Question 1

Two basic research criteria known as validity and reliability are helpful in determining the appropriate research method to use.

Accepted Answer

A) True 
 B)False

Question 2

You are conducting research and want to make sure that it adheres to the 'scientific method'.Discuss the two basic research criteria you need to be concerned about.

Accepted Answer

The two basic research criteria are vali

Question 3

When people on the creative team start to develop an advertisement,they conduct informal,as well as formal,research.The informal research could include:

Accepted Answer

A) talking to sales staff 
B) watching people buy 
C) looking at previous advertising 
D) all of these 
E) none of these 
A) talking to sales staff 
B) watching people buy 
C) looking at previous advertising 
D) all of these 
E) none of these

Question 4

You work in an advertising agency and have been tasked with recommending some imaginative ways to investigate consumers' relationships with the brands they buy.Briefly describe four of the more imaginative qualitative methods discussed in the chapter.

Accepted Answer

There are several projective techniques

Question 5

A technique used to analyse advertisements is ________,which is a way of taking apart the signs and symbols in a message to uncover layers and types of meanings,with the objective of finding deeper meanings in the symbolism,particularly as they relate to different groups of consumers.

Accepted Answer

A) content analysis 
B) semiotic analysis 
C) brand experience 
D) advertising review 
E) competitive analysis 
A) content analysis 
B) semiotic analysis 
C) brand experience 
D) advertising review 
E) competitive analysis

Question 6

One way to test a consumer's memory is to show an advertisement to them,and then ask whether they remember having seen the advertisement.This is called a:

Accepted Answer

A) recall test 
B) recognition test 
C) remembering test 
D) remote test 
E) none of the above 
A) recall test 
B) recognition test 
C) remembering test 
D) remote test 
E) none of the above

Question 7

Semiotic analysis is used in the development of the message strategy to evaluate the relative power of various versions of copy.

Accepted Answer

A) True 
 B)False

Question 8

When the Advertising Research Foundation (ARF)compared copy-testing methods for their ability to predict sales impact,________ testing won.

Accepted Answer

A) awareness 
B) recall 
C) communication 
D) persuasion 
E) likeability 
A) awareness 
B) recall 
C) communication 
D) persuasion 
E) likeability

Question 9

Informal focus groups known as friendship groups are held in a comfortable setting,usually people's homes,and are recruited by the host.

Accepted Answer

A) True 
 B)False

Question 10

A subset of the population that is representative of the entire population is known as a ________.

Accepted Answer

A) sample 
B) sub-sample 
C) sub-population 
D) census 
E) sub-census 
A) sample 
B) sub-sample 
C) sub-population 
D) census 
E) sub-census

Question 11

A clutter reel is used to diagnose the viewer's attention to,and emotional engagement with,a new product.

Accepted Answer

A) True 
 B)False

Question 12

Mark owns his own advertising agency and is pitching for a new client's account.Discuss two sources of secondary research that might be of use to him as he conducts strategic research.

Accepted Answer

There are several sources of secondary r

Question 13

________ gathers real-time information through online media and streaming video.

Accepted Answer

A) Embedded research 
B) Virtual research 
C) Insightful analysis 
D) Content analysis 
E) Semiotic research 
A) Embedded research 
B) Virtual research 
C) Insightful analysis 
D) Content analysis 
E) Semiotic research

Question 14

An advertising manager wants to evaluate whether consumers have noticed the company's messages about a brand of frozen foods.Which of the following questions would be most appropriate?

Accepted Answer

A) After you saw this ad,what thoughts came to mind? 
B) What ads can you recall? 
C) How credible is this ad? 
D) Which brands do you prefer? 
E) Who is this brand? 
A) After you saw this ad,what thoughts came to mind? 
B) What ads can you recall? 
C) How credible is this ad? 
D) Which brands do you prefer? 
E) Who is this brand?

Question 15

Describe the three key elements of consumer insight research outlined in the chapter.

Accepted Answer

Understanding the consumer,knowing the c

Question 16

Media planning begins with media research that gathers information about all possible media and marketing communication tools that might be used in a campaign to deliver a message.

Accepted Answer

A) True 
 B)False

Question 17

In research using single-source data to test the effect of advertising exposure,the key benefit is that many marketing variables are held constant.

Accepted Answer

A) True 
 B)False

Question 18

Emily works as the marketing insights coordinator of a credit union.She conducted a focus group in which 10 consumers discussed their attitudes toward credit unions.Based on this research,she concluded that most people think credit unions don't offer the same range of products and services as banks,and aren't aware of the key benefits of credit unions.Which of the following statements regarding this situation is TRUE?

Accepted Answer

A) Emily can feel confident that what she learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for credit unions. 
B) Emily should really conduct one more focus group interview with a different age group of consumers before she should draw any conclusions. 
C) Emily should have only conducted survey research. 
D) Focus groups are a type of qualitative research and should not solely be used to draw conclusions. 
E) Focus groups are the only type of qualitative research from which conclusions can be drawn. 
A) Emily can feel confident that what she learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for credit unions. 
B) Emily should really conduct one more focus group interview with a different age group of consumers before she should draw any conclusions. 
C) Emily should have only conducted survey research. 
D) Focus groups are a type of qualitative research and should not solely be used to draw conclusions. 
E) Focus groups are the only type of qualitative research from which conclusions can be drawn.

Question 19

________ research provides insight into the underlying reasons for how consumers behave and why,and common research methods include such tools as observation,ethnographic studies,in-depth interviews and case studies.

Accepted Answer

A) Secondary 
B) Quantitative 
C) Qualitative 
D) Purchase intent analysis 
E) Consumer insight 
A) Secondary 
B) Quantitative 
C) Qualitative 
D) Purchase intent analysis 
E) Consumer insight

Question 20

For marketers,getting information is more of a problem than making sense of it.

Accepted Answer

A) True 
 B)False

Two basic research criteria known as validity and reliability are helpful in determining the appropriate research method to use.

You are conducting research and want to make sure that it adheres to the 'scientific method'.Discuss the two basic research criteria you need to be concerned about.

When people on the creative team start to develop an advertisement,they conduct informal,as well as formal,research.The informal research could include:

You work in an advertising agency and have been tasked with recommending some imaginative ways to investigate consumers' relationships with the brands they buy.Briefly describe four of the more imaginative qualitative methods discussed in the chapter.

A technique used to analyse advertisements is ________,which is a way of taking apart the signs and symbols in a message to uncover layers and types of meanings,with the objective of finding deeper meanings in the symbolism,particularly as they relate to different groups of consumers.

One way to test a consumer's memory is to show an advertisement to them,and then ask whether they remember having seen the advertisement.This is called a:

Semiotic analysis is used in the development of the message strategy to evaluate the relative power of various versions of copy.

When the Advertising Research Foundation (ARF)compared copy-testing methods for their ability to predict sales impact,________ testing won.

Informal focus groups known as friendship groups are held in a comfortable setting,usually people's homes,and are recruited by the host.

A subset of the population that is representative of the entire population is known as a ________.

A clutter reel is used to diagnose the viewer's attention to,and emotional engagement with,a new product.

Mark owns his own advertising agency and is pitching for a new client's account.Discuss two sources of secondary research that might be of use to him as he conducts strategic research.

________ gathers real-time information through online media and streaming video.

An advertising manager wants to evaluate whether consumers have noticed the company's messages about a brand of frozen foods.Which of the following questions would be most appropriate?

Describe the three key elements of consumer insight research outlined in the chapter.

Media planning begins with media research that gathers information about all possible media and marketing communication tools that might be used in a campaign to deliver a message.

In research using single-source data to test the effect of advertising exposure,the key benefit is that many marketing variables are held constant.

________ research provides insight into the underlying reasons for how consumers behave and why,and common research methods include such tools as observation,ethnographic studies,in-depth interviews and case studies.

For marketers,getting information is more of a problem than making sense of it.

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters

Exam 6: Strategic Research in Advertising

Two basic research criteria known as validity and reliability are helpful in determining the appropriate research method to use.

You are conducting research and want to make sure that it adheres to the 'scientific method'.Discuss the two basic research criteria you need to be concerned about.

When people on the creative team start to develop an advertisement,they conduct informal,as well as formal,research.The informal research could include:

You work in an advertising agency and have been tasked with recommending some imaginative ways to investigate consumers' relationships with the brands they buy.Briefly describe four of the more imaginative qualitative methods discussed in the chapter.

A technique used to analyse advertisements is ________,which is a way of taking apart the signs and symbols in a message to uncover layers and types of meanings,with the objective of finding deeper meanings in the symbolism,particularly as they relate to different groups of consumers.

One way to test a consumer's memory is to show an advertisement to them,and then ask whether they remember having seen the advertisement.This is called a:

Semiotic analysis is used in the development of the message strategy to evaluate the relative power of various versions of copy.

When the Advertising Research Foundation (ARF)compared copy-testing methods for their ability to predict sales impact,________ testing won.

Informal focus groups known as friendship groups are held in a comfortable setting,usually people's homes,and are recruited by the host.

A subset of the population that is representative of the entire population is known as a ________.

A clutter reel is used to diagnose the viewer's attention to,and emotional engagement with,a new product.

Mark owns his own advertising agency and is pitching for a new client's account.Discuss two sources of secondary research that might be of use to him as he conducts strategic research.

________ gathers real-time information through online media and streaming video.

An advertising manager wants to evaluate whether consumers have noticed the company's messages about a brand of frozen foods.Which of the following questions would be most appropriate?

Describe the three key elements of consumer insight research outlined in the chapter.

Media planning begins with media research that gathers information about all possible media and marketing communication tools that might be used in a campaign to deliver a message.

In research using single-source data to test the effect of advertising exposure,the key benefit is that many marketing variables are held constant.

________ research provides insight into the underlying reasons for how consumers behave and why,and common research methods include such tools as observation,ethnographic studies,in-depth interviews and case studies.

For marketers,getting information is more of a problem than making sense of it.

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters