Question 1

Respondent behavior evaluations primarily deal with customer actions and outcomes, such as making store visits.

Accepted Answer

A) True 
 B)False

Question 2

Discuss the value of copytesting.

Accepted Answer

The answer of Discuss the value of copytesting....

Question 3

Evaluation or testing of advertising communications can occur at any stage of the development process.

Accepted Answer

A) True 
 B)False

Question 4

POPAI, or Point-of-Purchase Advertising International, measures the impact of coupons and in-store discounts on sales figures.

Accepted Answer

A) True 
 B)False

Question 5

To some, the only measure that should be used to evaluate marketing is:

Accepted Answer

A)  sales 
B)  brand loyalty and brand equity 
C)  brand awareness 
D)  brand recognition

Question 6

Biometric measures evaluate:

Accepted Answer

A)  data about a person's heartbeat, perspiration levels, respiration, and body movements 
B)  data about a person's attitudinal changes 
C)  changes in sales after exposure to an emotional advertisement 
D)  increases in verbal responses to questions posed in focus groups

Question 7

What can test markets assess?

Accepted Answer

The answer of What can test markets assess?...

Question 8

Which measures physiological reactions to advertisements and marketing messages?

Accepted Answer

A)  recall tests 
B)  advertising tracking research 
C)  biometric measures 
D)  test marketing

Question 9

In addition to copytesting, many advertising research firms such as Millward Brown also can provide agencies with emotional reaction charts that show how viewers feel about an advertisement as they are watching it.

Accepted Answer

A) True 
 B)False

Question 10

Cognitive neuroscience has the capability of showing the following, except:

Accepted Answer

A)  physiological reactions to an advertisement 
B)  behavioral intentions 
C)  where brain activity occurs and to a certain degree the level of activity 
D)  where a person focuses on an advertisement

Question 11

A purchase simulation test is a behavioral approach used to study how consumers make buying decisions.

Accepted Answer

A) True 
 B)False

Question 12

Advertising tracking research does not measure:

Accepted Answer

A)  ad memorability 
B)  unaided and aided message recall 
C)  brand and ad recognition 
D)  emotional reactions

Question 13

In terms of online metrics, which evaluation method allows companies to gauge consumer reactions to a new advertising campaign, whether it is online or traditional?

Accepted Answer

A)  click-through rate 
B)  copytesting 
C)  emotional reaction tests 
D)  monitoring web chatter

Question 14

For coupons, contests, sweepstakes, and other types of consumer promotions, the redemption rate is an effective method of measuring the impact.

Accepted Answer

A) True 
 B)False

Question 15

In measuring emotions, researchers could use questions to inquire about emotional reactions to an ad. An alternative method would be to use:

Accepted Answer

A)  copytesting 
B)  ad tracking research 
C)  warmth monitors 
D)  test marketing

Question 16

A portfolio test is a display of television advertisement in a theater.

Accepted Answer

A) True 
 B)False

Question 17

A purchase simulation test takes place in a:

Accepted Answer

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

Question 18

In terms of copytesting, the current thought by a number of marketing professionals is that the test:

Accepted Answer

A)  favors affective approaches over rational approaches 
B)  inspires creativity 
C)  is necessary primarily because of the issue of accountability 
D)  is not really useful, but necessary because of demands of creatives

Question 19

Anheuser-Busch, Frito-Lay, Procter & Gamble, and Warner-Lambert joined together as initial sponsors of which program that tested the effectiveness of in-store point-of-purchase displays?

Accepted Answer

A)  ROI 
B)  POPAI 
C)  purchase simulation tests 
D)  test markets

Question 20

It is difficult, if not impossible, to measure redemption rates of coupons, premiums, and direct mail pieces.

Accepted Answer

A) True 
 B)False

Exam 15: Evaluating an Integrated Marketing Program

Respondent behavior evaluations primarily deal with customer actions and outcomes, such as making store visits.

Discuss the value of copytesting.

Evaluation or testing of advertising communications can occur at any stage of the development process.

POPAI, or Point-of-Purchase Advertising International, measures the impact of coupons and in-store discounts on sales figures.

To some, the only measure that should be used to evaluate marketing is:

Biometric measures evaluate:

What can test markets assess?

Which measures physiological reactions to advertisements and marketing messages?

In addition to copytesting, many advertising research firms such as Millward Brown also can provide agencies with emotional reaction charts that show how viewers feel about an advertisement as they are watching it.

Cognitive neuroscience has the capability of showing the following, except:

A purchase simulation test is a behavioral approach used to study how consumers make buying decisions.

Advertising tracking research does not measure:

In terms of online metrics, which evaluation method allows companies to gauge consumer reactions to a new advertising campaign, whether it is online or traditional?

For coupons, contests, sweepstakes, and other types of consumer promotions, the redemption rate is an effective method of measuring the impact.

In measuring emotions, researchers could use questions to inquire about emotional reactions to an ad. An alternative method would be to use:

A portfolio test is a display of television advertisement in a theater.

A purchase simulation test takes place in a:

In terms of copytesting, the current thought by a number of marketing professionals is that the test:

Anheuser-Busch, Frito-Lay, Procter & Gamble, and Warner-Lambert joined together as initial sponsors of which program that tested the effectiveness of in-store point-of-purchase displays?

It is difficult, if not impossible, to measure redemption rates of coupons, premiums, and direct mail pieces.