In promotion situations it is possible for brand managers to formally evaluate promotions, provided that the procedure for evaluating each criterion is ____.
a. clearly articulated
b. systematically implemented
c. consistently applied to all promotions that are appraised
d. a and b only
e. a, b, and c
Question 2Effective advertising should promise more than it can deliver.
a. True
b. False
Indicate whether the statement is true or false
Question 3A model such as could be used to evaluate a completed promotional program. In this model the Eij represents the ____.
a. effectiveness of the program
b. execution proficiency
c. expense
d. evaluative criteria
e. equity enhancement
Question 4Effective advertising takes the consumer's view.
a. True
b. False
Indicate whether the statement is true or false
Question 5This characteristic of a completed promotion program can best be assessed by determining the total units of the promoted item that were sold during the promotion period.
a. expense
b. efficiency
c. execution ease
d. equity enhancement
e. effectiveness
Question 6In general, we can consider four combinations of advertising and price elasticities. Discuss the implications of each of these situations.
Question 7Which criterion cannot be measured objectively but involves a subjective assessment of whether a promotion has enhanced a brand's image or possibly detracted from it?
a. expense
b. efficiency
c. execution ease
d. equity enhancement
e. effectiveness enhancement
Question 8Describe the various forms of advertising agency compensation.
Question 9_____ represents the total time and effort that went into the planning and execution of a promotion.
a. Expense
b. Efficiency
c. Execution ease
d. Equity enhancement
e. Effectiveness
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