978-0133866339 Chapter 15 Part 4

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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

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

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

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

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

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

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

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

153) What objectives can be used to measure an overall IMC program?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 15-7