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Advertising and IMC Study Set 2

Business

Quiz 17 :

Evaluating Imc Effectiveness

Quiz 17 :

Evaluating Imc Effectiveness

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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?
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Multiple Choice
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Answer:

C

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Frank is a senior account planner in charge of concept testing.At which stage of a campaign is concept testing performed?
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Multiple Choice
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Answer:

A

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Which of the following could be a research question assessing an ad's effectiveness in enhancing consumers' perceptions of the brand?
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Multiple Choice
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Answer:

C

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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 ________.
Multiple Choice
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A tracking survey is LEAST likely to focus on which of the following?
Multiple Choice
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In best practices for tracking studies,information is first collected from consumers ________ after the campaign is launched.
Multiple Choice
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Which of the following is a tool for IMC evaluation and measurement?
Multiple Choice
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Which of the following is most important for the evaluation of an IMC campaign?
Multiple Choice
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What do tracking studies show?
Multiple Choice
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________ is a company that specializes in persuasion,brand/ad recall,and communication.
Multiple Choice
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Which research question assesses an ad's effectiveness in influencing consumers' association?
Multiple Choice
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Which of the following is a reason that advertisers use other measures in addition to sales as a measure of advertising effectiveness?
Multiple Choice
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Which of the following is NOT a main communication effect that is assessed in various types of advertising research?
Multiple Choice
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To make campaign evaluation possible,IMC campaign objectives should be ________ and ________.
Multiple Choice
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According to the text,which of the following is NOT a reason for evaluating IMC effectiveness?
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Which of the following is NOT a surrogate measure for the sales impact of an advertising campaign?
Multiple Choice
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Which of the following is NOT a research question assessing an ad's effectiveness in influencing consumers' cognition?
Multiple Choice
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Studies that periodically collect information from random samples of consumers in markets where they were exposed to a campaign are called ________.
Multiple Choice
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Which research question assesses an ad's effectiveness in persuading consumers?
Multiple Choice
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Which of the following is used to make a campaign as strong as possible before it "goes live" in the market place?
Multiple Choice
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