Exam 7: Advertising Research

The netnography is a blend of networks and ethnography; so,the researcher collects data from: 

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 _____ would be best.

What is the basic premise behind a recall test? 

______ is a type of thought process that emphasizes getting rid of any preconceived notions of what a good or service is currently and replaces it with a process in which designers partner with users/potential users to actually create from scratch what the good or service should actually look like.

Unaided recall is when the respondent demonstrates that he or she saw the commercial and remembered the brand name without the brand name mentioned.

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?

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: 

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

When does a recall measurement make sense? 

Big data is data in a very large dataset that researchers use computer algorithms to find patterns in,and it is often analyzed by artificial intelligence to detect patterns or trends.

Researchers are trying to determine which Apple advertisements are the most effective for a laptop company that is running a number of commercial spots.After participating,viewers are asked if they saw a laptop commercial during a show; some require further prompting,so are asked if they saw an Apple ad.What are the researchers attempting to determine? 

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.

For print ads and promotions,recall testing is the standard memory test.

ZMET is designed to draw out people's buried thoughts and feelings about products and brands,based on their use of metaphors.

In this era of _______,internal databases are particularly rich sources of details about individual buyers and buying trends that occur in the context of the advertiser's IBP activities.

Projective techniques can test consumer response to ads with: 

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

Big data can be analyzed by artificial intelligence,as algorithms can detect patterns or trends.

Scenario 7-5 The Solutions Group is a combination of companies that helps 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 managers suggest that clients consider doing a resonance test when designing advertising,because this will help them understand target consumers regarding their: 

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 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. 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.