1. Evaluation of Effectiveness Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall1Chapter 19 -

2. The formal evaluation of advertising effectiveness is essential to _____. 1.learning best practices 2.minimizing financial missteps 3.optimizing advertising effectiveness 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall2Chapter 19 -

3. The formal evaluation of advertising effectiveness is essential to _____. 1.learning best practices 2.minimizing financial missteps 3.optimizing advertising effectiveness 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall3Chapter 19 - Formal evaluation helps to minimize financial missteps, optimize advertising effectiveness, and identify best practices, so a brand’s advertising continues to improve.

4. Advertisements are evaluated through a system of _____. 1.inquiring, seeing, and doing 2.surveys, questionnaires, and polls 3.planning, publishing, and considering 4.testing, monitoring, and measurement Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -4

5. Advertisements are evaluated through a system of _____. 1.inquiring, seeing, and doing 2.surveys, questionnaires, and polls 3.planning, publishing, and considering 4.testing, monitoring, and measurement Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -5 The evaluation process consists of three steps: testing is used to predict results, monitoring tracks performance, and measurement evaluates results.

6. _____ deconstructs an ad to determine elements that are working or not working. 1.Post-testing research 2.Diagnostic research 3.Concurrent research 4.Developmental research Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -6

7. _____ deconstructs an ad to determine elements that are working or not working. 1.Post-testing research 2.Diagnostic research 3.Concurrent research 4.Developmental research Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -7 Diagnostic research deconstructs an advertisement to see what elements are working or not working.

8. _____ compares the effectiveness of message strategies and creative ideas. 1.Concept testing 2.Break-even analysis 3.Single-source research 4.Variable data modulation Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -8

9. _____ compares the effectiveness of message strategies and creative ideas. 1.Concept testing 2.Break-even analysis 3.Single-source research 4.Variable data modulation Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -9 Research in concept testing compares the effectiveness of various message strategies and their creative ideas.

10. _____ is not a concurrent method of testing an advertisement’s effectiveness. 1.Attitude testing 2.Tracking studies 3.Brand channeling 4.Coincidental surveys Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -10

11. _____ is not a concurrent method of testing an advertisement’s effectiveness. 1.Attitude testing 2.Tracking studies 3.Brand channeling 4.Coincidental surveys Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -11 Concurrent testing of an advertisement uses three primary techniques: attitude tests, tracking studies and coincidental surveys.

12. 1.memory tests 2.wave analysis 3.brand tracking 4.direct-response counts Common post-testing evaluation methods do not include _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -12

13. 1.memory tests 2.wave analysis 3.brand tracking 4.direct-response counts Common post-testing evaluation methods do not include _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -13 The most common post-testing techniques include memory tests, persuasion tests, direct-response counts, frame-by- frame tests, in-market tests, and brand tracking.

14. _____ is not a test to determine whether consumers remember an advertisement. 1.Eye tracking 2.Recall testing 3.Recognition testing 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -14

15. _____ is not a test to determine whether consumers remember an advertisement. 1.Eye tracking 2.Recall testing 3.Recognition testing 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -15 In recognition tests, people view an ad; they are asked if they remember having seen it before. In recall tests, people read an ad; they are asked what they recall about the brand.

16. 1.advertising 2.direct marketing 3.sales promotion 4.None of the above Return on investment (ROI) is more difficult to calculate for _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -16

17. Return on investment (ROI) is more difficult to calculate for _____. 1.advertising 2.direct marketing 3.sales promotion 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -17 Figuring ROI is easier for direct marketing (fewer variables) and sales promotion (immediate response). Dollar impact of advertising is less tangible, so ROI is harder to calculate.

18. The goal of _____ is to get the most impact possible with the least cost. 1.media optimization 2.advertising analysis 3.break-through implementation 4.integrated marketing conversion Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -18

19. The goal of _____ is to get the most impact possible with the least cost. 1.media optimization 2.advertising analysis 3.break-through implementation 4.integrated marketing conversion Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -19 The goal of media optimization is to optimize the budget: to get the most impact possible with the least expenditure of money.

20. Advertising is particularly effective for the achievement of objectives, such as _____. 1.creating brand image 2.promoting brand exposure 3.delivering brand reminders 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -20

21. Advertising is particularly effective for the achievement of objectives, such as _____. 1.creating brand image 2.promoting brand exposure 3.delivering brand reminders 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -21 Advertising is particularly effective in creating exposure, awareness, and brand image, as well as delivering brand reminders.

22. An important goal of direct-response communication is to _____. 1.create exposure 2.drive a transaction 3.increase awareness 4.promote brand image Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -22

23. 1.create exposure 2.drive a transaction 3.increase awareness 4.promote brand image An important goal of direct-response communication is to _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -23 The goal of direct-response communication is to drive a transaction or some other type of immediate response, such as a donation or a visit to a dealer.

24. _____ identifies the point where total promotional costs exceed total revenues. 1.Break-even analysis 2.Value-added research 3.Cost-ratio standardization 4.Point-of-purchase interpolation Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -24

25. _____ identifies the point where total promotional costs exceed total revenues. 1.Break-even analysis 2.Value-added research 3.Cost-ratio standardization 4.Point-of-purchase interpolation Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -25 A break-even analysis seeks to determine the point at which the total cost of a promotion will exceed the total revenue that will be generated by the promotion.

26. All of the following except _____ are outcome measures for public relations. 1.attitudes 2.behavior 3.awareness 4.sales volume Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -26

27. All of the following except _____ are outcome measures for public relations. 1.attitudes 2.behavior 3.awareness 4.sales volume Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -27 The most common measures of outcomes in public relations are awareness (aided/unaided recall), attitudes (perceptions and preferences), and behavior (actions taken by target).

28. The most important metric for Internet advertising is _____. 1.page views 2.cost-per-click 3.conversion rate 4.click-through rate Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -28

29. The most important metric for Internet advertising is _____. 1.page views 2.cost-per-click 3.conversion rate 4.click-through rate Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -29 The most important metric for Internet advertising is the conversion rate, which is the percentage of visitors to a site who complete a desired action.

30. An international evaluation program for advertising should begin with _____. 1.pretesting 2.wave analysis 3.diagnostic outcome tracking 4.moment-by-moment analysis Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -30

31. An international evaluation program for advertising should begin with _____. 1.pretesting 2.wave analysis 3.diagnostic outcome tracking 4.moment-by-moment analysis Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 19 -31 An international evaluation program for advertising should start with pretesting because unfamiliarity with languages, cultures, and consumers can cause major miscalculations.