Question 1

What online evaluation metrics can be used to analyze marketing communications?

Accepted Answer

Click-throughs, dwell rate, dwell time, page views, page views per visit, time on each page as well as the site as a whole, length of engagement, entry and exit pages, conversion ratio, cost-per-conversion, shopping cart abandonment, sales funnel efficiency, web chatter, and social media metrics.

Question 2

With advertising tracking research, tests can be performed to measure each of the following except:

Accepted Answer

A) effectiveness of media buys. 
B) general measure of the effect of media weight (media spending). 
C) quality of the ad's message and execution. 
D) level of web chatter about the ad and brand. 
A) effectiveness of media buys. 
B) general measure of the effect of media weight (media spending). 
C) quality of the ad's message and execution. 
D) level of web chatter about the ad and brand. D

Question 3

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

Accepted Answer

A) True 
 B)False  True

Question 4

Test markets are a behavioral response method in which marketing on a small scale is used to predict the potential for marketing success on a larger scale.

Accepted Answer

A) True 
 B)False

Question 5

The impact of advertising is difficult to measure because consumers may change their minds concerning which brand to buy while they are in a store.

Accepted Answer

A) True 
 B)False

Question 6

What items should be identified when evaluating an advertising program?

Accepted Answer

∙Short-term outcomes, such as

Question 7

Advertising tracking research examines:

Accepted Answer

A) web chatter about ads and ad campaigns. 
B) physiological reactions to ads and ad campaigns. 
C) ads that have been finished or in the latter stages of production. 
D) ads that have already been launched. 
A) web chatter about ads and ad campaigns. 
B) physiological reactions to ads and ad campaigns. 
C) ads that have been finished or in the latter stages of production. 
D) ads that have already been launched.

Question 8

Companies code coupons, premiums, rebates, contests, sweepstakes, and direct-mail pieces are all measured using:

Accepted Answer

A) point-of-purchase displays. 
B) conversions. 
C) response rates. 
D) redemption rates. 
A) point-of-purchase displays. 
B) conversions. 
C) response rates. 
D) redemption rates.

Question 9

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 10

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

Accepted Answer

A) True 
 B)False

Question 11

Define the terms click-throughs, dwell rate and dwell time.

Accepted Answer

Click-throughs count the number of times

Question 12

In terms of online metrics, dwell time is the:

Accepted Answer

A) number of individuals who click on an online ad. 
B) proportion of ad impressions that result from a user clicking on or mousing over an advertisement. 
C) amount of time a user is engaged with a particular advertisement. 
D) amount of time a user is engaged with a website. 
A) number of individuals who click on an online ad. 
B) proportion of ad impressions that result from a user clicking on or mousing over an advertisement. 
C) amount of time a user is engaged with a particular advertisement. 
D) amount of time a user is engaged with a website.

Question 13

When analyzing advertising or IMC campaigns, which of the following would be an example of measuring affective responses?

Accepted Answer

A) Sales and redemption rates 
B) Product specific awareness 
C) Awareness of the overall company 
D) Liking the company 
A) Sales and redemption rates 
B) Product specific awareness 
C) Awareness of the overall company 
D) Liking the company

Question 14

Cognitive neuroscience has the capability of indicating each of the following except:

Accepted Answer

A) physiological reactions to an advertisement. 
B) behavioral intentions. 
C) where brain activity occurs and, to a certain degree, the level of activity. 
D) where a person focuses on an advertisement. 
A) physiological reactions to an advertisement. 
B) behavioral intentions. 
C) where brain activity occurs and, to a certain degree, the level of activity. 
D) where a person focuses on an advertisement.

Question 15

Measuring changes in sales following a marketing campaign is easier now than in the past because of:

Accepted Answer

A) commercial database services. 
B) scanners and the UPC. 
C) the power of retailers to control sales data. 
D) internet technology. 
A) commercial database services. 
B) scanners and the UPC. 
C) the power of retailers to control sales data. 
D) internet technology.

Question 16

Test markets can only be used to test the effects of price changes on sales.

Accepted Answer

A) True 
 B)False

Question 17

Describe the terms "reliable" and "valid" with regard to the principles of position advertising copytesting (PACT).

Accepted Answer

Reliable means "repeatable," a

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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 20

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.

What online evaluation metrics can be used to analyze marketing communications?

With advertising tracking research, tests can be performed to measure each of the following except:

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

Test markets are a behavioral response method in which marketing on a small scale is used to predict the potential for marketing success on a larger scale.

The impact of advertising is difficult to measure because consumers may change their minds concerning which brand to buy while they are in a store.

What items should be identified when evaluating an advertising program?

Advertising tracking research examines:

Companies code coupons, premiums, rebates, contests, sweepstakes, and direct-mail pieces are all measured using:

PACT was a set of principles originally designed for:

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

Define the terms click-throughs, dwell rate and dwell time.

In terms of online metrics, dwell time is the:

When analyzing advertising or IMC campaigns, which of the following would be an example of measuring affective responses?

Cognitive neuroscience has the capability of indicating each of the following except:

Measuring changes in sales following a marketing campaign is easier now than in the past because of:

Test markets can only be used to test the effects of price changes on sales.

Describe the terms "reliable" and "valid" with regard to the principles of position advertising copytesting (PACT).

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

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

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

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

What online evaluation metrics can be used to analyze marketing communications?

With advertising tracking research, tests can be performed to measure each of the following except:

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

Test markets are a behavioral response method in which marketing on a small scale is used to predict the potential for marketing success on a larger scale.

The impact of advertising is difficult to measure because consumers may change their minds concerning which brand to buy while they are in a store.

What items should be identified when evaluating an advertising program?

Advertising tracking research examines:

Companies code coupons, premiums, rebates, contests, sweepstakes, and direct-mail pieces are all measured using:

PACT was a set of principles originally designed for:

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

Define the terms click-throughs, dwell rate and dwell time.

In terms of online metrics, dwell time is the:

When analyzing advertising or IMC campaigns, which of the following would be an example of measuring affective responses?

Cognitive neuroscience has the capability of indicating each of the following except:

Measuring changes in sales following a marketing campaign is easier now than in the past because of:

Test markets can only be used to test the effects of price changes on sales.

Describe the terms "reliable" and "valid" with regard to the principles of position advertising copytesting (PACT).

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

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

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

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