Outcome # 5

Question 1

Assess impact using marketing metrics

Answer 1

Before, during and after

Pretesting
Assessments performed before an ad campaign is implemented

tracking
Includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium.

post-testing
The evaluation of an IMC campaign’s impact after it has been implemented.

Question 2

frequency

Answer 2

Measure of how often the target audience is exposed to a communication within a specified period of time.

Question 3

reach

Answer 3

Measure of consumers’ exposure to marketing communications; the percentage of the target population exposed to specific marketing communication, such as an advertisement, at least once.

Question 4

click-through tracking

Answer 4

Measures how many times users click on banner advertising on websites

Question 5

search engine marketing (SEM)

Answer 5

Uses tools such as Google AdWords to increase the visibility of websites in search engine results

Question 6

impressions

Answer 6

The number of times an ad appears to a user.

Question 7

click-through rate (CTR)

Answer 7

The number of times a user clicks on an ad divided by the number of impressions

Question 8

return on investment (ROI)

Answer 8

Used to measure the benefit of an investment, ROI is calculated by dividing the gain of an investment by its cost.