CAA: QUESTIONS AND ANSWERS, LATEST UPDATE. ALREADY GRADED
A+
Which of the following is NOT a category of work that gets evaluated in advertising and
marketing communication programs?
A) message execution
B) media
C
) campaign
D) other marketing communication areas and their synergistic effect
E) media buyers
E
According to the text, which of the following is NOT a
reason for evaluating the effectiveness
of the marketing communication program or campaign?
A) The stakes in making an advertising misstep are high.
B) Evaluation helps advertisers reduce their risks.
C) Evaluation helps advertisers identify best practices
.
D) Federal regulation requires campaigns to be analyzed for effectiveness.
E) Advertisers want to learn what works and what doesn't
D
Evaluation is d
one through testing, monitoring, and measurement. Testing is used to
________.
A) track performance
B) predict results
C) evaluate results
D) evaluate competitors
E) identify target audiences
B
Evaluation is done through testing, monitoring, and measurement. Monitoring ________.
A) tracks performance
B) is used to predict results
C) evaluates results
D) is required by all advertisers
E) is completed befo
re the ad runs
A
,Evaluation is done through testing, monitoring, and measurement. Measurement ________.
A) tracks performance
B) is used to predict resul
ts
C) evaluates results
D) is required by all advertisers
E) is completed before the ad runs
C
Which of the following is NOT a type of research used in
evaluation?
A) developmental research
B) concurrent research
C) post
-
testing research
D) consistency research
E) diagnostic research
D
Which type of evaluation research uses pretesting
to estimate the likelihood that an ad idea
will work or that one idea is better than another?
A) developmental research
B) concurrent research
C) post
-
testing research
D) consistency research
E) diagnostic research
A
Which type of evaluation research uses tracking studies and test marketing to monitor the way
the campaign is unfolding and how the messages and media are working?
A) developmental research
B
) concurrent research
C) post
-
testing research
D) consistency research
E) diagnostic research
B
, Which type of research evaluates the impact after the cam
paign is over or after the ad has run?
A) developmental research
B) concurrent research
C) post
-
testing research
D) consistency research
E) diagnostic research
C
Which type of research deconstructs an ad to see what elements are working or not working?
A) developmental research
B) concurrent research
C) post
-
testing research
D) consistency research
E) diagnostic research
E
Which of the following statements regarding the evaluation of advertising is false?
A) Good evaluation plans, and the objectives found in them, are based on a model of return on
inv
estment for an advertisement.
B) There are factors other than the advertising that affect sales, and that makes it hard to isolate
advertising in order to determine its impact.
C) Advertising effects tend to be delayed, so it's difficult to link the advert
ising seen at one time
to a purchase made days or weeks later.
D) Evaluation objectives are based on a model of human response to an advertisement that
identifies key effects.
E) Usually advertising is measured in terms of its communication effects, or the
mental
responses to a message
A
_______ is a general term that describes various kinds of research used at different stages in
the advertising devel
opment process
-
before, during, and after an ad or campaign has run.
A) Copytesting
B) Ad monitoring
A+
Which of the following is NOT a category of work that gets evaluated in advertising and
marketing communication programs?
A) message execution
B) media
C
) campaign
D) other marketing communication areas and their synergistic effect
E) media buyers
E
According to the text, which of the following is NOT a
reason for evaluating the effectiveness
of the marketing communication program or campaign?
A) The stakes in making an advertising misstep are high.
B) Evaluation helps advertisers reduce their risks.
C) Evaluation helps advertisers identify best practices
.
D) Federal regulation requires campaigns to be analyzed for effectiveness.
E) Advertisers want to learn what works and what doesn't
D
Evaluation is d
one through testing, monitoring, and measurement. Testing is used to
________.
A) track performance
B) predict results
C) evaluate results
D) evaluate competitors
E) identify target audiences
B
Evaluation is done through testing, monitoring, and measurement. Monitoring ________.
A) tracks performance
B) is used to predict results
C) evaluates results
D) is required by all advertisers
E) is completed befo
re the ad runs
A
,Evaluation is done through testing, monitoring, and measurement. Measurement ________.
A) tracks performance
B) is used to predict resul
ts
C) evaluates results
D) is required by all advertisers
E) is completed before the ad runs
C
Which of the following is NOT a type of research used in
evaluation?
A) developmental research
B) concurrent research
C) post
-
testing research
D) consistency research
E) diagnostic research
D
Which type of evaluation research uses pretesting
to estimate the likelihood that an ad idea
will work or that one idea is better than another?
A) developmental research
B) concurrent research
C) post
-
testing research
D) consistency research
E) diagnostic research
A
Which type of evaluation research uses tracking studies and test marketing to monitor the way
the campaign is unfolding and how the messages and media are working?
A) developmental research
B
) concurrent research
C) post
-
testing research
D) consistency research
E) diagnostic research
B
, Which type of research evaluates the impact after the cam
paign is over or after the ad has run?
A) developmental research
B) concurrent research
C) post
-
testing research
D) consistency research
E) diagnostic research
C
Which type of research deconstructs an ad to see what elements are working or not working?
A) developmental research
B) concurrent research
C) post
-
testing research
D) consistency research
E) diagnostic research
E
Which of the following statements regarding the evaluation of advertising is false?
A) Good evaluation plans, and the objectives found in them, are based on a model of return on
inv
estment for an advertisement.
B) There are factors other than the advertising that affect sales, and that makes it hard to isolate
advertising in order to determine its impact.
C) Advertising effects tend to be delayed, so it's difficult to link the advert
ising seen at one time
to a purchase made days or weeks later.
D) Evaluation objectives are based on a model of human response to an advertisement that
identifies key effects.
E) Usually advertising is measured in terms of its communication effects, or the
mental
responses to a message
A
_______ is a general term that describes various kinds of research used at different stages in
the advertising devel
opment process
-
before, during, and after an ad or campaign has run.
A) Copytesting
B) Ad monitoring
