Exam 19: Evaluation of Effectiveness

One of AT&T's requirements of its advertising is that everything must be pretested and proven to be effective before it goes on the air or appears in print. Which of the following is NOT a company listed in the text that AT&T might hire to help test the strong and weak points of its advertising?

________ looks at a series of interviews during a campaign.

Accurately measuring the mobile audience of outdoor advertising is fairly easy as one would merely have to count passing cars.

The Kitchen Table is a specialty kitchen store that tries to get customers to make repeat visits. To do that, the Kitchen Table holds cooking demonstrations hosted by various chefs from restaurants around town. To promote these events, the store advertises in the newspaper for two weeks leading up to each event. How can the store know if the ads are successful?

________ drives a transaction or generates immediate behavioral response, which makes it easily measurable.

A researcher asks a consumer who watched a particular television program whether she remembers any commercials for a certain brand-name product. What type of question is this?

A form of action response, inquiry tests measure the number of responses to an advertisement and are the primary measurement tool for direct-response communication.

Another way to look at advertising return on investment (ROI)is to use the cost-to-sales ratio.

Which of the following is NOT a method used by account planners to collect tracking data?

Which type of evaluative test asks consumers how likely they are to buy a specific brand, then exposes them to an advertisement for that brand, usually as part of a collection of brands, and then asks them again what they intend to purchase?

Refer to the passage below to answer the questions that follow. Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted in Dell becoming the top-selling personal computer. Consumers can purchase a Dell computer only directly from Dell, either by calling the toll-free number or visiting Dell's website. One of Dell's popular television commercials included Steve, a young man who would usually say, "Dude, you're gettin' a Dell." Audiences really liked Steve and the ads he appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has stopped that campaign and has moved on to others. -It seems like every week Dell has a special offer for consumers. For example, one offer included a free printer and digital camera with the purchase of a desktop computer. How do marketers typically evaluate the effectiveness of sales promotion offers such as this?

Media-planning oversight is usually handled by the account planner, but it can also be contracted by the advertiser to independent companies who specialize in conducting media audits of the agency's media-planning and -buying operations.

One way to measure memory is to show an advertisement to people and ask them whether they remember having seen it before. This is known as a(n)________ test.

Tracking studies evaluate copy and media against changes in attitudes.

Hector is a media buyer, and one of his responsibilities is to evaluate the media vehicles he will purchase for his clients. Name the companies that he most likely uses to give him information on print and broadcast media audiences.

A common objective of business-to-business advertising is called conversion, which refers to the number of leads that turn into customers who make a purchase.

Single-source research is allowing researchers to come closer to showing a causal relationship between advertising and sales.

Coca-Cola is a global brand that advertises all over the world. Discuss the special problems managers face that make evaluation of international programs difficult.

You received a phone call one evening from a research company asking about your television viewing the night before. After confirming that you did watch the program, the researcher then asked you, "Do you remember seeing a commercial for any fast food restaurants?" You didn't remember any, so then she asked you, "Do you remember seeing a commercial for Wendy's?" Once she said that, you did remember seeing a Wendy's commercial. What type of question got you to remember seeing the ad?

You are interning at an advertising research company this summer, and you will be learning how to implement persuasion tests. Explain what these are, at what stage of copy testing they are performed, how they are implemented, and what determines the validity of the test.