evaluation of effectiveness copyright © 2012 pearson education, inc. publishing as prentice...

Evaluation of EffectivenessEvaluation of Effectiveness

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 1Chapter 19 -

The formal evaluation of advertising effectiveness is

essential to _____.

1. learning best practices

2. minimizing financial missteps

3. optimizing advertising effectiveness

4. All of the above


The formal evaluation of advertising effectiveness is

essential to _____.

1. learning best practices

2. minimizing financial missteps

3. optimizing advertising effectiveness

4. All of the above


Formal evaluation helps to minimize financial missteps, optimize advertising effectiveness, and identify best practices, so a brand’s advertising continues to improve.

Advertisements are evaluated through

a system of _____.

1. inquiring, seeing, and doing

2. surveys, questionnaires, and polls

3. planning, publishing, and considering

4. testing, monitoring, and measurement

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 19 - 4

Advertisements are evaluated through

a system of _____.

1. inquiring, seeing, and doing

2. surveys, questionnaires, and polls

3. planning, publishing, and considering

4. testing, monitoring, and measurement


The evaluation process consists of three steps: testing is used to predict results, monitoring tracks performance, and measurement evaluates results.

_____ deconstructs an ad to determine elements that are

working or not working.

1. Post-testing research

2. Diagnostic research

3. Concurrent research

4. Developmental research


_____ deconstructs an ad to determine elements that are

working or not working.

1. Post-testing research

2. Diagnostic research

3. Concurrent research

4. Developmental research


Diagnostic research deconstructs an advertisement to see what elements are working or not working.

_____ compares the effectiveness of message strategies and

creative ideas.

1. Concept testing

2. Break-even analysis

3. Single-source research

4. Variable data modulation


_____ compares the effectiveness of message strategies and

creative ideas.

1. Concept testing


3. Single-source research

4. Variable data modulation


Research in concept testing compares the effectiveness of various message strategies and their creative ideas.

_____ is not a concurrent method of

testing an advertisement’s effectiveness.

1. Attitude testing

2. Tracking studies

3. Brand channeling

4. Coincidental surveys


_____ is not a concurrent method of

testing an advertisement’s effectiveness.

1. Attitude testing

2. Tracking studies

3. Brand channeling

4. Coincidental surveys


Concurrent testing of an advertisement uses three primary techniques: attitude tests, tracking studies and coincidental surveys.

1. memory tests

2. wave analysis

3. brand tracking

4. direct-response counts

Common post-testing evaluation methods do not include _____.


1. memory tests

2. wave analysis

3. brand tracking

4. direct-response counts

Common post-testing evaluation methods do not include _____.


The most common post-testing techniques include memory tests, persuasion tests, direct-response counts, frame-by-frame tests, in-market tests, and brand tracking.

_____ is not a test to determine whether consumers remember an

advertisement.

1. Eye tracking

2. Recall testing

3. Recognition testing

4. None of the above


_____ is not a test to determine whether consumers remember an

advertisement.

1. Eye tracking

2. Recall testing

3. Recognition testing



In recognition tests, people view an ad; they are asked if they remember having seen it before. In recall tests, people read an ad; they are asked what they recall about the brand.

1. advertising

2. direct marketing

3. sales promotion


Return on investment (ROI) is more

difficult to calculate for _____.


Return on investment (ROI) is more

difficult to calculate for _____.

1. advertising

2. direct marketing

3. sales promotion



Figuring ROI is easier for direct marketing (fewer variables) and sales promotion (immediate response). Dollar impact of advertising is less tangible, so ROI is harder to calculate.

The goal of _____ is to get the most

impact possible with the least cost.

1. media optimization

2. advertising analysis

3. break-through implementation

4. integrated marketing conversion


The goal of _____ is to get the most

impact possible with the least cost.

1. media optimization

2. advertising analysis

3. break-through implementation

4. integrated marketing conversion


The goal of media optimization is to optimize the budget: to get the most impact possible with the least expenditure of money.

Advertising is particularly effective for the achievement of

objectives, such as _____.

1. creating brand image

2. promoting brand exposure

3. delivering brand reminders

4. All of the above


Advertising is particularly effective for the achievement of

objectives, such as _____.

1. creating brand image

2. promoting brand exposure

3. delivering brand reminders

4. All of the above


Advertising is particularly effective in creating exposure, awareness, and brand image, as well as delivering brand reminders.

An important goal of direct-response communication is to

_____.

1. create exposure

2. drive a transaction

3. increase awareness

4. promote brand image


1. create exposure

2. drive a transaction

3. increase awareness

4. promote brand image

An important goal of direct-response communication is to

_____.


The goal of direct-response communication is to drive a transaction or some other type of immediate response, such as a donation or a visit to a dealer.

_____ identifies the point where total promotional costs exceed

total revenues.


2. Value-added research

3. Cost-ratio standardization

4. Point-of-purchase interpolation


_____ identifies the point where total promotional costs exceed

total revenues.


2. Value-added research

3. Cost-ratio standardization

4. Point-of-purchase interpolation


A break-even analysis seeks to determine the point at which the total cost of a promotion will exceed the total revenue that will be generated by the promotion.

All of the following except _____ are outcome measures for

public relations.

1. attitudes

2. behavior

3. awareness

4. sales volume


All of the following except _____ are outcome measures for

public relations.

1. attitudes

2. behavior

3. awareness

4. sales volume


The most common measures of outcomes in public relations are awareness (aided/unaided recall), attitudes (perceptions and preferences), and behavior (actions taken by target).

The most important metric for Internet advertising is _____.

1. page views

2. cost-per-click

3. conversion rate

4. click-through rate


The most important metric for Internet advertising is _____.

1. page views

2. cost-per-click

3. conversion rate

4. click-through rate


The most important metric for Internet advertising is the conversion rate, which is the percentage of visitors to a site who complete a desired action.

An international evaluation program for advertising should

begin with _____.

1. pretesting

2. wave analysis

3. diagnostic outcome tracking

4. moment-by-moment analysis


An international evaluation program for advertising should

begin with _____.

1. pretesting

2. wave analysis

3. diagnostic outcome tracking

4. moment-by-moment analysis


An international evaluation program for advertising should start with pretesting because unfamiliarity with languages, cultures, and consumers can cause major miscalculations.

evaluation of effectiveness copyright © 2012 pearson education, inc. publishing as prentice...

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