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 7­6) To target new markets, Wood Carver is looking for up­to­date information-the latest available-on employment, occupation, and income throughout the country without having to pay a fee for commercial data.National data on consumers is gathered by the U.S.Census through a number of avenues, but one of its survey instruments publishes monthly statistics on just these topics.Which is it?

One of your advertising agency's clients has asked for a description of how an attitude study is performed on a television commercial in a theater test setting.Describe this process in general terms.(It is not necessary to describe the measurement scale.) In your answer, include a summary of the reasons why you would do such a test and the advantages and disadvantages of this method of pretesting ads.

Researchers are trying to determine which advertisements are the most effective for a cereal company that is running a number of commercial spots.After participating, viewers are asked if they saw a cereal commercial during a show; some require further prompting so are asked if they saw a Raisin Bran ad.What are the researchers attempting to determine?

What recent trend in advertising indicates that a new set of tests to measure ad acceptance is needed?

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) Tracking studies will be good tools for this campaign, since they follow the apparent effect of the advertising over time, and this type of follow­up is required throughout the first year of this baseball team's campaign.Tracking studies are usually done in which format?

Eye-tracking technology systems basically measure how long a person gazes at a particular print ad or a particular part of the ad.

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) The Solutions Group may want to center on field work as its primary research method because it is designed to measure "embedded" consumer practices, that 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 7-5) A number of "revolutionary" techniques can be found by the Solutions Group in an attempt to unearth consumers' true feelings and honest opinions about brands and ads.But they should remember that problems with validity most likely arise in studies when respondents are asked to:

Recall measurements make the most sense when the goal of the commercial is to make consumers:

What is a recall test? How is it conducted, and how are its respondents measured and labeled? What is a recognition test? How is it conducted, and why does it usually produce a higher percentage of positive answers?

When considering what is truly wanted from advertising research, the answer depends on whom you ask.If so, which of the following can be generally accepted as true?

Psychologists now believe that memory is more fluid than was once thought, and is more strongly influenced by motivation to remember, or not to remember.

Which type of research tries to identify specific cognitive responses that occur during an individual's exposure to a specific ad by having the person jot his or her thoughts down on the spot?

What is the basic premise behind a recall test?

A concept test seeks feedback designed to screen the quality of a new idea, using consumers as the judge and jury.

In a recognition test, participants are likely to be:

A consumer is shown a picture of a man looking into the oven while a woman sits at desk nearby with her back to him.The consumer is then asked to suggest what is going on in the picture, and to fill in blanks such as "The man is ).." and "The woman is ..." This method gathers consumer data through:

A major problem associated with attitude tracking to evaluate advertising effectiveness is that although sometimes people's attitudes toward a brand do change, they:

The type of advertising research undertaken before ads are made is known as .

is a type of thought process that emphasizes getting rid of any preconceived notions of what a good or service is currently and replaces it with a process in which Designers partner with users/potential users to actually create from scratch what the good or service should actually look like.