Transcript Chapter One

Chapter Nineteen
Evaluation of Effectiveness
The final section in a campaign plan is:
a)
b)
c)
d)
Hiring the spokesperson
Evaluating the effectiveness of the
marketing program or campaign
Finalizing the media budget
Getting out the message
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2
The final section in a campaign plan is:
a)
b)
c)
d)
Hiring the spokesperson
Evaluating the effectiveness of the
marketing program or campaign
Finalizing the media budget
Getting out the message
Prentice Hall, © 2009
3
When advertising works “as intended,”
it could mean:
a)
b)
c)
d)
There are multiple objectives
There are multiple ways to evaluate
effectiveness
The advertising produces sales
All of the above
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4
When advertising works “as intended,”
it could mean:
a)
b)
c)
d)
There are multiple objectives
There are multiple ways to evaluate
effectiveness
The advertising produces sales
All of the above
Prentice Hall, © 2009
5
Evaluation of a campaign is done
through testing, monitoring, and
measurement.
a)
True
b)
False
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6
Evaluation of a campaign is done
through testing, monitoring, and
measurement.
a)
True
b)
False
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7
If you wish to deconstruct an ad to
see which elements worked, would
you use developmental research?
a)
Yes
b)
No
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8
If you wish to deconstruct an ad to
see which elements worked, would
you use developmental research?
a)
Yes
b)
No
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9
Diagnostic research, one type of
evaluative research, is used:
a)
b)
c)
d)
To see what elements are working or
not working
In the development phase of the
campaign
Both in the development and postcampaign time period
To compare an ad idea vs. the
competition
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10
Diagnostic research, one type of
evaluative research, is used:
a)
b)
c)
d)
To see what elements are working or
not working
In the development phase of the
campaign
Both in the development and postcampaign time period
To compare an ad idea vs. the
competition
Prentice Hall, © 2009
11
Good evaluation plans do not need
models to show how people respond
to advertising.
a)
True
b)
False
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12
Good evaluation plans do not need
models to show how people respond
to advertising.
a)
True
b)
False
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13
To determine which facts to convey
in an advertisement, should one use
message development research?
a)
Yes
b)
No
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14
To determine which facts to convey
in an advertisement, should one use
message development research?
a)
Yes
b)
No
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15
The coincidental survey is most
often used to:
a)
b)
c)
d)
Anticipate the possibility of a poor
brand response
Assess the environment that affects
the advertising audiences
Identify key targets to address in
reworking the ad
Identify basic problems with
broadcast media
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16
The coincidental survey is most
often used to:
a)
b)
c)
d)
Anticipate the possibility of a poor
brand response
Assess the environment that affects
the advertising audiences
Identify key targets to address in
reworking the ad
Identify basic problems with
broadcast media
Prentice Hall, © 2009
17
Advertising effects can usually be
reduced to a single score.
a)
True
b)
False
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18
Advertising effects can usually be
reduced to a single score.
a)
True
b)
False
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19
In some respects, is evaluation
the most important step in an
advertising campaign?
a)
Yes
b)
No
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20
In some respects, is evaluation
the most important step in an
advertising campaign?
a)
Yes
b)
No
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21
Which of the following objectives
can advertising accomplish?
a)
Creating exposure
b)
Generating awareness
c)
Delivering brand reminders
d)
All of the above
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22
Which of the following objectives
can advertising accomplish?
a)
Creating exposure
b)
Generating awareness
c)
Delivering brand reminders
d)
All of the above
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23
Why is the Facets Model of Effects
useful in evaluating certain
marketing objectives?
a)
b)
c)
d)
Advertising provides the best reach across
all audiences
Persuasion is linked to brand recall more
than perception
Certain functions, such as PR and sales
promotion, do some things better than
other areas
The direct-response model is ineffective in
campaigns that call for IMC (marcom) tools
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24
Why is the Facets Model of Effects
useful in evaluating certain
marketing objectives?
a)
b)
c)
d)
Advertising provides the best reach across
all audiences
Persuasion is linked to brand recall more
than perception
Certain functions, such as PR and sales
promotion, do some things better than
other areas
The direct-response model is ineffective in
campaigns that call for IMC (marcom) tools
Prentice Hall, © 2009
25
Public relations programs can
typically be measured both in
terms of output and outcomes.
a)
True
b)
False
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Public relations programs can
typically be measured both in
terms of output and outcomes.
a)
True
b)
False
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27
In an IMC campaign, is it relatively
easy to measure the synergistic effect?
a)
Yes
b)
No
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In an IMC campaign, is it relatively
easy to measure the synergistic effect?
a)
Yes
b)
No
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What is the ultimate goal
of effective campaign evaluation?
a)
b)
c)
d)
To optimize stakeholder satisfaction through all
media channels
To determine whether advertising or marketing
was most effective in the total campaign
To generate numerical scores that can be
analyzed from a quantitative standpoint
To arrive at relevant, cross-functional metrics
that are relevant for integrated communication
Prentice Hall, © 2009
30
What is the ultimate goal
of effective campaign evaluation?
a)
b)
c)
d)
To optimize stakeholder satisfaction through all
media channels
To determine whether advertising or marketing
was most effective in the total campaign
To generate numerical scores that can be
analyzed from a quantitative standpoint
To arrive at relevant, cross-functional metrics
that are relevant for integrated communication
Prentice Hall, © 2009
31
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Publishing as Prentice Hall
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