Module 6: Output Measures: Awareness and Attitudes

Question 1

What do attitudinal measures aim to do?

Answer 1

They seek to quantify the impact of an activity on the ideas, feelings and stated intentions of the audience.

Question 2

What’s the problem with attitudinal measures?

Answer 2

People don’t always record what they really think or feel.

Question 3

Name 3 key campaign awareness measures?

Answer 3

1. Spontaneous campaign awareness
2. Message recall
3. Campaign attribution

Question 4

Why can attitudinal measures be unreliable?

Answer 4

Just because people have a brand in their minds doesn’t necessarily mean they’ll go out and buy that brand.

Question 5

Name 3 types of campaign awareness measures.

Answer 5

1. Top of mind Campaign Awareness
2. Prompted Campaign Awareness
3. Verified Campaign Awareness

Question 6

Name 3 types of brand awareness measures.

Answer 6

1. Brand image scores
2. Spontaneous brand awareness
3. Consideration

Question 7

Name 3 attitudinal measures you can use in your evaluation.

Answer 7

1. Emotional response
2. Brand perception
3. Intent to purchase

Question 8

What reservations exist about campaign awareness scores?

Answer 8

Dominant media tend to over-score.

Question 9

How do you calculate real price?

Answer 9

Divide the raw price data by the Retail Price Index

Question 10

How do we calculate the relative price?

Answer 10

Divide the price of one item by the price of another.