Mastering Marketing Communication Evaluation Flashcards

1

What does 'behavioural emphasis' mean?

Ignore outcomes
Emphasis on thoughts
Prioritize feelings
Focus on actions

2

True or false: Pre-tests use physiological devices.

False
True

3

True or false: Pre-testing reduces campaign ineffectiveness.

False
True

4

Which is not a Social Media Metric?

Comments
Likes
Postal responses
Shares

5

Which is not a sales promotion metric?

Redemption Rate
Number of Customers
Revenue per Visit
Response Rate

6

What drives MarComm effectiveness evaluation?

Cost reduction
Product launch
Brand awareness
Market expansion

7

What does ROI stand for in marketing?

Return on Interest
Rate of Interaction
Return on Investment
Range of Influence

8

Which stakeholder is concerned with optimal media mix?

Sales Manager
Finance Manager
Digital Performance Manager
Media Manager

9

Which method is not used for ad evaluation?

Focus groups
Eye tracking
Transparency tests
Galvanic skin response

10

True or false: Sales tests measure ad recall.

True
False

11

When should campaign evaluations occur?

After campaign
Before campaign
During campaign
Anytime

12

What does CTR stand for?

Customer Traffic Rate
Click Through Rate
Conversion Tracking Rate
Campaign Tracking Rate

13

What is a key Web-based MarComm Metric?

Flyer distribution
Page views
Email opens
Billboard views

14

Which department evaluates brand image impact?

Human Resources
Operations
Legal
Marketing

15

Which tool is primarily attitudinal?

Personal Selling
Sales Promotion
Public Relations
Direct Marketing

16

True or false: Cost disagreements hinder evaluation.

True
False

17

What is essential for effective evaluation?

Long duration
Large team
High budget
Clear objectives

Mastering Marketing Communication Evaluation

Questions 17

Mastering Marketing Communication Evaluation

Questions 17