105)
Cheryl is an account planner at a major advertising agency, and one of her responsibilities
is to evaluate ads and campaigns through testing, monitoring, and measurement. Explain
these three terms.
105)
106)
Mini–Case Question. Dell uses a combination of media, and direct mail is one of them.
How can they evaluate the efficiency and effectiveness of the direct–mail ads?
106)
107)
You are interning at an advertising research company this summer, and you will be
learning how to implement persuasion tests. Explain what these are, at what stage of copy
testing are they performed, how they are implemented, and what determines the validity
of the test.
107)
108)
Mini–Case Question. Dell discontinued the “Dude, you’re gettin’ a Dell” campaign because
they felt it had “run its course.” Really, it was discontinued because it wasn’t effective
anymore and tests showed that consumers were getting rather irritated with Steve. Explain
why this can be.
108)
109)
As described in the text, explain how Volvo used concept testing in developing the GLBT
campaign.
109)
110)
Coca–Cola is a global brand that advertises all over the world. Discuss the special
problems managers face that make evaluation of international programs difficult.
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
Good evaluation plans are based on a model of human response to an advertisement.
111)
112)
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.
112)
113)
With respect to retail advertising, the results of traffic–building promotions and advertising are
simple counts of people coming through the door.
113)
114)
In public relations evaluation, tracking studies help us determine the favorability of the coverage,
share of voice, and issues and competitor coverage.
114)
115)
Standards allow the advertiser to tell whether a particular advertisement is above or below the
average for the brand or its product category.
115)
116)
Tracking studies evaluate copy and media against changes in attitudes.
116)
117)
Synergy is when all the pieces in an IMC campaign work together, and it is surprisingly simple to
measure.
117)
118)
A common objective of business–to–business advertising is called conversion, which refers to the
number of leads that turn into customers who make a purchase.
118)
119)
Account managers use several methods to collect tracking data, such as attitude tests, wave
analysis, consumer diaries, pantry checks, and single–source tracking.
119)
120)
The four types of research used in advertising evaluation are developmental research, concurrent
research, consumer research, and psychological research.
120)
121)
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.
121)
122)
The evaluation of public relations examines the success of the program in getting the message out
to the target audience in terms of output and outcomes, as well as public opinion and relationship
tracking.
122)
123)
“Do you remember seeing a commercial for wireless communication?” is an example of an aided
recall type of question
123)
124)
Sales promotion programs are complicated in that it may be necessary to evaluate both trade and
consumer promotions, and evaluating the effectiveness of trade promotion is almost impossible.
124)
125)
The biggest challenge in media planning is timing.
125)
126)
Response per thousand is NOT an appropriate measure for evaluating direct response advertising.
126)
127)
Even though advertising is complex, most practitioners believe that advertising effects can be
reduced to a single score.
127)
128)
Idea testing compares the effectiveness of various creative ideas.
128)
129)
According to a study by the Advertising Research Foundation (ARF), likability tests were better
able to predict sales impact than awareness, recall, communication, or persuasion measures.
129)
130)
Single–source research is allowing researchers to come closer to showing a causal relationship
between advertising as sales.
130)
131)
Research methods and analytical techniques are available to demonstrate ROI for public relations
activities.
131)
132)
Advertising is particularly effective in accomplishing exposure, awareness, and brand image, and
delivering brand reminders.
132)
133)
The point where the advertising gets tired and there is no response or less response than at the
launch is called the hiatus point.
133)
134)
Media–planning oversight is usually handled by the account planner, but it can also be contracted
by the advertiser to independent companies who specialize in conducting media audits of the
agency’s media–planning and –buying operations.
134)
135)
One way to measure memory is to show the advertisement to people and ask them whether they
remember having seen it before; this is known as a recall test.
135)
136)
The categories of work that get evaluated in advertising and marketing communication programs
are the message execution, the media, the campaign, and the other marketing communication areas
and their synergistic effect as part of an IMC program.
136)
137)
The coincidental survey technique is most often used with broadcast media and is conducted by
randomly calling respondents in the target market to gain insight on whether the target audience is
getting the message and, if so, what information or meaning the audience members receive.
137)
138)
Copy testing is a general term that describes various kinds of research used at different stages in the
advertising processbefore, during, and after an ad or campaign has run.
138)
139)
One method for collecting tracking data is called a cupboard check, which is where a researcher
goes to homes in the target market and asks what brands or products they have purchased or used
recently, sometimes counting the products or brands currently stocked by the consumer.
139)
140)
Moment–by–moment tests are used to assess eye movement among respondents exposed to a print
ad.
140)
141)
Another way to look at advertising return on investment (ROI) is to use the cost–to–sales ratio.
141)
142)
The efficiency of a sales promotion can be evaluated in terms of its financial returns more easily
than advertising.
142)
143)
One method for collecting tracking data is to ask consumers to record in a diary activities such as
brands purchased, brands used for various activities, brand switches, media usage, exposure to
competitive promotions, and use of coupons.
143)
144)
Studies that follow the purchase activity of a specific consumer or group of consumers over a
specified period of time are tracking studies.
144)
145)
One problem with test marketing for collecting tracking data is that the possibilities for isolating
variables in test markets are very limited.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Explain tracking studies.
147)
Describe the type of copy testing that occurs during the message development research stage of IMC planning.
148)
Explain the use of scanners and scanner research.
149)
Name and describe the four types of research used in evaluating the effectiveness of advertising and other
elements of an IMC campaign.
150)
Public relations programs are evaluated in terms of output and outcomes. Explain what this means and discuss
three measures of each.
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