Deck 15: Evaluating an Integrated Marketing Program

Question 1

When studying marketing effectiveness, short-term outcomes such as increases in sales or redemption rates are the only relevant criteria.

Answer 1

False

Question 2

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

Answer 2

True

Question 3

Advertising tracking by companies such as Nielsen IAG can indicate how well an advertisement performed compared to competing brands.

Answer 3

True

Question 4

Message evaluation programs assess all three components of attitude, cognitive, affective and conative.

Question 5

Advertising tracking research can measure both unaided and aided brand awareness as well as brand recognition.

Question 6

The method of evaluating a marketing piece should match the IMC objective for that marketing piece.

Question 7

Message evaluations primarily deal with visible company actions, such as making store visits.

Question 8

Advertising tracking research can show when "wear-out" begins to occur and when the advertisement starts to lose its effectiveness.

Question 9

A major advantage of advertising tracking services is it provides diagnostics that allow an advertising agency to understand why the ad is not performing well.

Question 10

A storyboard is a series of pictures providing an overview of the structure of a television advertisement.

Question 11

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

Question 12

Advertising tracking research examines ads that have been launched.

Question 13

While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily because of unreliable results.

Question 14

Cognitive neuroscience can be used to provide unique insights into a consumer's response to advertisements through capturing eye movements as the individual watches the ad.

Question 15

Advertising tracking by companies such as Nielsen IAG indicates how well an advertisement performed compared to previous campaigns.

Question 16

Although it is cheaper to copytest online rather than using traditional methods, it takes longer to conduct the test and obtain results.

Question 17

When studying marketing effectiveness, the three main types of evaluation techniques are message evaluations, online evaluation metrics, and respondent behavior evaluations.

Question 18

Procedures used to evaluate advertising and marketing should be developed prior to launching the campaign.

Question 19

In addition to tracking television advertising, the ad tracking methodology can be used to examine magazine ads.

Question 20

Advertising tracking research provides a general measure of the effect of the media weight (spending level), the effectiveness of the media buys, and a measure of the media audience's profile.

Question 21

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

Question 22

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.

Question 23

The latest cognitive neuroscience technology offered by firms such as EmSense measures not only brain waves, but also monitors breathing, heart rates, blinking, and skin temperatures.

Question 24

A portfolio test is often used for copytesting.

Question 25

A theater test is a display of television advertisements shown together in a theater.

Question 26

Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

Question 27

The use of the Internet for copytesting is quickly replacing both the portfolio and theater tests.

Question 28

A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.

Question 29

In copytesting, advertising agencies often ask respondents open-ended questions and these verbatim comments are valuable to agencies designing ads because it tells them what respondents are thinking.

Question 30

The power of cognitive neuroscience is that it reveals physiological reactions to ads and marketing messages.

Question 31

A theater test can be used to study a print advertisement from a billboard or the side of a bus.

Question 32

Biometric research measures physiological or physical responses to advertising.

Question 33

A copytest is used when the marketing piece is finished or is in the final stages of development.

Question 34

Copytesting conducted online offers agencies a measure of an advertisement's potential when it receives a viewer's complete, 100 percent attention.

Question 35

Most emotional reaction tests are self-reported instruments.

Question 36

While copytesting can measure how well an advertisement communicates, it cannot measure the persuasiveness of an ad and how likely a person would make a purchase because of the ad.

Question 37

While some marketing professionals do not favor copytesting, the majority think it is necessary because without it, creativity is stifled.

Question 38

Biometric research measures psychological responses, such as attitudinal changes.

Question 39

Many advertising researchers believe that emotional reaction tests to ads are more accurate than physiological arousal tests because emotional reactions cannot be easily faked.

Question 40

Due to demands for increased accountability, advertising professionals continue to use copytesting, even though they may not believe it is an effective method for evaluating ads.

Question 41

Measuring changes in sales following a marketing campaign is now easier than ever in the past because of Internet technology and the use of "cookies."

Question 42

PACT stands for position advertising copytesting.

Question 43

Scanner data makes it possible for companies to monitor sales and help both the retailer and manufacturer discover the impact of a particular marketing program.

Question 44

According to the principles of position advertising copytesting (PACT), testing procedures should be relevant to the advertising objectives.

Question 45

According to the principles of position advertising copytesting (PACT), multiple exposures to an advertisement are essential to obtain accurate results.

Question 46

Dwell rate measures the proportion of ad impressions that resulted in a user engaging with an online ad, such as clicking it or just moving the mouse over it.

Question 47

The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how the information is processed, where it is being processed in the brain, and how the individual reacted to the ad or marketing piece.

Question 48

In evaluating online advertising, dwell time measures the amount of time an individual spends within a website.

Question 49

Position advertising copytesting (PACT) was designed originally to assist in the evaluation of television ads.

Question 50

Length of engagement is the number one way companies measure the impact of online advertising.

Question 51

The impact of advertising is difficult to measure because it is often delayed.

Question 52

Cognitive neuroscience measures brain activity and brain waves.

Question 53

According to the principles of position advertising copytesting (PACT), tests should be conducted within laboratory settings and not in field settings.

Question 54

Some marketers contend that the only valid evaluation criterion of marketing that should be used is actual sales.

Question 55

According to the principles of position advertising copytesting (PACT), multiple measures should be used in the evaluation.

Question 56

The impact of advertising is difficult to measure because consumers may change their minds concerning which brand to buy while they are in the store.

Question 57

Click-throughs remain the primary method used to measure the impact of online advertising.

Question 58

Scanner data can be used to measure the impact of a point-of-purchase display.

Question 59

Web scanning software is available now that allows a company to monitor web chat about its company and its brands.

Question 60

Cognitive neuroscience reveals physiological reactions to messages. It shows where brain activity occurs and, to some extent, the level of activity.

Question 61

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

Question 62

An examination of a creative message and the physical design of an advertisement or other marketing communication piece is a(n):

A) respondent behavior evaluation
B) online evaluation metric
C) message evaluation
D) message synthesis

Question 63

In terms of analyzing advertising or IMC campaigns, which would be an example of measuring affective responses?

A) sales and redemption rates
B) product specific awareness
C) awareness of the overall company
D) liking the company

Question 64

Test markets are a behavioral response method in which marketing on a small scale is used to predict the potential for marketing success on a larger scale.

Question 65

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

Question 66

Test markets are not quite as accurate in evaluating advertising as it is for other marketing activities, such as price comparisons, consumer promotions, and direct marketing.

Question 67

In terms of evaluation categories, which technique utilizes actual numbers and measures the actual results of the marketing program?

A) message evaluation
B) respondent behavior evaluation
C) online measurement
D) recognition evaluation

Question 68

In evaluating advertising or IMC campaigns, examples of long-term measures would include the following, except:

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

Question 69

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

Question 70

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

Question 71

Even if marketers could agree on a definition of return on investment (ROI) for marketing, most marketers believe it would be difficult to measure, especially in the area of advertising.

Question 72

One major advantage of a test market is that it resembles an actual market situation more than any of the other evaluation methods.

Question 73

Scanner data makes it possible for results from a test market to become quickly available to managers.

Question 74

Test markets can only be used to test the effects of price changes on sales.

Question 75

Market share is one measure of success of an overall IMC program.

Question 76

A QR code allows a company to count how many individuals accessed the code and gather information about those individuals who accessed it.

Question 77

A message evaluation can take place:

A) when an ad is completed
B) when an ad has been shown to the public
C) when the campaign is complete
D) at any stage of the development of an ad

Question 78

By using different toll free telephone numbers or different Internet URLs, a company's marketing department can measure where a person saw a direct television ad or other direct marketing promotion.

Question 79

The major problem with measuring marketing return on investment (ROI) is that marketers cannot agree on a definition of what constitutes ROI for marketing.

Question 80

An examination of visible customer actions including making store visits and purchases is called:

A) respondent behavior evaluation
B) pre-testing
C) message evaluation
D) message synthesis