Session 3

Question 1

Measuring an Ad’s success

Answer 1

1. Increased sales
2. Attitude change
3. Brand awareness increase

Question 2

Return on advertising investment (ROI) -

Answer 2

the net return on advertising investment divided by the costs of the advertising investment.
Net profit/Total investment

Question 3

Reach -

Answer 3

a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Question 4

Frequency -

Answer 4

• a measure of how many times the average person in the target market is exposed to the message.

Question 5

Impact -

Answer 5

the qualitative value of a message exposure through a given medium.

Question 6

Engagement -

Answer 6

a measure of things such as ratings, readership, listenership, and click-through rates.

Question 7

Attention is obtained by providing:

Answer 7

1. Relevance - ads that speak to our personal interest are noticed more often.
2. Interest - usually created by personal engagement or curiosity.
3. Involvement - intensity of the consumer’s interest in a product, medium or message.

Question 8

Advertising appeals -

Answer 8

communication strategies that marketing, advertising professionals use to grab attention and persuade people to buy or act.