Question 1

________ informs us about the product, market, consumer, and competition.

Accepted Answer

The answer of ________ informs us about the product, market,...

Question 2

It is essential that objectives of pretesting research reflect the agreed-upon advertising strategy.

Accepted Answer

A) True 
 B)False

Question 3

In a good copy-testing system, what effects would you be looking for?

Accepted Answer

The answer of In a good copy-testing system, what effects...

Question 4

The area psychologists study that focuses on changes in behavior influenced relative to external stimulus conditions that occur over time is:

Accepted Answer

A) recognition. 
B) perception. 
C) learning. 
D) motivation. 
E) regression.

Question 5

In the last 25 years or so, as agencies either restructured or downsized their research departments-at the same time-they added account planners whose task was to ascertain not only who bought specific brands and/or services but also why.

Accepted Answer

A) True 
 B)False

Question 6

If you are the account planner needing to conduct exploratory research so your creative people will more clearly know and understand the language used by the targeted prospects, what stage in the advertising process are you in?

Accepted Answer

A) campaign evaluation 
B) evaluating pretesting execution 
C) advertising strategy development 
D) advertising execution development 
E) post evaluation

Question 7

From sociology, advertisers have learned that people aspire to be like:

Accepted Answer

A) people in the social class below them. 
B) people in the social class immediately above them. 
C) people in their own social class. 
D) people with whom they never will associate. 
E) people in social classes outside their own country.

Question 8

If a product has a number of positive appeals that could be successfully promoted, the key to developing an effective advertising campaign is finding the primary appeal-the one most relevant to the majority of your target audience.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following now contribute(s)to more accurate test results in finished commercial testing?

Accepted Answer

A) viewers' recall of certain aspects of the spot 
B) computer animation used in production 
C) viewer's level of commitment 
D) virtual reality testing rooms 
E) filming and taping of live talent

Question 10

According to Jack Dempsey, respected researcher from McCann-Erickson, information acquires value when:

Accepted Answer

A) the strategist matches it to the client's lifestyle. 
B) the strategist examines it from a point of view that is relevant to the marketing and advertising issues. 
C) the strategist examines it in conjunction with what awards it will help a client win. 
D) its cost is low compared to the benefits derived from using it. 
E) you have a sense of what consumers believe and how they feel.

Question 11

The account planner must do all of the following EXCEPT:

Accepted Answer

A) discern not just who buys specific brands, but why. 
B) be responsible for all research. 
C) understand and represent the target audience. 
D) provide insight that moves the discussion from I think to I know. 
E) control the budget.

Question 12

Usually involving testing and pretesting of ads and campaign evaluation, ________ research provides the data we need to develop and refine a strategy and message.

Accepted Answer

The answer of Usually involving testing and pretesting of ads...

Question 13

VALS segments major consumer groups with shared life attitudes and motivations, while MindBase segments prospects according to their primary motivations and psychological and material resources.

Accepted Answer

A) True 
 B)False

Question 14

Research is a way to stay in touch with prospects and thereby improve an advertiser's effectiveness and profitability.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is fast becoming associated with the Internet and research?

Accepted Answer

A) useful in cohort analysis 
B) useful in single-source data analysis 
C) useful in mining relationships and conversations between people 
D) useful in holistic analysis 
E) useful in UPC analysis

Question 16

Discuss the role and importance of copy testing in the development of advertisements.

Accepted Answer

The answer of Discuss the role and importance of copy...

Question 17

Some studies indicate that survey-participation refusal rates are often higher among African-American and Hispanic consumers.

Accepted Answer

A) True 
 B)False

Question 18

To create effective advertising, one key question you need to address early on is:

Accepted Answer

A) How much is a prospect willing to spend? 
B) What motivates the consumer? 
C) What laws or regulations could affect the advertising strategy? 
D) What will our competitor's reactions be to this ad? 
E) Which phase in the advertising process to concentrate on at the exclusion of others?

Question 19

Discuss the influence of Internet data on knowing the customer when developing an effective marketing or advertising strategy.

Accepted Answer

The answer of Discuss the influence of Internet data on...

Question 20

Individualists, realists, and new traditionalists are among the major MindBase segments of consumers.

Accepted Answer

A) True 
 B)False

Exam 15: Research in Advertising

________ informs us about the product, market, consumer, and competition.

It is essential that objectives of pretesting research reflect the agreed-upon advertising strategy.

In a good copy-testing system, what effects would you be looking for?

The area psychologists study that focuses on changes in behavior influenced relative to external stimulus conditions that occur over time is:

In the last 25 years or so, as agencies either restructured or downsized their research departments-at the same time-they added account planners whose task was to ascertain not only who bought specific brands and/or services but also why.

If you are the account planner needing to conduct exploratory research so your creative people will more clearly know and understand the language used by the targeted prospects, what stage in the advertising process are you in?

From sociology, advertisers have learned that people aspire to be like:

If a product has a number of positive appeals that could be successfully promoted, the key to developing an effective advertising campaign is finding the primary appeal-the one most relevant to the majority of your target audience.

Which of the following now contribute(s) to more accurate test results in finished commercial testing?

According to Jack Dempsey, respected researcher from McCann-Erickson, information acquires value when:

The account planner must do all of the following EXCEPT:

Usually involving testing and pretesting of ads and campaign evaluation, ________ research provides the data we need to develop and refine a strategy and message.

VALS segments major consumer groups with shared life attitudes and motivations, while MindBase segments prospects according to their primary motivations and psychological and material resources.

Research is a way to stay in touch with prospects and thereby improve an advertiser's effectiveness and profitability.

Which of the following is fast becoming associated with the Internet and research?

Discuss the role and importance of copy testing in the development of advertisements.

Some studies indicate that survey-participation refusal rates are often higher among African-American and Hispanic consumers.

To create effective advertising, one key question you need to address early on is:

Discuss the influence of Internet data on knowing the customer when developing an effective marketing or advertising strategy.

Individualists, realists, and new traditionalists are among the major MindBase segments of consumers.