Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 17 Evaluating IMC Effectiveness
1) Which of the following is most important for the evaluation of an IMC campaign?
A) The campaign should be limited to one or two specific objectives.
B) The campaign should have specific, measurable objectives.
C) The campaign should be limited to one or two marcom tools.
D) The campaign should be evaluated by the same team who planned it.
E) The campaign should be evaluated by the same team who implemented it.
2) To make campaign evaluation possible, IMC campaign objectives should be ________ and
________.
A) creative; measurable
B) clear; creative
C) clear; sales-oriented
D) specific; measurable
E) creative; specific
3) According to the text, which of the following is NOT a reason for evaluating IMC
effectiveness?
A) The stakes in making an advertising misstep are high.
B) Evaluation helps advertisers reduce their risks.
C) Evaluation helps advertisers identify best practices.
D) Federal regulation requires campaigns to be analyzed for effectiveness.
E) Advertisers want to learn what works and what doesn’t.
4) Which of the following is used to make a campaign as strong as possible before it “goes live”
in the market place?
A) concept testing
B) scanner analysis
C) tracking surveys
D) recall testing
E) brand linkage testing
5) Which of the following is a tool for IMC evaluation and measurement?
A) strategic consistency
B) intrinsic contact points
C) SWOT analysis
D) lifetime value
E) customer insight
6) Frank is a senior account planner in charge of concept testing. At which stage of a campaign is
concept testing performed?
A) before an ad or campaign runs
B) while an ad or campaign runs
C) after an ad or campaign has run
D) before and after a campaign runs
E) before, during, and after a campaign runs
7) Which of the following is a reason that advertisers use other measures in addition to sales as a
measure of advertising effectiveness?
A) Sales are never an accurate measurement of advertising effectiveness.
B) Measuring other data is far cheaper than measuring sales.
C) Manufacturers, and therefore their advertising agencies, lack access to sales data because it is
collected by retailers and not shared.
D) Creating higher levels of brand recognition is a key objective of advertising and isn’t
necessarily reflected in sales.
E) Advertisers don’t normally measure advertising effectiveness with other measures besides
sales.
8) You tell your friend about the research you do before an ad even appears in any medium. This
research assists in the go/no-go decision about finished or nearly finished ads. This type of
testing that assesses the strengths of the finished message and predicts how well it will perform is
known as ________.
A) message strategy testing
B) surrogate testing
C) tracking studies
D) pretesting
E) test marketing
9) Which of the following is NOT a surrogate measure for the sales impact of an advertising
campaign?
A) brand awareness
B) number of purchases made
C) consumer liking of a brand
D) change in brand perception
E) intent to purchase
10) Which of the following could be a research question assessing an ad’s effectiveness in
enhancing consumers’ perceptions of the brand?
A) What brand do you prefer?
B) Do you want to try or buy this product/brand?
C) Have you seen this advertisement?
D) What emotions did the ad stimulate?
E) What brand is being advertised in this ad?
11) Which research question assesses an ad’s effectiveness in persuading consumers?
A) How did the ad make you feel?
B) Do you have confidence in the brand?
C) What stood out in this ad?
D) When you think of this brand, what qualities do you associate with it?
E) What did you like or dislike in the ad?
12) Which of the following is NOT a research question assessing an ad’s effectiveness in
influencing consumers’ cognition?
A) What did you like or dislike in the ad?
B) Did the ad engage your interest or curiosity?
C) Did you read/watch most of it? How much?
D) Do you have a need for this brand or can it fulfill a need for you?
E) What’s the difference between Brand X and Y?
13) Which research question assesses an ad’s effectiveness in influencing consumers’
association?
A) What is the rate of change?
B) What’s the difference between Brand X and Brand Y?
C) What is the personality of the brand?
D) What emotions did the ad stimulate?
E) How important is the product message to you?
14) Which of the following allows the advertiser to tell whether a particular advertisement is
above or below the average score for the brand or its product category?
A) industry ratios
B) averages
C) norms
D) confidence intervals
E) industry standards
15) ________ is a company that specializes in persuasion, brand/ad recall, and communication.
A) Ameritest
B) TNS Global
C) Ogilvy
D) Ipsos ASI
E) GfK
16) Which of the following is NOT a main communication effect that is assessed in various types
of advertising research?
A) persuasion
B) investigation
C) cognition
D) perception
E) emotion
17) Studies that periodically collect information from random samples of consumers in markets
where they were exposed to a campaign are called ________.
A) semiotic tests
B) concept tests
C) tracking studies
D) test market studies
E) inquiry tests
18) What do tracking studies show?
A) performance of a marketer’s brand over time
B) the break-even point for a campaign
C) return on investment for the campaign
D) past performance of a brand
E) inquiries from an advertisement
19) In best practices for tracking studies, information is first collected from consumers ________
after the campaign is launched.
A) two days
B) two weeks
C) four weeks
D) six weeks
E) two months
20) A tracking survey is LEAST likely to focus on which of the following?
A) recall
B) recognition
C) comprehension
D) conviction
E) relevance
21) Which post-campaign evaluation tool reads information from a shopper’s identification card
and records that along with information about products that the shopper purchased?
A) scanner research
B) semiotics testing
C) tracking research
D) single-source research
E) pay-out analysis
22) In which type of evaluative research are consumers asked to join a panel and allow their
actual purchases to be tracked?
A) memory tests
B) persuasion tests
C) likability tests
D) inquiry tests
E) scanner research
23) Which type of evaluative research involves arranging to have test commercials delivered to a
select group of households within a market, and then comparing the purchase behavior of the
select group to that of a control group of households?
A) scanner research
B) persuasion tests
C) likability tests
D) inquiry tests
E) single-source research
24) One way to measure memory is to show an advertisement to people and ask them whether
they remember having seen it before. This is known as a(n) ________ test.
A) aided recall
B) recognition
C) semiotics
D) likability
E) attitude
25) A type of memory test in which respondents are asked to report what they remember from an
ad about the brand is known as a(n) ________ test.
A) recall
B) recognition
C) semiotics
D) likability
E) attitude
26) A researcher asks a consumer who watched a particular television program whether she
remembers any commercials for a certain type of product, without using a brand name. What
type of question is this?
A) unaided recall
B) aided recall
C) recognition
D) prompted recall
E) open-ended
27) A researcher asks a consumer who watched a particular television program whether she
remembers any commercials for a certain brand-name product. What type of question is this?
A) unaided recall
B) aided recall
C) recognition
D) unprompted recall
E) open-ended
28) A brand linkage test is another name for a(n) ________ test.
A) recall
B) inquiry
C) semiotics
D) likability
E) attitude
29) Recall tests and recognition tests are two types of ________ tests.
A) inquiry
B) persuasion
C) semiotics
D) likability
E) memory
30) ________ measure the number of responses to an advertisement.
A) Memory tests
B) Persuasion tests
C) Likability tests
D) Inquiry tests
E) Single-source tests
31) To understand the effectiveness of the most recent campaign for Table Time, a packaged
meal brand, planners used tracking studies to measure changes in consumer brand awareness,
knowledge, and affinity. These are all examples of ________ measures.
A) concept
B) semiotic
C) surrogate
D) behavioral
E) cognitive
32) To understand how effective Table Time’s most recent IMC campaign was in comparison to
its closest competitors’ campaigns, brand planners would most likely use which of the following
data?
A) norms
B) semiotics
C) coverage
D) ratings
E) circulation
33) Mars, Inc., the makers of M&M’s candy, was recently running television ads featuring the
colorful nature of its candy with the tagline, “Chocolate is better in color.” What type of research
would be used to evaluate these commercials as the campaign is running?
A) development research
B) tracking study
C) post-testing research
D) concept testing
E) semiotic testing
34) Marwin is a senior account planner in charge of tracking studies. At which stage of a
campaign is a tracking study performed?
A) before an ad or campaign runs
B) while an ad or campaign runs
C) after an ad or campaign has run
D) during and after a campaign runs
E) before and after a campaign runs
35) The planners for Cat Care, a line of cat food and products, want to gather information about
which commercial in a new campaign is most effective at increasing sales. Which of the
following methods would be best for gathering this information?
A) semiotics testing
B) single-source research
C) recognition testing
D) brand linkage testing
E) conversion research
36) You received a phone call one evening from a research company asking about your
television viewing the night before. After confirming that you did watch a specific program, the
researcher then asked you, “Do you remember seeing a commercial for any fast food
restaurants?” You didn’t remember any, so then she asked you, “Do you remember seeing a
commercial for Wendy’s?” Once she said that, you did remember seeing a Wendy’s commercial.
What type of question triggered your memory of the Wendy’s ad?
A) recognition
B) unaided recall
C) aided recall
D) unprompted recall
E) prompted recall
37) You received a phone call one evening from a research company asking about your
television viewing the night before. After confirming that you did watch a specific program, the
researcher then asked you, “Do you remember seeing a commercial for any fast food
restaurants?” Which type of question is this?
A) recognition
B) unaided recall
C) aided recall
D) unprompted recall
E) prompted recall
38) You and your family are part of a consumer panel, and each time you go to the grocery store,
you give the sales clerk your ID number. The research company tracks your purchases, as well as
several other households’ purchases, to determine the extent to which its clients’ advertising
works. What type of research are you participating in?
A) inquiry test
B) scanner research
C) concurrent research
D) optimization research
E) test marketing
39) Molly wants to determine the effectiveness of a new direct-response mailing that Innovative
Insurance sent to prospective customers. Which of the following would Molly most likely use?
A) inquiry test
B) scanner research
C) recognition testing
D) single-source research
E) test marketing
40) Which of the following is the primary measurement tool for assessing the effectiveness of
direct-response communication?
A) memory tests
B) persuasion tests
C) likability tests
D) inquiry tests
E) single-source tests
41) Which of the following is an evaluation tool that involves using two different versions of an
ad in a magazine and then measuring which ad pulls the most responses?
A) wave analysis
B) city-by-city test
C) split-run technique
D) double-source research
E) payout analysis
42) Understanding and recall are both surrogate measures for the key message effect of
________.
A) perception
B) emotion
C) cognition
D) association
E) persuasion
43) Conviction and credibility are both surrogate measures for the key message effect of
________.
A) perception
B) emotion
C) cognition
D) association
E) persuasion
44) Interest and recognition are both surrogate measures for the key message effect of ________.
A) perception
B) emotion
C) cognition
D) association
E) persuasion
45) Which of the following is a surrogate measure for the key effect of behavior?
A) motivation
B) trial
C) brand image
D) recall
E) relevance
46) Which of the following is the most effective IMC tool for achieving the surrogate measure of
credibility?
A) advertising
B) sales promotion
C) public relations
D) direct marketing
E) packaging
47) Which type of research is used after an advertisement runs to determine if the ad met its
objectives?
A) semiotics testing
B) strategic research
C) concept testing
D) posttesting
E) market research
48) Which of the following is the most common type of post-campaign evaluation?
A) semiotics testing
B) inquiry testing
C) concept testing
D) media optimization
E) tracking study
49) A public relations campaign is typically measured in terms of ________ and ________.
A) recognition; recall
B) payout point; break-even point
C) output; outcome
D) click-through rate; conversion rate
E) exposure; engagement
50) The public relations campaign measurement of ________ refers to how many news releases
led to stories or mentions in news stories.
A) recognition
B) output
C) outcome
D) exposure
E) engagement
51) The public relations campaign measurement of ________ refers to attitudinal or behavioral
change due to the impact of public relations materials produced.
A) recognition
B) output
C) outcome
D) exposure
E) engagement
52) Which question would most likely be asked to evaluate the output of a PR campaign?
A) What was audience knowledge of the brand before the campaign?
B) Can we associate a change in product trial during the campaign?
C) What was the audience attitude toward the brand before the campaign?
D) How much and what kind of buzz are tweets generating?
E) Was there a change in repeat purchasing during the campaign?
53) ROI from a public relations campaign can be difficult to measure, so ________ is a surrogate
measure that is often used instead.
A) shareholder value
B) recognition
C) recall
D) trial
E) repeat purchase
54) Promotions with a coupon have the built-in evaluation measure of ________.
A) redemption rate
B) recognition
C) recall
D) trial
E) repeat purchases
55) At the most basic level of evaluation of the effectiveness of a sales promotion, managers
require proof of ________.
A) brand recognition
B) brand recall
C) promotion execution
D) trial rates
E) sales rates
56) A comparison of the costs of promotion to the forecasted sales generated by the promotion is
called a ________.
A) cost per thousand
B) payout analysis
C) response count
D) response per thousand
E) redemption assessment
57) Which of the following seeks to determine the point at which the total cost of a promotion
exceeds the total revenues generated?
A) inflection point
B) crossover point
C) point of no return
D) break-even analysis
E) optimization point
58) ________ drives a transaction or generates an immediate behavioral response, which makes
it easily measurable.
A) Public relations
B) Buzz marketing
C) Retail advertising
D) Media optimization
E) Direct-marketing communication
59) The marketing communication tool of ________ is attractive because the measurement for
response is always built in.
A) public relations
B) buzz marketing
C) retail advertising
D) media optimization
E) direct-marketing
60) Website traffic volume is measured by the metric of ________.
A) pay-per-click
B) cost-per-lead
C) click-through rates
D) conversion rates
E) page views
61) Of the following IMC efforts, which is most likely to use click-through rates as a metric?
A) consumer sales promotions
B) social media
C) banner ads
D) public relations
E) guerilla marketing
62) Some online advertising uses a ________ metric that records how well a click-through
generates prospects.
A) pay-per-click
B) cost-per-lead
C) click-through rate
D) conversion rate
E) page view
63) Which metric is the percentage of website visitors who complete a desired action?
A) click-through rate
B) page view
C) cost-per-lead
D) pay-per-click
E) conversion rate
64) The in-store shopping experience is an example of ________.
A) direct marketing
B) experiential marketing
C) public relations
D) point-of-purchase promotion
E) out-of-home marketing