Exam 7: Advertising and Promotion Research

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?

Some of the most valuable data are available right within the ad agency itself, such as research reports, sales figures, warranty cards, consumer complaints, and customer letters.

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

Which of the following is accurate in discussing account planning?

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.These respondents would be documented as showing

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?

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

Focus groups are for generating statistics and making scientific generalizations, not for gaining any real understanding or insight.

For print ads, recall testing is most commonly used.

The Starch readership test measures readers of print materials who either noted the ad, associated the ad, or read most of the ad, then calculates these results into scores.

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

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

What single element is often at the center of agency conflict, usually between account managers and their creative teams due to their widely differing views on this issue?

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) To target new markets, Wood Carver is looking for up-to-date 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?

What recent trend in advertising indicates that new thinking on conducting ad research is needed?

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.

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) In order to gather secondary research to support the company's own primary research, Nintendo visited a number of social media sites hoping to find online communities with knowledge of the video game industry. This intense Internet searching is referred to as

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) Your team has determined the main benefit that must be communicated in the advertising-that going to the ballpark is an affordable way to bring families closer together.Several print ads are in near-finished format.You want to directly measure the immediate and spontaneous responses of consumers, as ideas and reactions pop into their heads while viewing the ads and shortly afterwards.In this case, a good technique to use is

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 is method gathers consumer data through

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?