Question 1

In VALS, terms like ideals, achievement, and self-expression appear as the lifestyle categories.

Accepted Answer

A) True 
 B)False  True

Question 2

The Culture Point Model uses ________ patterns to identify three consumer segments in the Hispanic population.

Accepted Answer

consumption

Question 3

The Values and Life Style (VALSᵀᴹ)psychographic segmentation system is designed to predict consumer behavior by profiling:

Accepted Answer

A) psychology and motivation of American consumers. 
B) psychology and demographics of American consumers. 
C) demographics and motivation of American consumers. 
D) demographics and learning capabilities of American consumers. 
E) the thoughts and feelings of American consumers. 
A) psychology and motivation of American consumers. 
B) psychology and demographics of American consumers. 
C) demographics and motivation of American consumers. 
D) demographics and learning capabilities of American consumers. 
E) the thoughts and feelings of American consumers. B

Question 4

What is concept testing, and what advantages and disadvantages does it have?

Accepted Answer

Concept testing is a research method use

Question 5

If you are looking at consumers' lifelong values and preferences in order to develop strategies for products they will use later in life, you are using the technique called:

Accepted Answer

A) trend analysis. 
B) secondary research. 
C) cohort analysis. 
D) life-stage analysis. 
E) life-style analysis. 
A) trend analysis. 
B) secondary research. 
C) cohort analysis. 
D) life-stage analysis. 
E) life-style analysis.

Question 6

The secret of effective strategy formation lies in:

Accepted Answer

A) valuing information for its own sake. 
B) measuring the data for its performance value. 
C) a thorough analysis of how your prospective customers behave. 
D) analyzing data solely on the basis of what people believe. 
E) a complete understanding of the competitive environment. 
A) valuing information for its own sake. 
B) measuring the data for its performance value. 
C) a thorough analysis of how your prospective customers behave. 
D) analyzing data solely on the basis of what people believe. 
E) a complete understanding of the competitive environment.

Question 7

A(n)________ is a relatively new position advertising agencies have established in their restructured or downsized research departments; this position is typically responsible for all research.

Accepted Answer

The answer of A(n)________ is a relatively new position advertising...

Question 8

If you were trying to determine whether your ad is being seen, read, and reacted to, you would likely be measuring ________.

Accepted Answer

The answer of If you were trying to determine whether...

Question 9

Ed McCabe makes the following distinction: "Without great ________, you can't make great advertising. However, ________ is the idiocy that keeps greatness from happening. [It] is a crutch the one-eyed use to beat up the blind."

Accepted Answer

A) testing; research 
B) research; testing 
C) focus groups; research 
D) ideas; testing 
E) concepts; research 
A) testing; research 
B) research; testing 
C) focus groups; research 
D) ideas; testing 
E) concepts; research

Question 10

Both Ford Motor Company, with its introduction of the Edsel, and Coca-Cola Company, with its introduction of new Coke, learned that misuse and/or overreliance on research can be lead to failure.

Accepted Answer

A) True 
 B)False

Question 11

A good copy-testing system is based on a model of human response to communications, which includes all of the following EXCEPT:

Accepted Answer

A) the reception of the stimulus. 
B) the comprehension of the stimulus. 
C) the response to the stimulus. 
D) the reception of, comprehension of and response to the stimulus. 
E) the response to psychological standards. 
A) the reception of the stimulus. 
B) the comprehension of the stimulus. 
C) the response to the stimulus. 
D) the reception of, comprehension of and response to the stimulus. 
E) the response to psychological standards.

Question 12

Describe a focus group, its value to clients in marketing and advertising research, and some criticisms about this research method.

Accepted Answer

A focus group is a qualitative research

Question 13

Which of the following would NOT be a technique employed by database marketers to learn a great deal about how consumers live?

Accepted Answer

A) sweepstake entries 
B) free product offers 
C) VALS description 
D) merchandise orders 
E) rebate information 
A) sweepstake entries 
B) free product offers 
C) VALS description 
D) merchandise orders 
E) rebate information

Question 14

Advertisers use tracking studies to measure:

Accepted Answer

A) trends, brand awareness, and interest in purchasing. 
B) layout and other design features. 
C) product sales success. 
D) the cost outlay for each advertising campaign. 
E) the value of the up-front research. 
A) trends, brand awareness, and interest in purchasing. 
B) layout and other design features. 
C) product sales success. 
D) the cost outlay for each advertising campaign. 
E) the value of the up-front research.

Question 15

If research reveals that awareness of a brand is high and trial of the brand is low, the research is indicating what people know about the brand is not sufficiently motivating or relevant, and the brand may need repositioning.

Accepted Answer

A) True 
 B)False

Question 16

Many marketers and advertising agency executives recognize that most of the commonly used copy testing techniques do not adequately assess consumers' emotional responses to advertising.

Accepted Answer

A) True 
 B)False

Question 17

Discuss the role and importance of the account planner, especially from the consumer perspective.

Accepted Answer

The account planner plays a crucial role

Question 18

The secret to effective translation of information into effective strategy is a process of deciding which data are important and which are not, of reducing the complex to the simple.

Accepted Answer

A) True 
 B)False

Question 19

In so-called finished print tests, ads are measured for all of the following EXCEPT:

Accepted Answer

A) communication. 
B) stopping power. 
C) persuasion. 
D) response to live talent. 
E) relevance. 
A) communication. 
B) stopping power. 
C) persuasion. 
D) response to live talent. 
E) relevance.

Question 20

Typical uses for research include all of the following EXCEPT:

Accepted Answer

A) to assure the client success. 
B) to monitor activities. 
C) to identify causes of possible problems. 
D) to look for new ideas in products and services. 
E) to help in developing communication approaches. 
A) to assure the client success. 
B) to monitor activities. 
C) to identify causes of possible problems. 
D) to look for new ideas in products and services. 
E) to help in developing communication approaches.

Exam 15: Research in Advertising

In VALS, terms like ideals, achievement, and self-expression appear as the lifestyle categories.

The Culture Point Model uses ________ patterns to identify three consumer segments in the Hispanic population.

The Values and Life Style (VALSᵀᴹ)psychographic segmentation system is designed to predict consumer behavior by profiling:

What is concept testing, and what advantages and disadvantages does it have?

If you are looking at consumers' lifelong values and preferences in order to develop strategies for products they will use later in life, you are using the technique called:

The secret of effective strategy formation lies in:

A(n)________ is a relatively new position advertising agencies have established in their restructured or downsized research departments; this position is typically responsible for all research.

If you were trying to determine whether your ad is being seen, read, and reacted to, you would likely be measuring ________.

Ed McCabe makes the following distinction: "Without great ________, you can't make great advertising. However, ________ is the idiocy that keeps greatness from happening. [It] is a crutch the one-eyed use to beat up the blind."

Both Ford Motor Company, with its introduction of the Edsel, and Coca-Cola Company, with its introduction of new Coke, learned that misuse and/or overreliance on research can be lead to failure.

A good copy-testing system is based on a model of human response to communications, which includes all of the following EXCEPT:

Describe a focus group, its value to clients in marketing and advertising research, and some criticisms about this research method.

Which of the following would NOT be a technique employed by database marketers to learn a great deal about how consumers live?

Advertisers use tracking studies to measure:

If research reveals that awareness of a brand is high and trial of the brand is low, the research is indicating what people know about the brand is not sufficiently motivating or relevant, and the brand may need repositioning.

Many marketers and advertising agency executives recognize that most of the commonly used copy testing techniques do not adequately assess consumers' emotional responses to advertising.

Discuss the role and importance of the account planner, especially from the consumer perspective.

The secret to effective translation of information into effective strategy is a process of deciding which data are important and which are not, of reducing the complex to the simple.

In so-called finished print tests, ads are measured for all of the following EXCEPT:

Typical uses for research include all of the following EXCEPT:

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters

Ed McCabe makes the following distinction: "Without great , you can't make great advertising. However, is the idiocy that keeps greatness from happening. [It] is a crutch the one-eyed use to beat up the blind."