Question 1

Which of the following marketers has used EEG to measure brain activity and assess reactions in evaluating the effectiveness of overlay ads?

Accepted Answer

A) fMRI 
B) Lindstrom Associates 
C) Google 
D) Nielsen 
E) YouTube 
A) fMRI 
B) Lindstrom Associates 
C) Google 
D) Nielsen 
E) YouTube

Question 2

Liveamatics involves bringing actors in to a theater to perform live commercials for the client.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following are NOT associated with trends?

Accepted Answer

A) There are two categories: micro and macro. 
B) Generally, young people set them. 
C) Definitions of happiness, success and fulfillment are studies as microtrends. 
D) Cooking schools show a desire to host dinner parties like previous generations. 
E) The Macarena and Beanie Babies were fads. 
A) There are two categories: micro and macro. 
B) Generally, young people set them. 
C) Definitions of happiness, success and fulfillment are studies as microtrends. 
D) Cooking schools show a desire to host dinner parties like previous generations. 
E) The Macarena and Beanie Babies were fads.

Question 4

What is VALS? Discuss the two dimensions on which it classifies consumers.

Accepted Answer

VALS, which stands for Values, Attitudes

Question 5

The behavioral science that examines the role of motivation, learning, and cognition in consumer behavior is ________.

Accepted Answer

The answer of The behavioral science that examines the role...

Question 6

The first step in advertising research is:

Accepted Answer

A) completing a SWOT analysis. 
B) advertising strategy development. 
C) advertising strategy assessment. 
D) evaluating pretesting executions. 
E) evaluating advertising executions. 
A) completing a SWOT analysis. 
B) advertising strategy development. 
C) advertising strategy assessment. 
D) evaluating pretesting executions. 
E) evaluating advertising executions.

Question 7

The work that sociologists do would help an advertiser recognize group influences on all of the following EXCEPT:

Accepted Answer

A) how homemakers versus working mothers make buying decisions. 
B) adoption of new ideas. 
C) media use. 
D) consumer purchase behavior. 
E) how ideas are planted in the minds of the consumer. 
A) how homemakers versus working mothers make buying decisions. 
B) adoption of new ideas. 
C) media use. 
D) consumer purchase behavior. 
E) how ideas are planted in the minds of the consumer.

Question 8

Brad Majors in his article, "Lessons in Brand Loyalty at the Point of Sale," found that age, more than any other factor, drives brand loyalty. In other words, the older the consumers, the more likely they are to stick with a brand.

Accepted Answer

A) True 
 B)False

Question 9

In which of the following stages is copy testing done?

Accepted Answer

A) smooth copy 
B) pre-client 
C) finished copy 
D) published ads 
E) proof set 
A) smooth copy 
B) pre-client 
C) finished copy 
D) published ads 
E) proof set

Question 10

Among the following, which is a category for commercial testing of unfinished commercials on film or videotape?

Accepted Answer

A) relematics 
B) animatics 
C) morphamatics 
D) ripamatics 
E) videomatics 
A) relematics 
B) animatics 
C) morphamatics 
D) ripamatics 
E) videomatics

Question 11

Sociological research helps advertisers predict the profitability of a product or service purchase by various consumer segments.

Accepted Answer

A) True 
 B)False

Question 12

The primary purpose for advertising research is to assist in the process of creative development.

Accepted Answer

A) True 
 B)False

Question 13

Segments such as expressive, rock steady, and devoted are part of the system of segmenting consumers known as:

Accepted Answer

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

Question 14

In the research surrounding the launch of New Coke in the 1980s, what key mistake was NOT made?

Accepted Answer

A) overreliance on research findings 
B) overemphasis on initial taste test findings 
C) failure to make usage tests 
D) failure to take into account research that found sweeter things tested higher on initial taste tests 
E) providing the product for use for two to three weeks 
A) overreliance on research findings 
B) overemphasis on initial taste test findings 
C) failure to make usage tests 
D) failure to take into account research that found sweeter things tested higher on initial taste tests 
E) providing the product for use for two to three weeks

Question 15

The role of account planner was developed in:

Accepted Answer

A) U.S.A. 
B) France. 
C) England. 
D) India. 
E) Brazil. 
A) U.S.A. 
B) France. 
C) England. 
D) India. 
E) Brazil.

Question 16

________ is a method to determine the best of a number of possible appeals to use in your advertising, by having members of the target audience rank them in terms of consumer appeal.

Accepted Answer

The answer of ________ is a method to determine the...

Question 17

Discuss the respondent classifications used by the Starch Readership Service.

Accepted Answer

The Starch Readership Service uses a cla

Question 18

Sociological studies indicate all of the following EXCEPT that:

Accepted Answer

A) no single variable, such as age, income, or sex will accurately predict consumer change. 
B) consumers in one regions of the United States may know a product by a different name. 
C) by identifying a generation's collective hot buttons, mores, and memories, advertisers can hone messages and create persuasive icons to better attract that generation. 
D) by examining subgroups of the larger segments of the family life cycle, advertisers can get a clearer picture of buying behavior and lifestyles and create more effective advertising. 
E) generally, young people set trends, but not all young people are trendsetters. 
A) no single variable, such as age, income, or sex will accurately predict consumer change. 
B) consumers in one regions of the United States may know a product by a different name. 
C) by identifying a generation's collective hot buttons, mores, and memories, advertisers can hone messages and create persuasive icons to better attract that generation. 
D) by examining subgroups of the larger segments of the family life cycle, advertisers can get a clearer picture of buying behavior and lifestyles and create more effective advertising. 
E) generally, young people set trends, but not all young people are trendsetters.

Question 19

Neuromarketing research uses expensive testing equipment and techniques such as:

Accepted Answer

A) EKG. 
B) UPC. 
C) BFM. 
D) fMRI. 
E) Razorfish. 
A) EKG. 
B) UPC. 
C) BFM. 
D) fMRI. 
E) Razorfish.

Question 20

In this kind of concept test, a(n)________ test, the agency shows a rough copy of a print ad, or artwork for a television commercial, which include total copy and illustration as they will appear in finished form.

Accepted Answer

The answer of In this kind of concept test, a(n)________...

Exam 15: Research in Advertising

Which of the following marketers has used EEG to measure brain activity and assess reactions in evaluating the effectiveness of overlay ads?

Liveamatics involves bringing actors in to a theater to perform live commercials for the client.

Which of the following are NOT associated with trends?

What is VALS? Discuss the two dimensions on which it classifies consumers.

The behavioral science that examines the role of motivation, learning, and cognition in consumer behavior is ________.

The first step in advertising research is:

The work that sociologists do would help an advertiser recognize group influences on all of the following EXCEPT:

Brad Majors in his article, "Lessons in Brand Loyalty at the Point of Sale," found that age, more than any other factor, drives brand loyalty. In other words, the older the consumers, the more likely they are to stick with a brand.

In which of the following stages is copy testing done?

Among the following, which is a category for commercial testing of unfinished commercials on film or videotape?

Sociological research helps advertisers predict the profitability of a product or service purchase by various consumer segments.

The primary purpose for advertising research is to assist in the process of creative development.

Segments such as expressive, rock steady, and devoted are part of the system of segmenting consumers known as:

In the research surrounding the launch of New Coke in the 1980s, what key mistake was NOT made?

The role of account planner was developed in:

________ is a method to determine the best of a number of possible appeals to use in your advertising, by having members of the target audience rank them in terms of consumer appeal.

Discuss the respondent classifications used by the Starch Readership Service.

Sociological studies indicate all of the following EXCEPT that:

Neuromarketing research uses expensive testing equipment and techniques such as:

In this kind of concept test, a(n)________ test, the agency shows a rough copy of a print ad, or artwork for a television commercial, which include total copy and illustration as they will appear in finished form.

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