Exam 19: Evaluation of Effectiveness

________ is the number of customers who purchase the brand relative to the total population in the market.

The goal of media optimization is always to ________.

________ measure the number of responses to an advertisement.

Which type of research deconstructs an ad to see what elements are working or not working?

A group of commercials that includes the test commercial, competitors' commercials, and other ads as well is called a(n)________.

Refer to the passage below to answer the questions that follow. You are having dinner with your former college roommate, who is a neurosurgeon. You are an account planner at an advertising agency, and you do a lot of ad testing. You're trying to get him to help you with some neurological tests to determine the effectiveness of some of your clients' ads, especially those that attempt to evoke strong emotional responses. He asks you, "If advertising is done to sell a product, why don't you just measure sales to determine the effectiveness of an ad?" You try to explain to him that it is not that simple, and you tell him about all the types of research you conduct at various stages of a campaign. -You tell your friend about the research you do before an ad even appears in any medium. This research assists in the go/no-go decision about finished or nearly finished ads. This type of testing that assesses the strengths of the finished message and predicts how well it will perform is known as ________.

As described in the text, explain how Volvo used concept testing in developing the GLBT campaign.

Which of the following was an objective of the Vail Resorts campaign as described in the chapter's opening vignette?

Evaluation is done through testing, monitoring, and measurement. Testing is used to ________.

Standards allow the advertiser to tell whether a particular advertisement is above or below the average score for the brand or its product category.

"Do you remember seeing a commercial for wireless communication?" is an example of an aided recall question.

Which type of evaluative research involves arranging to have test commercials delivered to a select group of households within a market, and then comparing the purchase behavior of the select group to that of a control group of households?

Evaluation is done through testing, monitoring, and measurement. Monitoring ________.

Maria is a public relations specialist who works primarily on writing news releases and feature stories for the clients of the agency in which she works. On the most basic level, how can her efforts be evaluated?

Describe the type of copytesting that occurs during the message development research stage of IMC planning.

The costs of creating and running the advertisement versus the revenue it generates is known as ________.

Discuss the use of scanners and scanner research.

Direct-response communication is meant to drive a transaction or generate some other type of immediate behavioral response, and this is easily measurable.

The most important metric for Internet advertising is ________, which is the percentage of visitors to a site who complete a desired action.

Which of the following is conducted in two or more markets, with the same number of similar markets serving as controls while the others are the test?