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Exam 15: Evaluating an Integrated Marketing Program

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Question 91

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A purchase simulation test is a behavioral approach used to study how consumers make buying decisions.

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Question 92

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When evaluating advertising or IMC campaigns, examples of long-term measures would include each of the following except brand:

A) sales.
B) awareness.
C) loyalty.
D) equity.

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Question 93

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After being shown a segment or stills of an ad, respondents are given a list of brands and asked to identify the correct brand that was in the ad, which measures:

Cognitive neuroscience concentrates on attitudes and verbal responses rather than brain activity imaging.

Quantitative copytesting questions do not measure:

The principles of position advertising copytesting (PACT)state that a single measure is sufficient to evaluate an ad.

Brain-image measurement is part of:

One major advantage of a test market is that it resembles an actual market situation more than any of the other evaluation methods.

Advertising tracking services offer the advantage of providing diagnostics that allow an advertising agency to understand why an ad did not perform well.