Chapter Nineteen: Evaluation of Effectiveness
91.Although fairly inexpensive and widely used, single-source data should be used with caution because the data tend to be unreliable and weak in external validity.
92.Media-planning oversight is usually handled by the account planner, but it can also be contracted by the advertiser to independent companies who specialize in conducting media audits of the agency’s media-planning and -buying operations.
93.Another way to look at advertising return on investment (ROI) is to use the cost-to-sales ratio.
94.The point where the advertising gets tired and there is no response or less response than at the launch is called the hiatus point.
95.The biggest challenge in media planning is timing.
96.Synergy is when all the pieces in an IMC campaign work together, and it is surprisingly simple to measure.
97.Advertising is particularly effective in accomplishing exposure, awareness, and brand image, and delivering brand reminders.
98.Response per thousand is NOT an appropriate measure for evaluating direct response advertising.
99.Sales promotion programs are complicated in that it may be necessary to evaluate both trade and consumer promotions, and evaluating the effectiveness of trade promotion is almost impossible.
100.The efficiency of a sales promotion can be evaluated in terms of its financial returns more easily than advertising.
101.The evaluation of public relations examines the success of the program in getting the message out to the target audience in terms of output and outcomes, as well as public opinion and relationship tracking.
102.In public relations evaluation, tracking studies help us determine the favorability of the coverage, share of voice, and issues and competitor coverage.
103.Research methods and analytical techniques are available to demonstrate ROI for public relations activities.
104.With respect to retail advertising, the results of traffic-building promotions and advertising are simple counts of people coming through the door.
105.A common objective of business-to-business advertising is called conversion, which refers to the number of leads that turn into customers who make a purchase.
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