Deck 15: Research in Advertising

Question 1

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

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.

Answer 1

B

Question 2

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

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.

Answer 2

B

Question 3

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

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

Answer 3

E

Question 4

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

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 5

The role of account planner was developed in:

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

Question 6

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

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

Question 7

Sociological studies indicate all of the following EXCEPT that:

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 8

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

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 9

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

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

Question 10

The Values and Life Style (VALSᵀᴹ)psychographic segmentation system is designed to predict consumer behavior by profiling:

A)psychology and motivation of American consumers.
B)psychology and demographics of American consumers.
C)demographics and motivation of American consumers.
D)demographics and learning capabilities of American consumers.
E)the thoughts and feelings of American consumers.

Question 11

Typical uses for research include all of the following EXCEPT:

A)to assure the client success.
B)to monitor activities.
C)to identify causes of possible problems.
D)to look for new ideas in products and services.
E)to help in developing communication approaches.

Question 12

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

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 13

The account planner must do all of the following EXCEPT:

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 14

Which of the following are NOT associated with trends?

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 15

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

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

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

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

Question 17

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

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 18

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

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 19

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

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 20

If you are looking at consumers' lifelong values and preferences in order to develop strategies for products they will use later in life, you are using the technique called:

A)trend analysis.
B)secondary research.
C)cohort analysis.
D)life-stage analysis.
E)life-style analysis.

Question 21

The first step in advertising research is:

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

Question 22

Which of the following would NOT be a technique employed by database marketers to learn a great deal about how consumers live?

A)sweepstake entries
B)free product offers
C)VALS description
D)merchandise orders
E)rebate information

Question 23

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

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 24

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

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 25

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

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 26

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

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 27

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

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

Question 28

Ed McCabe makes the following distinction: "Without great ________, you can't make great advertising. However, ________ is the idiocy that keeps greatness from happening. [It] is a crutch the one-eyed use to beat up the blind."

A)testing; research
B)research; testing
C)focus groups; research
D)ideas; testing
E)concepts; research

Question 29

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?

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

Question 30

Neuromarketing research uses expensive testing equipment and techniques such as:

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

Question 31

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

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 32

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

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

Question 33

VALS classifies consumers along which of the following dimensions?

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

Question 34

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:

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

Question 35

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

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

Question 36

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

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

Question 37

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

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 38

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

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

Question 39

In which of the following stages is copy testing done?

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

Question 40

The secret of effective strategy formation lies in:

A)valuing information for its own sake.
B)measuring the data for its performance value.
C)a thorough analysis of how your prospective customers behave.
D)analyzing data solely on the basis of what people believe.
E)a complete understanding of the competitive environment.

Question 41

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.

Question 42

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

Question 43

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

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

Question 44

Both Ford Motor Company, with its introduction of the Edsel, and Coca-Cola Company, with its introduction of new Coke, learned that misuse and/or overreliance on research can be lead to failure.

Question 45

Which of the following is NOT a form of testing?

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

Question 46

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.

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

Question 47

In so-called finished print tests, ads are measured for all of the following EXCEPT:

A)communication.
B)stopping power.
C)persuasion.
D)response to live talent.
E)relevance.

Question 48

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

Question 49

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

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

Question 50

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.

Question 51

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

Question 52

Advertisers use tracking studies to measure:

A)trends, brand awareness, and interest in purchasing.
B)layout and other design features.
C)product sales success.
D)the cost outlay for each advertising campaign.
E)the value of the up-front research.

Question 53

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

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 54

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

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

Question 55

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

Question 56

A good copy-testing system is based on a model of human response to communications, which includes all of the following EXCEPT:

A)the reception of the stimulus.
B)the comprehension of the stimulus.
C)the response to the stimulus.
D)the reception of, comprehension of and response to the stimulus.
E)the response to psychological standards.

Question 57

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

Question 58

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

Question 59

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.

Question 60

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

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 61

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

Question 62

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

Question 63

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.

Question 64

In VALS, terms like ideals, achievement, and self-expression appear as the lifestyle categories.

Question 65

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

Question 66

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.

Question 67

If research reveals that awareness of a brand is high and trial of the brand is low, the research is indicating what people know about the brand is not sufficiently motivating or relevant, and the brand may need repositioning.

Question 68

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

Question 69

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

Question 70

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.

Question 71

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

Question 72

A(n)________ is a relatively new position advertising agencies have established in their restructured or downsized research departments; this position is typically responsible for all research.

Question 73

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

Question 74

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

Question 75

The secret to effective translation of information into effective strategy is a process of deciding which data are important and which are not, of reducing the complex to the simple.

Question 76

Many marketers and advertising agency executives recognize that most of the commonly used copy testing techniques do not adequately assess consumers' emotional responses to advertising.

Question 77

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

Question 78

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

Question 79

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

Question 80

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