  Biometric measures 
D)  Test marketing 
A)  Recall tests 
B)  Advertising tracking research 
C)  Biometric measures 
D)  Test marketing

Question 3

Advertising tracking research examines ads that have been launched.

Accepted Answer

A) True 
 B)False

Question 4

Procedures used to evaluate advertising and marketing should be developed prior to launching a campaign.

Accepted Answer

A) True 
 B)False

Question 5

PACT stands for position advertising copytesting.

Accepted Answer

A) True 
 B)False

Question 6

The method of evaluating a marketing piece should match the IMC objective for that marketing piece.

Accepted Answer

A) True 
 B)False

Question 7

A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.

Accepted Answer

A) True 
 B)False

Question 8

In addition to copytesting, many advertising research firms such as Millward Brown also provide advertising agencies with emotional reaction charts that show how viewers feel about an advertisement as they are watching it.

Accepted Answer

A) True 
 B)False

Question 9

Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

Accepted Answer

A) True 
 B)False

Question 10

To some marketers and company executives, the only measure that should be used to evaluate marketing is:

Accepted Answer

A)  sales. 
B)  brand loyalty and brand equity. 
C)  brand awareness. 
D)  brand recognition. 
A)  sales. 
B)  brand loyalty and brand equity. 
C)  brand awareness. 
D)  brand recognition.

Question 11

McCormick's marketing team wants to test three different advertisements for its new Chicken Dijon gravy before they launch the product nationwide. To measure actual market reaction, the best approach would be to:

Accepted Answer

A)  use the ads in three different markets and use ad tracking research to measure the impact. 
B)  use different test markets for each of the three ads and compare the actual sales differences among the three markets. 
C)  place the three ads in a theater test and measure the audience reaction. 
D)  count the number of times the brand name or specific product is mentioned in the media after each ad has run. 
A)  use the ads in three different markets and use ad tracking research to measure the impact. 
B)  use different test markets for each of the three ads and compare the actual sales differences among the three markets. 
C)  place the three ads in a theater test and measure the audience reaction. 
D)  count the number of times the brand name or specific product is mentioned in the media after each ad has run.

Question 12

A storyboard is a series of pictures providing an overview of the structure of a website design.

Accepted Answer

A) True 
 B)False

Question 13

Which statement below concerning purchase simulation tests is false?

Accepted Answer

A)  They are performed in laboratory settings. 
B)  They measure opinions and attitudes. 
C)  They are a form of pre and posttest. 
D)  They are designed to resemble a shopping experience. 
A)  They are performed in laboratory settings. 
B)  They measure opinions and attitudes. 
C)  They are a form of pre and posttest. 
D)  They are designed to resemble a shopping experience.

Question 14

To measure Cole's level of interest in the products offered at a particular website, the online metric that should be used is:

Accepted Answer

A)  click-throughs. 
B)  length of engagement. 
C)  impressions. 
D)  brand awareness. 
A)  click-throughs. 
B)  length of engagement. 
C)  impressions. 
D)  brand awareness.

Question 15

When studying marketing effectiveness, the three main types of evaluation techniques are message evaluations, online evaluation metrics, and respondent behavior evaluations.

Accepted Answer

A) True 
 B)False

Question 16

The principles of position advertising copytesting (PACT) state that multiple exposures to an advertisement are essential to obtain accurate results.

Accepted Answer

A) True 
 B)False

Question 17

A QR code allows marketers to count how many individuals access a code and gather information about individuals who accessed it.

Accepted Answer

A) True 
 B)False

Question 18

Of the following methods of evaluating advertising, the one that is the most difficult to fake by respondents would be:

Accepted Answer

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

Question 19

Advertising tracking research can measure both unaided and aided brand awareness as well as brand recognition.

Accepted Answer

A) True 
 B)False

Question 20

The impact of the following marketing programs can be measured using redemption rates except:

Accepted Answer

A)  point-of-purchase displays. 
B)  coupons. 
C)  sweepstakes. 
D)  direct-mail letters. 
A)  point-of-purchase displays. 
B)  coupons. 
C)  sweepstakes. 
D)  direct-mail letters.

With regard to copytesting, all of the following criticisms have recently been voiced except:

Which of the following measures physiological reactions to advertisements and marketing messages?

Advertising tracking research examines ads that have been launched.

Procedures used to evaluate advertising and marketing should be developed prior to launching a campaign.

PACT stands for position advertising copytesting.

The method of evaluating a marketing piece should match the IMC objective for that marketing piece.

A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.

In addition to copytesting, many advertising research firms such as Millward Brown also provide advertising agencies with emotional reaction charts that show how viewers feel about an advertisement as they are watching it.

Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

To some marketers and company executives, the only measure that should be used to evaluate marketing is:

McCormick's marketing team wants to test three different advertisements for its new Chicken Dijon gravy before they launch the product nationwide. To measure actual market reaction, the best approach would be to:

A storyboard is a series of pictures providing an overview of the structure of a website design.

Which statement below concerning purchase simulation tests is false?

To measure Cole's level of interest in the products offered at a particular website, the online metric that should be used is:

When studying marketing effectiveness, the three main types of evaluation techniques are message evaluations, online evaluation metrics, and respondent behavior evaluations.

The principles of position advertising copytesting (PACT) state that multiple exposures to an advertisement are essential to obtain accurate results.

A QR code allows marketers to count how many individuals access a code and gather information about individuals who accessed it.

Of the following methods of evaluating advertising, the one that is the most difficult to fake by respondents would be:

Advertising tracking research can measure both unaided and aided brand awareness as well as brand recognition.

The impact of the following marketing programs can be measured using redemption rates except:

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

With regard to copytesting, all of the following criticisms have recently been voiced except:

Which of the following measures physiological reactions to advertisements and marketing messages?

Advertising tracking research examines ads that have been launched.

Procedures used to evaluate advertising and marketing should be developed prior to launching a campaign.

PACT stands for position advertising copytesting.

The method of evaluating a marketing piece should match the IMC objective for that marketing piece.

A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.

In addition to copytesting, many advertising research firms such as Millward Brown also provide advertising agencies with emotional reaction charts that show how viewers feel about an advertisement as they are watching it.

Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

To some marketers and company executives, the only measure that should be used to evaluate marketing is:

McCormick's marketing team wants to test three different advertisements for its new Chicken Dijon gravy before they launch the product nationwide. To measure actual market reaction, the best approach would be to:

A storyboard is a series of pictures providing an overview of the structure of a website design.

Which statement below concerning purchase simulation tests is false?

To measure Cole's level of interest in the products offered at a particular website, the online metric that should be used is:

When studying marketing effectiveness, the three main types of evaluation techniques are message evaluations, online evaluation metrics, and respondent behavior evaluations.

The principles of position advertising copytesting (PACT) state that multiple exposures to an advertisement are essential to obtain accurate results.

A QR code allows marketers to count how many individuals access a code and gather information about individuals who accessed it.

Of the following methods of evaluating advertising, the one that is the most difficult to fake by respondents would be:

Advertising tracking research can measure both unaided and aided brand awareness as well as brand recognition.

The impact of the following marketing programs can be measured using redemption rates except:

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