Exam 15: Evaluating an Integrated Marketing Program

What can test markets assess?

Evaluation or testing of advertising communications can occur at any stage of the development process.

Exit page metrics are critical because they:

What social media metrics can be used to analyze marketing communications?

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

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

Consumer awareness and brand loyalty are closely linked to a measure of:

What are the three major categories of message evaluation?

If a client wants to know why a particular ad or ad campaign is not performing well, the best source of information would be:

The use of the internet for copytesting is quickly replacing both the portfolio and theater tests.

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.

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

Define the term "metric."

PACT stands for position advertising copytesting.

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

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

In ad tracking research, advertising agencies often ask open-ended questions of respondents to learn what respondents are thinking.

Information about those who accessed a website for more information, downloaded or watched a video, or submitted requests for more information is:

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

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