978-0133866339 Chapter 15 Part 1

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Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)

Chapter 15 Evaluating an Integrated Marketing Program

1) An examination of a creative message and the physical design of an advertisement or other

marketing communication piece is a(n):

A) respondent behavior evaluation.

B) online evaluation metric.

C) message evaluation.

D) message synthesis.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-1

2) An examination of visible customer actions including making store visits and purchases is

called ________ evaluation.

A) respondent behavior

B) pre-testing

C) message

D) message synthesis brand recognition

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-1

3) Which evaluation technique utilizes numbers and measures the results of the marketing

program?

A) Message evaluation

B) Respondent behavior evaluation

C) Online measurement

D) Recognition evaluation

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-1

4) Cognitive neuroscience can be used to provide unique insights into a consumer’s response to

advertisements through capturing eye movements as the individual watches the ad.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-1

5) When studying marketing effectiveness, the three main types of evaluation techniques are

message evaluations, online evaluation metrics, and respondent behavior evaluations.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-1

6) Message evaluations primarily deal with visible consumer actions, such as making store visits

or clipping a coupon.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-1

7) Respondent behavior evaluation programs assess all three components of attitudes: cognitive,

affective, and conative.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 15-1

8) Message evaluations primarily deal with customer actions and outcomes, such as making store

visits or accessing a website.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-1

9) When analyzing advertising or IMC campaigns, which of the following would be an example

of measuring affective responses?

A) Sales and redemption rates

B) Product specific awareness

C) Awareness of the overall company

D) Liking the company

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 15-2

10) When evaluating advertising or IMC campaigns, examples of long-term measures would

include all of the following except brand:

A) sales.

B) awareness.

C) loyalty.

D) equity.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 15-2

11) The method of evaluating a marketing piece should match the IMC objective for that

marketing piece.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-2

12) When studying marketing effectiveness, short-term outcomes such as increases in sales or

attitude towards the brand are the most relevant criteria.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 15-2

13) Procedures used to evaluate advertising and marketing should be developed prior to

launching a campaign.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-2

14) What items should be identified when evaluating an advertising program?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-2

15) A message evaluation can take place:

A) when an ad is completed.

B) when an ad has been shown to the public.

C) when the campaign is complete.

D) at any stage of the development of an ad.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 15-3

16) A storyboard is used to outline the structure of ________ advertisements.

A) radio

B) television

C) magazine

D) print

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-3

17) Although ads can be tested prior to production, most advertising agencies perform little

pretesting because they:

A) tend to be unreliable.

B) are too expensive.

C) are not requested very often by clients.

D) have to be matched with posttests to be effective.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 15-3

18) Of the following methods of evaluating advertising and ad campaigns, the one that holds the

most promise for the future is:

A) advertising tracking research.

B) copytesting.

C) online cookie analysis.

D) cognitive neuroscience.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 15-3

19) Advertising tracking research examines:

A) web chatter about ads and ad campaigns.

B) physiological reactions to ads and ad campaigns.

C) ads that have been finished or in the latter stages of production.

D) ads that have already been launched.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-3

20) An in-market advertising research method that monitors a brand’s performance and

advertising effectiveness is:

A) emotional reaction tests.

B) copytesting.

C) cognitive neuroscience.

D) advertising tracking research.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-3

21) With advertising tracking research, tests can be performed to measure all of the following

except:

A) effectiveness of media buys.

B) general measure of the effect of media weight (media spending).

C) quality of the ad’s message and execution.

D) level of web chatter about the ad and brand.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 15-3

22) With advertising tracking research, respondents are shown a(n):

A) entire ad, but without the brand name being visible.

B) brief portion of the ad that includes one mention of the brand name.

C) brief portion of the ad or stills of the ad with the brand name removed or hidden.

D) series of ads so they will not know which ad is being studied.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-3

23) In using advertising tracking research, after a respondent is shown a segment of an

advertisement or stills of an ad, respondents are asked first if they:

A) can identify which brand was in the ad from a list of brands shown to them.

B) can identify the brand being advertised.

C) recognize the company or brand.

D) like the ad.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-3

24) Asking respondents if they recognize a brand in an advertisements measures:

A) memorability.

B) aided brand awareness.

C) unaided brand awareness.

D) brand and ad recognition.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 15-3

25) After being shown a segment or stills of an ad, respondents are asked to identify the brand

being advertised, which measures:

A) memorability.

B) aided brand awareness.

C) unaided brand awareness.

D) brand and ad recognition.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 15-3

26) After being shown a segment or stills of an ad, respondents are given a list of brands and

asked to identify the correct brand that was in the ad, which measures:

A) memorability.

B) aided brand awareness.

C) unaided brand awareness.

D) brand and ad recognition.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 15-3

27) Advertising tracking research does not measure:

A) ad likeability.

B) unaided and aided brand awareness.

C) unaided and aided campaign recall.

D) physiological reactions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-3

28) Advertising tracking research does not measure:

A) ad memorability.

B) unaided and aided message recall.

C) brand and ad recognition.

D) emotional reactions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-3

29) In ad tracking research, if respondents are asked if they have a “general positive feeling

about a brand,” the measure obtained is called a(n) ________ score.

A) brand image

B) brand equity

C) impression

D) emotional

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-3

30) When using message evaluation techniques, copytesting is most likely to be used:

A) in conjunction with ad tracking research.

B) in the final stages of ad development or with the finished ad.

C) with theater and portfolio tests.

D) with online metrics.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-3

31) Which type of evaluation method can provide clients and advertising agencies with an idea

that “wear-out” effects are starting to occur?

A) Ad tracking research

B) Copytesting

C) Cognitive neuroscience

D) Emotional reaction tests

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 15-3

32) Advertising tracking research does not provide information regarding:

A) how an ad is performing compared to previous ads.

B) why an ad is not performing well.

C) how an ad is performing compared to the competition.

D) how an ad is performing over time.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 15-3

33) When copytesting print ads, researchers often use which type of approach?

A) Portfolio test

B) Theater test

C) Regulatory test

D) Cognitive neuroscience

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-3

34) When copytesting television ads, researchers often use:

A) a portfolio test.

B) a theater test.

C) a reaction test.

D) cognitive neuroscience.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-3

35) Quantitative copytesting questions do not measure:

A) ability of the ad to break through.

B) why a particular ad is not liked.

C) how enjoyable the ad is.

D) what the ad communicates.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-3

36) If a client wants to know why a particular ad or ad campaign is not performing well, the best

source of information would be:

A) quantitative questions on a copytest.

B) emotional reaction tests.

C) verbatim comments from a copytest.

D) ad tracking research.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 15-3