Exam 7: Advertising and Promotion Research

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

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.

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

What has been found to be the single most common cognitive response when evaluating an ad or commercial?

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 7-1 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 3-dimensional 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 3-D 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

Recall measurements probably make the most sense when the goal is to

What single elements act as powerful organizing structures and expressive channels of the human mind, now widely and successfully used in tapping information for advertisers?

Recognition tests are the industry standard for television ad testing.

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.

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

Some commercial firms specialize in gathering data based on geographic clustering, such as PRIZM, which works on the assumption that _____ are more alike than different regarding their consumer practices.

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.

Briefly trace the reasons for the rise of research-specifically, advertising and brand promotion research-after WWII.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? You do not have to provide a lot of detail, just a brief sketch of these issues.

What primary lesson have corporate executives, account managers, and creative directors around the nation drawn from Coca-Cola's doomed launch of "New Coke"?

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

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 print ads, and possibly its name.Unlike television ad testing, the standard test for magazine ads is the

Although some advertising agencies have had research specialists or even departments for more than 100 years, their real growth occurred in the mid-20th century, with the 1950s being their heyday.

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.

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?