Chapter Nineteen Evaluation of Effectiveness
Prentice Hall, © The final section in a campaign plan is: a) Hiring the spokesperson b) Evaluating the effectiveness of the marketing program or campaign c) Finalizing the media budget d) Getting out the message
Prentice Hall, © The final section in a campaign plan is: a) Hiring the spokesperson b) Evaluating the effectiveness of the marketing program or campaign c) Finalizing the media budget d) Getting out the message
Prentice Hall, © When advertising works “as intended,” it could mean: a) There are multiple objectives b) There are multiple ways to evaluate effectiveness c) The advertising produces sales d) All of the above
Prentice Hall, © When advertising works “as intended,” it could mean: a) There are multiple objectives b) There are multiple ways to evaluate effectiveness c) The advertising produces sales d) All of the above
Prentice Hall, © Evaluation of a campaign is done through testing, monitoring, and measurement. a) True b) False
Prentice Hall, © Evaluation of a campaign is done through testing, monitoring, and measurement. a) True b) False
Prentice Hall, © If you wish to deconstruct an ad to see which elements worked, would you use developmental research? a) Yes b) No
Prentice Hall, © If you wish to deconstruct an ad to see which elements worked, would you use developmental research? a) Yes b) No
Prentice Hall, © Diagnostic research, one type of evaluative research, is used: a) To see what elements are working or not working b) In the development phase of the campaign c) Both in the development and post- campaign time period d) To compare an ad idea vs. the competition
Prentice Hall, © Diagnostic research, one type of evaluative research, is used: a) To see what elements are working or not working b) In the development phase of the campaign c) Both in the development and post- campaign time period d) To compare an ad idea vs. the competition
Prentice Hall, © Good evaluation plans do not need models to show how people respond to advertising. a) True b) False
Prentice Hall, © Good evaluation plans do not need models to show how people respond to advertising. a) True b) False
Prentice Hall, © To determine which facts to convey in an advertisement, should one use message development research? a) Yes b) No
Prentice Hall, © To determine which facts to convey in an advertisement, should one use message development research? a) Yes b) No
Prentice Hall, © The coincidental survey is most often used to: a) Anticipate the possibility of a poor brand response b) Assess the environment that affects the advertising audiences c) Identify key targets to address in reworking the ad d) Identify basic problems with broadcast media
Prentice Hall, © The coincidental survey is most often used to: a) Anticipate the possibility of a poor brand response b) Assess the environment that affects the advertising audiences c) Identify key targets to address in reworking the ad d) Identify basic problems with broadcast media
Prentice Hall, © Advertising effects can usually be reduced to a single score. a) True b) False
Prentice Hall, © Advertising effects can usually be reduced to a single score. a) True b) False
Prentice Hall, © In some respects, is evaluation the most important step in an advertising campaign? a) Yes b) No
Prentice Hall, © In some respects, is evaluation the most important step in an advertising campaign? a) Yes b) No
Prentice Hall, © Which of the following objectives can advertising accomplish? a) Creating exposure b) Generating awareness c) Delivering brand reminders d) All of the above
Prentice Hall, © Which of the following objectives can advertising accomplish? a) Creating exposure b) Generating awareness c) Delivering brand reminders d) All of the above
Prentice Hall, © Why is the Facets Model of Effects useful in evaluating certain marketing objectives? a) Advertising provides the best reach across all audiences b) Persuasion is linked to brand recall more than perception c) Certain functions, such as PR and sales promotion, do some things better than other areas d) The direct-response model is ineffective in campaigns that call for IMC (marcom) tools
Prentice Hall, © Why is the Facets Model of Effects useful in evaluating certain marketing objectives? a) Advertising provides the best reach across all audiences b) Persuasion is linked to brand recall more than perception c) Certain functions, such as PR and sales promotion, do some things better than other areas d) The direct-response model is ineffective in campaigns that call for IMC (marcom) tools
Prentice Hall, © Public relations programs can typically be measured both in terms of output and outcomes. a) True b) False
Prentice Hall, © Public relations programs can typically be measured both in terms of output and outcomes. a) True b) False
Prentice Hall, © In an IMC campaign, is it relatively easy to measure the synergistic effect? a) Yes b) No
Prentice Hall, © In an IMC campaign, is it relatively easy to measure the synergistic effect? a) Yes b) No
Prentice Hall, © What is the ultimate goal of effective campaign evaluation? a) To optimize stakeholder satisfaction through all media channels b) To determine whether advertising or marketing was most effective in the total campaign c) To generate numerical scores that can be analyzed from a quantitative standpoint d) To arrive at relevant, cross-functional metrics that are relevant for integrated communication
Prentice Hall, © What is the ultimate goal of effective campaign evaluation? a) To optimize stakeholder satisfaction through all media channels b) To determine whether advertising or marketing was most effective in the total campaign c) To generate numerical scores that can be analyzed from a quantitative standpoint d) To arrive at relevant, cross-functional metrics that are relevant for integrated communication
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