Question 1

Advertising tracking research does not provide information regarding:

Accepted Answer

A) how an ad is performing compared to previous ads. 
B) why an ad is not performing well. 
C) how an ad is performing compared to the competition. 
D) how an ad is performing over time. 
A) how an ad is performing compared to previous ads. 
B) why an ad is not performing well. 
C) how an ad is performing compared to the competition. 
D) how an ad is performing over time.

Question 2

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 3

The greatest danger in using a lengthy time period for a test market is:

Accepted Answer

A) the cost of the test market. 
B) that the competition will have time to study the test market and react. 
C) the possibility of more interference from external factors. 
D) changes in the economy. 
A) the cost of the test market. 
B) that the competition will have time to study the test market and react. 
C) the possibility of more interference from external factors. 
D) changes in the economy.

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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 6

The measure of time users spend engaged with a particular online ad is the:

Accepted Answer

A) length of engagement. 
B) click-through rate. 
C) dwell time. 
D) dwell rate. 
A) length of engagement. 
B) click-through rate. 
C) dwell time. 
D) dwell rate.

Question 7

A bounce rate occurs when:

Accepted Answer

A) a viewer clicks-through. 
B) a visitor reduces his length of engagement. 
C) a person enters and leaves from the same page. 
D) a website visitor registers a complaint. 
A) a viewer clicks-through. 
B) a visitor reduces his length of engagement. 
C) a person enters and leaves from the same page. 
D) a website visitor registers a complaint.

Question 8

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 9

A buzz score (or brand buzz)accounts for the number of times a brand receives a mention on social network within a specific time frame.

Accepted Answer

A) True 
 B)False

Question 10

Advertising tracking research provides a general measure of the effect of the media weight, the effectiveness of the media buys, and a measure of the media audience's profile.

Accepted Answer

A) True 
 B)False

Question 11

Entry and exit page statistics indicate when individuals open one page and then move on.

Accepted Answer

A) True 
 B)False

Question 12

Cognitive neuroscience can be used to provide unique insights into a consumer's response to advertisements through capturing eye movements as the individual watches the ad.

Accepted Answer

A) True 
 B)False

Question 13

Length of engagement is the number one way companies measure the impact of online advertising.

Accepted Answer

A) True 
 B)False

Question 14

Advertising is the most difficult part of the IMC program to evaluate for all of the following reasons except:

Accepted Answer

A) a delayed impact of the ad. 
B) consumers changing their minds while in the store. 
C) the consumer price index changes. 
D) brand equity considerations. 
A) a delayed impact of the ad. 
B) consumers changing their minds while in the store. 
C) the consumer price index changes. 
D) brand equity considerations.

Question 15

When copytesting television ads, researchers often use:

Accepted Answer

A) a portfolio test. 
B) a theater test. 
C) a reaction test. 
D) cognitive neuroscience. 
A) a portfolio test. 
B) a theater test. 
C) a reaction test. 
D) cognitive neuroscience.

Question 16

A storyboard is used to outline the structure of which type of advertisement?

Accepted Answer

A) Radio 
B) Television 
C) Magazine 
D) Print 
A) Radio 
B) Television 
C) Magazine 
D) Print

Question 17

Describe a purchase simulation test.

Accepted Answer

A purchase simulation test is a simulate

Question 18

The power of cognitive neuroscience is that it reveals psychological reactions to ads and marketing messages.

Accepted Answer

A) True 
 B)False

Question 19

A bounce rate is not related to exit page statistics.

Accepted Answer

A) True 
 B)False

Question 20

Copytesting can measure how well an advertisement communicates, the persuasiveness of the ad, and how likely a person would be to make a purchase.

Accepted Answer

A) True 
 B)False

Advertising tracking research does not provide information regarding:

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

The greatest danger in using a lengthy time period for a test market is:

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

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

The measure of time users spend engaged with a particular online ad is the:

A bounce rate occurs when:

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 buzz score (or brand buzz)accounts for the number of times a brand receives a mention on social network within a specific time frame.

Advertising tracking research provides a general measure of the effect of the media weight, the effectiveness of the media buys, and a measure of the media audience's profile.

Entry and exit page statistics indicate when individuals open one page and then move on.

Cognitive neuroscience can be used to provide unique insights into a consumer's response to advertisements through capturing eye movements as the individual watches the ad.

Length of engagement is the number one way companies measure the impact of online advertising.

Advertising is the most difficult part of the IMC program to evaluate for all of the following reasons except:

When copytesting television ads, researchers often use:

A storyboard is used to outline the structure of which type of advertisement?

Describe a purchase simulation test.

The power of cognitive neuroscience is that it reveals psychological reactions to ads and marketing messages.

A bounce rate is not related to exit page statistics.

Copytesting can measure how well an advertisement communicates, the persuasiveness of the ad, and how likely a person would be to make a purchase.

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

Advertising tracking research does not provide information regarding:

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

The greatest danger in using a lengthy time period for a test market is:

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

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

The measure of time users spend engaged with a particular online ad is the:

A bounce rate occurs when:

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 buzz score (or brand buzz)accounts for the number of times a brand receives a mention on social network within a specific time frame.

Advertising tracking research provides a general measure of the effect of the media weight, the effectiveness of the media buys, and a measure of the media audience's profile.

Entry and exit page statistics indicate when individuals open one page and then move on.

Cognitive neuroscience can be used to provide unique insights into a consumer's response to advertisements through capturing eye movements as the individual watches the ad.

Length of engagement is the number one way companies measure the impact of online advertising.

Advertising is the most difficult part of the IMC program to evaluate for all of the following reasons except:

When copytesting television ads, researchers often use:

A storyboard is used to outline the structure of which type of advertisement?

Describe a purchase simulation test.

The power of cognitive neuroscience is that it reveals psychological reactions to ads and marketing messages.

A bounce rate is not related to exit page statistics.

Copytesting can measure how well an advertisement communicates, the persuasiveness of the ad, and how likely a person would be to make a purchase.

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