Exam 7: Advertising Research

Both advertising and promotion are used to build brands.For which of the two is it easier to measure effects that estimate contribution to sales, and why?

Overall, recall is easier, because people are shown a stimulus and answer yes or no about having seen it, whereas recognition is harder, because people have to deliberately search their memories for concept without any prompting or stimulus.

Briefly trace the reasons for the rise of research-specifically, advertising and brand promotion research-after World War II.Why did agencies create large research departments? How did universities get involved? How did consumers feel about research? When was research at its height of popularity, and when did things change? Provide just a brief sketch of these issues.

Many forms of pre-post attitude studies are becoming more popular than they once were due to a recent push to gather more rounded "before and after" data from potential consumers.

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) Allowing consumers to look at advertisements in a group can be a powerful indicator of their true feelings toward a particular ad.Peer influence can be observed, and hopefully, some level of post-test screening can be done to create increased validity.These elements are characteristic of what kind of studies?

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 research assistant is drafting a proposal for a research project.The client's primary objective is to find out whether the new ad rings true with consumers, or whether they feel the way the ad wants them to feel.The employee wants to know what test would specifically explore this aspect of the ad.You reply that

Dialogue balloons, story construction, and sentence and picture completion are all types of techniques.

Which of the following are properties of emotions that make them potentially more important than thoughts in assessing ad reactions?

PRIZM, which operates on the assumption that consumers in a particular ZIP code are more alike than different regarding their consumer practices, is a type of research technique.

The value of an inquiry/direct response measure is that it is:

Identifying the activities, interests, and opinions of target audiences to help creatives produce better advertising is called:

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 that she can find relevant secondary information about the U.S.quickly because she is familiar with government web sites, but she is not sure about finding information from all over the world.You give her the Web address for:

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) You have determined that the major competitors in the family leisure market are movies, theme parks, and outdoor festivals.You use a theater test to measure attitude change resulting from a TV commercial being tested for the Runners.The spot does not do very well in the test.Still, your gut instincts say that the commercial is a good one.When reporting the results to the team owners, you should point out that:

The widely used recognition tests for print ads, with the Starch firm as the main supplier, have another name.What is it?

Professional publications or periodicals in which marketing and advertising professionals report significant information related to industry trends are sources of secondary data.

What are the three broad forms of advertising research? Briefly describe each form, as well as when and how it is used.List the methods and techniques related to each.

Which of the following is true of recall tests?

Which method hopes to zero in on the emotional components of ads by having respondents turn dials to show their like or dislike while viewing commercials?