Exam 7: Advertising and Promotion Research

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,

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?

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

When fictitious magazines are prepared with prototypes of new ads inserted and the magazines are then shown to consumers, researchers are trying to measure what is known as

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 the Internet is her best friend and she's familiar with government sites, but she's not sure about finding information from all over the world.You give her the Web address for

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 it should be remembered that problems with validity most likely arise in studies when respondents are asked to

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

The text stresses that for research methods to be truly useful to the client, they need to be reliable, valid, trustworthy, and meaningful.

Which research technique was employed to create the "Got Milk?" campaign, one that involves observation in real-life situations, and is now so popular that it's hard to find a company that doesn't use it?

Which data-gathering system is hoped to soon replace many aspects of traditional census surveys, including the so-called "long form"?

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 is working with a company that heard about using UPC data from packages to generate information on how households turn information from advertising into actual purchases.She's never heard of it.What type of research is this?

A detailed version of Internet research called _____ involves both gathering Web data as well as seeking unique information in online formats similar to that found in traditional face-to-face interviews.

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.

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

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

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) Solutions Group executives may consider trying _____, the popular technique in which people's buried thoughts about brands are drawn out by having them define their feelings creatively with other visual representations.

Though some forms of ad research have fallen out of favor over the decades, ____ research still provides helpful results, particularly when the researcher meets directly with the consumer.

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

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) 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.

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