65) The goal of media optimization is to optimize ________.
A) reach
B) frequency
C) engagement
D) response rates
E) the budget
66) Media planners operate with computer models of ________ to determine media selection,
scheduling, and weights (amount of budget).
A) animatics
B) media efficiency
C) heuristics
D) media optimization
E) wave analysis
67) Which of the following is a service that measures audiences for print media?
A) RADAR
B) Ameritest
C) Mediamark
D) Millward Brown
E) Nielsen
68) Which of the following is a service that measures audiences for broadcast media?
A) RADAR
B) Ameritest
C) Mediamark
D) Millward Brown
E) Nielsen
69) Traffic counts are a metric used to evaluate the effectiveness of ________.
A) internet advertisements
B) consumer promotions
C) out-of-home media
D) social marketing
E) guerilla marketing
70) The TAB visibility research program uses ________ to determine the effectiveness of out-of-
home media.
A) conversion rates
B) response rates
C) circulation
D) traffic counts
E) eye-tracking technology
71) TREMOR, created by Procter & Gamble, is used to track measurable business results for
________ campaigns.
A) public relations
B) word-of-mouth
C) sales promotion
D) advertising
E) direct-marketing
72) Newspapers measure their audiences in ________ and readership.
A) response rates
B) conversions
C) traffic
D) circulation
E) coverage
73) Radio stations measure their audiences in ________ and ratings.
A) response rates
B) conversions
C) traffic
D) circulation
E) coverage
74) Which of the following media use the metric of guaranteed circulation?
A) radio
B) television
C) out-of-home
D) magazines
E) digital
75) Which of the following public relations outputs measures coverage?
A) number of PR products, such as news releases or brochures, generated
B) number of media outlets receiving PR products
C) number of placements, type and volume of buzz generated
D) media placements multiplied by circulation or broadcast reach
E) equivalent ad costs for time or space
76) Aziza is responsible for determining the efficiency of an in-store coupon promotion for a
new Cat Care food product. Which of the following would Aziza most likely use?
A) inquiry test
B) recognition test
C) break-even analysis
D) single-source research
E) test marketing
77) Which measure would best determine how well a banner ad increased the number of
transactions on a retail website?
A) click-through rate
B) recognition test
C) break-even analysis
D) cost-per lead
E) conversion rate
78) Computer models are most important for which of the following techniques?
A) recognition tests
B) payout analysis
C) break-even analysis
D) media optimization
E) test marketing
79) Which of the following is the basis for advertising rates in magazines?
A) circulation
B) guaranteed circulation
C) coverage
D) ratings
E) total audience
80) For which marketing tool is it easiest to determine ROI?
A) broadcast advertising
B) out-of-home advertising
C) direct marketing
D) public relations
E) buzz marketing
81) The problem with evaluating IMC campaigns is estimating the impact of ________ since it’s
difficult to prove that multichannel communication with messages that reinforce and build on
one another has more impact than single messages from a single source.
A) efficiency
B) conversion
C) synergy
D) advocacy
E) brand penetration
82) The cost of creating and running the advertisement versus the revenue it generates is known
as ________.
A) reach
B) frequency
C) gross rating point
D) brand communication ROI
E) optimization
83) Another way to look at advertising ROI is the ________.
A) cost-to-sales ratio
B) reach-to-frequency ratio
C) GRP ratio
D) CPM ratio
E) RPM ratio
84) Of the following, ROI is easiest to calculate for ________.
A) radio advertising
B) newspaper advertising
C) social marketing
D) sales promotion
E) buzz marketing
85) Using ________, a campaign is launched in several similar markets at different levels of
media activity, providing the opportunity to compare campaign results.
A) copy testing
B) concept testing
C) test marketing
D) competitive marketing
E) social marketing
86) The delayed impact of advertising is referred to as the ________effect.
A) halo
B) social
C) indirect
D) carryover
E) synergistic
87) Any evaluation of an advertising campaign’s effectiveness should track both ________ and
________ over time.
A) direct effects; indirect effects
B) social effects; independent effects
C) carryover effects; instantaneous effects
D) concept effects; copy effects
E) major performance effects; minor performance effects
88) An IMC campaign that has a(n) ________ effect has overall results that are greater than the
sum that the individual functional areas would have if they were used separately.
A) indirect
B) interdependent
C) synergistic
D) instantaneous
E) carryover
89) Product purchase and page views are both examples of ________ that might be used to
measure the success of digital marketing.
A) objectives
B) heuristics
C) key performance indicators
D) carryover effects
E) synergistic effects
90) Six months ago, Volkswagen launched a new campaign that included print ads and television
commercials. Edwin thought the commercials were clever, but exposure to the commercials
didn’t change Edwin’s behavior. However, six months after viewing the commercials, Edwin
decided to purchase a new car, and he included Volkswagen on the list of cars to test drive.
Edwin’s behavior is an example of which of the following?
A) the break-even point
B) unaided recall
C) an instantaneous effect
D) a carryover effect
E) a synergistic effect
91) Most brand communication campaigns have more than one objective.
92) Determining advertising’s impact on sales is typically a straightforward process.
93) Brand communication is considered successful when set objectives—attitudinal, behavioral,
or both—have been met.
94) A thorough evaluation of an advertising campaign includes multiple measures of
effectiveness.
95) With new metrics available to more accurately evaluate campaign effects, informal
evaluation of brand communication based on the judgment of experienced managers is no longer
needed.
96) Semiotic testing is conducted before a campaign “goes live” in the marketplace.
97) Standards allow the advertiser to tell whether a particular advertisement is above or below
the average score for the brand or its product category.
98) Tracking studies can be used to determine whether a campaign’s core message has the
staying power to be effective in another campaign cycle.
99) Both retail outlets where a brand is sold to consumers and manufacturers of the brand are
interested in data gathered through scanner research.
100) Studies that periodically collect information from consumers throughout a campaign and
after it has concluded are called tracking studies.
101) Single-source research allows researchers to come closer to showing a causal relationship
between advertising and sales.
102) Single-source research is better for measuring the long-term effects of sales promotions
than the short-term sales effects.
103) 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 recall test.
104) A recall test is more rigorous than a recognition test.
105) Even though advertising is complex, most practitioners believe that advertising effects can
be reduced to a single measure.
106) “Do you remember seeing a commercial for wireless communication?” is an example of an
aided recall question.
107) Although fairly inexpensive and widely used, single-source data should be used with
caution because the data tend to be unreliable and weak in external validity.
108) Campaign evaluation is typically conducted on a tool-by-tool basis before overarching
campaign synergy is measured.
109) A form of action response, inquiry tests measure the number of responses to an
advertisement and are the primary measurement tool for direct-response communication.
110) Advertising is particularly effective in accomplishing objectives related to exposure,
awareness, and brand image, as well as delivering brand reminders.
111) The evaluation of public relations examines the success of the program in delivering the
message to the target audience in terms of output and outcomes, as well as public opinion and
relationship tracking.
112) In public relations evaluation, tracking studies help determine the favorability of the
coverage, share of voice, and competitor coverage.
113) Research methods and analytical techniques are readily available to demonstrate ROI for
public relations activities.
114) Direct-response communication is meant to drive a transaction or generate some other type
of immediate behavioral response, which are both easily measurable.
115) Direct-response communication is measured in terms of cost-per-lead.
116) Banner advertising is decreasing in effectiveness.
117) Media efficiency refers to reaching the largest audience possible.
118) The only accurate measure of the effectiveness of out-of-home media is a traffic count.
119) Magazine rates are based on the guaranteed circulation that a publisher promises to provide.
120) Accurately measuring the mobile audience of outdoor advertising is fairly easy, as it is only
necessary to count passing cars.
121) Another way to look at advertising return on investment (ROI) is to use the cost-to-sales
ratio.
122) Advertising has both instantaneous effects and carryover effects, so both should be
measured over time.
123) Brand tracking is the most common method for measuring a campaign’s synergistic effect.
124) The use of different measurement systems and data analysis techniques often complicates
the comparison of data from one market to another in the evaluation of international brand
communication.
125) The possibilities for isolating variables in test markets are limited.
126) Why should evaluation be a component of any campaign? What are the risks of not using
formal evaluation?
127) According to this chapter’s “A Matter of Practice,” what are the three performance measures
that can be used to assess executional quality of advertising?
128) Is it better to test earlier or later in the course of an advertising campaign? Why?
129) Briefly explain the distinctions between pretesting, monitoring, and measurement of a
campaign.
130) Explain what tracking studies are and how they are used.
131) Discuss the use of scanners and scanner research.
132) How might a marketer use Google to create an experiment to judge the effectiveness of a
campaign?
133) What are two disadvantages of using single-source research to evaluate a campaign?
134) What are the differences between a recognition test, an unaided recall test, and an aided
recall test?
135) Public relations programs are evaluated in terms of output and outcomes. Explain what this
means and discuss two questions that might be used to evaluate each.
136) In the measurement of a public relations campaign, what is the difference between output
and outcomes?
137) Hector is a media buyer, and one of his responsibilities is to evaluate the media vehicles he
will purchase for clients. Name the companies that he most likely uses to give him information
on print and broadcast media audiences.
138) Charles is going to be a member of a discussion panel at an upcoming conference on issues
facing media planners and buyers. The topic of the panel’s discussion will be media efficiency
and what is currently being done in the industry to address this challenge. Briefly describe what
specific issues will most likely be discussed during this session.
139) RoC Retinol Correxion is a skin cream product that says you can “Get 10 Years Back.” The
print ad doesn’t really give much information regarding the product, but it does say, “For more
about the science behind RoC, visit rocskincare.com.” How can the effectiveness of this ad be
measured?
140) Maria, a public relations specialist, primarily writes news releases and feature stories for
clients. How can Maria’s efforts be evaluated?
141) The Kitchen Table is a specialty kitchen store that tries to get customers to make repeat
visits. To do that, the Kitchen Table holds cooking demonstrations hosted by various chefs from
restaurants around town. To promote these events, the store advertises in the newspaper for two
weeks leading up to each event. How can the store know if the ads are successful?
142) What does Melissa Read, director of marketing analysis and strategy at Sapient, mean when
she says that consumers experience an “ecosystem of digital properties”?
143) Dell’s media buyers purchased television commercial slots based on audience estimate
measures and then compared those estimates to the actual audience. What else should the Dell
media buyers consider when using these exposure numbers to evaluate impact?
144) It seems like every week Dell has a special offer for consumers. For example, one offer
included a free printer and digital camera with the purchase of a desktop computer. How could
marketers evaluate the effectiveness of sales promotion offers such as this?
145) Dell uses a combination of media, one of which is direct mail. How can Dell evaluate the
efficiency and effectiveness of the direct-mail ads?
146) Dell wants to use its “Dude, you’re gettin’ a Dell” campaign in other countries. What type of
research should Dell conduct before using this ad? Why is research an important step to take?
147) Discuss several of the challenges involved in evaluating international IMC campaigns.
148) What are key performance indicators and why is it important to clearly define them?
149) Why is it necessary to measure both instantaneous and carryover effects?
150) What were the three objectives of the UPS campaign described in the chapter?