Question 1

Which measure would be most helpful for determining how well a banner ad achieves the objective of increasing the number of transactions on a retail website?

Accepted Answer

The most helpful measure for determining how well a banner ad achieves the objective of increasing the number of transactions on a retail website is conversion rate, as it indicates the percentage of website visitors who actually make a purchase after clicking on the banner ad. Other measures such as click-through rate (A) only indicate how many people clicked on the ad, which may not necessarily lead to a transaction. Recognition test (B) is a measure that tests if people recognize the ad, but does not measure its effectiveness in driving transactions. Break-even analysis (C) is a financial analysis tool that determines the minimum amount of sales needed to cover costs, but does not necessarily measure the effectiveness of the banner ad in achieving the specific objective of increasing transactions. Cost-per-lead (D) measures the cost for generating a lead, which may not necessarily lead to a transaction or revenue.

Question 2

Refer to the passage below to answer the questions that follow.
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. He asks 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.
-You tell your friend about the research you do before an ad even appears in any medium.This research assists in the go/no-go decision about finished or nearly finished ads.This type of testing that assesses the strengths of the finished message and predicts how well it will perform is known as ________.

Accepted Answer

The passage states that the research conducted before an ad appears in any medium is to assess the strengths of the finished message and predict how well it will perform. This type of testing is also referred to as pretesting.

Question 3

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?

Accepted Answer

The answer of According to this chapter's "A Matter of...

Question 4

Computer models are most important for which of the following techniques?

Accepted Answer

Computer models are most important for media optimization, as they enable marketers to simulate and evaluate the performance of different media mix options and make data-driven decisions about how to allocate their advertising budget.

Question 5

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

Accepted Answer

The answer of What are two disadvantages of using single-source...

Question 6

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 his panel's discussion will be the biggest challenge facing media planners 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.

Accepted Answer

The answer of Charles is going to be a member...

Question 7

Refer to the passage below to answer the questions that follow.
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. He asks 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.
-Which of the following is a reason that advertisers use other measures in addition to sales as a measure of advertising effectiveness?

Accepted Answer

Creating brand awareness and recognition is a major objective of advertising, and it isn't necessarily reflected in sales. Therefore, advertisers use other measures in addition to sales to determine the effectiveness of their ads.

Question 8

Of the following,which would be the biggest number for a magazine?

Accepted Answer

Total audience refers to the total number of people who read or are exposed to the magazine, which is typically larger than circulation or coverage figures.

Question 9

Aziza is responsible for determining the efficiency of an in-store coupon promotion for a new Cat Care food product.Which of the following would Aziza most likely use?

Accepted Answer

Aziza would most likely use break-even analysis to determine the efficiency of the coupon promotion, as this method helps to calculate the point at which the cost of the promotion is covered by the additional sales generated. This would enable Aziza to determine whether the promotion was cost-effective and worth continuing. The other methods listed (inquiry test, recognition test, single-source research, and test marketing) may be useful for other types of research, but are less likely to be relevant for this particular situation.

Question 10

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

Accepted Answer

The answer of How might a marketer use Google to...

Question 11

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

Accepted Answer

The answer of In the measurement of a public relations...

Question 12

Molly wants to determine the effectiveness of a new direct-response mailing that Innovative Insurance sent to prospective customers.Which of the following tools would Molly most likely use?

Accepted Answer

Molly would most likely use an inquiry test, which measures the number of responses generated by the direct-mail piece. This helps determine the effectiveness of the mailing in terms of generating interest and leads.

Question 13

Which of the following public relations outputs measures coverage?

Accepted Answer

The number and size of clips, column inches, or minutes of time or space is the measurement commonly used to determine the amount of coverage received by a PR output. This measurement is sometimes referred to as media impressions or media mentions.

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?

Accepted Answer

The answer of RoC Retinol Correxion is a skin cream...

Question 15

Refer to the passage below to answer the questions that follow.
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. He asks 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.
-You also explain that while it is important to calculate the return on investment (ROI)for brand communication efforts,it is often difficult to directly measure ROI.For which marketing tool is it easiest to determine ROI?

Accepted Answer

Direct marketing is the marketing tool that is easiest to determine ROI for because it involves direct communication with the consumer and can track responses, sales, and other actions taken. Broadcast advertising, out-of-home advertising, public relations, and buzz marketing are all more difficult to directly measure the ROI for.

Question 16

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

Accepted Answer

The answer of Briefly explain the distinctions between pretesting,monitoring,and measurement...

Question 17

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

Accepted Answer

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Question 18

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

Accepted Answer

The answer of Hector is a media buyer,and one of...

Question 19

Six months ago,Volkswagen launched a new campaign that included print ads and television commercials.Edwin thought the commercials were clever,but exposure to the commercials didn't change Edwin's behavior.However,six months after viewing the commercials,Edwin has decided he needs to purchase a new car,and he includes Volkswagen on the list of cars he wants to test drive.Edwin's behavior is an example of which of the following?

Accepted Answer

Edwin did not immediately change his behavior after viewing the Volkswagen commercials, but six months later included Volkswagen on his list of cars to test drive. This delayed effect is an example of a carryover effect, where advertising exposure influences behavior or attitudes at a later point in time.

Question 20

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

Accepted Answer

The answer of What are the differences between a recognition...

Quiz 19: Evaluating Imc Effectiveness