Question 1

Discuss research from the marketing versus advertising perspectives.

Accepted Answer

Research from the marketing perspective

Question 2

Discuss Dr. Nyilasy's views regarding research and why his perspective is especially important today.

Accepted Answer

Dr. Nyilasy's views regarding research a

Question 3

The account planner works with account management, media, and creative, covering most research functions.

Accepted Answer

A) True 
 B)False

Question 4

Advertisers gather and analyze basic information about the market, product, competition, and consumers to determine all of the following EXCEPT:

Accepted Answer

A) projected sales. 
B) marketing strategy for a product or service. 
C) sources of business. 
D) pricing and distribution. 
E) All of the above are determined by this type of research. 
A) projected sales. 
B) marketing strategy for a product or service. 
C) sources of business. 
D) pricing and distribution. 
E) All of the above are determined by this type of research.

Question 5

Focus groups are useful to determine consumer reactions to language in TV spots or in the development process for creative.

Accepted Answer

A) True 
 B)False

Question 6

When account planners fulfill expectations of what their role is during creative development, their key benefit to the creative team is in their:

Accepted Answer

A) providing a consumer-focused advertising strategy that persuasively talks to the targeted audience. 
B) providing usable research with information that provides useful insights. 
C) offering understanding, empathy, and the ability to connect with prospects. 
D) being a defender in the organization who will blunt the impact of research findings. 
E) representing the client in a way that subordinates the needs of the prospective customers. 
A) providing a consumer-focused advertising strategy that persuasively talks to the targeted audience. 
B) providing usable research with information that provides useful insights. 
C) offering understanding, empathy, and the ability to connect with prospects. 
D) being a defender in the organization who will blunt the impact of research findings. 
E) representing the client in a way that subordinates the needs of the prospective customers.

Question 7

If psychologists study drives, urges, wishes, or desires that initiate buying behavior, they are examining:

Accepted Answer

A) motivation. 
B) cognition. 
C) learning. 
D) perception. 
E) introspection. 
A) motivation. 
B) cognition. 
C) learning. 
D) perception. 
E) introspection.

Question 8

Traditionally, advertisers have considered the family life cycle as a reliable basis for segmenting. But the nature of the traditional family life cycle has changed over the past 30 years, leading advertisers to reevaluate how they look at the family life cycle.

Accepted Answer

A) True 
 B)False

Question 9

Which would NOT be a variable that could be evaluated in pretesting?

Accepted Answer

A) ability of the ad to attract attention 
B) comprehension by the reader/viewer 
C) playback of copy points 
D) ability to predict the success or failure of an ad 
E) irritation level 
A) ability of the ad to attract attention 
B) comprehension by the reader/viewer 
C) playback of copy points 
D) ability to predict the success or failure of an ad 
E) irritation level

Question 10

A generation of individuals with the same birth year and core values is referred to as a(n)________.

Accepted Answer

The answer of A generation of individuals with the same...

Question 11

Discuss the role and importance of research from an organization's perspective and from a consumer's perspective, referencing the Edsel and New Coca-Cola.

Accepted Answer

Research plays a crucial role in both an

Question 12

Anthropologists have determined that specific activities and needs are common to people worldwide but each society attaches its own traditions and values to them.

Accepted Answer

A) True 
 B)False

Question 13

Companies and agencies that need to make crucial integrated-marketing communication decisions can accumulate data faster today through the use of all of the following technology EXCEPT:

Accepted Answer

A) UPC information. 
B) mall focus groups. 
C) single-source data from retail tracking scanners. 
D) Internet/web-based research. 
E) consumer databases. 
A) UPC information. 
B) mall focus groups. 
C) single-source data from retail tracking scanners. 
D) Internet/web-based research. 
E) consumer databases.

Question 14

Which of the following has NOT contributed to making marketing far more complex than ever?

Accepted Answer

A) higher cost of shelf space 
B) changing media habits 
C) reduced numbers of communication approaches 
D) expansion of retailer control over distribution system 
E) tremendous increase in the number of new products 
A) higher cost of shelf space 
B) changing media habits 
C) reduced numbers of communication approaches 
D) expansion of retailer control over distribution system 
E) tremendous increase in the number of new products

Question 15

Basic considerations in undertaking market research include all of the following EXCEPT:

Accepted Answer

A) presenting findings in a clear, easily understood format that prompts action. 
B) being sure to ask the right questions. 
C) maintaining a consumer-behavior viewpoint. 
D) applying appropriate research techniques and controls. 
E) ensuring the consumer is represented on the research panel. 
A) presenting findings in a clear, easily understood format that prompts action. 
B) being sure to ask the right questions. 
C) maintaining a consumer-behavior viewpoint. 
D) applying appropriate research techniques and controls. 
E) ensuring the consumer is represented on the research panel.

Question 16

Because of mounting competition in the market and on the printed page, you might use the following service to determine whether an ad is being seen.

Accepted Answer

A) Harris Interactive e-surveys 
B) Starch Readership Service 
C) Arbitron Reader Survey 
D) Photomatics 
E) Liveamatics 
A) Harris Interactive e-surveys 
B) Starch Readership Service 
C) Arbitron Reader Survey 
D) Photomatics 
E) Liveamatics

Question 17

Which of the following is NOT characteristic of focus group research?

Accepted Answer

A) Trained moderator leads a group, usually of prime prospects. 
B) Interviews last for up to two hours. 
C) Client can watch the interview from behind a one-way mirror. 
D) a quantitative research tool 
E) Groups can be videotaped for later review. 
A) Trained moderator leads a group, usually of prime prospects. 
B) Interviews last for up to two hours. 
C) Client can watch the interview from behind a one-way mirror. 
D) a quantitative research tool 
E) Groups can be videotaped for later review.

Question 18

Because of the slowing economy, marketers have ceased using physiological measures, including the use of research on brain waves.

Accepted Answer

A) True 
 B)False

Exam 15: Research in Advertising

Discuss research from the marketing versus advertising perspectives.

Discuss Dr. Nyilasy's views regarding research and why his perspective is especially important today.

The account planner works with account management, media, and creative, covering most research functions.

Advertisers gather and analyze basic information about the market, product, competition, and consumers to determine all of the following EXCEPT:

Focus groups are useful to determine consumer reactions to language in TV spots or in the development process for creative.

When account planners fulfill expectations of what their role is during creative development, their key benefit to the creative team is in their:

If psychologists study drives, urges, wishes, or desires that initiate buying behavior, they are examining:

Traditionally, advertisers have considered the family life cycle as a reliable basis for segmenting. But the nature of the traditional family life cycle has changed over the past 30 years, leading advertisers to reevaluate how they look at the family life cycle.

Which would NOT be a variable that could be evaluated in pretesting?

A generation of individuals with the same birth year and core values is referred to as a(n)________.

Discuss the role and importance of research from an organization's perspective and from a consumer's perspective, referencing the Edsel and New Coca-Cola.

Anthropologists have determined that specific activities and needs are common to people worldwide but each society attaches its own traditions and values to them.

Companies and agencies that need to make crucial integrated-marketing communication decisions can accumulate data faster today through the use of all of the following technology EXCEPT:

Which of the following has NOT contributed to making marketing far more complex than ever?

Basic considerations in undertaking market research include all of the following EXCEPT:

Because of mounting competition in the market and on the printed page, you might use the following service to determine whether an ad is being seen.

Which of the following is NOT characteristic of focus group research?

Because of the slowing economy, marketers have ceased using physiological measures, including the use of research on brain waves.

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