Question 1

Which of the following is true of exposure methods?

Accepted Answer

The answer of Which of the following is true of...

Question 2

_____ measures are designed to evaluate the awareness, familiarity, and preferences engendered by sponsorship based on surveys.

Accepted Answer

Tracking measures are used to evaluate the awareness, familiarity, and preferences created by sponsorship through surveys.

Question 3

_____ is a posttest method used in broadcast commercials that traces the behaviors of consumers from a television set to a supermarket checkout counter.

Accepted Answer

Single-source tracking is a posttest method that uses a single source of data to track the behaviors of consumers from a television set to a supermarket checkout counter. This can help advertisers measure the effectiveness of their broadcast commercials and understand how they impact purchasing behavior. While the other answer choices may be relevant to advertising research, they do not specifically address the use of a single source of data to track consumer behavior.

Question 4

_____ are used to measure an advertising campaign's effectiveness at regular intervals.

Accepted Answer

Tracking studies are specifically designed to measure the effectiveness of advertising campaigns at regular intervals. They track several variables, such as brand awareness, brand perceptions, and purchase intent, over time to measure the impact of advertising. The other options listed may be used in advertising research but are not specific to measuring campaign effectiveness at regular intervals.

Question 5

Which of the following is true of ad tracking?

Accepted Answer

Ad tracking is commonly used to measure the effects of advertising on brand awareness. It involves monitoring the performance of advertising campaigns over time and assessing their impact on the target audience. Ad tracking can provide valuable insights into how consumers perceive and respond to advertising messages, and can help marketers optimize their campaigns for maximum impact. While it may not always be useful for measuring purchase intentions directly, it can provide valuable information that can be used to inform marketing strategies and improve overall campaign performance. Ad tracking can be applied to a variety of advertising formats, including broadcast, print, and digital ads, and is often used in conjunction with other techniques such as split-run tests to provide a comprehensive assessment of campaign effectiveness.

Question 6

If a manufacturer of fast-moving consumer goods (FMCG) is interested in measuring consumers' movement through the adoption hierarchy, which of the following ad effectiveness measures should it employ?

Accepted Answer

Tracking studies are the best choice for measuring consumers' movement through the adoption hierarchy as they provide a continuous measure of brand awareness, attitudes, usage, and loyalty over time. They can also track the impact of advertising campaigns on these measures, allowing the manufacturer to assess the effectiveness of their advertising over time. Day-after recall tests, concept testing, recognition tests, and portfolio analysis are useful for other aspects of ad effectiveness measurement but do not specifically address the adoption hierarchy.

Question 7

_____ have been used to measure the effects of advertising on awareness, recall, interest, and attitudes toward an ad and/or brand as well as purchase intentions at regular intervals.

Accepted Answer

Tracking studies are specifically designed to measure the effects of advertising over time, by measuring changes in awareness, recall, interest, attitudes towards the ad/brand, and purchase intentions at regular intervals. In-depth interviews, recognition tests, recall tests, and consumer juries may be used to gather information about advertising effectiveness, but they are not specifically designed for longitudinal tracking.

Question 8

The major advantage of using a tracking study to measure ad effectiveness is:

Accepted Answer

The major advantage of using a tracking study to measure ad effectiveness is its ability to be tailored to each specific campaign. This allows for a more accurate measurement of the impact of the ad on the target audience.

Question 9

_____ can be classified as those that monitor the quantity and nature of the media coverage obtained for a sponsored event and those that estimate direct and indirect audiences.

Accepted Answer

Exposure methods are used to monitor media coverage and estimate audiences for sponsored events.

Question 10

The first step in measuring the effectiveness of event sponsorship is to:

Accepted Answer

The first step in measuring the effectiveness of event sponsorship is to narrowly define the objectives for the event with specific details, as this provides a clear framework for evaluation.

Question 11

Good tests of advertising effectiveness must address the nine principles established by Positioning Advertising Copy Testing (PACT). One of the easiest ways to accomplish this is by following a decision sequence model. The first step in the model is to:

Accepted Answer

The first step in the decision sequence model is to establish communication objectives, which are based on the communication goals of the advertising campaign. Understanding appropriate research, creating a model with multiple measures, deciding on pretests or posttests, and developing a consumer response model are all important steps, but they come after setting communication objectives. Therefore, choice C is the best answer.

Quiz 18: Measuring the Effectiveness of the Promotional Program