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True or False
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1
Tracking studies are one of the best methods of evaluating short-term marketing communication and sales promotion results.
A)True
B)False
2
The biggest problem with real-time tracking systems is the findings are often not timely.
A)True
B)False
3
Marketers use tachistoscopes to measure how long it takes for a brand message or element to be communicated.
A)True
B)False
4
Intercept studies are scientifically reliable because they utilize a cross-section of consumers at malls or events.
A)True
B)False
5
An online focus group is similar to a chat room.
A)True
B)False
6
Recall and recognition are two measures of physiological responses to a brand.
A)True
B)False
7
Research has shown that likeability is a powerful predictor of sales success.
A)True
B)False
8
Theater tests use preference scores to measure persuasion effects.
A)True
B)False
9
Most decisions about whether to use a particular brand message are made based on the judgment of a marketing manager.
A)True
B)False
10
Evaluation is generally undertaken for all brand message decisions, regardless of the money involved, in order to avoid mistakes.
A)True
B)False
11
Evaluative testing is testing that measures the effectiveness of rough ideas that become brand and campaign themes.
A)True
B)False
12
Measuring changes in attitudes and opinions is easier than measuring customer acquisition.
A)True
B)False
13
Online focus groups should only include pre-recruited panel members.
A)True
B)False
14
An IMC audit can be used to measure cost accountability.
A)True
B)False
15
Brand metrics are measures of brand image and impact.
A)True
B)False
16
When measuring brand relationships, research has shown that many "satisfied" customers will defect.
A)True
B)False
17
Lifetime customer value is measured by dividing the average amount spent per year by the number of years customers do business with the firm.
A)True
B)False





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