Exam 7: Advertising Research

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)In its research,GM hoped to find why consumers liked certain features in their cars and disliked others.GM inquired about consumer wants and needs,and then looked to apply its findings to product development.This process is called: 

Advertising has the greatest impact on sales early in the product life cycle.

The type of advertising research undertaken before ads are made is known 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 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)In designing the new marketing campaign,developmental advertising research would be helpful in a number of areas.When considering its marketing goals,the Rhode Island Runners staff wants to execute it,because the most important service developmental research provides is: 

In a recognition test,participants are likely to be: 

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)The Solutions Group likes to ask its clients' potential customers a wide variety of questions so they can share their thoughts about themselves,their lives,and all the daily elements that are important to them.What type of research does this represent? 

Which of the following is a particular kind of research done early on simply to prevent a major disaster-to avoid erroneous communications,unexpected interpretations,or unintended meanings in an ad,particularly in diverse or global markets? 

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)One technique used in focus groups involves the researcher presenting a scenario,and then the members of the group completing a phrase or sentence regarding the scenario.This technique is used in order to: 

Scenario 7-1 Scheduled to be released in the first quarter of next year, Nintendo's new portable gaming system will likely revolutionize the video game industry. It 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 HD movies, and create fictional 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 visits 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: 

Dialogue balloons,story construction,and sentence and ZMET are all types of        techniques.

When consumers act as the judge and jury through their feedback on the quality of a new idea,they are taking part in a(n): 

AIO research can also be known as lifestyle research.

One way to obtain information about marketing and advertising is to purchase data from commercial services or to hire a consultant to conduct marketing or advertising research.

Thought listings and cognitive response analysis are tests of knowledge,cognitive impact,and to a lesser degree feelings and emotions.

What test takes place over several days,usually with viewers watching a show at a particular time,then being called later and questioned about its commercials? 

Consumer insights are pieces of critical information provided by developmental research.

Scenario 7-1 Scheduled to be released in the first quarter of next year, Nintendo's new portable gaming system will likely revolutionize the video game industry. It 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 HD movies, and create fictional 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)To determine which features to include in the new system,Nintendo does a lot of research probing consumer opinions towards video games.To do so,Nintendo uses a(n)____ that allows consumers to be the "judge and jury" in evaluating the quality of their new idea.

Apple seems to know how to spot or keep up with trends in consumer technology.What is trendspotting and why is it important in advertising and IBP as related to (a)consumer insights and (b)design thinking?

Copy research is also known as evaluative research,and it is a term created back when ads were mostly words.

Explicit memory measures are those in which consumers are required to: