Exam 7: Advertising Research

A focus group involves blind taste tests of products.

The text stresses that for research methods to be truly useful to the client, they need to be trustworthy and meaningful.

Firms that track single-source data collect data from:

Copy testing is rarely a good idea, particularly because the account executives, the creative team, and the client usually dislike it.

is a type of projective technique that offers consumers the chance to fill in the conversation of cartoonlike stories.

Which of the following is used when identifying and calculating the percentage of people who accurately remembered specific elements of an ad when tested?

Scenario 7-3 After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers.The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for.The company recorded its research findings and began to apply them to its product line.A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms of predicted reliability, an increase from 50 percent the year before.Apparently, the company's efforts have helped turn the company in the right direction. ("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.) -(Scenario 7-3) In its research, GM hoped to find why consumers liked certain features in their cars and disliked others.GM inquired about consumer wants and needs, and then looked to apply its findings to product development.This process is called:

Scenario 7-2 You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months.There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded.The Runners' upper management is convinced that past failures were the result of improper marketing of the teams.Therefore, management has committed a substantial amount of money to developing smart, effective advertising.Management has put you in charge of an intensive one-year program to guide and track the advertising. -(Scenario 7­2) Your team has determined the main appeal that must be communicated in the advertising-that going to the ballpark is an affordable way to bring families closer together.Several print ads are in near-finished format.You want to directly measure the immediate and spontaneous responses of consumers, as ideas and reactions pop into their heads while viewing the ads and shortly afterwards.In this case, a good technique to use is:

Explicit memory measures are those in which consumers are required to:

ZMET is designed to draw out people's buried thoughts and feelings about products and brands, based on their use of metaphors.

In a research study using the Zaltman Metaphor Elicitation Technique, participants:

Which of the following is accurate in the context of account planning?

Scenario 7-6 Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs.The line of cabinets is to be called "Signature Hardwoods" and a new magazine advertising campaign is being tested.Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet.In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made. -(Scenario 7-6) Wood Carver might consider testing the magazine ad by recruiting a group of potential consumers to take part in story construction.What would a story construction technique ask these respondents to do?

Recognition tests are the industry standard for television ad testing.

Which of the following is a particular kind of research done early on simply to prevent a major disaster-to avoid erroneous communications, unexpected interpretations, or unintended meanings in an ad, particularly in diverse or global markets?

AIO research uses survey data from consumers who have answered questions about themselves.

is a major type of research which usually occurs right before or after the advertisement is finalized to evaluate advertisements and promotions.

Scenario 7-4 You are the director of advertising research at a large Minneapolis ad agency.Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders.To make matters worse, one of the group heads is on vacation and another is out sick.Of course, your clients still expect their research to be done in a timely, professional manner.Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project.As a result, your entire day has been filled with questions. -(Scenario 7-4) An assistant is working with a company that heard about using UPC data from packages to generate information on how households turn information from advertising into actual purchases.She's never heard Of it.What type of research is this?

Developmental advertising and promotion research is used to generate opportunities and messages.

Scenario 7-5 The Solutions Group is a combination of companies that help clients better understand their target markets through creative research approaches.It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys.The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys. -(Scenario 7-5) Solutions Group managers suggest that clients consider doing a resonance test when designing advertising, because this will help understand target consumers regarding their: