Exam 19: Evaluation of Effectiveness

A technique most often used with broadcast media in which random calls are made to individuals in the target market is known as a(n)________.

Public relations programs are evaluated in terms of output and outcomes. Explain what this means and discuss three measures of each.

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. -Dell discontinued the "Dude, you're gettin' a Dell" campaign because the company felt it had "run its course." Really, it was discontinued because it wasn't effective anymore and tests showed that consumers were getting rather irritated with Steve. Explain why this can be.

Explain tracking studies and the practice of brand tracking.

The efficiency of a direct-reponse offer is measured in terms of ________.

An artist's drawing of the visual idea with a sentence underneath that captures the essence of the idea is called a(n)________.

The point at which the advertising gets tired and there is no response or less response than at the launch is called the hiatus point.

What is the name of the Advertising Research Foundation's research award, which was mentioned in the Volvo GLBT campaign?

Copytesting is a general term that describes various kinds of research used at different stages in the advertising processbefore, during, and after an ad or campaign has run.

Frank is a senior account planner and is in charge of copytesting research. At which stage of a campaign is copy testing performed?

Which of the following public relations outputs measures coverage?

Some online advertising uses a ________ metric that records how well the click-through generates prospects.

Which of the following companies does NOT provide copytesting services?

The more intrusive or the less interesting the creative technique, the higher the level of ________.

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. -One procedure that was used to evaluate the commercials used a clutter reel to test the ads. Explain what a clutter reel is.

Direct-response communication is measured in terms of cost-per-lead.

What were the marketing objectives of Vail Resorts' Colorado Pass campaign, as described in the chapter's opening?

Betty is the marketing communications director for a major consumer packaged goods company, and one of her responsibilities is to ensure consistency among all marketing communication elements used for a specific brand. Her staff is conducting the first step of an IMC audit for one of their brands, and they are collecting all the materials produced by the company or their agencies and coding the use of agreed-upon consistency elements, such as brand identity cues, slogans, design format, tone of voice, colors, the expression of core values, and positioning cues. This analysis also looks for materials that are coded as off-strategy and diagnoses the ways in which deviant messages are being sent. What type of analysis is Betty's staff conducting?

Which of the following could be a research question assessing an ad's effectiveness in enhancing consumers' perceptions of the brand?

Which type of payout plan seeks to determine the point at which the total cost of the promotion exceeds the total revenues?