Download Evaluation of Effectiveness

Evaluation of Effectiveness
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 - 1
The formal evaluation of advertising
effectiveness is essential to _____.
1.
2.
3.
4.
learning best practices
minimizing financial missteps
optimizing advertising effectiveness
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 - 2
The formal evaluation of advertising
effectiveness is essential to _____.
1.
2.
3.
4.
learning best practices
minimizing financial missteps
optimizing advertising effectiveness
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 - 3
Advertisements are evaluated through
a system of _____.
1.
2.
3.
4.
inquiring, seeing, and doing
surveys, questionnaires, and polls
planning, publishing, and considering
testing, monitoring, and measurement
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 - 4
Advertisements are evaluated through
a system of _____.
1.
2.
3.
4.
inquiring, seeing, and doing
surveys, questionnaires, and polls
planning, publishing, and considering
testing, monitoring, and measurement
The evaluation process consists of three steps: testing is
used to predict results, monitoring tracks performance, and
measurement evaluates results.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 - 5
_____ deconstructs an ad to determine
elements that are working or not working.
1.
2.
3.
4.
Post-testing research
Diagnostic research
Concurrent research
Developmental research
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 - 6
_____ deconstructs an ad to determine
elements that are working or not working.
1.
2.
3.
4.
Post-testing research
Diagnostic research
Concurrent research
Developmental research
Diagnostic research deconstructs an advertisement to see
what elements are working or not working.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 - 7
_____ compares the effectiveness of
message strategies and creative ideas.
1.
2.
3.
4.
Concept testing
Break-even analysis
Single-source research
Variable data modulation
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 - 8
_____ compares the effectiveness of
message strategies and creative ideas.
1.
2.
3.
4.
Concept testing
Break-even analysis
Single-source research
Variable data modulation
Research in concept testing compares the effectiveness of
various message strategies and their creative ideas.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 - 9
_____ is not a concurrent method of
testing an advertisement’s effectiveness.
1.
2.
3.
4.
Attitude testing
Tracking studies
Brand channeling
Coincidental surveys
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -10
_____ is not a concurrent method of
testing an advertisement’s effectiveness.
1.
2.
3.
4.
Attitude testing
Tracking studies
Brand channeling
Coincidental surveys
Concurrent testing of an advertisement uses three primary
techniques: attitude tests, tracking studies and coincidental
surveys.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -11
Common post-testing evaluation
methods do not include _____.
1.
2.
3.
4.
memory tests
wave analysis
brand tracking
direct-response counts
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -12
Common post-testing evaluation
methods do not include _____.
1.
2.
3.
4.
memory tests
wave analysis
brand tracking
direct-response counts
The most common post-testing techniques include memory
tests, persuasion tests, direct-response counts, frame-byframe tests, in-market tests, and brand tracking.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -13
_____ is not a test to determine whether
consumers remember an advertisement.
1.
2.
3.
4.
Eye tracking
Recall testing
Recognition testing
None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -14
_____ is not a test to determine whether
consumers remember an advertisement.
1.
2.
3.
4.
Eye tracking
Recall testing
Recognition testing
None of the above
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -15
Return on investment (ROI) is more
difficult to calculate for _____.
1.
2.
3.
4.
advertising
direct marketing
sales promotion
None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -16
Return on investment (ROI) is more
difficult to calculate for _____.
1.
2.
3.
4.
advertising
direct marketing
sales promotion
None of the above
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -17
The goal of _____ is to get the most
impact possible with the least cost.
1.
2.
3.
4.
media optimization
advertising analysis
break-through implementation
integrated marketing conversion
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -18
The goal of _____ is to get the most
impact possible with the least cost.
1.
2.
3.
4.
media optimization
advertising analysis
break-through implementation
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -19
Advertising is particularly effective for the
achievement of objectives, such as _____.
1.
2.
3.
4.
creating brand image
promoting brand exposure
delivering brand reminders
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -20
Advertising is particularly effective for the
achievement of objectives, such as _____.
1.
2.
3.
4.
creating brand image
promoting brand exposure
delivering brand reminders
All of the above
Advertising is particularly effective in creating exposure,
awareness, and brand image, as well as delivering brand
reminders.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -21
An important goal of direct-response
communication is to _____.
1.
2.
3.
4.
create exposure
drive a transaction
increase awareness
promote brand image
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -22
An important goal of direct-response
communication is to _____.
1.
2.
3.
4.
create exposure
drive a transaction
increase awareness
promote brand image
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -23
_____ identifies the point where total
promotional costs exceed total revenues.
1.
2.
3.
4.
Break-even analysis
Value-added research
Cost-ratio standardization
Point-of-purchase interpolation
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -24
_____ identifies the point where total
promotional costs exceed total revenues.
1.
2.
3.
4.
Break-even analysis
Value-added research
Cost-ratio standardization
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -25
All of the following except _____ are
outcome measures for public relations.
1.
2.
3.
4.
attitudes
behavior
awareness
sales volume
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -26
All of the following except _____ are
outcome measures for public relations.
1.
2.
3.
4.
attitudes
behavior
awareness
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).
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -27
The most important metric for Internet
advertising is _____.
1.
2.
3.
4.
page views
cost-per-click
conversion rate
click-through rate
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -28
The most important metric for Internet
advertising is _____.
1.
2.
3.
4.
page views
cost-per-click
conversion rate
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -29
An international evaluation program for
advertising should begin with _____.
1.
2.
3.
4.
pretesting
wave analysis
diagnostic outcome tracking
moment-by-moment analysis
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -30
An international evaluation program for
advertising should begin with _____.
1.
2.
3.
4.
pretesting
wave analysis
diagnostic outcome tracking
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 19 -31