Question 1

The biggest mistake made in tracking studies is to record each measure's finding separately in the form of "dashboard metrics."

Accepted Answer

A) True 
 B)False  True

Question 2

Gross Rating Points (GRPs) are the most precise measure of the effectiveness of media spending.

Accepted Answer

A) True 
 B)False  False

Question 3

Continuous tracking is the only method that allows campaign causality to be inferred.

Accepted Answer

A) True 
 B)False  False

Question 4

Survey tracking is an appropriate way to confirm that the advertising is causally contributing to sales.

Accepted Answer

A) True 
 B)False

Question 5

Aggregate tracking is adequate when the market is stable, that is, in a state of equilibrium.

Accepted Answer

A) True 
 B)False

Question 6

Advertising wearout is caused by one of two factors: either media plan slippage or creative idea wearout.

Accepted Answer

A) True 
 B)False

Question 7

So-called addressable or targeted TV and Internet advertising now means that there is no need for a direct-matching media survey.

Accepted Answer

A) True 
 B)False

Question 8

You need only to track the campaign's target audience.

Accepted Answer

A) True 
 B)False

Question 9

Attitudinal wearout occurs only with advertising in broadcast media.

Accepted Answer

A) True 
 B)False

Question 10

Claimed exposure frequency provides a check on the achieved reach of the media plan.

Accepted Answer

A) True 
 B)False

The biggest mistake made in tracking studies is to record each measure's finding separately in the form of "dashboard metrics."

Gross Rating Points (GRPs) are the most precise measure of the effectiveness of media spending.

Continuous tracking is the only method that allows campaign causality to be inferred.

Survey tracking is an appropriate way to confirm that the advertising is causally contributing to sales.

Aggregate tracking is adequate when the market is stable, that is, in a state of equilibrium.

Advertising wearout is caused by one of two factors: either media plan slippage or creative idea wearout.

So-called addressable or targeted TV and Internet advertising now means that there is no need for a direct-matching media survey.

You need only to track the campaign's target audience.

Attitudinal wearout occurs only with advertising in broadcast media.

Claimed exposure frequency provides a check on the achieved reach of the media plan.

Marketing Communications and Campaign Planning

Branding and Brand Positioning

Campaign Target Audience Selection and Action Objectives

Campaign Communication Objectives

Key Benefit Claim and the Creative Idea

Brand Awareness and Brand Attitude Grid Tactics

Attention Tactics and Pretesting

Manufacturer and Retailer Promotions

Media-Type Selection and the Reach Pattern

Effective Frequency and Strategic Scheduling Rules

Setting the Campaign Budget

Corporate Image Advertising, Sponsorships, and PR

Personal Selling and Customer Database Marketing

Social Marketing and Ethics

Advertising and Promotion

Filters

Exam 12: Campaign Tracking

The biggest mistake made in tracking studies is to record each measure's finding separately in the form of "dashboard metrics."

Gross Rating Points (GRPs) are the most precise measure of the effectiveness of media spending.

Continuous tracking is the only method that allows campaign causality to be inferred.

Survey tracking is an appropriate way to confirm that the advertising is causally contributing to sales.

Aggregate tracking is adequate when the market is stable, that is, in a state of equilibrium.

Advertising wearout is caused by one of two factors: either media plan slippage or creative idea wearout.

So-called addressable or targeted TV and Internet advertising now means that there is no need for a direct-matching media survey.

You need only to track the campaign's target audience.

Attitudinal wearout occurs only with advertising in broadcast media.

Claimed exposure frequency provides a check on the achieved reach of the media plan.

Marketing Communications and Campaign Planning

Branding and Brand Positioning

Campaign Target Audience Selection and Action Objectives

Campaign Communication Objectives

Key Benefit Claim and the Creative Idea

Brand Awareness and Brand Attitude Grid Tactics

Attention Tactics and Pretesting

Manufacturer and Retailer Promotions

Media-Type Selection and the Reach Pattern

Effective Frequency and Strategic Scheduling Rules

Setting the Campaign Budget

Corporate Image Advertising, Sponsorships, and PR

Personal Selling and Customer Database Marketing

Social Marketing and Ethics

Advertising and Promotion

Filters