Advertising Campaign Monitoring & Evaluation

The video tutorial discusses the importance of setting clear objectives for advertising campaigns to assess ROI effectively. It explains the use of proxies and key performance indicators to measure success, especially in online advertising. The tutorial highlights the significance of data collection and analysis, customer behavior assessment, and understanding recall and recognition. It also covers audience attitudes and advocacy, emphasizing the need for effective measures linked to business objectives.

What is the primary purpose of setting clear objectives in advertising?

• To increase the budget for advertising

• To measure performance against set goals

• To reduce the number of advertisements

• To ensure all advertisements are creative

Which of the following is a benefit of internet-based advertising?

• Limited data collection

• Higher costs

• Access to a large amount of data

• Difficulty in measuring performance

What is the gold standard for assessing whether customers received the intended message?

• Focus groups

• Sales increase

• Behavioral analysis

• Customer surveys

What is the difference between recall and recognition in advertising?

• Both are the same

• Recall is only for visual ads, recognition is for audio ads

• Recognition is stronger than recall

• Recall is remembering without prompts, recognition is with prompts

Which customer attitude indicates the highest level of brand loyalty?

• Antipathy

• Sympathy

• Neutrality

• Advocacy

What is the hierarchy of customer attitudes towards a brand?

• Neutrality, Antipathy, Sympathy, Preference, Intention, Advocacy

• Antipathy, Neutrality, Sympathy, Preference, Intention, Advocacy

• Sympathy, Neutrality, Antipathy, Preference, Intention, Advocacy

• Preference, Intention, Advocacy, Antipathy, Neutrality, Sympathy

Why is it important to define the right measures in advertising?

• To ensure advertisements are entertaining

• To align with business objectives and assess success

• To increase the number of advertisements

• To reduce advertising costs