Site MapHelpFeedbackEffectiveness Measurements and Evaluations
Effectiveness Measurements and Evaluations

Key Point 1: Brand-Message Research
  1. Why is it important to evaluate brand messages before they run?
  2. How does evaluation reduce risk?
  3. How and why is the cost/value factor important in conducting evaluation research?
  4. What role do objectives play in evaluation?
Key Point 2: Methods
  1. What is concept testing? Why is it used?
  2. When copytesting is used to evaluate the communication impact of a brand message, what kinds of effects are investigated?
  3. Describe three tests that evaluate the persuasiveness of a brand message.
  4. Explain how online interactions can be used for research purposes.
  5. How are awareness and perception studies used in the evaluation of marketing communication?
  6. What is the difference between pre- and post-testing?
  7. You work as a creative person in an agency. The person sitting next to you works as the marketing manager for a company. Explain how the two of you might differ in your views about copytesting.
  8. Explain the debate in the industry about the use of sales and brand share to evaluate the effectiveness of advertising and public relations.
Key Point 3: IMC Metrics
  1. Why would you want to conduct an IMC audit? What would you learn?
  2. How does an IMC audit differ from a communication audit?
  3. Explain the underlying logic behind lifetime customer value quintile analysis.
  4. What does RFM stand for? What is included in this type of evaluation?







To learn more about the book this website supports, please visit its Information Center.
(c)2005 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Notice.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.


DuncanOnline Learning Center

Home > Chapter 22