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119) When reactions to a small scale marketing effort are used to predict reactions in a larger
area, the testing method is:
A) emotional response.
B) position advertising copytesting (PACT) principles.
C) a test market.
D) a simulation model.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
120) Test markets are typically used for all of the following except:
A) advertising effectiveness.
B) pricing tactics.
C) brand equity.
D) new product acceptance.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 15-6
121) Test markets are used for all of the following except:
A) study promotions and premiums.
B) test emotional reactions to marketing campaigns.
C) set prices.
D) study new product acceptance.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 15-6
122) The greatest danger in using a lengthy time period for a test market is:
A) the cost of the test market.
B) that the competition will have time to study the test market and react.
C) the possibility of more interference from external factors.
D) changes in the economy.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-6
123) Scanner data is often used to measure the impact of marketing communications in which of
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these programs?
A) Test markets
B) Cognitive neuroscience
C) Purchase simulation tests
D) Emotional reaction tests
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 15-6
124) McCormick's marketing team wants to test three different advertisements for its new
Chicken Dijon gravy before they launch the product nationwide. To measure actual market
reaction, the best approach would be to:
A) use the ads in three different markets and use ad tracking research to measure the impact.
B) use different test markets for each of the three ads and compare the actual sales differences
among the three markets.
C) place the three ads in a theater test and measure the audience reaction.
D) count the number of times the brand name or specific product is mentioned in the media after
each ad has run.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 15-6
125) A purchase simulation test takes place in a:
A) mall.
B) retail store.
C) laboratory.
D) theater.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
31
126) Which statement below concerning purchase simulation tests is false?
A) They are performed in laboratory settings.
B) They measure opinions and attitudes.
C) They are a form of pre and posttest.
D) They are designed to resemble a shopping experience.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-6
127) Some marketers contend that the only valid evaluation criterion of marketing that should be
used is brand attitude.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
128) Measuring changes in sales that follow a marketing campaign is now easier than ever
because of internet technology and the use of "cookies."
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
129) Scanner data makes it possible for companies to monitor sales and help both the retailer and
manufacturer discover the impact of a particular marketing program.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
130) The impact of advertising is relatively easy to measure because results are delayed, which
allows time to obtain accurate measures.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-6
32
131) The impact of advertising is difficult to measure because consumers may change their
minds concerning which brand to buy while they are in a store.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-6
132) Retail scanner data can be used to measure the impact of a point-of-purchase display.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
133) Evaluating various sales promotions, such as coupons and contests, is more difficult than
evaluating advertising.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 15-6
134) By using different toll free telephone numbers or different internet URLs, a company's
marketing department can measure where a person saw a direct television ad or other direct
marketing promotion.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-6
135) A QR code allows marketers to count how many individuals access a code and gather
information about individuals who accessed it.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
33
136) For coupons, contests, sweepstakes, and other types of consumer promotions, brand attitude
is an effective method of measuring impact.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
137) It is difficult, if not impossible, to measure redemption rates of coupons, premiums, and
direct mail pieces.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-6
138) Test markets are a behavioral response method in which marketing on a small scale is used
to predict the potential for marketing success on a larger scale.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
139) One major advantage of a test market is that it resembles an actual market situation more
than any of the other evaluation methods.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
140) Ad tracking research makes it possible for results from a test market to become quickly
available to managers.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-6
34
141) A purchase simulation test is a behavioral approach used to study how consumers make
buying decisions.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
142) Test markets are not quite as accurate in evaluating advertising as it is for other marketing
activities, such as price comparisons, consumer promotions, and direct marketing.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-6
143) Even if marketers could agree on a definition of return on investment (ROI) for marketing,
most marketers believe it would be difficult to measure, especially in the area of advertising.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
144) What behavioral measures of advertising effectiveness are possible?
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-6
35
145) What makes measuring the effectiveness of advertisements problematic?
Question Tag: Synthesis
AACSB Category: Reflective thinking
Objective: 15-6
146) The measure or definition of marketing return on investment (ROI) that is the most
commonly used is:
A) incremental sales from marketing activities.
B) changes in brand awareness.
C) ratio of advertising costs to sales.
D) reach/frequency achieved.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-7
147) Consumer awareness and brand loyalty are closely linked to a measure of:
A) market share.
B) innovation.
C) productivity.
D) ROI.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 15-7
148) All of the following are common measures of the overall health of a company except:
A) market share.
B) level of innovation.
C) brand awareness.
D) productivity.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-7
36
149) All of the following are common measures of the overall health of a company except:
A) physical and financial resources.
B) profitability.
C) manager performance and development.
D) level of brand equity.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-7
150) International IMC programs should be assessed in several ways, including domestic results,
results in other countries, and:
A) as a percentage of sales.
B) as an overall company.
C) with message evaluation measures.
D) through online metrics.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-7
151) Because marketers agree on a definition of what constitutes ROI for marketing, it is used to
measure the overall impact of marketing expenditures.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-7
152) Market share is one measure of success of an overall IMC program.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-7
37
153) What objectives can be used to measure an overall IMC program?
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 15-7
38
