Exam 19: Evaluation of Effectiveness

Account managers use several methods to collect tracking data, such as attitude tests, wave analysis, consumer diaries, pantry checks, and single-source tracking.

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 wants to use its "Dude, you're gettin' a Dell" campaign in other countries. At the very least, what type of research should Dell conduct before using this ad?

Which of the following is the most common measure used to evaluate the effectiveness of sales promotion?

A researcher asks a consumer who watched a particular television program whether she remembers any commercials for a certain type of product, without using a brand name. What type of question is this?

Which of the following compares the effectiveness of various message strategies and their creative ideas?

Which of the following is a service that measures audiences for print media?

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 also conduct a significant amount of research after the ad has been run to determine if it met its objectives. Which of the following is NOT a post-testing technique?

The categories of work that get evaluated in advertising and marketing communication programs are the message execution, the media, the campaign, and the other marketing communication areas and their synergistic effect as part of an IMC program.

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

Advertising is particularly effective in accomplishing exposure, awareness, and brand image, as well as delivering brand reminders.