Exam 7: Advertising Research

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) A marketing manager at Wood Carver said in a manager's meeting, "We have to get quick feedback on the overall quality and usefulness of these new ideas.We'll just have to let the focus group make the final judgment on these ads." Which research method is he considering?

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) All the Rhode Island Runners' advertisements feature a phone number to get more information and to order tickets.This allows you to use to assess advertising effectiveness.

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 recruited a group of consumers who were thinking about remodeling their kitchens and asked them a series of questions about selecting brands for their new cabinets.Later, Wood Carver showed the consumers several of its magazine ads, after which they were asked several questions to measure their opinions towards the Wood Carver Cabinet products.What type of study did Wood Carver conduct?

Focus groups are for generating statistics and making scientific generalizations, not for gaining any real understanding or insight.

What is account planning? In what three ways does it differ from traditional advertising research?

Internal company data such as customer service reports and customer complaints are considered sources of primary data.

The Starch readership test measures readers of print materials who either noted the ad, associated the ad, or read most of the ad, then calculates these results into scores.

Which new philosophy of advertising focuses on building a thought process that dismisses preconceived notions and instead attempts to create from scratch what a good or service should look like?

involves observation in real-life situations, to obtain information about the consumption practices of real consumers in real settings.

Which of the following is a tactic that might be used in an implicit memory measure?

For print ads, recall testing is most commonly used.

Developmental advertising is conducted late in the advertising process, after the ads, branded entertainment, or other IBPs are created.

Scenario 7-1 Scheduled to be released in the first quarter of 2011, Nintendo's portable 3DS gaming system will likely revolutionize the video game industry.The 3DS is the newest in a long line of portable gaming systems made by Nintendo, but will now boast a number of new features-including 3­dimensional technology that does not require the use of any special viewing goggles or glasses.The new system will also allow consumers to play classic games from older generations of Nintendo products, watch 3­D movies, and create fictional "Mii" characters that were made famous by Nintendo's Wii.Nintendo hopes its new gaming system will once again put Nintendo at the top of the video game industry, having lost some of its market share to Sony and Microsoft in recent years. -(Scenario 7­1) In order to gather secondary research to support the company's own primary research, Nintendo visited a number of social media sites hoping to find online communities with knowledge of the video game industry.This intense Internet searching is referred to as:

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 7-2) In designing the new marketing campaign, developmental advertising research would be helpful in a number of areas.When considering its marketing goals, the Rhode Island Runners staff want to execute it because the most important service developmental research provides is:

An advertising agency develops a humorous advertisement campaign for a client.However, some people at the agency are worried that the audience will not understand the jokes.What type of research can the agency conduct to check if the audience understands the ad?

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) GM relied heavily on focus groups to learn about some of its product shortfalls.Although focus groups may serve as a good source of qualitative information, many quickly downplay their overall effectiveness.One common criticism of focus groups is:

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 7­5) The Solutions Group likes to ask its clients' potential customers a wide variety of questions so they can share their thoughts about themselves, their lives, and all the daily elements that are important to them.What type of research does this represent?

When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.

When consumers act as the final judge and jury through their feedback on the quality of a new idea, they are taking part in a(n):

Which of the following is an example of cognitive residue, as advertisers would define it?