Question 1

To evaluate the trade sales promotion programs, the _______ do store checks to verify that stores are doing what they promised.

Accepted Answer

Sales representatives often perform store checks to ensure that the stores are adhering to the agreed-upon promotional activities, such as proper product placement, display setups, and promotional pricing.

Question 2

Studies that follow the purchase activity of a specific consumer or group of consumers over a specified period of time are tracking studies.

Accepted Answer

Tracking studies monitor the behavior, attitudes, or other characteristics of a specific group of consumers over time, often to understand changes in market trends or the effectiveness of marketing strategies.

Question 3

Synergy is when all the pieces in an IMC campaign work together, and it is surprisingly simple to measure.

Accepted Answer

Synergy in an IMC (Integrated Marketing Communications) campaign refers to the enhanced effectiveness achieved when all components work together harmoniously, but measuring this synergy is complex due to the interplay of various media and messages and their cumulative impact on consumer behavior.

Question 4

Response per thousand is NOT an appropriate measure for evaluating direct response advertising.

Accepted Answer

Response per thousand (RPM) is an appropriate measure for evaluating direct response advertising as it helps in assessing the effectiveness of a campaign by calculating the number of responses or actions taken per thousand impressions or contacts.

Question 5

Sales promotion programs are complicated in that it may be necessary to evaluate both trade and consumer promotions, and evaluating the effectiveness of trade promotion is almost impossible.

Accepted Answer

Evaluating the effectiveness of trade promotion is challenging but not impossible. Techniques and metrics such as sales data analysis, market share changes, and retailer feedback can be used to assess the impact of trade promotions.

Question 6

The efficiency of a sales promotion can be evaluated in terms of its financial returns more easily than advertising.

Accepted Answer

Sales promotions often lead to direct and immediate increases in sales, making it easier to measure their financial returns compared to advertising, which may influence consumer behavior over a longer period and in less direct ways.

Question 7

With respect to retail advertising, the results of traffic-building promotions and advertising are simple counts of people coming through the door.

Accepted Answer

Traffic-building promotions and advertising aim to increase the number of visitors to a retail location, so the results are measured by counting the number of people who enter the store.

Question 8

Explain tracking studies.

Accepted Answer

The answer of Explain tracking studies....

Question 9

As described in the chapter's opening vignette, what did research uncover about perception of New Holland?

Accepted Answer

Research found that consumers who favored New Holland felt that choosing a nontraditional brand was empowering, highlighting a perception of independence and differentiation from mainstream choices.

Question 10

Which of the following was an objective of the New Holland "Brave New Tractors" campaign as described in the chapter's opening vignette?

Accepted Answer

The answer of Which of the following was an objective...

Question 11

_______ is a company that specializes in testing brand recall, main idea, attribute statements.

Accepted Answer

The answer of _______ is a company that specializes in...

Question 12

As discussed in the "Hands-On" case at the end of the chapter, what was the key to McDonald's double-digit sales growth that far outpaced the competition?

Accepted Answer

The key to McDonald's double-digit sales growth was a combination of improved advertising and improved product, as these factors directly contributed to attracting more customers and increasing sales.

Question 13

MINI-CASE
You are having dinner with your former college roommate, who is a neurosurgeon. You are an account planner at an advertising agency, and you do a lot of ad testing. You're trying to get him to help you with some neurological tests to determine the effectiveness of some of your clients' ads, especially those that attempt to evoke strong emotional responses. But he asked you, "If advertising is done to sell a product, why don't you just measure sales to determine the effectiveness of an ad?" You try to explain to him that it is not that simple, and you tell him about all the types of research you conduct at various stages of a campaign.
-Refer to Mini-Case. Which of the following is a reason why advertisers use other measures besides sales as a measure of advertising effectiveness?

Accepted Answer

Advertising effects can be delayed, making it difficult to directly link an ad to a purchase made later, and there are many factors besides advertising that can affect sales, complicating the isolation of advertising's impact. However, manufacturers and their agencies often do have access to sales data through various means, making choice C incorrect.

Question 14

MINI-CASE
You are having dinner with your former college roommate, who is a neurosurgeon. You are an account planner at an advertising agency, and you do a lot of ad testing. You're trying to get him to help you with some neurological tests to determine the effectiveness of some of your clients' ads, especially those that attempt to evoke strong emotional responses. But he asked you, "If advertising is done to sell a product, why don't you just measure sales to determine the effectiveness of an ad?" You try to explain to him that it is not that simple, and you tell him about all the types of research you conduct at various stages of a campaign.
-Refer to Mini-Case. You also conduct a significant amount of research after the ad has been run to determine if it met its objectives. Which of the following is NOT a posttesting technique?

Accepted Answer

The answer of MINI-CASE
You are having dinner with your former...

Question 15

What were the objectives of the New Holland "Back to Tractors" campaign as described in the chapter's opening?

Accepted Answer

The answer of What were the objectives of the New...

Question 16

The "Hands-On" case at the end of the chapter discussed how an ad critic thought the McDonald's "I'm lovin' it" campaign was horrible, yet McDonald's experienced double-digit sales growth. Discuss the possible reasons for that growth.

Accepted Answer

The answer of The "Hands-On" case at the end of...

Question 17

MINI-CASE
Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted in Dell becoming the top-selling personal computer. Consumers can purchase a Dell computer only directly from Dell, either by calling the toll-free number or visiting Dell's web site. One of their popular television commercials included Steve, a young man who would usually say, "Dude, you're gettin' a Dell." Audiences really liked Steve and the ads he appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has stopped that campaign and has moved on to others.
-Refer to Mini-Case. One procedure that was used to evaluate the commercials used a clutter reel to test the ads. Explain what a clutter reel is.

Accepted Answer

The answer of MINI-CASE
Dell Computers has dramatically increased its consumer...

Question 18

MINI-CASE
Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted in Dell becoming the top-selling personal computer. Consumers can purchase a Dell computer only directly from Dell, either by calling the toll-free number or visiting Dell's web site. One of their popular television commercials included Steve, a young man who would usually say, "Dude, you're gettin' a Dell." Audiences really liked Steve and the ads he appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has stopped that campaign and has moved on to others.
-Refer to Mini-Case. Dell discontinued the "Dude, you're gettin' a Dell" campaign because they felt it had "run its course." Really, it was discontinued because it wasn't effective anymore and tests showed that consumers were getting rather irritated with Steve. Explain why this can be.

Accepted Answer

The answer of MINI-CASE
Dell Computers has dramatically increased its consumer...

Question 19

MINI-CASE
Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted in Dell becoming the top-selling personal computer. Consumers can purchase a Dell computer only directly from Dell, either by calling the toll-free number or visiting Dell's web site. One of their popular television commercials included Steve, a young man who would usually say, "Dude, you're gettin' a Dell." Audiences really liked Steve and the ads he appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has stopped that campaign and has moved on to others.
-Refer to Mini-Case. Dell uses a combination of media, and direct mail is one of them. How can they evaluate the efficiency and effectiveness of the direct-mail ads?

Accepted Answer

The answer of MINI-CASE
Dell Computers has dramatically increased its consumer...

Question 20

MINI-CASE
Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted in Dell becoming the top-selling personal computer. Consumers can purchase a Dell computer only directly from Dell, either by calling the toll-free number or visiting Dell's web site. One of their popular television commercials included Steve, a young man who would usually say, "Dude, you're gettin' a Dell." Audiences really liked Steve and the ads he appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has stopped that campaign and has moved on to others.
-Refer to Mini-Case. It seems like every week, Dell has a special offer for consumers. For example, one offer included a free printer and digital camera with the purchase of a desktop computer. How do marketers typically evaluate the effectiveness of sales promotion offers such as this?

Accepted Answer

The answer of MINI-CASE
Dell Computers has dramatically increased its consumer...

Quiz 19: Evaluation of Effectiveness

To evaluate the trade sales promotion programs, the _______ do store checks to verify that stores are doing what they promised.

Studies that follow the purchase activity of a specific consumer or group of consumers over a specified period of time are tracking studies.

Synergy is when all the pieces in an IMC campaign work together, and it is surprisingly simple to measure.

Response per thousand is NOT an appropriate measure for evaluating direct response advertising.

Sales promotion programs are complicated in that it may be necessary to evaluate both trade and consumer promotions, and evaluating the effectiveness of trade promotion is almost impossible.

The efficiency of a sales promotion can be evaluated in terms of its financial returns more easily than advertising.

With respect to retail advertising, the results of traffic-building promotions and advertising are simple counts of people coming through the door.

Explain tracking studies.

As described in the chapter's opening vignette, what did research uncover about perception of New Holland?

Which of the following was an objective of the New Holland "Brave New Tractors" campaign as described in the chapter's opening vignette?

_______ is a company that specializes in testing brand recall, main idea, attribute statements.

As discussed in the "Hands-On" case at the end of the chapter, what was the key to McDonald's double-digit sales growth that far outpaced the competition?

What were the objectives of the New Holland "Back to Tractors" campaign as described in the chapter's opening?

The "Hands-On" case at the end of the chapter discussed how an ad critic thought the McDonald's "I'm lovin' it" campaign was horrible, yet McDonald's experienced double-digit sales growth. Discuss the possible reasons for that growth.