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:

Tariffs and Quotas

Government-imposed regulations where tariffs are taxes on imported goods, and quotas are limits on the amount of a product that can be imported.

Smoot-Hawley Tariff Act

Legislation passed in 1930 that established very high tariffs. Its objective was to reduce imports and stimulate the domestic economy, but it resulted only in retaliatory tariffs by other nations.

Global Trade War

A situation where countries impose tariffs or other trade barriers on each other in response to trade disputes, leading to reduced international trade.

Great Depression

A severe worldwide economic downturn that took place during the 1930s, leading to high unemployment and significant economic distress.