Importance of Measurement in IMC

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Questions and Answers

Match the following terms with their corresponding definitions in advertising measurement:

Source factors = Factors that influence the effectiveness of an ad campaign Message variables = Factors related to the content of the ad Media strategies = Ways to distribute the ad to the target audience Budget decisions = Allocation of resources for the ad campaign

Match the stages of testing an ad campaign with their corresponding descriptions:

Pre-tests = Measures taken after the campaign has launched During tests = Evaluating performance throughout the campaign Post-tests = Measures taken before the campaign is implemented Lab testing = Testing under controlled conditions

Match the types of testing with their corresponding characteristics:

Lab testing = Tests of reactions to ads in natural viewing situations Field tests = Tests of reactions to messages under controlled conditions Online surveying = Measures the subconscious response to stimuli Neuro Marketing = Tests of reactions to ads in natural environments and in real time

Match the following terms with their corresponding methods in Neuro Marketing:

Biometric = Measures the subconscious response to stimuli Brain-imaging = Measures the subconscious response to stimuli Facial expression = A method of biometric measurement Eye gaze = A method of biometric measurement Signup and view all the answers

Match the following scenarios with their corresponding types of testing:

Testing a concept before implementation = Pre-tests Evaluating performance during the campaign = During tests Determining the success of a campaign = Post-tests Testing ads in natural environments = Field tests Signup and view all the answers

Match the following benefits with their corresponding types of testing:

Eliminate bad ads, or amplify good ones = Pre-tests See the consumer response and make changes accordingly = During tests Determine success and evaluate the next campaign = Post-tests Gather thoughts from consumers = Focus groups Signup and view all the answers

Match the following terms with their corresponding advantages in testing:

Online surveying = Quicker and lower cost Lab testing = Lack realism Field tests = Lack control Neuro Marketing = Measures the subconscious response to stimuli Signup and view all the answers

Match the following scenarios with their corresponding benefits in Neuro Marketing:

Using glasses to track eye movements = Measures the subconscious response to stimuli Gathering thoughts from consumers = Measures the subconscious response to stimuli Evaluating performance during the campaign = Measures the subconscious response to stimuli Determining the success of a campaign = Measures the subconscious response to stimuli Signup and view all the answers

Match the following terms with their definitions in the context of advertising measurement:

Divergence = How novel, different or unusual is the ad? Relevance = How meaningful, useful or valuable are the elements in the ad? Confirmation bias = Using research to back up our own predispositions/personal biases. ROI = Measuring the return on investment of a campaign Signup and view all the answers

Match the following reasons with the importance of measuring marketing performance metrics:

Provides accountability = Can compare past performance Can compare past performance = Provides credibility Can be used to design marketing programmes = Can be used to allocate marketing budget Provides credibility = Provides accountability Signup and view all the answers

Match the following phrases with their authors:

The single biggest problem facing marketers since the invention of advertising is how to measure return on investment = Unknown Half the money I spend on advertising is wasted; the trouble is, I don’t know which half = Unknown Without proper measures to validate facts or quantify data, they have little meaning, and the outcome remains unknown, uncertain, unqualified = Unknown = Unknown Signup and view all the answers

Match the following reasons with the importance of measuring marketing performance metrics:

Avoiding costly mistakes = Evaluating alternative strategies Evaluating alternative strategies = Increasing the efficiency of the IMC campaign Increasing the efficiency of the IMC campaign = Increasing reach/awareness Increasing reach/awareness = Avoiding costly mistakes Signup and view all the answers

Match the following reasons with the reasons not to measure marketing performance metrics:

Costly, especially for smaller companies = Research can be difficult/timely Research can be difficult/timely = Internal disagreement on what to test Internal disagreement on what to test = Can limit creativity, research measures Can limit creativity, research measures = Time Signup and view all the answers

Match the following terms with their purposes in the context of advertising measurement:

IMC = Contributes to objectives (i.e. ROI, sales, share) ROI = Measuring the return on investment of a campaign Measurement = Measuring the return on investment of a campaign Evaluation = Measuring the effectiveness of a campaign Signup and view all the answers

Match the following phrases with their purposes in the context of advertising measurement:

Three phases of evaluation = Evaluating the effectiveness of a campaign What to measure/test = Evaluating the effectiveness of a campaign Your campaign objectives = Evaluating the effectiveness of a campaign Influencer/spokesperson = Evaluating the effectiveness of a campaign Signup and view all the answers

Match the following reasons with the importance of measuring marketing performance metrics:

Have the objectives been achieved = Can used to allocate marketing budget Can used to allocate marketing budget = Can be used to design marketing programmes Can be used to design marketing programmes = Provides credibility Provides credibility = Have the objectives been achieved Signup and view all the answers

Study Notes