Questions from Advertising and Promotion

Q: Digital advertisers seem to want to have their own effectiveness measures,

Digital advertisers seem to want to have their own effectiveness measures, while eschewing those of traditional advertisers. What are the pros and cons of this position? Argue for one side or the othe...

Q: Most managers believe that they should be measuring the effectiveness of their

Most managers believe that they should be measuring the effectiveness of their advertising programs. However, studies have shown that they usually do not do so. Cite some of the reasons managers shoul...

Q: Marketers have turned to physiological measures in an attempt to determine the

Marketers have turned to physiological measures in an attempt to determine the effectiveness of their advertising. Discuss some of the methods being used, and the advantages and disadvantages of each....

Q: How have marketers employed the methodology of eye tracking? Give examples

How have marketers employed the methodology of eye tracking? Give examples of companies that have employed this methodology. When does eye tracking seem to be most useful?

Q: Describe the Starch Ad Readership Report and the measures provided therein.

Describe the Starch Ad Readership Report and the measures provided therein. Discuss how Starch has had to adapt this report due to changing market conditions, and the new metrics now provided.

Q: Explain why different metrics may be more useful to marketers in determining

Explain why different metrics may be more useful to marketers in determining the effectiveness of their advertising at different times. Give examples of which metrics may be useful as consumers go thr...

Q: The chapter discusses the use of neurosciences to assess viewers’ evaluation of

The chapter discusses the use of neurosciences to assess viewers’ evaluation of commercials. What are the pros and cons associated with these methods? When should advertisers use them?

Q: Some companies test their commercials in rough formats described in the chapter

Some companies test their commercials in rough formats described in the chapter. Others only test the commercials in finished form. Discuss some of the advantages and disadvantages of conducting tests...

Q: Most of this chapter focuses attention on the measurement of traditional forms

Most of this chapter focuses attention on the measurement of traditional forms of advertising. How are companies measuring nontraditional advertising forms?

Q: The cost of a personal sales call is very high relative to

The cost of a personal sales call is very high relative to one exposure in other media, and continues to rise. Explain how effective utilization of the Internet can help bring these costs down.