Question 1

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

Accepted Answer

Market share is a key performance indicator for an IMC program, as it measures the percentage of total sales within a market that are attributed to a specific brand or company. A higher market share indicates that the IMC program is effective in increasing brand awareness, building brand loyalty, and driving sales.

Question 2

What objectives can be used to measure an overall IMC program?

Accepted Answer

The answer of What objectives can be used to measure...

Question 3

Consumer awareness and brand loyalty are closely linked to a measure of:
A) market share.
B) innovation.
C) productivity.
D) ROI.

Accepted Answer

Market share represents the percentage of the total market that a brand controls, which is an indicator of how well-known and trusted the brand is among consumers. High consumer awareness is likely to result in higher market share and greater brand loyalty, as customers become more familiar with a brand and prefer it over competitors. Innovation, productivity, and ROI may also be factors that influence consumer awareness and loyalty, but they are not as closely linked to these measures as market share.

Question 4

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

Accepted Answer

The statement is true. A purchase simulation test is a tool used to observe and analyze the thought process and behavior of consumers while making a buying decision.

Question 5

International IMC programs should be assessed in several ways, including domestic results, results in other countries, and:
A) as a percentage of sales.
B) as an overall company.
C) with message evaluation measures.
D) through online metrics.

Accepted Answer

The answer of International IMC programs should be assessed in...

Question 6

The measure or definition of marketing return on investment (ROI) that is the most commonly used is:
A) incremental sales from marketing activities.
B) changes in brand awareness.
C) ratio of advertising costs to sales.
D) reach/frequency achieved.

Accepted Answer

The most commonly used measure or definition of marketing ROI is incremental sales from marketing activities as it directly links marketing efforts to revenue generation. Other measures such as changes in brand awareness, ratio of advertising costs to sales, and reach/frequency achieved may provide insights into marketing effectiveness, but they do not capture the financial impact of marketing activities as directly as incremental sales.

Question 7

All of the following are common measures of the overall health of a company except:
A) physical and financial resources.
B) profitability.
C) manager performance and development.
D) level of brand equity.

Accepted Answer

The answer of All of the following are common measures...

Question 8

All of the following are common measures of the overall health of a company except:
A) market share.
B) level of innovation.
C) brand awareness.
D) productivity.

Accepted Answer

Brand awareness is more related to marketing effectiveness rather than a direct measure of a company's overall health.

Question 9

What behavioral measures of advertising effectiveness are possible?

Accepted Answer

The answer of What behavioral measures of advertising effectiveness are...

Question 10

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.

Accepted Answer

Many marketers struggle with measuring the ROI of advertising and believe it is difficult to measure accurately.

Question 11

What makes measuring the effectiveness of advertisements problematic?

Accepted Answer

The answer of What makes measuring the effectiveness of advertisements...

Question 12

Because marketers agree on a definition of what constitutes ROI for marketing, it is used to measure the overall impact of marketing expenditures.

Accepted Answer

Marketers often have different definitions and methods for calculating ROI, leading to variations in how the impact of marketing expenditures is measured.

Question 13

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.

Accepted Answer

Test markets are designed to evaluate a product or marketing strategy in a controlled setting before it is rolled out on a larger scale. While they can provide valuable insights into how consumers respond to a new product or pricing strategy, they may not be as effective in evaluating advertising because it is a more subjective and complex aspect of marketing. Consumers may have varying opinions and emotional responses to different ad campaigns, and these can be difficult to capture accurately in a test market setting.

Quiz 15: Evaluating an Integrated Marketing Program

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

What objectives can be used to measure an overall IMC program?

Consumer awareness and brand loyalty are closely linked to a measure of: