Question 1

Similar to family life-cycle research, life-stage research:

Accepted Answer

A) is the age when we begin using various media. 
B) joins subgroups into groups to study their buying behavior and lifestyles. 
C) has been relatively stable for the past 30 years. 
D) has not proven to be helpful in IMC activities. 
E) looks at crucial points in consumers' lives. 
A) is the age when we begin using various media. 
B) joins subgroups into groups to study their buying behavior and lifestyles. 
C) has been relatively stable for the past 30 years. 
D) has not proven to be helpful in IMC activities. 
E) looks at crucial points in consumers' lives.

Question 2

When retail tracking scanner data are integrated with household panel data on purchase patterns and advertisement exposure, researchers are conducting:

Accepted Answer

A) cohort analysis. 
B) single-source data analysis. 
C) database analysis. 
D) holistic analysis. 
E) USP analysis. 
A) cohort analysis. 
B) single-source data analysis. 
C) database analysis. 
D) holistic analysis. 
E) USP analysis.

Question 3

For advertising purposes, if you were to hire an anthropologists or ethnographer, they would be expected to study:

Accepted Answer

A) how people behave in various situations. 
B) the emotional connection between their consumer values and your product. 
C) needs and activities common to all people. 
D) their use of media. 
E) how their income affected their values. 
A) how people behave in various situations. 
B) the emotional connection between their consumer values and your product. 
C) needs and activities common to all people. 
D) their use of media. 
E) how their income affected their values.

Question 4

The major application of psychology for advertising deals with attempts to understand underlying motives that initiate consumer behavior.

Accepted Answer

A) True 
 B)False

Question 5

Match between columns
                        Premises: A readership service designed to measure the extent to which advertisements are being seen and read and the level of interest they arouse.
Uses expensive techniques like MRI and EEGs to find biological evidence of advertising effects.
They are the tangible manifestations of the macrotrends in fashion, music, and sports activities.
This form of research is about measuring the effectiveness of ads in order to determine whether to run the advertising in the marketplace.
This research technique allows marketers to assess consumers' lifelong values and preferences and develop strategies now for products they will use later in life.
A real-world example that illustrates how research does not always tell clients what they want to hear and may cause problems if someone believes an advertising idea is really strong.
It is the fourth phase in the advertising research process.
A segmenting tool that identifies eight major consumer groups that share life attitudes and motivations and understanding of consumers' generational cohort.
In this type of test, creative strategies are presented to respondents in the form of a headline, followed by a paragraph of body copy on a plain white card.
Became fashionable in the late 1960s as a qualitative research tool.
This means of collecting data allows a marketer to track performance quickly rather than monthly or bimonthly.
Another name for market research.
In the area of psychology, mental phenomena such as perception, memory, thinking, and judging are grouped under this category.
These disciplines have had a strong influence on up-front research.
Involves taping or filming live talent and occurs quite close to the finished commercial.

Accepted Answer

The Answer of concept research and cohort analysis and card is...

Question 6

If you are measuring performance of a campaign, then you are in which phase of advertising research?

Accepted Answer

A) evaluating pretesting executions 
B) advertising strategy development 
C) advertising execution development 
D) campaign evaluation 
E) exploratory research 
A) evaluating pretesting executions 
B) advertising strategy development 
C) advertising execution development 
D) campaign evaluation 
E) exploratory research

Question 7

In cohort analysis, advertisers would identify a generation's hot buttons, mores, and memories so they could shape the messages and create persuasive icons that would likely attract that group.

Accepted Answer

A) True 
 B)False

Question 8

VALS classifies consumers along which of the following dimensions?

Accepted Answer

A) resources and primary motivation 
B) cognition and resources 
C) primary motivation and cognition 
D) cognition 
E) resources 
A) resources and primary motivation 
B) cognition and resources 
C) primary motivation and cognition 
D) cognition 
E) resources

Question 9

VALS is a popular psychographic segmentation system that uses psychology and demographics to predict American consumer behavior.

Accepted Answer

A) True 
 B)False

Question 10

For an individual advertiser, the readership report has the capability to do all of the following EXCEPT:

Accepted Answer

A) identity types of layouts that attract and retain the highest readership. 
B) compare current advertisements with those of competitors. 
C) compare current campaign against previous campaigns. 
D) compare understanding of the words with the intended level of readability. 
E) compare readership data of their ads in a given magazine issue to the norm for ads with the same size and color in the same product category. 
A) identity types of layouts that attract and retain the highest readership. 
B) compare current advertisements with those of competitors. 
C) compare current campaign against previous campaigns. 
D) compare understanding of the words with the intended level of readability. 
E) compare readership data of their ads in a given magazine issue to the norm for ads with the same size and color in the same product category.

Question 11

For advertising, a sociologist would NOT use which of the following research techniques?

Accepted Answer

A) life-stage research 
B) trend watching 
C) a values and lifestyle analysis 
D) cohort analysis 
E) social class and stratification 
A) life-stage research 
B) trend watching 
C) a values and lifestyle analysis 
D) cohort analysis 
E) social class and stratification

Question 12

Types such as innovators, believers, and experiencers belong to the system of segmenting consumers known as:

Accepted Answer

A) Spectra. 
B) VALS. 
C) SRI. 
D) MindBase. 
E) FLC. 
A) Spectra. 
B) VALS. 
C) SRI. 
D) MindBase. 
E) FLC.

Question 13

Starch Readership Service classifies respondents who read half or more of the written material in the ad under scrutiny as:

Accepted Answer

A) associated. 
B) noted. 
C) read most. 
D) halfers. 
E) disassociated. 
A) associated. 
B) noted. 
C) read most. 
D) halfers. 
E) disassociated.

Question 14

After finishing market research, advertising researchers gather data needed to develop and refine an advertising strategy and its message(s).

Accepted Answer

A) True 
 B)False

Question 15

Using VALS typology, advertisers can do all of the following EXCEPT:

Accepted Answer

A) refine product concepts. 
B) segment particular markets. 
C) develop marketing strategies. 
D) aid in short-term decision-making. 
E) position services and products. 
A) refine product concepts. 
B) segment particular markets. 
C) develop marketing strategies. 
D) aid in short-term decision-making. 
E) position services and products.

Question 16

By using research to stay in touch with prospects, an advertiser should:

Accepted Answer

A) improve effectiveness and profitability. 
B) improve efficiency. 
C) anticipate which promotional steps guarantee a positive outcome. 
D) reduce the size of a prospective target audience. 
E) verify findings about demographics of a prospective audience. 
A) improve effectiveness and profitability. 
B) improve efficiency. 
C) anticipate which promotional steps guarantee a positive outcome. 
D) reduce the size of a prospective target audience. 
E) verify findings about demographics of a prospective audience.

Question 17

If you decided to focus on "big issues," such as definitions of happiness, success, and fulfillment, you likely would be looking at ________ rather than details or tangible manifestations of those qualities.

Accepted Answer

The answer of If you decided to focus on "big...

Question 18

To succeed, an advertisement must have an effect on all of the following EXCEPT:

Accepted Answer

A) the eye. 
B) the ear. 
C) the soul. 
D) the mind. 
E) the heart. 
A) the eye. 
B) the ear. 
C) the soul. 
D) the mind. 
E) the heart.

Question 19

The opposite of trends are fads, which come on fast, heat up, die quickly, and often leave a bitter taste.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT a form of testing?

Accepted Answer

A) readership 
B) concept 
C) finished print 
D) unfinished commercials 
E) finished commercials 
A) readership 
B) concept 
C) finished print 
D) unfinished commercials 
E) finished commercials

Exam 15: Research in Advertising

Similar to family life-cycle research, life-stage research:

When retail tracking scanner data are integrated with household panel data on purchase patterns and advertisement exposure, researchers are conducting:

For advertising purposes, if you were to hire an anthropologists or ethnographer, they would be expected to study:

The major application of psychology for advertising deals with attempts to understand underlying motives that initiate consumer behavior.

If you are measuring performance of a campaign, then you are in which phase of advertising research?

In cohort analysis, advertisers would identify a generation's hot buttons, mores, and memories so they could shape the messages and create persuasive icons that would likely attract that group.

VALS classifies consumers along which of the following dimensions?

VALS is a popular psychographic segmentation system that uses psychology and demographics to predict American consumer behavior.

For an individual advertiser, the readership report has the capability to do all of the following EXCEPT:

For advertising, a sociologist would NOT use which of the following research techniques?

Types such as innovators, believers, and experiencers belong to the system of segmenting consumers known as:

Starch Readership Service classifies respondents who read half or more of the written material in the ad under scrutiny as:

After finishing market research, advertising researchers gather data needed to develop and refine an advertising strategy and its message(s).

Using VALS typology, advertisers can do all of the following EXCEPT:

By using research to stay in touch with prospects, an advertiser should:

If you decided to focus on "big issues," such as definitions of happiness, success, and fulfillment, you likely would be looking at ________ rather than details or tangible manifestations of those qualities.

To succeed, an advertisement must have an effect on all of the following EXCEPT:

The opposite of trends are fads, which come on fast, heat up, die quickly, and often leave a bitter taste.

Which of the following is NOT a form of testing?

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