Question 1

Public relations programs are evaluated in terms of output and outcomes.Explain what this means and discuss two questions that might be used to evaluate each.

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Question 2

The use of different measurement systems and data analysis techniques often complicates the comparison of data from one market to another in the evaluation of international brand communication.

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Different measurement systems and data analysis techniques can create variations in data, making it difficult to compare brand communication data between international markets.

Question 3

In the measurement of a public relations campaign,what is the difference between output and outcomes?

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Question 4

Discuss the use of scanners and scanner research.

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Question 5

What are two disadvantages of using single-source research to evaluate a campaign?

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Question 6

The possibilities for isolating variables in test markets are limited.

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Question 7

Maria,a public relations specialist,primarily writes news releases and feature stories for clients.How can Maria's efforts be evaluated?

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Question 8

Advertising has both instantaneous effects and carryover effects,so both should be measured over time.

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Instantaneous effects refer to the immediate impact of advertising, while carryover effects refer to the longer-term impact. It is important to measure both in order to fully understand the effectiveness of a particular advertising campaign.

Question 9

Briefly explain the distinctions between pretesting,monitoring,and measurement of a campaign.

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Question 10

Why should evaluation be a component of any campaign? What are the risks of not using formal evaluation?

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Question 11

Explain what tracking studies are and how they are used.

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Question 12

Charles is going to be a member of a discussion panel at an upcoming conference on issues facing media planners and buyers.The topic of the panel's discussion will be media efficiency and what is currently being done in the industry to address this challenge.Briefly describe what specific issues will most likely be discussed during this session.

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Question 13

Is it better to test earlier or later in the course of an advertising campaign? Why?

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Question 14

RoC Retinol Correxion is a skin cream product that says you can "Get 10 Years Back." The print ad doesn't really give much information regarding the product,but it does say,"For more about the science behind RoC,visit rocskincare.com." How can the effectiveness of this ad be measured?

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Question 15

How might a marketer use Google to create an experiment to judge the effectiveness of a campaign?

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Question 16

Hector is a media buyer,and one of his responsibilities is to evaluate the media vehicles he will purchase for clients.Name the companies that he most likely uses to give him information on print and broadcast media audiences.

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Question 17

According to this chapter's "A Matter of Practice," what are the three performance measures that can be used to assess executional quality of advertising?

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Question 18

Brand tracking is the most common method for measuring a campaign's synergistic effect.

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Brand tracking involves monitoring metrics such as brand awareness, brand perception, and brand loyalty over time, which can help to determine the impact of a campaign on a brand's overall health and success. By tracking these metrics before, during, and after a campaign, marketers can assess its effectiveness and determine whether it produced a synergistic effect, which refers to the combined positive impact of various marketing efforts on a brand's overall performance. Therefore, brand tracking is commonly used to measure a campaign's synergistic effect.

Question 19

What are the differences between a recognition test,an unaided recall test,and an aided recall test?

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Question 20

Another way to look at advertising return on investment (ROI)is to use the cost-to-sales ratio.

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The cost-to-sales ratio is a way to measure the effectiveness of advertising in terms of how much it costs to generate a certain amount of sales. It is calculated by dividing the advertising cost by the sales revenue generated from that advertising. This can be used as an alternative or additional method to calculate advertising ROI.

Quiz 17: Evaluating Imc Effectiveness