Marketing ch 15 Flashcards
What is message evaluation?
examine the message and the physical design of an ad or marketing piece. It involves examining cognitive, affective, and conative (behavioral) aspects of the ad. Online evaluations examine online advertising and marketing campaigns with the unique measures the Internet is able to capture.
Respondent behavior evaluations address the visible customer actions from inquiries to actual purchases. Methods used to examine the creative message and the physical design of an advertisement, coupon, or direct marketing piece.
Be able to identify an example of measuring affective responses when analyzing advertising or IMC campaigns.
QUESTION: When analyzing advertising or IMC campaigns, which of the following would be an example of measuring affective responses? Liking the company.
What does advertising tracking research examine?
These tracking services monitor an ad’s performance and measure its effectiveness. Tests can be performed at specific times or continuously… conducts thousands of surveys daily measuring viewer engagement with TV programs and effectiveness of ads.
Be able to identify examples of unaided and aided brand awareness.
Aided brand awareness- the extent to which consumers are able to identify a brand by its attributes Unaided brand awareness- ability of consumer to correctly generate and retrieve brand in their memory.
When is copy testing is most likely to be used?
In the final stages of ad development or with the finished ad
What does cognitive neuroscience measure?
Tracks brain activity (electrical currents in the brain). Successful ads tend to generate higher levels of emotional engagement and long-term memory coding.
What is the number one way companies measure the impact of online advertising?
Click-throughs remain the primary method used to measure the impact of online advertising.
Dwell rate-the proportion of ad impressions resulting from the user engaging with an advertisement either by clicking on it or running the mouse over it is
dwell rate
Dwell Time- measure of time users spend engaged with a particular online ad
What is the online metric that measures how long an individual stays at a particular website?
Length of engagement- the online metric that measures how long an individual stays at a particular site
Describe a test market.
A test market is when reactions to a small scale marketing effort are used to predict reactions in a larger area, the testing method is. scanner data is often used to measure the impact of the marketing communications. the greatest danger in using a long time period for a test market is fear the competition will have time to study the test market and react.
What is the measure or definition of marketing return on investment (ROI) that is most commonly used?
Incremental sales from marketing activities. Marketing ROI (return on investment) is the net return from a marketing investment divided by the costs of the marketing investment. In other words, ROI is a measure of the profits generated by investments in a marketing activity. Marketing ROI can be difficult to assess because the benefits of marketing are not always easily translated in dollar amounts. However, marketing ROI can be assessed in terms of brand awareness, sales, or market share. Some companies are now using marketing dashboards, which are single displays showing several sets of marketing performance measures. And beyond standard performance measures, many marketers are using customer-centered measures such as customer acquisition, retention, and lifetime value.
