Question 1

A communication test simply explores whether the people "get" the ad-whether they understand the main point,
get the joke, or see the connection.

Accepted Answer

A) True 
 B)False

Question 2

Long interviews are not a very popular research method since they last for more than an hour.

Accepted Answer

A) True 
 B)False

Question 3

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) One technique used in the focus group involves the researcher presenting a scenario, and then the members of the group completing a phrase or sentence regarding the scenario.This technique is used in order to:

Accepted Answer

A) create confusion within the group. 
B) let the researcher establish a dominant presence. 
C) create opportunities for idea development. 
D) understand consumers and observe the data being collected. 
A) create confusion within the group. 
B) let the researcher establish a dominant presence. 
C) create opportunities for idea development. 
D) understand consumers and observe the data being collected.

Question 4

The advantages of using online sampling are the ensured generalizability and representativeness of the data collected.

Accepted Answer

A) True 
 B)False

Question 5

Google Groups and Facebook are good sources of secondary research data today.

Accepted Answer

A) True 
 B)False

Question 6

Developmental research looks at consumers' identities, perceptions, wants, and habits early in the production process so these elements can influence the final ad before a lot of money is spent.This type of ad research is also called:

Accepted Answer

A) account planning. 
B) design thinking. 
C) consumer insight. 
D) scientific advertising. 
A) account planning. 
B) design thinking. 
C) consumer insight. 
D) scientific advertising.

Question 7

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 wants to know if readers remember having seen its magazine ads, and possibly its name.Unlike testing television ads, Wood Carver should use a as the standard to test these ads.

Accepted Answer

A) print recall test 
B) tracking study 
C) brand-talk search 
D) recognition test 
A) print recall test 
B) tracking study 
C) brand-talk search 
D) recognition test

Question 8

Projective techniques test ads for consumer response with:

Accepted Answer

A) in-depth, one-on-one, open-ended discussions. 
B) physiological techniques and brain scans. 
C) fragments of pictures or words that need to be completed. 
D) demographic profiles of market members. 
A) in-depth, one-on-one, open-ended discussions. 
B) physiological techniques and brain scans. 
C) fragments of pictures or words that need to be completed. 
D) demographic profiles of market members.

Question 9

The main advantages of using online sampling are the generalizability and representativeness of data collected.

Accepted Answer

A) True 
 B)False

Question 10

An agency staffer conducts a test to see how the message for her client's product, dishwasher detergent, compares to the way other ads in her product area have tested.In this way, she will gather qualitative test scores.

Accepted Answer

A) True 
 B)False

Question 11

A key advantage of using recognition scores to test an ad is that it:

Accepted Answer

A) demonstrates whether or not a consumer will buy the brand being advertised. 
B) allows for comparison with the performance of other ads from past years. 
C) tells whether consumers will remember the brand when they are in the store. 
D) reassures the client that the ad agency knows what it is doing. 
A) demonstrates whether or not a consumer will buy the brand being advertised. 
B) allows for comparison with the performance of other ads from past years. 
C) tells whether consumers will remember the brand when they are in the store. 
D) reassures the client that the ad agency knows what it is doing.

Question 12

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) One assistant comes in to show you the results of some recognition tests that have been run on a magazine advertisement.She is really excited by the high levels of recognition.You caution her not to get too excited, because high levels of recognition:

Accepted Answer

A) rarely be judged by normative data. 
B) don't always correlate to higher product sales. 
C) can be inaccurate since respondents don't get to see the ad beforehand. 
D) calculate feelings about an ad rather than thoughts about an ad. 
A) rarely be judged by normative data. 
B) don't always correlate to higher product sales. 
C) can be inaccurate since respondents don't get to see the ad beforehand. 
D) calculate feelings about an ad rather than thoughts about an ad.

Question 13

A researcher is said to conduct field work when he or she joins in and actually takes part in the study, usually in a taste test or other form of product testing.

Accepted Answer

A) True 
 B)False

Question 14

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 7-1) Before the 3DS was released, Nintendo created a series of television commercials and print ads to promote the product.The ads are shown to a group of study participants, and then the participants are asked to express how they felt about the advertisement.This is an example of a:

Accepted Answer

A) survey. 
B) recall test. 
C) communication test. 
D) recognition test. 
A) survey. 
B) recall test. 
C) communication test. 
D) recognition test.

Question 15

In a testing situation, people are shown drawings depicting pairs of shoppers walking through grocery stores with empty dialogue balloons above them, and they are asked to fill in what the shoppers may be saying.This is an example of a concept test.

Accepted Answer

A) True 
 B)False

Question 16

It has been found that, overall, advertising has the greatest impact on sales early in the product life cycle, or soon after a new model or version of the product is released.

Accepted Answer

A) True 
 B)False

Question 17

The old physiological approaches to measuring physical responses during ad viewing have been replaced by PT or
MRI scans of brain activity, and these are commonly used in copy research today.

Accepted Answer

A) True 
 B)False

Question 18

What test takes place over several days, usually with viewers watching a show at a particular time, then being called later and questioned about its commercials?

Accepted Answer

A) DAR 
B) MRI 
C) AIO 
D) ZMET 
A) DAR 
B) MRI 
C) AIO 
D) ZMET

Question 19

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 comes in and says she needs some advice.One of the smaller clients of the agency needs some market information done very quickly-and very inexpensively.You tell her:

Accepted Answer

A) to set up focus group interviews with consumers. 
B) to call a commercial service. 
C) to use direct mail surveys. 
D) to look through social media data. 
A) to set up focus group interviews with consumers. 
B) to call a commercial service. 
C) to use direct mail surveys. 
D) to look through social media data.

Question 20

An advantage offered by secondary data from government sources is that the information is:

Accepted Answer

A) less biased than that from other sources. 
B) always up-to-date. 
C) available even to small businesses with no research budget. 
D) gathered directly from consumers. 
A) less biased than that from other sources. 
B) always up-to-date. 
C) available even to small businesses with no research budget. 
D) gathered directly from consumers.

A communication test simply explores whether the people "get" the ad-whether they understand the main point, get the joke, or see the connection.

Long interviews are not a very popular research method since they last for more than an hour.

The advantages of using online sampling are the ensured generalizability and representativeness of the data collected.

Google Groups and Facebook are good sources of secondary research data today.

Developmental research looks at consumers' identities, perceptions, wants, and habits early in the production process so these elements can influence the final ad before a lot of money is spent.This type of ad research is also called:

Projective techniques test ads for consumer response with:

The main advantages of using online sampling are the generalizability and representativeness of data collected.

An agency staffer conducts a test to see how the message for her client's product, dishwasher detergent, compares to the way other ads in her product area have tested.In this way, she will gather qualitative test scores.

A key advantage of using recognition scores to test an ad is that it:

A researcher is said to conduct field work when he or she joins in and actually takes part in the study, usually in a taste test or other form of product testing.

In a testing situation, people are shown drawings depicting pairs of shoppers walking through grocery stores with empty dialogue balloons above them, and they are asked to fill in what the shoppers may be saying.This is an example of a concept test.

It has been found that, overall, advertising has the greatest impact on sales early in the product life cycle, or soon after a new model or version of the product is released.

The old physiological approaches to measuring physical responses during ad viewing have been replaced by PT or MRI scans of brain activity, and these are commonly used in copy research today.

What test takes place over several days, usually with viewers watching a show at a particular time, then being called later and questioned about its commercials?

An advantage offered by secondary data from government sources is that the information is:

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters

Exam 7: Advertising Research

A communication test simply explores whether the people "get" the ad-whether they understand the main point, get the joke, or see the connection.

Long interviews are not a very popular research method since they last for more than an hour.

The advantages of using online sampling are the ensured generalizability and representativeness of the data collected.

Google Groups and Facebook are good sources of secondary research data today.

Developmental research looks at consumers' identities, perceptions, wants, and habits early in the production process so these elements can influence the final ad before a lot of money is spent.This type of ad research is also called:

Projective techniques test ads for consumer response with:

The main advantages of using online sampling are the generalizability and representativeness of data collected.

An agency staffer conducts a test to see how the message for her client's product, dishwasher detergent, compares to the way other ads in her product area have tested.In this way, she will gather qualitative test scores.

A key advantage of using recognition scores to test an ad is that it:

A researcher is said to conduct field work when he or she joins in and actually takes part in the study, usually in a taste test or other form of product testing.

In a testing situation, people are shown drawings depicting pairs of shoppers walking through grocery stores with empty dialogue balloons above them, and they are asked to fill in what the shoppers may be saying.This is an example of a concept test.

It has been found that, overall, advertising has the greatest impact on sales early in the product life cycle, or soon after a new model or version of the product is released.

The old physiological approaches to measuring physical responses during ad viewing have been replaced by PT or MRI scans of brain activity, and these are commonly used in copy research today.

What test takes place over several days, usually with viewers watching a show at a particular time, then being called later and questioned about its commercials?

An advantage offered by secondary data from government sources is that the information is:

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters