Question 1

Survey tracking is an appropriate way to confirm that the advertising is causally contributing to sales.

Accepted Answer

Survey tracking involves gathering data from consumers about their product preferences and purchasing behavior, which can confirm whether or not advertising is influencing sales. This makes it an appropriate way to establish causality between advertising and sales.

Question 2

Gross Rating Points (GRPs) are the most precise measure of the effectiveness of media spending.

Accepted Answer

While GRPs are a commonly used measure of media effectiveness, they are not the most precise. Other measures such as reach, frequency, and engagement are also important in evaluating media effectiveness.

Question 3

Continuous tracking is the only method that allows campaign causality to be inferred.

Accepted Answer

Continuous tracking is not the only method to infer campaign causality; experimental designs like A/B testing and other statistical methods can also be used to infer causality.

Question 4

You need only to track the campaign's target audience.

Accepted Answer

While it is important to track the campaign's target audience, it is also important to track the overall impact and reach of the campaign, as well as any potential secondary audiences that may be engaging with the content.

Question 5

Claimed exposure frequency provides a check on the achieved reach of the media plan.

Accepted Answer

Claimed exposure frequency is a measure of how many times the target audience claims to have been exposed to the media plan. By comparing this frequency to the expected frequency based on the media plan, marketers can evaluate the achieved reach of the plan and make adjustments if necessary.

Question 6

The biggest mistake made in tracking studies is to record each measure's finding separately in the form of &#34;dashboard metrics.&#34;

Accepted Answer

Dashboard metrics can provide a quick overview of key performance indicators, but they can also lead to a lack of understanding of the underlying data and relationships between metrics.

Question 7

So-called addressable or targeted TV and Internet advertising now means that there is no need for a direct-matching media survey.

Accepted Answer

Addressable or targeted advertising improves efficiency by targeting specific audiences, but direct-matching media surveys are still needed to measure effectiveness, understand broader audience behaviors, and calibrate targeting algorithms.

Question 8

Aggregate tracking is adequate when the market is stable, that is, in a state of equilibrium.

Accepted Answer

Aggregate tracking, which involves monitoring overall market trends, is useful in a stable market where trends are more predictable. In a volatile market, however, more granular tracking techniques may be necessary to account for sudden shifts and changes.

Question 9

Advertising wearout is caused by one of two factors: either media plan slippage or creative idea wearout.

Accepted Answer

The answer of Advertising wearout is caused by one of...

Question 10

Attitudinal wearout occurs only with advertising in broadcast media.

Accepted Answer

The answer of Attitudinal wearout occurs only with advertising in...

Deck 12: Campaign Tracking