Promo Strategies Exam 4 Questions With 100%
Verified Correct Answers.
The first step in measuring the effectiveness of event sponsorship is to:
A) narrowly define the objectives for the event with specific details.
B) set qualitative goals.
C) build evaluation methods into the event sponsorship strategy.
D) measure the implementation and results against predetermined benchmarks.
E) redefine the organization's objectives in terms of its marketing communications.
A
The four recognition scores generated by the Starch methodology are:
A) recognition, retention, comprehension, and readers per dollar.
B) noting, brand-associated, read-most, and read any.
C) noting, comprehension, seen-associated, and retention.
D) readers per dollar, cost ratios, CPMs, and brand-associated.
E) comprehension, retention, response, and brand-associated.
B
________ occur after an ad or commercial has been in the field.
A) Dummy advertising vehicles
B) Portfolio tests
C) Posttests
D) Physiological measures
E) Consumer juries
C
Geena is testing an ad using the nine principles established by Positioning Advertising
Copy Testing (PACT). When she isolates mall intercept participants and does not disclose
,what the interviews are about, she is trying to adhere to the seventh principle, which is to:
A) decide whether to use pretests or posttests.
B) create a model that uses multiple measures.
C) establish communication objectives.
D) provide controls to avoid the biasing effects of the exposure context.
E) develop a consumer response model.
D
Which of the following is a weakness associated with a focus group research?
A) The results are difficult to obtain.
B) Focus groups require quantitative analysis.
C) Consumers are hesitant to participate.
D) The results are not directly observable.
E) Consumers become instant "experts."
E
A way to gather consumers' opinions of concepts is ________, where consumers in
shopping centers are approached and asked to evaluate rough ads via questionnaires,
rating scales, and/or rankings.
A) laboratory testing
B) consumer juries
C) Delphi groups
D) mall intercepts
E) focus groups
D
________ is a readability test that determines the average number of syllables per 100
words.
, A) Dummy testing
B) Contextual testing
C) Portfolio analysis
D) The Flesch formula
E) Burke's reflections test
D
The primary metric used in on-air testing method of pretesting finished broadcast ads is:
A) reaction.
B) jury results.
C) focus group results.
D) portfolio analysis.
E) recall.
E
Which of the following is a posttest method used for measuring advertising effectiveness?
A) concept tests
B) physiological measures
C) readability tests
D) recall tests
E) portfolio tests
D
In the context of evaluating media strategies to measure advertising effectiveness, owing to
the increasing costs of media time, it is important to evaluate:
A) the value of customer juries.
B) the duration of association between a company and its spokesperson.
C) whether or not to conduct posttesting.
Verified Correct Answers.
The first step in measuring the effectiveness of event sponsorship is to:
A) narrowly define the objectives for the event with specific details.
B) set qualitative goals.
C) build evaluation methods into the event sponsorship strategy.
D) measure the implementation and results against predetermined benchmarks.
E) redefine the organization's objectives in terms of its marketing communications.
A
The four recognition scores generated by the Starch methodology are:
A) recognition, retention, comprehension, and readers per dollar.
B) noting, brand-associated, read-most, and read any.
C) noting, comprehension, seen-associated, and retention.
D) readers per dollar, cost ratios, CPMs, and brand-associated.
E) comprehension, retention, response, and brand-associated.
B
________ occur after an ad or commercial has been in the field.
A) Dummy advertising vehicles
B) Portfolio tests
C) Posttests
D) Physiological measures
E) Consumer juries
C
Geena is testing an ad using the nine principles established by Positioning Advertising
Copy Testing (PACT). When she isolates mall intercept participants and does not disclose
,what the interviews are about, she is trying to adhere to the seventh principle, which is to:
A) decide whether to use pretests or posttests.
B) create a model that uses multiple measures.
C) establish communication objectives.
D) provide controls to avoid the biasing effects of the exposure context.
E) develop a consumer response model.
D
Which of the following is a weakness associated with a focus group research?
A) The results are difficult to obtain.
B) Focus groups require quantitative analysis.
C) Consumers are hesitant to participate.
D) The results are not directly observable.
E) Consumers become instant "experts."
E
A way to gather consumers' opinions of concepts is ________, where consumers in
shopping centers are approached and asked to evaluate rough ads via questionnaires,
rating scales, and/or rankings.
A) laboratory testing
B) consumer juries
C) Delphi groups
D) mall intercepts
E) focus groups
D
________ is a readability test that determines the average number of syllables per 100
words.
, A) Dummy testing
B) Contextual testing
C) Portfolio analysis
D) The Flesch formula
E) Burke's reflections test
D
The primary metric used in on-air testing method of pretesting finished broadcast ads is:
A) reaction.
B) jury results.
C) focus group results.
D) portfolio analysis.
E) recall.
E
Which of the following is a posttest method used for measuring advertising effectiveness?
A) concept tests
B) physiological measures
C) readability tests
D) recall tests
E) portfolio tests
D
In the context of evaluating media strategies to measure advertising effectiveness, owing to
the increasing costs of media time, it is important to evaluate:
A) the value of customer juries.
B) the duration of association between a company and its spokesperson.
C) whether or not to conduct posttesting.
