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Multiple Choice Quiz
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1
Testing that tracks the performance of messages as they are run is called:
A)Concept testing
B)Concurrent testing
C)Evaluative testing
D)Theater testing
E)Tracking testing
2
The problem with using sales results alone to evaluate the impact of marketing communication efforts is:
A)MC represents only one factor influencing sales
B)Product performance also influence sales
C)Pricing also influences sales
D)Distribution and competition also influence sales
E)All of the above
3
The objective of marketing communication usually is to increase:
A)Brand awareness and image
B)Understanding and recall
C)Create or change attitudes
D)Stimulate trial and repeat buying
E)All of the above
4
Pilot tests often use __________________ to measure their effectiveness.
A)Focus groups
B)Scanner data
C)Surveys
D)Day-after phone surveys
E)Intercept surveys
5
Many companies are moving to online MC measurement and evaluation because of:
A)Timeliness
B)Low costs
C)Narrow targeting
D)All of the above
E)None of the above. Few companies are using online measurement.
6
The advantage of online surveying is:
A)They can be prepared and delivered fast
B)They are flexible
C)They can be quickly changed
D)The data can be automatically coded and tabulated
E)All of the above
7
The main benefit of using focus groups is:
A)Large numbers of opinions
B)Meeting customers
C)Diagnosing problems
D)Building relationships
E)Tachistoscoping
8
Test marketing is probably the most valid persuasion test because:
A)It takes place over a longer period of time
B)It takes place in a competitive environment
C)It takes less time to conduct
D)It allows marketers to observe salespeople
E)Answers A and B
9
Brand-image metrics measure:
A)Brand recognition
B)Overall brand awareness
C)Understanding of the brand position
D)Brand relevance
E)All of the above
10
Which of the following is not a relationship metric?
A)Lifetime customer value
B)Recency, Frequency, monetary analysis
C)Referral index
D)Share of wallet
E)Evaluative metric





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