MGT 434 Exam 3- Test Questions &
Answers
All of the following are common measures of the overall health of a company, except:
Correct Ans-Brand Awareness
PACT stands for positioning advertising copytesting Correct Ans-True
According to position advertising copytesting (PACT), multiple exposures to an advertisement
are essential to
obtain accurate results. Correct Ans-False
According to position advertising copytesting (PACT), tests should be conducted within
laboratory settings and
not in field settings. Correct Ans-False
The real advantage of cognitive neuroscience to marketers is that it enables marketers to
understand how the
information is processed. where it is being processed in the brain, and how the individual reacted
to the ad or
marketing piece. Correct Ans-True
Dwell rate measures the proportion of ad impressions that resulted in a user engaging with an
online ad.
, such as clicking it or just moving the mouse over it. Correct Ans-True
The major problem with measuring marketing return on investment (ROI) is that marketers
cannot agree on a definition of what constitutes ROI for marketing Correct Ans-True
Web scanning software is available now that allows a company to monitor web chat about its
company
and its brands. Correct Ans-True
A newer online metric that is being used as a surrogate for a person's level of interest in products
offered
at a particular Web site is clickthroughs Correct Ans-False
Some marketers contend that the only valid evaluation criterion of marketing that should be used
is actual
sales. Correct Ans-True
In evaluating online advertising, dwell time measures the amount of time an individual spends
with a website. Correct Ans-False
The broad categories of evaluation include the following, except: Correct Ans-Test Market
Evaluations
Answers
All of the following are common measures of the overall health of a company, except:
Correct Ans-Brand Awareness
PACT stands for positioning advertising copytesting Correct Ans-True
According to position advertising copytesting (PACT), multiple exposures to an advertisement
are essential to
obtain accurate results. Correct Ans-False
According to position advertising copytesting (PACT), tests should be conducted within
laboratory settings and
not in field settings. Correct Ans-False
The real advantage of cognitive neuroscience to marketers is that it enables marketers to
understand how the
information is processed. where it is being processed in the brain, and how the individual reacted
to the ad or
marketing piece. Correct Ans-True
Dwell rate measures the proportion of ad impressions that resulted in a user engaging with an
online ad.
, such as clicking it or just moving the mouse over it. Correct Ans-True
The major problem with measuring marketing return on investment (ROI) is that marketers
cannot agree on a definition of what constitutes ROI for marketing Correct Ans-True
Web scanning software is available now that allows a company to monitor web chat about its
company
and its brands. Correct Ans-True
A newer online metric that is being used as a surrogate for a person's level of interest in products
offered
at a particular Web site is clickthroughs Correct Ans-False
Some marketers contend that the only valid evaluation criterion of marketing that should be used
is actual
sales. Correct Ans-True
In evaluating online advertising, dwell time measures the amount of time an individual spends
with a website. Correct Ans-False
The broad categories of evaluation include the following, except: Correct Ans-Test Market
Evaluations
