part.
Chapter 15 – Measuring the Effectiveness of Brand Promotions
TRUE/FALSE
1. The difference between marketing research and promotion research is that promotion research focuses
on the placement of promotion materials.
2. Validity means that the method generates consistent findings over time.
3. Naturalistic inquiry is a form of quantitative research.
4. One of the four basic dimensions upon which message effectiveness can be judged is legitimizing the
brand.
5. To perform an attitude change study, it is necessary to measure the attitudes of consumers before they
are exposed to an advertisement.
6. Post-test message tracking can be used to assess the performance of an advertisement while the ad is
running.
7. In a recognition test, a reader of a magazine is shown an advertisement and then asked if he or she
remembers having seen the ad.
8. Tracking studies measure the change in an audience’s brand awareness and attitude before and after an
advertising campaign.
9. Using the measure hits provides an excellent measure of how many pages someone visited in a session
on the World Wide Web as well as how many times a particular site was accessed.
part.
10. Visits are the number of different people visiting X site during Y time.
11. Direct marketing is by far the easiest promotional technique to measure for effectiveness.
12. Personal selling is best evaluated using inquiry/direct response measurements.
13. The ballot method is an effective means of assessing recall.
14. Sponsorships, public relations, and corporate advertising are all methods of promotion that probably
shouldn’t even be measured or evaluated for effectiveness.
15. While it is difficult to evaluate the effectiveness of the individual promotion elements of an IMC
campaign, the overall, synergistic effect of the campaign can be easily determined by looking at the
change in sales.
MULTIPLE CHOICE
1. The relationship between marketing research and promotion research is that
a.
marketing research is much more specific than promotion research.
b.
marketing research is not systematic but promotion research is.
c.
promotion research is related to all the marketing mix variables but marketing research
focuses only on gathering and recording data.
d.
promotion research is a specialized form of marketing research.
2. A researcher uses the term __________ to describe whether a research method gives similar results
when used over time.
a.
reliability
b.
validity
part.
c.
verifiability
d.
trustworthiness
3. The term ____________ means that information generated is relevant to the research questions that are
being investigated.
a.
generalizability
b.
validity
c.
reliability
d.
meaningfulness
4. Account planning differs from traditional promotion research in that
a.
the account planner is assigned as a coequal with the account executive.
b.
the account planner stays on the project on a continuous basis as opposed to a traditional
researcher that gets involved as needed.
c.
account planner puts research and measurement in a different and more prominent role.
d.
all of the above
5. ____________ is a more broad-based research approach that relies on data collection methods that are
more qualitative than quantitative and include the use of videotape, audiotape, and photography in an
effort to investigate an issue more holistically.
a.
Account planning
b.
Naturalistic inquiry
c.
A theater test
d.
Psychogalvanometer research
6. Joe, the brand manager for Mega brands Surf laundry detergent asks his ad agency ABC-XYZ for
information on how well the proposed advertisement scored against average campaigns of its type.
Joe is asking for
a.
normative test scores.
b.
information on the ads validity.
c.
trustworthiness data.
d.
a resonance test.
7. Big Burgers runs a promotional campaign stressing the large 1-lb.burgers and 2 quart drinks. The
campaign is called MORE! The objective is to have everyone in the country saying MORE! A recall
test reveals that indeed most consumers can remember the tag line MORE! The campaign has
succeeded against the objective of
a.
imparting knowledge.
b.
shaping attitudes.
c.
attaching feelings and emotions.
part.
d.
legitimizing the brand.
8. Big Burgers runs a promotional campaign stressing the large 1 lb. burgers and 2 quart drinks. The
campaign is called MORE! The objective is to have everyone in the country believing that Big Burger
gives more for the same price as their competitors. Research later shows that consumers polled do
indeed believe that Big Burger gives larger portions for the same price as the competition. The
campaign has succeeded against the objective of
a.
imparting knowledge.
b.
shaping attitudes.
c.
attaching feelings and emotions.
d.
all of the above
9. Big Burgers runs a promotional campaign stressing the warm feeling you will receive from eating in
the restaurant. The campaign is called MORE! The objective is to have everyone feeling that Big
Burger is their burger place rather then achieving some more rationale change in beliefs. Research
later shows that consumers polled do closely identify with Big Burger and just feel better about it then
the competition. The campaign has succeeded against the objective of
a.
imparting knowledge.
b.
shaping attitudes.
c.
attaching feelings and emotions.
d.
all of the above
10. Big Burgers runs a promotional campaign that rings true with the target-audience. Big Burger wants
consumers to think “Yes that right! That’s just the way I feel!” Big Burgers has the objective of
a.
imparting knowledge.
b.
shaping attitudes.
c.
attaching feelings and emotions.
d.
legitimizing the brand.
11. Determining the extent to which a message rings true with target audience members is referred to as
a(n)
a.
thought listing.
b.
resonance test.
c.
motive test.
d.
concept test.
12. Message testing research comes in different types: _________ research occurs before an ad is placed
and ___________ research occurs during and/or after the ad has run.
a.
pretest; post-test
b.
projective; association
c.
developmental; fundamental
d.
fundamental; developmental
13. The main purpose of pretesting an advertisement is to
a.
establish a baseline by which to measure the effects of the advertisement over time.
b.
make sure that recall and attitude change created by the advertisement will translate into
consumer action.
c.
determine the most effective match between target audience and product benefit.
d.
assess consumer reactions to an advertisement before time and money is spent on a full-
blown media run.
14. A dummy advertising vehicle is
a.
a really bad ad that should never have been produced.
b.
an ad that ran in the wrong medium.
c.
a pretest message technique where research tries to identify specific thoughts that may
have been generated by an ad.
d.
a mock-up of a magazine that contains editorial content and advertisements.
15. A key feature of an attitude change study is that
a.
the reliability of the procedure is fairly low.
b.
these types of studies can never be conducted in a theater test setting.
c.
a before-and-after ad exposure design is typically used.
d.
All of the above are features of an attitude change study.
16. Which of the following types of pretest message research tries to identify specific thoughts that occur
during an individual’s exposure to a specific ad?
a.
thought listing
b.
attitude-change studies
c.
communications studies
d.
theatre testing
17. While physiological measures suffer from a variety of drawbacks, they do
a.
separate reactions to the advertisements from reactions to the product.
b.
give researchers an indication of the degree of arousal attributed to an ad.
c.
gauge whether an advertisement is being perceived negatively or positively.
d.
allow advertisers to pinpoint the part of an advertisement that was responsible for a
specific reaction.
part.
18. Before committing to the expense of a major campaign, advertisers may take their message-testing
programs into the field. This type of message evaluation is commonly known as ________ testing.
a.
theater
b.
concept
c.
pilot
d.
split-run
19. Physiological measures include all of the following EXCEPT
a.
eye-tracking systems.
b.
psychogalvanometers.
c.
voice response analysis.
d.
resonance tests.
20. Physiological measures suffer from some drawbacks. Which of the following is one of these?
a.
While we may be able to detect a physiological response to and advertisement, there is no
way to determine whether the response is to the ad or the brand, or which part of the
advertisement was responsible for the response.
b.
Due to the artificial laboratory aspects of the test they lack reliability.
c.
They can only be used to understand television advertising.
d.
Only negative reactions, not positive reactions can be captured.
21. Pursuing message evaluation with experimentation in the marketplace is known as
a.
pilot testing.
b.
dummy advertising vehicles.
c.
segmentation evaluation.
d.
AIO research.
22. Split-cable transmission is an option for pilot testing television commercials. The direct mail
equivalent of this technique is called
a.
a split-list experiment.
b.
an alternating postal code delivery.
c.
a split-run distribution.
d.
None of the above—direct mail does not typically use pilot tests.
23. The basic premise behind a recall test is that
a.
if a person likes an advertisement, he or she is more likely to buy the product.
b.
the more a person can remember about an advertisement, the more effective the
advertisement.
c.
most advertisements will be remembered after three exposures.
d.
for an advertisement to work, it first has to be remembered.
part.
24. A major problem associated with using awareness and attitude tracking to evaluate advertising
effectiveness is that
a.
they provide no pretest measure on which to base a comparison.
b.
they rely heavily on an artificial viewing experience.
c.
respondents are shown the advertisement immediately before awareness and attitude
measurements are taken.
d.
it’s impossible to determine if changes are directly attributable to the advertising.
25. The measurement of Web audience that is the least accurate is
a.
hits.
b.
pages.
c.
visits.
d.
users.
26. You have put together a site on the Web, targeted at college students and promoting a new, fruit–
flavored carbonated beverage. The site is in the development stage, and you want feedback on how
people move through the site and where they spend a majority of their time. It would be most
beneficial to
a.
keep an accurate count of the number of hits on the site.
b.
do a search engine access analysis.
c.
review the data provided by IP addresses.
d.
do an analysis using log analysis software.
27. The term for the number of occasions in which a user interacts with a site during a given period is:
a.
visits.
b.
hits.
c.
click-throughs.
d.
page views.
28. By far, the easiest of all the promotional elements to measure for effectiveness is
a.
direct marketing.
b.
advertising.
c.
sales promotion.
d.
public relations.
29. Aside from measuring just the inquires or sales generated, direct marketing
a.
is more difficult to determine the effectiveness of then advertising.
b.
allows for a more refined evaluations against geodemographic objectives.
c.
is much less costly on a CPM basis then public relations.
d.
does not allow for a profitability or return on investment calculations because of its
complexity.
30. A ballot method
a.
views each inquiry as a “vote” in favor of a direct response campaign.
b.
is a means of post-testing the effectiveness of sales promotion.
c.
is a quantitative method of conducing political polling.
d.
consists of mailing target consumers a list of promotional options and asking them to rank
their preferences and mail the ballot back to the firm.
31. Mike is a retail buyer. He runs a rack of shirts on sale at 33% off. The most likely way he will
measure the effectiveness of this promotion is by
a.
evaluating the sales of the promoted item.
b.
asking consumers to fill out a survey.
c.
conducting a test/retest.
d.
performing a split-list experiment.
32. Nestle has distributed a coupon in the Sunday newspaper. A reasonable means of evaluating the
effectiveness of this promotion is
a.
polling retailers for store traffic counts.
b.
tracking the redemption rate of the coupon.
c.
conducting a post-test attitude-change study
d.
evaluating the amount of product reordered by retailers.
33. Sponsorships can be evaluated by
a.
evaluating the number of viewers if the even is televised.
b.
counting the number of times the company logo appears on the screen and the company
name mentioned in the telecast for televised events.
c.
simply counting the number of people that attend the event.
d.
all of the above
34. P-O-P materials effectiveness is measured
a.
almost exclusively on the basis of sales.
b.
using retailer receptivity.
c.
by how long the display stays up before it is removed by the retailer.
d.
through telephone surveys of recall by shoppers of the store.
35. Which of the following is NOT a perspective on measuring the effectiveness of public relations and
corporate advertising given in the text?
a.
Evaluate the effect on sales of the specific strategic business units running the public
relations.
b.
Merely count the number of media exposures created by the PR program.
c.
Save the expense of the measurement process and just have faith that these are important
and useful forms of promotion and they are doing their behind-the-scenes job.
d.
Measuring the effects of public relations and corporate advertising shouldn’t even be tried.
36. The effectiveness of salespeople can be based on, in part,
a.
sales.
b.
customer satisfaction.
c.
the expense of generating sales.
d.
all of the above
37. The problem, in principle, with evaluating the overall IMC program based on the sum of each
individual element is that
a.
it can’t be done.
b.
no attempt is made to measure the synergy of a IMC campaign.
c.
each media is evaluated with a different standard and the lack of a common standard
means no total, overall summary score can be computed.
d.
it’s not worth the effort since few firms practice an IMC approach.
38. Single-source tracking
a.
measures identify the extent to which a sample of consumers has potentially been exposed
to multiple promotional messages and the effect those messages have had on their
behaviors.
b.
looks at each, single, individual element of the promotional effort and then uses the total to
judge overall IMC effectiveness.
c.
is based on one-to–one marketing and assumes that effectiveness in this context is best
determined one consumer at a time.
d.
is a ratings service provided by ACNielsen.
39. Single-source tracking depends on monitoring viewing behavior and
a.
normative test scores.
b.
split-run survey’s.
c.
scanner data.
d.
resonance tests.
40. _________ provide information from individual households about brand purchases, coupon use, and
television advertising exposure by combining grocery store scanner data and devices attached to the
households’ televisions (called peoplemeters), which monitor viewing behavior.
a.
Normative test scores
b.
Split-run experiments
c.
Resonance tests
d.
Single-source tracking measures
ESSAY
1. What is promotion research? Discuss how marketers determine whether the promotion research is
doing its job or not. Identify and define the four criteria that marketers use to evaluate the
appropriateness of promotion research.
2. Define recognition and recall testing. Explain why recognition tests, as opposed to recall tests, usually
produce a higher percentage of positive answers. What are the problems associated with each type of
test?
3. Discuss the advantages and disadvantages of measuring Internet advertising and promotion based on:
(1) hits; (2) click-through; (3) page views; (4) visits; and (5) unique visitors. How does log analysis
software help?
ANS:
There are five widely used measures of Web audience size and activity. Each of the five measures
completes a distinct task. Some are more helpful in providing accurate marketing data than others.
Generally, the most reliable measure is considered to be unique visitors. The least reliable measure is
generally considered to be hits.
understanding of how buyers make purchasing decisions.
PTS: 1 DIF: Difficult REF: p. 317–318 OBJ: 15-3
4. How can the effectiveness of personal selling and the sales force be evaluated? What are some of the
issues that must be considered?