When studying marketing effectiveness, the three main types of evaluation techniques are message evaluations, online evaluation metrics, and respondent behavior evaluations.
Correct Answer:
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Q14: Message evaluations primarily deal with customer actions
Q15: An examination of a creative message and
Q16: When analyzing advertising or IMC campaigns, which
Q17: What items should be identified when evaluating
Q18: Define the terms click-throughs, dwell rate and
Q20: Respondent behavior evaluation programs assess all three
Q21: Advertising tracking research does not measure:
A)ad memorability.
B)unaided
Q22: When copytesting television ads, researchers often use:
A)a
Q23: In ad tracking research, if respondents are
Q24: Advertising tracking research examines:
A)web chatter about ads
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