Prentice Hall, © 2009 19-1

Chapter Nineteen

Evaluation of Effectiveness

Prentice Hall, © 2009 2

The final section in a campaign plan is:

a) Hiring the spokespersonb) Evaluating the effectiveness of

the marketing program or campaign

c) Finalizing the media budgetd) Getting out the message

Prentice Hall, © 2009 3

The final section in a campaign plan is:

a) Hiring the spokespersonb) Evaluating the effectiveness of

the marketing program or campaign

c) Finalizing the media budgetd) Getting out the message

Prentice Hall, © 2009 4

When advertising works “as intended,” it could mean:

a) There are multiple objectivesb) There are multiple ways to

evaluate effectivenessc) The advertising produces salesd) All of the above

Prentice Hall, © 2009 5

When advertising works “as intended,” it could mean:

a) There are multiple objectivesb) There are multiple ways to

evaluate effectivenessc) The advertising produces salesd) All of the above

Prentice Hall, © 2009 6

Evaluation of a campaign is done through testing, monitoring, and measurement.

a) True

b) False

Prentice Hall, © 2009 7

Evaluation of a campaign is done through testing, monitoring, and measurement.

a) True

b) False

Prentice Hall, © 2009 8

If you wish to deconstruct an ad to see which elements worked, would you use developmental research?

a) Yes

b) No

Prentice Hall, © 2009 9

If you wish to deconstruct an ad to see which elements worked, would you use developmental research?

a) Yes

b) No

Prentice Hall, © 2009 10

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, © 2009 11

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, © 2009 12

Good evaluation plans do not need models to show how people respond to advertising.

a) True

b) False

Prentice Hall, © 2009 13

Good evaluation plans do not need models to show how people respond to advertising.

a) True

b) False

Prentice Hall, © 2009 14

To determine which facts to convey in an advertisement, should one use message development research?

a) Yes

b) No

Prentice Hall, © 2009 15

To determine which facts to convey in an advertisement, should one use message development research?

a) Yes

b) No

Prentice Hall, © 2009 16

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, © 2009 17

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, © 2009 18

Advertising effects can usually be reduced to a single score.

a) True

b) False

Prentice Hall, © 2009 19

Advertising effects can usually be reduced to a single score.

a) True

b) False

Prentice Hall, © 2009 20

In some respects, is evaluation the most important step in an advertising campaign?

a) Yes

b) No

Prentice Hall, © 2009 21

In some respects, is evaluation the most important step in an advertising campaign?

a) Yes

b) No

Prentice Hall, © 2009 22

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, © 2009 23

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, © 2009 24

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, © 2009 25

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, © 2009 26

Public relations programs can typically be measured both in terms of output and outcomes.

a) True

b) False

Prentice Hall, © 2009 27

Public relations programs can typically be measured both in terms of output and outcomes.

a) True

b) False

Prentice Hall, © 2009 28

In an IMC campaign, is it relatively easy to measure the synergistic effect?

a) Yes

b) No

Prentice Hall, © 2009 29

In an IMC campaign, is it relatively easy to measure the synergistic effect?

a) Yes

b) No

Prentice Hall, © 2009 30

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, © 2009 31

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, © 2009 32

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

Copyright © 2009 Pearson Education, Inc.  Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice HallPublishing as Prentice Hall