Deck 17: Evaluating Imc Effectiveness

Question 1

Which of the following allows the advertiser to tell whether a particular advertisement is above or below the average score for the brand or its product category?

A)industry ratios
B)averages
C)norms
D)confidence intervals
E)industry standards

Answer 1

C

Question 2

Frank is a senior account planner in charge of concept testing.At which stage of a campaign is concept testing performed?

A)before an ad or campaign runs
B)while an ad or campaign runs
C)after an ad or campaign has run
D)before and after a campaign runs
E)before,during,and after a campaign runs

Answer 2

A

Question 3

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

A)What brand do you prefer?
B)Do you want to try or buy this product/brand?
C)Have you seen this advertisement?
D)What emotions did the ad stimulate?
E)What brand is being advertised in this ad?

Answer 3

C

Question 4

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 ________.

A)message strategy testing
B)surrogate testing
C)tracking studies
D)pretesting
E)test marketing

Question 5

A tracking survey is LEAST likely to focus on which of the following?

A)recall
B)recognition
C)comprehension
D)conviction
E)relevance

Question 6

In best practices for tracking studies,information is first collected from consumers ________ after the campaign is launched.

A)two days
B)two weeks
C)four weeks
D)six weeks
E)two months

Question 7

Which of the following is a tool for IMC evaluation and measurement?

A)strategic consistency
B)intrinsic contact points
C)SWOT analysis
D)lifetime value
E)customer insight

Question 8

Which of the following is most important for the evaluation of an IMC campaign?

A)The campaign should be limited to one or two specific objectives.
B)The campaign should have specific,measurable objectives.
C)The campaign should be limited to one or two marcom tools.
D)The campaign should be evaluated by the same team who planned it.
E)The campaign should be evaluated by the same team who implemented it.

Question 9

What do tracking studies show?

A)performance of a marketer's brand over time
B)the break-even point for a campaign
C)return on investment for the campaign
D)past performance of a brand
E)inquiries from an advertisement

Question 10

________ is a company that specializes in persuasion,brand/ad recall,and communication.

A)Ameritest
B)TNS Global
C)Ogilvy
D)Ipsos ASI
E)GfK

Question 11

Which research question assesses an ad's effectiveness in influencing consumers' association?

A)What is the rate of change?
B)What's the difference between Brand X and Brand Y?
C)What is the personality of the brand?
D)What emotions did the ad stimulate?
E)How important is the product message to you?

Question 12

Which of the following is a reason that advertisers use other measures in addition to sales as a measure of advertising effectiveness?

A)Sales are never an accurate measurement of advertising effectiveness.
B)Measuring other data is far cheaper than measuring sales.
C)Manufacturers,and therefore their advertising agencies,lack access to sales data because it is collected by retailers and not shared.
D)Creating higher levels of brand recognition is a key objective of advertising and isn't necessarily reflected in sales.
E)Advertisers don't normally measure advertising effectiveness with other measures besides sales.

Question 13

Which of the following is NOT a main communication effect that is assessed in various types of advertising research?

A)persuasion
B)investigation
C)cognition
D)perception
E)emotion

Question 14

To make campaign evaluation possible,IMC campaign objectives should be ________ and ________.

A)creative;measurable
B)clear;creative
C)clear;sales-oriented
D)specific;measurable
E)creative;specific

Question 15

According to the text,which of the following is NOT a reason for evaluating IMC effectiveness?

A)The stakes in making an advertising misstep are high.
B)Evaluation helps advertisers reduce their risks.
C)Evaluation helps advertisers identify best practices.
D)Federal regulation requires campaigns to be analyzed for effectiveness.
E)Advertisers want to learn what works and what doesn't.

Question 16

Which of the following is NOT a surrogate measure for the sales impact of an advertising campaign?

A)brand awareness
B)number of purchases made
C)consumer liking of a brand
D)change in brand perception
E)intent to purchase

Question 17

Which of the following is NOT a research question assessing an ad's effectiveness in influencing consumers' cognition?

A)What did you like or dislike in the ad?
B)Did the ad engage your interest or curiosity?
C)Did you read/watch most of it? How much?
D)Do you have a need for this brand or can it fulfill a need for you?
E)What's the difference between Brand X and Y?

Question 18

Studies that periodically collect information from random samples of consumers in markets where they were exposed to a campaign are called ________.

A)semiotic tests
B)concept tests
C)tracking studies
D)test market studies
E)inquiry tests

Question 19

Which research question assesses an ad's effectiveness in persuading consumers?

A)How did the ad make you feel?
B)Do you have confidence in the brand?
C)What stood out in this ad?
D)When you think of this brand,what qualities do you associate with it?
E)What did you like or dislike in the ad?

Question 20

Which of the following is used to make a campaign as strong as possible before it "goes live" in the market place?

A)concept testing
B)scanner analysis
C)tracking surveys
D)recall testing
E)brand linkage testing

Question 21

To understand how effective Table Time's most recent IMC campaign was in comparison to its closest competitors' campaigns,brand planners would most likely use which of the following data?

A)norms
B)semiotics
C)coverage
D)ratings
E)circulation

Question 22

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?

A)scanner research
B)persuasion tests
C)likability tests
D)inquiry tests
E)single-source research

Question 23

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 a specific program,the researcher then asked you,"Do you remember seeing a commercial for any fast food restaurants?" Which type of question is this?

A)recognition
B)unaided recall
C)aided recall
D)unprompted recall
E)prompted recall

Question 24

________ measure the number of responses to an advertisement.

A)Memory tests
B)Persuasion tests
C)Likability tests
D)Inquiry tests
E)Single-source tests

Question 25

Molly wants to determine the effectiveness of a new direct-response mailing that Innovative Insurance sent to prospective customers.Which of the following would Molly most likely use?

A)inquiry test
B)scanner research
C)recognition testing
D)single-source research
E)test marketing

Question 26

Which post-campaign evaluation tool reads information from a shopper's identification card and records that along with information about products that the shopper purchased?

A)scanner research
B)semiotics testing
C)tracking research
D)single-source research
E)pay-out analysis

Question 27

Which of the following is the primary measurement tool for assessing the effectiveness of direct-response communication?

A)memory tests
B)persuasion tests
C)likability tests
D)inquiry tests
E)single-source tests

Question 28

You and your family are part of a consumer panel,and each time you go to the grocery store,you give the sales clerk your ID number.The research company tracks your purchases,as well as several other households' purchases,to determine the extent to which its clients' advertising works.What type of research are you participating in?

A)inquiry test
B)scanner research
C)concurrent research
D)optimization research
E)test marketing

Question 29

In which type of evaluative research are consumers asked to join a panel and allow their actual purchases to be tracked?

A)memory tests
B)persuasion tests
C)likability tests
D)inquiry tests
E)scanner research

Question 30

Recall tests and recognition tests are two types of ________ tests.

A)inquiry
B)persuasion
C)semiotics
D)likability
E)memory

Question 31

Marwin is a senior account planner in charge of tracking studies.At which stage of a campaign is a tracking study performed?

A)before an ad or campaign runs
B)while an ad or campaign runs
C)after an ad or campaign has run
D)during and after a campaign runs
E)before and after a campaign runs

Question 32

To understand the effectiveness of the most recent campaign for Table Time,a packaged meal brand,planners used tracking studies to measure changes in consumer brand awareness,knowledge,and affinity.These are all examples of ________ measures.

A)concept
B)semiotic
C)surrogate
D)behavioral
E)cognitive

Question 33

The planners for Cat Care,a line of cat food and products,want to gather information about which commercial in a new campaign is most effective at increasing sales.Which of the following methods would be best for gathering this information?

A)semiotics testing
B)single-source research
C)recognition testing
D)brand linkage testing
E)conversion research

Question 34

A brand linkage test is another name for a(n)________ test.

A)recall
B)inquiry
C)semiotics
D)likability
E)attitude

Question 35

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.

A)aided recall
B)recognition
C)semiotics
D)likability
E)attitude

Question 36

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)unaided recall
B)aided recall
C)recognition
D)unprompted recall
E)open-ended

Question 37

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?

A)unaided recall
B)aided recall
C)recognition
D)prompted recall
E)open-ended

Question 38

A type of memory test in which respondents are asked to report what they remember from an ad about the brand is known as a(n)________ test.

A)recall
B)recognition
C)semiotics
D)likability
E)attitude

Question 39

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 a specific 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 triggered your memory of the Wendy's ad?

A)recognition
B)unaided recall
C)aided recall
D)unprompted recall
E)prompted recall

Question 40

Mars,Inc. ,the makers of M&M's candy,was recently running television ads featuring the colorful nature of its candy with the tagline,"Chocolate is better in color." What type of research would be used to evaluate these commercials as the campaign is running?

A)development research
B)tracking study
C)post-testing research
D)concept testing
E)semiotic testing

Question 41

Conviction and credibility are both surrogate measures for the key message effect of ________.

A)perception
B)emotion
C)cognition
D)association
E)persuasion

Question 42

A public relations campaign is typically measured in terms of ________ and ________.

A)recognition;recall
B)payout point;break-even point
C)output;outcome
D)click-through rate;conversion rate
E)exposure;engagement

Question 43

Interest and recognition are both surrogate measures for the key message effect of ________.

A)perception
B)emotion
C)cognition
D)association
E)persuasion

Question 44

At the most basic level of evaluation of the effectiveness of a sales promotion,managers require proof of ________.

A)brand recognition
B)brand recall
C)promotion execution
D)trial rates
E)sales rates

Question 45

Website traffic volume is measured by the metric of ________.

A)pay-per-click
B)cost-per-lead
C)click-through rates
D)conversion rates
E)page views

Question 46

Promotions with a coupon have the built-in evaluation measure of ________.

A)redemption rate
B)recognition
C)recall
D)trial
E)repeat purchases

Question 47

Which of the following is a surrogate measure for the key effect of behavior?

A)motivation
B)trial
C)brand image
D)recall
E)relevance

Question 48

Understanding and recall are both surrogate measures for the key message effect of ________.

A)perception
B)emotion
C)cognition
D)association
E)persuasion

Question 49

Which of the following seeks to determine the point at which the total cost of a promotion exceeds the total revenues generated?

A)inflection point
B)crossover point
C)point of no return
D)break-even analysis
E)optimization point

Question 50

The public relations campaign measurement of ________ refers to attitudinal or behavioral change due to the impact of public relations materials produced.

A)recognition
B)output
C)outcome
D)exposure
E)engagement

Question 51

Which of the following is an evaluation tool that involves using two different versions of an ad in a magazine and then measuring which ad pulls the most responses?

A)wave analysis
B)city-by-city test
C)split-run technique
D)double-source research
E)payout analysis

Question 52

Which of the following is the most common type of post-campaign evaluation?

A)semiotics testing
B)inquiry testing
C)concept testing
D)media optimization
E)tracking study

Question 53

Which of the following is the most effective IMC tool for achieving the surrogate measure of credibility?

A)advertising
B)sales promotion
C)public relations
D)direct marketing
E)packaging

Question 54

Which type of research is used after an advertisement runs to determine if the ad met its objectives?

A)semiotics testing
B)strategic research
C)concept testing
D)posttesting
E)market research

Question 55

The marketing communication tool of ________ is attractive because the measurement for response is always built in.

A)public relations
B)buzz marketing
C)retail advertising
D)media optimization
E)direct-marketing

Question 56

Which question would most likely be asked to evaluate the output of a PR campaign?

A)What was audience knowledge of the brand before the campaign?
B)Can we associate a change in product trial during the campaign?
C)What was the audience attitude toward the brand before the campaign?
D)How much and what kind of buzz are tweets generating?
E)Was there a change in repeat purchasing during the campaign?

Question 57

The public relations campaign measurement of ________ refers to how many news releases led to stories or mentions in news stories.

A)recognition
B)output
C)outcome
D)exposure
E)engagement

Question 58

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

A)Public relations
B)Buzz marketing
C)Retail advertising
D)Media optimization
E)Direct-marketing communication

Question 59

A comparison of the costs of promotion to the forecasted sales generated by the promotion is called a ________.

A)cost per thousand
B)payout analysis
C)response count
D)response per thousand
E)redemption assessment

Question 60

ROI from a public relations campaign can be difficult to measure,so ________ is a surrogate measure that is often used instead.

A)shareholder value
B)recognition
C)recall
D)trial
E)repeat purchase

Question 61

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

A)RADAR
B)Ameritest
C)Mediamark
D)Millward Brown
E)Nielsen

Question 62

Which of the following media use the metric of guaranteed circulation?

A)radio
B)television
C)out-of-home
D)magazines
E)digital

Question 63

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

A)RADAR
B)Ameritest
C)Mediamark
D)Millward Brown
E)Nielsen

Question 64

Computer models are most important for which of the following techniques?

A)recognition tests
B)payout analysis
C)break-even analysis
D)media optimization
E)test marketing

Question 65

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

A)pay-per-click
B)cost-per-lead
C)click-through rate
D)conversion rate
E)page view

Question 66

Which of the following is the basis for advertising rates in magazines?

A)circulation
B)guaranteed circulation
C)coverage
D)ratings
E)total audience

Question 67

Radio stations measure their audiences in ________ and ratings.

A)response rates
B)conversions
C)traffic
D)circulation
E)coverage

Question 68

Which measure would best determine how well a banner ad increased the number of transactions on a retail website?

A)click-through rate
B)recognition test
C)break-even analysis
D)cost-per lead
E)conversion rate

Question 69

Aziza is responsible for determining the efficiency of an in-store coupon promotion for a new Cat Care food product.Which of the following would Aziza most likely use?

A)inquiry test
B)recognition test
C)break-even analysis
D)single-source research
E)test marketing

Question 70

Which of the following public relations outputs measures coverage?

A)number of PR products,such as news releases or brochures,generated
B)number of media outlets receiving PR products
C)number of placements,type and volume of buzz generated
D)media placements multiplied by circulation or broadcast reach
E)equivalent ad costs for time or space

Question 71

Media planners operate with computer models of ________ to determine media selection,scheduling,and weights (amount of budget).

A)animatics
B)media efficiency
C)heuristics
D)media optimization
E)wave analysis

Question 72

Newspapers measure their audiences in ________ and readership.

A)response rates
B)conversions
C)traffic
D)circulation
E)coverage

Question 73

For which marketing tool is it easiest to determine ROI?

A)broadcast advertising
B)out-of-home advertising
C)direct marketing
D)public relations
E)buzz marketing

Question 74

The in-store shopping experience is an example of ________.

A)direct marketing
B)experiential marketing
C)public relations
D)point-of-purchase promotion
E)out-of-home marketing

Question 75

Which metric is the percentage of website visitors who complete a desired action?

A)click-through rate
B)page view
C)cost-per-lead
D)pay-per-click
E)conversion rate

Question 76

Traffic counts are a metric used to evaluate the effectiveness of ________.

A)internet advertisements
B)consumer promotions
C)out-of-home media
D)social marketing
E)guerilla marketing

Question 77

The TAB visibility research program uses ________ to determine the effectiveness of out-of-home media.

A)conversion rates
B)response rates
C)circulation
D)traffic counts
E)eye-tracking technology

Question 78

Of the following IMC efforts,which is most likely to use click-through rates as a metric?

A)consumer sales promotions
B)social media
C)banner ads
D)public relations
E)guerilla marketing

Question 79

The goal of media optimization is to optimize ________.

A)reach
B)frequency
C)engagement
D)response rates
E)the budget

Question 80

TREMOR,created by Procter & Gamble,is used to track measurable business results for ________ campaigns.

A)public relations
B)word-of-mouth
C)sales promotion
D)advertising
E)direct-marketing