Question 1

Scenario 7-5
The Solutions Group is a combination of companies that help 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) Solutions Group managers suggest that clients consider doing a resonance test when designing advertising, because this will help understand target consumers regarding their

Accepted Answer

A) recognition of the brand. 
B) potential purchase of the brand. 
C) emotional connection to the brand. 
D) attitude changes about the brand.

Question 2

In the 1950s, advertising research was popularized as a

Accepted Answer

A) legitimate "science of persuasion." 
B) product of "naturalistic observation" and personal interview. 
C) type of "account planning" more than a type of research. 
D) collection of "atmospheric" feelings and emotions.

Question 3

Developmental research looks at consumers' identities, perceptions, wants, and habits early in the production process so these elements can influence the final ad before a lot of money is spent.This type of ad research is also called

Accepted Answer

A) account planning. 
B) design thinking. 
C) consumer insight. 
D) scientific advertising.

Question 4

What went wrong with the Coca-Cola campaign when it replaced "old Coke" with "New Coke"?

Accepted Answer

A) It believed the results of a relatively small taste test. 
B) It put too much emphasis on the "Coke" name. 
C) It promoted a "new" flavor, but the incremental changes made were barely discernible. 
D) It confused the results of objective taste tests with the reality of cultural meaning.

Question 5

One way to obtain information about marketing and advertising is to purchase data from commercial services such as Current Population Survey.

Accepted Answer

A) True 
 B)False

Question 6

An agency staffer conducts a test to see how the message for her client's product, dishwasher detergent, compares to the way other ads in her product area have tested.In this way, she will gather qualitative test scores.

Accepted Answer

A) True 
 B)False

Question 7

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 that is 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 might consider testing the magazine ad by recruiting a group of potential consumers to take part in story construction.What would a story construction technique ask these respondents to do?

Accepted Answer

A) provide a narrative about people depicted in a scene or picture 
B) identify the functional utility of a product 
C) fill in blanks in sentences that describe an ad 
D) think visually about how they would represent their experiences with a brand

Question 8

While this method of primary research is not strongly suggested by the text, internal company sources can sometimes reveal bits of preliminary information, though rarely much more than that.

Accepted Answer

A) True 
 B)False

Question 9

Explicit memory measures are those in which consumers are required to

Accepted Answer

A) demonstrate their knowledge of a product. 
B) search their memories about a product by using word fragments or pictures. 
C) take part in testing that includes recall, recognition, and/or retained knowledge. 
D) recall their actual exposure to the test ad for a product.

Question 10

Scenario 7-4
You are the director of advertising research at a large Minneapolis ad agency.Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders.To make matters worse, one of the group heads is on vacation and another is out sick.Of course, your clients still expect their research to be done in a timely, professional manner.Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project.As a result, your entire day has been filled with questions.
-(Scenario 7-4) One research assistant is drafting a proposal for a research project.The client's primary objective is to find out whether the new ad rings true with consumers, or whether they think, "Yeah, I feel that way" when viewing the ad.The employee wants to know what test would specifically explore this aspect of the ad.You reply that ____ would be best.

Accepted Answer

A) thought listing 
B) resonance testing 
C) recall testing 
D) recognition testing

Question 11

Which concept is used when identifying and calculating the percentage of people who accurately recalled specific elements of an ad when tested?

Accepted Answer

A) claim-recall 
B) related-recall 
C) unaided recall 
D) aided recall

Question 12

A focus group involves blind taste tests of products.

Accepted Answer

A) True 
 B)False

Question 13

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 that is 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) A marketing manager at Wood Carver said in a manager's meeting, "We have to get quick feedback on the overall quality and usefulness of these new ideas.We'll just have to let the focus group make the final judgment on these ads." Which research method is he considering?

Accepted Answer

A) survey 
B) concept test 
C) direct response measure 
D) tracking study

Question 14

Scenario 7-4
You are the director of advertising research at a large Minneapolis ad agency.Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders.To make matters worse, one of the group heads is on vacation and another is out sick.Of course, your clients still expect their research to be done in a timely, professional manner.Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project.As a result, your entire day has been filled with questions.
-(Scenario 7-4) An assistant comes in and says she needs some advice.One of the smaller clients of the agency needs some market information done very quickly-and very inexpensively.You tell her

Accepted Answer

A) to set up focus group interviews. 
B) to call a commercial service. 
C) to use direct mail surveys. 
D) to get on the Internet.

Question 15

Scenario 7-3
After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers. The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for. The company recorded its research findings and began to apply them to its product line. A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms of predicted reliability, an increase from 50 percent the year before. Apparently, the company's efforts have helped turn the company in the right direction.("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.)
-(Scenario 7-3) In its research, GM hoped to find why consumers liked certain features in their cars and disliked others. GM inquired about consumer wants and needs, and then looked to apply its findings to product development. This process is called

Accepted Answer

A) developmental advertising. 
B) design thinking. 
C) concept testing. 
D) audience profiling.

Question 16

Direct response research, also called attitude research, is the kind that evaluates ads just as they are about finished-the kind people usually think of when someone says "advertising research."

Accepted Answer

A) True 
 B)False

Question 17

Due to years of budget cuts, the federal government publishes much less population, demographic, and lifestyle research than it once did, and almost all data that was once free now require a fee.

Accepted Answer

A) True 
 B)False

Question 18

Many forms of pre-post attitude studies are becoming more popular than they once were due to a recent push to gather more rounded "before and after" data from potential consumers.

Accepted Answer

A) True 
 B)False

Question 19

Which new philosophy of advertising focuses on building a thought process that dismisses preconceived notions and instead attempts to create from scratch what a good or service should look like?

Accepted Answer

A) Starch Readership Services 
B) activities, interests, and opinions 
C) design thinking 
D) Zaltman Metaphor Elicitation Technique

Question 20

The text points out that an advantage offered by secondary data from government sources is that the information is

Accepted Answer

A) less biased than that of other sources. 
B) always up-to-date. 
C) available even to small businesses with no research budget. 
D) gathered directly from consumers.

Exam 7: Advertising and Promotion Research

In the 1950s, advertising research was popularized as a

Developmental research looks at consumers' identities, perceptions, wants, and habits early in the production process so these elements can influence the final ad before a lot of money is spent.This type of ad research is also called

What went wrong with the Coca-Cola campaign when it replaced "old Coke" with "New Coke"?

One way to obtain information about marketing and advertising is to purchase data from commercial services such as Current Population Survey.

An agency staffer conducts a test to see how the message for her client's product, dishwasher detergent, compares to the way other ads in her product area have tested.In this way, she will gather qualitative test scores.

While this method of primary research is not strongly suggested by the text, internal company sources can sometimes reveal bits of preliminary information, though rarely much more than that.

Explicit memory measures are those in which consumers are required to

Which concept is used when identifying and calculating the percentage of people who accurately recalled specific elements of an ad when tested?

A focus group involves blind taste tests of products.

Direct response research, also called attitude research, is the kind that evaluates ads just as they are about finished-the kind people usually think of when someone says "advertising research."

Due to years of budget cuts, the federal government publishes much less population, demographic, and lifestyle research than it once did, and almost all data that was once free now require a fee.

Many forms of pre-post attitude studies are becoming more popular than they once were due to a recent push to gather more rounded "before and after" data from potential consumers.

Which new philosophy of advertising focuses on building a thought process that dismisses preconceived notions and instead attempts to create from scratch what a good or service should look like?

The text points out that an advantage offered by secondary data from government sources is that the information is