MKT 498 Wk 5 – Practice: Standards and Performance Quiz
Consumer awareness and brand loyalty are closely linked to a measure of:
An examination of visible customer actions including making store visits and purchases is which type of evaluation?
Message synthesis brand recognition
Public complaints about the amount of violence on television would be sent to the:
When a company must pay for ads that refute false claims it made in previous ads, it is called a(n):
cease and desist order.
Although ads can be tested prior to production, most advertising agencies perform little pretesting because they:
have to be matched with posttests to be effective.
are too expensive.
are not requested very often by clients.
tend to be unreliable.
The Food and Drug Administration regulates and oversees:
packaging and labeling of products, advertising on food products, and advertising of drugs.
television, radio, and the telephone industries.
marketing materials sent through the mail.
the amount of time that television stations are permitted to advertise to children.
The United States and many Western countries use the form of law known as which type of law?
When a company creates a brand name that closely resembles a popular or successful brand, it may be:
The FTC test of substantiation requires:
data, facts, or competent and reliable evidence.
a comparison of marketing claims made by competing firms.
the use of a code of ethics.
testimony from an expert in the field.
Asking respondents if they recognize a brand in an advertisement measures:
aided brand awareness.
unaided brand awareness.
brand and ad recognition.
In addition to handling complaints about advertising to children, which agency also prescreens ads directed to children?
National Advertising Division
Federal Communications Commission
Children’s Advertising Review Unit
Advertising Self-Regulatory Council
An examination of a creative message and the physical design of an advertisement or other marketing communication piece is a(n):
online evaluation metric.
respondent behavior evaluation.
Biometric measures evaluate:
data about a person’s heartbeat, perspiration levels, respiration, and body movements.
changes in sales after exposure to an emotional advertisement.
data about a person’s attitudinal changes.
increases in verbal responses to questions posed in focus groups.
Advertising tracking research does not measure:
unaided and aided message recall.
Information about those who accessed a website for more information, downloaded or watched a video, or submitted requests for more information is:
the click-through rate.
entry and exit page time.
the sentiment score.
The proportion of ad impressions resulting from the user engaging with an advertisement, either by clicking on it or running the mouse over it, is the:
length of engagement.
Currently, the number one way companies measure the impact of online advertising is:
Measuring changes in sales following a marketing campaign is easier now than in the past because of
the power of retailers to control sales data.
commercial database services.
scanners and the UPC.
An advertisement or communication is deemed to be deceptive or misleading when:
the misrepresentation induces anyone or someone to make a purchase.
a competing firm makes the same claim.
a substantial number of people make a purchase or are influenced by the advertisement.
a substantial number of people or the “typical person” is left with a false impression or misrepresentation that relates to the product.
The agency with the greatest degree of jurisdiction over marketing and advertising is the:
FCC (Federal Communications Commission.
FDA (Food and Drug Administration).
FTC (Federal Trade Commission).
USPS (United States Postal Service).