Exam 7: Advertising Research

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)A number of "revolutionary" techniques can be found by the Solutions Group in an attempt to unearth consumers' true feelings and honest opinions about brands and ads.But they should remember that problems with validity most likely arise in studies when respondents are asked to: 

Which of the following is an example of cognitive residue,as advertisers would define it? 

Focus groups are not appropriate for generating statistics and making scientific generalizations.

Netnography is a method to understand online communities or online cultures.

Which of the following is accurate in the context of sales and advertising? 

In-depth interviews with consumers can be used to supplement the findings from AIO research and vice versa.

Which type of research is about consumers' thoughts during and following exposure of an ad or IBP message? 

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 recruited a group of consumers who were thinking about remodeling their kitchens and asked them a series of questions about selecting brands for their new cabinets.Later,Wood Carver showed the consumers several of its magazine ads,after which they were asked several questions to measure their opinions towards the Wood Carver Cabinet products.What type of study did Wood Carver conduct? 

Implicit memory measures do not refer to the ad or exposure but try to get at memory by using tasks like filling in the missing part of a brand name along with other recollections.

What is a recent trend in advertising? 

In a research study using the Zaltman Metaphor Elicitation Technique,participants: 

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)You have determined that the major competitors in the family leisure market are movies,theme parks,and outdoor festivals.You use a theater test to measure attitude change resulting from a TV commercial being tested for the Runners.The spot does not do very well in the test.Still,your gut instincts say that the commercial is a good one.When reporting the results to the team owners,you should point out that: 

A key advantage of using hashtags for advertising or campaigns is that it: 

Developmental advertising is conducted early in the advertising process,before the ads,branded entertainment,or other forms of IBP are created.

Why are emotions important to understand,as well as a big part of the consumer behavior knowledge in account planning? 

______ is a type of projective technique that offers consumers the chance to fill in the conversation of cartoonlike stories.

Direct response research can be seen with consumer inquiries,calls,clicks on a website,and other responses to an opportunity that the advertiser presents.

Developmental advertising and promotion research is used to generate opportunities and messages.

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

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)Before the new system is released,Nintendo creates a series of television commercials and print ads to promote the product.The ads are shown to a group of study participants,and then the participants are asked to express how they feel about the advertisement.This is an example of a: