Question 1

For coupons, contests, sweepstakes, and other types of consumer promotions, brand attitude is an effective method of measuring impact.

Accepted Answer

A) True 
 B)False

Question 2

A purchase simulation test takes place in a:

Accepted Answer

A) mall. 
B) retail store. 
C) laboratory. 
D) theater. 
A) mall. 
B) retail store. 
C) laboratory. 
D) theater.

Question 3

Which evaluation technique utilizes numbers and measures the results of the marketing program?

Accepted Answer

A) Message evaluation 
B) Respondent behavior evaluation 
C) Online measurement 
D) Recognition evaluation 
A) Message evaluation 
B) Respondent behavior evaluation 
C) Online measurement 
D) Recognition evaluation

Question 4

A QR code allows marketers to count how many individuals access a code and gather information about individuals who accessed it.

Accepted Answer

A) True 
 B)False

Question 5

Which is not a behavioral evaluation measure?

Accepted Answer

A) Actual sales 
B) Coupon redemptions 
C) Emotional reaction 
D) Internet hits 
A) Actual sales 
B) Coupon redemptions 
C) Emotional reaction 
D) Internet hits

Question 6

Cognitive neuroscience measures:

Accepted Answer

A) impulse buying. 
B) brain electricity. 
C) dilation of a person's pupil. 
D) perspiration. 
A) impulse buying. 
B) brain electricity. 
C) dilation of a person's pupil. 
D) perspiration.

Question 7

The principles of position advertising copytesting (PACT)state that testing procedures should be relevant to advertising objectives.

Accepted Answer

A) True 
 B)False

Question 8

The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how information is processed, where it is being processed in the brain, and how the individual reacts to an ad or marketing piece.

Accepted Answer

A) True 
 B)False

Question 9

Evaluating various sales promotions, such as coupons and contests, is more difficult than evaluating advertising.

Accepted Answer

A) True 
 B)False

Question 10

In ad tracking research, if respondents are asked if they have a "general positive feeling about a brand," the measure obtained is which type of score?

Accepted Answer

A) Brand image 
B) Brand equity 
C) Impression 
D) Emotional 
A) Brand image 
B) Brand equity 
C) Impression 
D) Emotional

Question 11

Advertising tracking research does not measure:

Accepted Answer

A) ad likeability. 
B) unaided and aided brand awareness. 
C) unaided and aided campaign recall. 
D) physiological reactions. 
A) ad likeability. 
B) unaided and aided brand awareness. 
C) unaided and aided campaign recall. 
D) physiological reactions.

Question 12

Measuring emotional reactions to ads is important because ads that elicit negative emotions are more likely to be remembered.

Accepted Answer

A) True 
 B)False

Question 13

Market share is one measure of success of an overall IMC program.

Accepted Answer

A) True 
 B)False

Question 14

While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily due to unreliable results.

Accepted Answer

A) True 
 B)False

Question 15

The latest cognitive neuroscience technology offered by firms such as EmSense measures not only brain waves, but also monitors breathing, heart rate, blinking, and skin temperature.

Accepted Answer

A) True 
 B)False

Question 16

The principles of position advertising copytesting (PACT)state that tests should be conducted within laboratory settings and not in field settings.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is not a principle associated with PACT, position advertising copytesting?

Accepted Answer

A) The procedure should be relevant to the advertising objective being tested. 
B) Researchers should agree on how results will be used. 
C) The test should measure the degree of social responsibility. 
D) Researchers should use multiple measures to evaluate ads. 
A) The procedure should be relevant to the advertising objective being tested. 
B) Researchers should agree on how results will be used. 
C) The test should measure the degree of social responsibility. 
D) Researchers should use multiple measures to evaluate ads.

Question 18

To measure the impact of a point-of-purchase display, retailers and manufacturers can use:

Accepted Answer

A) response rates. 
B) changes in sales. 
C) scanner data. 
D) number of inquiries. 
A) response rates. 
B) changes in sales. 
C) scanner data. 
D) number of inquiries.

Question 19

Advertising tracking research examines ads that have been launched.

Accepted Answer

A) True 
 B)False

Question 20

The impact of advertising is relatively easy to measure because results are delayed, which allows time to obtain accurate measures.

Accepted Answer

A) True 
 B)False

For coupons, contests, sweepstakes, and other types of consumer promotions, brand attitude is an effective method of measuring impact.

A purchase simulation test takes place in a:

Which evaluation technique utilizes numbers and measures the results of the marketing program?

A QR code allows marketers to count how many individuals access a code and gather information about individuals who accessed it.

Which is not a behavioral evaluation measure?

Cognitive neuroscience measures:

The principles of position advertising copytesting (PACT)state that testing procedures should be relevant to advertising objectives.

The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how information is processed, where it is being processed in the brain, and how the individual reacts to an ad or marketing piece.

Evaluating various sales promotions, such as coupons and contests, is more difficult than evaluating advertising.

In ad tracking research, if respondents are asked if they have a "general positive feeling about a brand," the measure obtained is which type of score?

Advertising tracking research does not measure:

Measuring emotional reactions to ads is important because ads that elicit negative emotions are more likely to be remembered.

Market share is one measure of success of an overall IMC program.

While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily due to unreliable results.

The latest cognitive neuroscience technology offered by firms such as EmSense measures not only brain waves, but also monitors breathing, heart rate, blinking, and skin temperature.

The principles of position advertising copytesting (PACT)state that tests should be conducted within laboratory settings and not in field settings.

Which of the following is not a principle associated with PACT, position advertising copytesting?

To measure the impact of a point-of-purchase display, retailers and manufacturers can use:

Advertising tracking research examines ads that have been launched.

The impact of advertising is relatively easy to measure because results are delayed, which allows time to obtain accurate measures.

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

For coupons, contests, sweepstakes, and other types of consumer promotions, brand attitude is an effective method of measuring impact.

A purchase simulation test takes place in a:

Which evaluation technique utilizes numbers and measures the results of the marketing program?

A QR code allows marketers to count how many individuals access a code and gather information about individuals who accessed it.

Which is not a behavioral evaluation measure?

Cognitive neuroscience measures:

The principles of position advertising copytesting (PACT)state that testing procedures should be relevant to advertising objectives.

The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how information is processed, where it is being processed in the brain, and how the individual reacts to an ad or marketing piece.

Evaluating various sales promotions, such as coupons and contests, is more difficult than evaluating advertising.

In ad tracking research, if respondents are asked if they have a "general positive feeling about a brand," the measure obtained is which type of score?

Advertising tracking research does not measure:

Measuring emotional reactions to ads is important because ads that elicit negative emotions are more likely to be remembered.

Market share is one measure of success of an overall IMC program.

While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily due to unreliable results.

The latest cognitive neuroscience technology offered by firms such as EmSense measures not only brain waves, but also monitors breathing, heart rate, blinking, and skin temperature.

The principles of position advertising copytesting (PACT)state that tests should be conducted within laboratory settings and not in field settings.

Which of the following is not a principle associated with PACT, position advertising copytesting?

To measure the impact of a point-of-purchase display, retailers and manufacturers can use:

Advertising tracking research examines ads that have been launched.

The impact of advertising is relatively easy to measure because results are delayed, which allows time to obtain accurate measures.

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