In evaluating the effectiveness of a business-to-business advertising program, the manager should center on:
a. changes in the target market's purchase rate.
b. changes in the target market's product awareness.
c. changes in the target market's product knowledge.
d. both (b) and (c)
e. none of the above
Answer: D
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B2B Chapter 13
- Indices of trade show performance include:
- Which of the following represent common trade-show objectives?
- Which of the following factors should be considered when planning an effective trade show communications strategy?
- The benefits of having a trade show exhibit to business marketers include:
- Recent research has indicated that the indirect communication effects of advertising include:
- Characteristics of effective B2B print ads include:
- Horizontal publications are more effective for business marketers when:
- The important elements of perception include:
- Which of the following are advantages of the objective-task method of setting advertising budgets?
- Which of the following statements is (are) true about the Internet's impact on marketing communications?
- A model of "lead efficiency" is calibrated using the firm's:
- In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys trade show audiences. One useful tool that they provide measures the percentage of the audience planning to buy the products being exhibited within the next 12 months. This is called:
- An evaluation of an advertising campaign will usually measure:
- An e-mail list can be created by:
- Which of the following statements regarding direct mail is incorrect?
- Direct mail is commonly used for:
- The formula for calculating adverting cost is:
- The Objective-Task method addresses the major problem of the rule-of-thumb methods by applying funds to accomplish a specific goal:
- Which of the following statements regarding advertising expenditures is incorrect?
- An advertising objective must:
- The final, and critical, step for managing Business-to-Business advertising is:
- In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys trade show audiences. One useful measure that they provide isolates the percentage of the show audience that has decision authority for the types of products being exhibited. This is called:
- Which of the following statements concerning trade shows is(are) accurate?
- The cost of reaching a prospect at a trade show is approximately:
- An advertising evaluation program would include an assessment of: