Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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.

Question 3

In measuring emotions, researchers could use questions to inquire about emotional reactions to an ad. An alternative method would be to use:

Accepted Answer

A) copytesting. 
B) ad tracking research. 
C) warmth monitors. 
D) test marketing. 
A) copytesting. 
B) ad tracking research. 
C) warmth monitors. 
D) test marketing.

Question 4

What makes measuring the effectiveness of advertisements problematic?

Accepted Answer

∙The influence of other factors, such as

Question 5

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 6

A buzz score (or brand buzz)accounts for the degree of bounce exhibited by a web page.

Accepted Answer

A) True 
 B)False

Question 7

Length of engagement measures the proportion of ad impressions that result in a user engaging with an online ad, such as clicking it or just moving the mouse over it.

Accepted Answer

A) True 
 B)False

Question 8

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 9

What objectives can be used to measure an overall IMC program?

Accepted Answer

∙Market share
∙Innovation
∙Pro

Question 10

Which type of evaluation method can provide clients and advertising agencies with an idea that "wear-out" effects are starting to occur?

Accepted Answer

A) Ad tracking research 
B) Copytesting 
C) Cognitive neuroscience 
D) Emotional reaction tests 
A) Ad tracking research 
B) Copytesting 
C) Cognitive neuroscience 
D) Emotional reaction tests

Question 11

Position advertising copytesting (PACT)was designed originally to assist in the evaluation of digital ads.

Accepted Answer

A) True 
 B)False

Question 12

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 13

Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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 16

With regard to copytesting, each of the following criticisms has 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 17

When using message evaluation techniques, copytesting is most likely to be used:

Accepted Answer

A) in conjunction with ad tracking research. 
B) in the final stages of ad development or with the finished ad. 
C) with theater and portfolio tests. 
D) with online metrics. 
A) in conjunction with ad tracking research. 
B) in the final stages of ad development or with the finished ad. 
C) with theater and portfolio tests. 
D) with online metrics.

Question 18

A portfolio test is a display of television advertisement in a theater.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Which online metric evaluation method allows companies to gauge consumer reactions to a new advertising campaign, whether it is online or traditional?

Accepted Answer

A) Click-through rate 
B) Copytesting 
C) Emotional reaction tests 
D) Monitoring web chatter 
A) Click-through rate 
B) Copytesting 
C) Emotional reaction tests 
D) Monitoring web chatter

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

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

In measuring emotions, researchers could use questions to inquire about emotional reactions to an ad. An alternative method would be to use:

What makes measuring the effectiveness of advertisements problematic?

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

A buzz score (or brand buzz)accounts for the degree of bounce exhibited by a web page.

Length of engagement measures the proportion of ad impressions that result in a user engaging with an online ad, such as clicking it or just moving the mouse over it.

Which statement below concerning purchase simulation tests is false?

What objectives can be used to measure an overall IMC program?

Which type of evaluation method can provide clients and advertising agencies with an idea that "wear-out" effects are starting to occur?

Position advertising copytesting (PACT)was designed originally to assist in the evaluation of digital ads.

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

Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative.

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

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.

With regard to copytesting, each of the following criticisms has recently been voiced except:

When using message evaluation techniques, copytesting is most likely to be used:

A portfolio test is a display of television advertisement in a theater.

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

Which online metric evaluation method allows companies to gauge consumer reactions to a new advertising campaign, whether it is online or traditional?

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

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

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

In measuring emotions, researchers could use questions to inquire about emotional reactions to an ad. An alternative method would be to use:

What makes measuring the effectiveness of advertisements problematic?

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

A buzz score (or brand buzz)accounts for the degree of bounce exhibited by a web page.

Length of engagement measures the proportion of ad impressions that result in a user engaging with an online ad, such as clicking it or just moving the mouse over it.

Which statement below concerning purchase simulation tests is false?

What objectives can be used to measure an overall IMC program?

Which type of evaluation method can provide clients and advertising agencies with an idea that "wear-out" effects are starting to occur?

Position advertising copytesting (PACT)was designed originally to assist in the evaluation of digital ads.

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

Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative.

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

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.

With regard to copytesting, each of the following criticisms has recently been voiced except:

When using message evaluation techniques, copytesting is most likely to be used:

A portfolio test is a display of television advertisement in a theater.

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

Which online metric evaluation method allows companies to gauge consumer reactions to a new advertising campaign, whether it is online or traditional?

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