If a Marketer Wants to Directly Compare the Effectiveness of an Event

question 9

Multiple Choice

If a marketer wants to directly compare the effectiveness of an event sponsorship with that of traditional advertising efforts, he or she should

• A) calculate the number of exposures to the brand at the event and from coverage of the event and decided whether it is comparatively cost effective.
• B) compare the money spend sponsoring the event with the amount needed to run traditional advertising over the same time period.
• C) compare sales figures in the weeks before and after the event with sales figures preceding and following traditional advertising efforts.
• D) compare brand-preference figures in the weeks before and after the event with brand-preference figures preceding and following traditional advertising efforts.

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Definitions:

Extra Servings

Refers to the provision of additional portions or servings of a product or service, often used in food-related contexts to indicate offering more than the standard amount.

Multichannel Marketing

A marketing strategy that integrates various communication channels, such as email, social media, and brick-and-mortar stores, to interact with customers.

Consumer Touchpoints

All the points of contact between a company and its customers, ranging from advertising to direct customer service.

Human Service Representatives

Professionals who provide assistance, advice, or support to people in need, often in the realms of social services, healthcare, or welfare.