978-0133866339 Chapter 15 Part 3

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84) Describe advertising research tracking and what it can be used to evaluate.

Question Tag: Synthesis

AACSB Category: Reflective thinking

Objective: 15-3

85) Discuss the value of copytesting.

Question Tag: Synthesis

AACSB Category: Reflective thinking

Objective: 15-3

86) PACT was a set of principles originally designed for:

A) evaluating television ads.

B) evaluating print ads.

C) monitoring emotional responses.

D) persuasion analysis.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-4

87) Which of the following is not a principle associated with PACT, position advertising

copytesting?

A) The procedure should be relevant to the advertising objective being tested.

B) Researchers should agree on how results will be used.

C) The test should measure the degree of social responsibility.

D) Researchers should use multiple measures to evaluate ads.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 15-4

88) Cognitive neuroscience shows where brain activity occurs, to some extent, the level of

activity, and how the subject feels about an ad.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 15-4

89) PACT stands for position advertising copytesting.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-4

90) Position advertising copytesting (PACT) was designed originally to assist in the evaluation of

digital ads.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-4

91) The principles of position advertising copytesting (PACT) state that testing procedures

should be relevant to advertising objectives.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-4

92) The principles of position advertising copytesting (PACT) state that a single measure is

sufficient to evaluate an ad.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-4

93) The principles of position advertising copytesting (PACT) state that multiple exposures to an

advertisement are essential to obtain accurate results.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-4

94) The principles of position advertising copytesting (PACT) state that tests should be

conducted within laboratory settings and not in field settings.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-4

95) In terms of online metrics, dwell time is the:

A) number of individuals who click on an online ad.

B) proportion of ad impressions that result from a user clicking on or mousing over an

advertisement.

C) amount of time a user is engaged with a particular advertisement.

D) amount of time a user is engaged with a website.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 15-5

96) In terms of online metrics, dwell rate is the:

A) number of individuals who click on an online ad.

B) proportion of ad impressions that result from a user clicking on or mousing over an

advertisement.

C) amount of time a user is engaged with a particular advertisement.

D) amount of time a user is engaged with a website.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 15-5

97) The proportion of ad impressions resulting from the user engaging with an advertisement,

either by clicking on it or running the mouse over it, is the:

A) length of engagement.

B) click-through rate.

C) dwell time.

D) dwell rate.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 15-5

98) The measure of time users spend engaged with a particular online ad is the:

A) length of engagement.

B) click-through rate.

C) dwell time.

D) dwell rate.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 15-5

99) Chris wants to measure how long individuals stay engaged with a banner ad he has placed on

a website that contains a short five-second video. The best measurement to use would be:

A) dwell rate.

B) dwell time.

C) length of engagement.

D) click-through.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 15-5

100) Currently, the number one way companies measure the impact of online advertising is:

A) click-throughs.

B) sales.

C) lead generations.

D) response rates.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-5

101) The online metric that measures how long an individual stays at a particular website is:

A) click-throughs.

B) length of engagement.

C) impressions.

D) brand awareness.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 15-5

102) To measure Cole’s level of interest in the products offered at a particular website, the online

metric that should be used is:

A) click-throughs.

B) length of engagement.

C) impressions.

D) brand awareness.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 15-5

103) Which online metric evaluation method allows companies to gauge consumer reactions to a

new advertising campaign, whether it is online or traditional?

A) Click-through rate

B) Copytesting

C) Emotional reaction tests

D) Monitoring web chatter

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 15-5

104) Length of engagement is the number one way companies measure the impact of online

advertising.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 15-5

105) Currently, click-throughs remain the primary method used to measure the impact of online

advertising.

Question Tag: Critical Thinking

AACSB Category: Information technology

Objective: 15-5

106) Length of engagement measures the proportion of ad impressions that result in a user

engaging with an online ad, such as clicking it or just moving the mouse over it.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 15-5

107) In evaluating online advertising, dwell time measures the amount of time an individual

spends on a website.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 15-5

108) Web scanning software allows a company to monitor web chats pertaining to the company

and its brands.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 15-5

109) Test markets can only be used to test the effects of price changes on sales.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-5

110) What can test markets assess?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-5

111) Which is not a behavioral evaluation measure?

A) Actual sales

B) Coupon redemptions

C) Emotional reaction

D) Internet hits

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-6

112) To some marketers and company executives, the only measure that should be used to

evaluate marketing is:

A) sales.

B) brand loyalty and brand equity.

C) brand awareness.

D) brand recognition.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 15-6

113) Measuring changes in sales following a marketing campaign is easier now than in the past

because of:

A) commercial database services.

B) scanners and the UPC.

C) the power of retailers to control sales data.

D) internet technology.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-6

114) Advertising is the most difficult part of the IMC program to evaluate for all of the following

reasons except:

A) a delayed impact of the ad.

B) consumers changing their minds while in the store.

C) the consumer price index changes.

D) brand equity considerations.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 15-6

115) To measure the impact of a point-of-purchase display, retailers and manufacturers can use:

A) response rates.

B) changes in sales.

C) scanner data.

D) number of inquiries.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-6

116) The impact of trade and consumer promotions as well as direct response marketing

programs can be measured through:

A) counting the number of inquiries.

B) changes in sales during the promotion.

C) measuring the redemption rate.

D) ad tracking research.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-6

117) The best behavioral method to measure the impact of a coupon program is:

A) changes in store traffic.

B) number of inquiries.

C) changes in attitude towards the brand.

D) the redemption rate.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 15-6

118) The impact of the following marketing programs can be measured using redemption rates

except:

A) point-of-purchase displays.

B) coupons.

C) sweepstakes.

D) direct-mail letters.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 15-6