Exam 7: Advertising Research

Which of the following is true of recall tests? 

What is account planning? In what three ways does it differ from traditional advertising research?

The recent question "Where is advertising research going?" has largely hinged on: 

The way to see what part of an ad attracts attention,and for how long,is with __________.

A downside of big data is that researchers don't always know why certain behaviors have occurred.

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 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.

Which philosophy of advertising focuses on building a thought process that dismisses preconceived notions and instead attempts to create from scratch what a good or service should look like? 

Which of the following can be generally accepted as true? 

A focus group is quantitative,or numbers-oriented research.

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 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)A marketing manager at Wood Carver said in a manager's meeting,"We have to get quick feedback on the overall quality and usefulness of these new ideas.We'll just have to let the focus group make the final judgment on these ads." Which research method is he considering? 

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 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? 

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 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 might consider testing the magazine ad by recruiting a group of potential consumers to take part in story construction.What would a story construction technique ask these respondents to do? 

Eye-tracking technology systems basically measure where and how long a person gazes at a particular print ad or a particular part of the ad.

While Big Data refers to large data sets to analyze,netnography is a method to understand online communities or online cultures.

A concept test seeks feedback designed to screen the quality of a new idea.

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

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 to 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 helped turn the company in the right direction.​("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.) -(Scenario 7-3)GM relied heavily on focus groups to learn about some of its product shortfalls.Although focus groups may serve as a good source of qualitative information,many quickly downplay their overall effectiveness.One common criticism of focus groups is: 

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 she needs some advice.One of the smaller clients of the agency needs some market information done very quickly-and very inexpensively.You tell her: 

Recall measurements make sense when the goal of the commercial is to make consumers: 

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)Your team has determined the main appeal 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: