Question 1

List the common techniques used to measure the effectiveness of creative. Provide an example of each.

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Question 2

__________ is a mathematical model that equates public relations to an advertising value by evaluating the space occupied by a public relations message in relation to advertising space.

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Advertising equivalency is the mathematical model that equates public relations to an advertising value by evaluating the space occupied by a public relations message in relation to advertising space. Stickiness refers to the ability of an ad to stick in the minds of consumers, gross impressions is a measure of the total number of times a message is received by an audience, mathematical equivalency is not a commonly used term in PR, and day-after recall is a measure of how well an audience remembers an ad or message the day after they were exposed to it.

Question 3

Discuss the four methodologies for collecting primary survey research. Include the advantages and disadvantages of each.

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Question 4

Describe the three primary methods a research can use to collect data. Pick a product and describe how each of the different methods could be used to aid the marketing manager with determining next year's integrated marketing communication program.

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Question 5

Facebook offers a tool called "people taking about this," so tracking the number of messages about a brand and the number of people talking about a brand can be accomplished. What someone would be measuring is

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Question 6

An organization that scans the print and broadcast media in search of a company's or brand's name is called a(n)

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The term "clipping service" refers to an organization that scans the print and broadcast media for mentions of a specific company or brand. This service provides the company with a report of all media coverage received and assists in measuring the effectiveness of their public relations efforts. Option A is incorrect because an "equivalency service" measures the value of media coverage in terms of advertising value. Option B is too vague and does not specifically refer to media monitoring. Option D is too broad and does not accurately describe the specific service being provided. Option E is incorrect because advertising services focus on creating and placing advertisements, not monitoring media coverage.

Question 7

Discuss the managerial approach for evaluating creative that may be used by clients.

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Question 8

Which of the following is NOT a common measure of the effectiveness of the Integrated Marketing Communications effort?

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Question 9

Describe how an organization could measure the impact of its social media efforts.

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Question 10

Since the key benefit of experiential marketing is to engage the audience on an emotional level, one of the key measures for the success of an experiential marketing campaign is

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Experiential marketing aims to create memorable and emotional experiences for the audience, which can positively influence their perceptions of the brand. Therefore, one of the key measures of the success of experiential marketing is image perceptions. While brand sales and lead generation are important metrics, they may not fully capture the emotional impact of the experiential marketing campaign. The number of people who sign up for a contest at an event can also be an indicator of engagement, but it may not necessarily translate into long-term brand loyalty or positive image perceptions. Lastly, reaching the target audience is important, but it is not a sufficient measure of success on its own without accounting for emotional engagement.

Quiz 12: Evaluating Marketing Communications Programs