Deck 6: Strategic Research in Advertising

Question 1

Questions that ask consumers about their perceptions are most associated with a brand's:

A)identity
B)position
C)personality
D)image and values
E)promise

Answer 1

A

Question 2

When conducting a(n)________,the advertising planner will either formally or informally begin an assignment by collecting every possible piece of advertising and other forms of marketing communication that have been used by the brand.The planner will also consider the work of the brand's competitors and other relevant categories that may have lessons for the brand.

A)content analysis
B)semiotic analysis
C)brand experience
D)advertising audit
E)competitive analysis

Answer 2

D

Question 3

________ research gathers information about all the possible media and marketing communication tools that might be used in a campaign to deliver a message.

A)Media
B)Market
C)Consumer
D)Advertising
E)Marketing

Answer 3

A

Question 4

From __________,marketers have learned that consumers strongly use the internet for banking and shopping.

A)media research
B)interrogating the product
C)knowing the competition
D)creative research
E)brand audits

Question 5

When an agency gets a new client,the first thing the team has to do is learn about the brand.This is called ________.

A)marketing research
B)advertising research
C)copy research
D)brand audit

Question 6

Louis is preparing to develop an advertising campaign for a client.What type of research should he conduct to compile information about the product,the product category and other details of the marketing situation that will affect the development of the advertising strategy?

A)Market research
B)Consumer research
C)Advertising research
D)IMC research
E)Strategic research

Question 7

Frank Bethel from Host outlined one simple test of whether something is an insight,or simply an observation.What was the test?

A)You were the first to discover it.
B)People are impressed by it.
C)It solves a problem.
D)It's innovative.

Question 8

When people on the creative team start to develop an advertisement,they conduct informal,as well as formal,research.The informal research could include:

A)talking to sales staff
B)watching people buy
C)looking at previous advertising
D)all of these
E)none of these

Question 9

Which of the following is an example of gaining consumer insight by interrogating the product?

A)Asking consumers to rate product attributes
B)Asking product designers to explain the product
C)Asking consumers about their attitudes
D)Disassembling the product to study it
E)Shadow shopping

Question 10

In practice,marketers are inundated with information,so in the area of research,the main challenge is intelligence,or what advertisers refer to as:

A)creativity
B)insight
C)intuition
D)shadow shopping
E)audits

Question 11

When V8,a brand of vegetable juice,wanted to determine if viewers understood the health benefit message they were trying to convey in their television commercial,they conducted research in which consumers were brought to a research centre to view a pilot television show in which the V8 ad they were testing appeared.Several other ads appeared during the 30-minute television program,and after viewing the show,participants were given a survey regarding their attitudes towards all of the ads they had seen.Unbeknownst to them,five different groups saw the same program and ads,except the V8 ad was different for each group.V8 was trying to determine the relative effectiveness of various approaches to the sales message.What type of research is this?

A)Secondary
B)Concept testing
C)Semiotic research
D)Copy testing
E)Content analysis

Question 12

Which of the following is NOT considered a type of research useful in advertising decisions?

A)Market information
B)Brand audits
C)Consumer insight research
D)Media research
E)Creative research

Question 13

A technique used to analyse advertisements is ________,which is a way of taking apart the signs and symbols in a message to uncover layers and types of meanings,with the objective of finding deeper meanings in the symbolism,particularly as they relate to different groups of consumers.

A)content analysis
B)semiotic analysis
C)brand experience
D)advertising review
E)competitive analysis

Question 14

Which of the following is a way research is used in advertising planning?

A)Market information
B)Consumer insight information
C)Message development
D)Evaluation research
E)All of the above

Question 15

A subset of marketing research,known as ________ research,is research used to gather information about a particular market,its consumers,as well as competitive brands.

A)primary
B)secondary
C)market
D)consumer
E)competitive

Question 16

When the Advertising Research Foundation (ARF)compared copy-testing methods for their ability to predict sales impact,________ testing won.

A)awareness
B)recall
C)communication
D)persuasion
E)likeability

Question 17

________ research is used to identify people who are in the market for a product in terms of their characteristics,attitudes,interests and motivations.

A)Advertising
B)Market
C)Consumer
D)Strategic
E)Copy

Question 18

A ________,where participants receive a deck of key frames from the ad,is used to diagnose the viewer's attention to,and emotional engagement with,different elements in the ad.

A)clutter reel
B)clutter bug
C)moment-by-moment test
D)clutter breaker
E)picture sort

Question 19

A formal and systematic tabulation of competitors' approaches and strategies in advertising and communications,such as slogans,appeals and images used most often,is known as a(n)________.

A)content analysis
B)semiotic analysis
C)brand experience
D)advertising review
E)competitive analysis

Question 20

Strategic research uncovers critical information that becomes the basis for strategic planning decisions,and in advertising it covers all of the factors and steps that lead to the creation of ________.

A)message strategies
B)media plans
C)research strategies
D)(a)and (b)
E)(a),(b)and (c)

Question 21

________ research delivers numerical data such as number of users and purchases,their attitudes and knowledge,their exposure to ads and other market-related information.It also provides information on reactions to advertising and motivation to purchase.

A)Secondary
B)Quantitative
C)Qualitative
D)Purchase intent analysis
E)Consumer insight

Question 22

Sometimes consumers are asked to record their activities through the use of ________.

A)surveys
B)focus groups
C)diaries
D)monitors
E)purpose-driven games

Question 23

Maria was participating in a research study in which she was asked to take pictures with her camera phone while she was shopping.After recording her trip with pictures,she was asked to explain what she was thinking or doing at the time a given photo was taken.Which qualitative research method is this?

A)Metaphors
B)Shadow shopping
C)Photo elicitation
D)Photo sorts
E)Artefact creation

Question 24

Keith is conducting secondary research into the structure of his company's industry.Which of the following websites would be most useful for that research?

A)Australian Association of National Advertisers
B)Australian Bureau of Statistics
C)IBISWorld
D)Brand Channel
E)Experian Hitwise

Question 25

Information that has been collected and published by someone else is known as ________ research.

A)market
B)consumer
C)primary
D)secondary
E)government

Question 26

Emily works as the marketing insights coordinator of a credit union.She conducted a focus group in which 10 consumers discussed their attitudes toward credit unions.Based on this research,she concluded that most people think credit unions don't offer the same range of products and services as banks,and aren't aware of the key benefits of credit unions.Which of the following statements regarding this situation is TRUE?

A)Emily can feel confident that what she learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for credit unions.
B)Emily should really conduct one more focus group interview with a different age group of consumers before she should draw any conclusions.
C)Emily should have only conducted survey research.
D)Focus groups are a type of qualitative research and should not solely be used to draw conclusions.
E)Focus groups are the only type of qualitative research from which conclusions can be drawn.

Question 27

Coca-Cola wanted to understand how consumers decide which brand of soft drink to purchase while they are shopping at a grocery store,so they hired a research firm that observed consumers as they made their selection in the store.Which type of research does this represent?

A)Quantitative
B)Survey
C)Secondary
D)Ethnographic
E)Observational

Question 28

Firms that specialise in interviewing,observing,recording and analysing the behaviour of those who purchase or influence the purchase of a particular good or service are called ________ research suppliers.

A)secondary
B)primary
C)market
D)advertising
E)certified

Question 29

One way to test a consumer's memory is to show an advertisement to them,and then ask whether they remember having seen the advertisement.This is called a:

A)recall test
B)recognition test
C)remembering test
D)remote test
E)none of the above

Question 30

A subset of the population that is representative of the entire population is known as a ________.

A)sample
B)sub-sample
C)sub-population
D)census
E)sub-census

Question 31

What are the two primary characteristics of quantitative research?

A)Large sample sizes and quota sampling
B)Small sample sizes and rich data
C)Primary and secondary data
D)Efficient and effective
E)Large sample sizes and random sampling

Question 32

Surveys that are generally conducted on an ongoing and uniform basis are called ________ surveys.

A)repeat
B)purchase intent
C)buyer
D)omnibus
E)omnipotent

Question 33

An advertising manager wants to evaluate whether consumers have noticed the company's messages about a brand of frozen foods.Which of the following questions would be most appropriate?

A)After you saw this ad,what thoughts came to mind?
B)What ads can you recall?
C)How credible is this ad?
D)Which brands do you prefer?
E)Who is this brand?

Question 34

________ means that the research actually measures what it says it measures.

A)Metaphor
B)Reliability
C)Validity
D)Criteria
E)Quantitative

Question 35

Government organisations and trade associations are both sources of ________ data.

A)primary
B)secondary
C)ethnographic
D)subscription
E)unregulated

Question 36

________ research provides insight into the underlying reasons for how consumers behave and why,and common research methods include such tools as observation,ethnographic studies,in-depth interviews and case studies.

A)Secondary
B)Quantitative
C)Qualitative
D)Purchase intent analysis
E)Consumer insight

Question 37

Which of the following questions would be most effective for measuring consumer cognitions related to an advertising message?

A)In category X,why do you buy this brand?
B)How important is this claim to you?
C)After you saw the ad,what thoughts came to mind?
D)If this brand disappeared,how would you feel?
E)Does this ad make you want to buy the brand again?

Question 38

Which qualitative method is used by researchers to see how people solve problems and search for information,and uses games to make the research experience more fun and involving for participants?

A)Fill-in-the-blanks
B)Artefact creation
C)Purpose-driven games
D)Story elicitation
E)Photo sorts

Question 39

The ________ involves a researcher going to a consumer's house to record the products or brands currently stocked by the consumer.

A)stock take
B)consumer diary
C)stock analysis
D)pantry check
E)pantry stock

Question 40

A group of 8 to 10 (or even up to 15)potential users of a product who are gathered around a table to have a discussion about some topic,such as the brand,the product category or advertising,is known as a(n)________.

A)focus group
B)interview group
C)survey group
D)population
E)ethnographic research sample

Question 41

What is an advantage of using diaries for media research?

A)Diaries describe what is happening,but not why.
B)Diaries are most likely to probe for patterns of thought and behaviour.
C)Diaries record how people walk the aisles in stores and whether they read labels.
D)Compared with other methods,diaries are more immersed in the consumers' culture.
E)Compared with other methods,diaries catch the consumer in a more normal life pattern.

Question 42

Moment-by-moment tests of ads provide an analysis of the impact and logic of the ad from the consumer's perspective.

Question 43

Secondary research is information that has been collected and published by someone else.

Question 44

One of the biggest challenges to advertising research is insightful analysis.

Question 45

The social and cultural environment is particularly relevant to advertisers because attitudes continually change.

Question 46

Evaluation research probes the advertising objectives of perception,persuasion,cognition,emotion,associations and behaviour.

Question 47

For marketers,getting information is more of a problem than making sense of it.

Question 48

A clutter reel is used to diagnose the viewer's attention to,and emotional engagement with,a new product.

Question 49

Media planning begins with media research that gathers information about all possible media and marketing communication tools that might be used in a campaign to deliver a message.

Question 50

Market research uncovers all critical information that becomes the basis for strategic planning decisions.

Question 51

In which type of research are research methods a part of actual purchase and use situations,so that the consumer is a recipient and direct beneficiary of the information?

A)Embedded research
B)Virtual research
C)Insightful analysis
D)Content analysis
E)Semiotic research

Question 52

Marketers wanting insight into the underlying reasons for how consumers behave and why should conduct qualitative research.

Question 53

________ gathers real-time information through online media and streaming video.

A)Embedded research
B)Virtual research
C)Insightful analysis
D)Content analysis
E)Semiotic research

Question 54

What is the biggest drawback of direct observation as a form of research?

A)It has elevated 'people watching' to a science.
B)Its focus is limited to consumer motivations.
C)It shows what is happening but not why.
D)It must rely on open-ended questions.
E)It must study an entire group or population.

Question 55

In research using single-source data to test the effect of advertising exposure,the key benefit is that many marketing variables are held constant.

Question 56

An evaluation research question that probes consumer behaviour is 'How credible is this ad?'

Question 57

You have decided to use only open-ended questions on your survey.Which of the following questions would NOT be found on your survey?

A)Why is voting important to you?
B)Which of the following brands are you familiar with?
C)What is your best childhood memory?
D)Where did you spend your last vacation?
E)What are the most important qualities in a friend?

Question 58

Quantitative research should be used to generate rich insights.

Question 59

Semiotic analysis is used in the development of the message strategy to evaluate the relative power of various versions of copy.

Question 60

An advertising audit is a type of preparatory research.

Question 61

Compare and contrast quantitative and qualitative research,and discuss uses of each.

Question 62

Describe the three key elements of consumer insight research outlined in the chapter.

Question 63

When the research problem is complex and requires careful exploration,in-depth interviewing is a good research technique to use.

Question 64

An elicitation says one thing-a brand,for example-is like something else.

Question 65

Mark owns his own advertising agency and is pitching for a new client's account.Discuss two sources of secondary research that might be of use to him as he conducts strategic research.

Question 66

You are working as a graduate market researcher.During a meeting with a prospective client,a manufacturer of ready-made lunches targeted to busy office workers,their marketing manager suggests that ethnographic research should be used to help them understand how their customers use their product,instead of what they say they do.Your boss whispers to you,'Ethno what?' How do you explain ethnographic research to him?

Question 67

Describe the advantages and challenges of internet and virtual research.

Question 68

What are the six categories of advertising objectives that evaluation research investigates? What brand effects are associated with these?

Question 69

Two basic research criteria known as validity and reliability are helpful in determining the appropriate research method to use.

Question 70

Informal focus groups known as friendship groups are held in a comfortable setting,usually people's homes,and are recruited by the host.

Question 71

Compare and contrast primary and secondary research.

Question 72

Give examples of two questions that evaluation research could ask consumers in order to probe the advertising effect of persuasion and the brand's promise.

Question 73

Compared with reliability,validity is more important to good research because it means you can run the same test again and get the same answer.

Question 74

You are conducting research and want to make sure that it adheres to the 'scientific method'.Discuss the two basic research criteria you need to be concerned about.

Question 75

Josh was told to conduct in-depth interviews with consumers to gain a better understanding of their perceptions and feelings towards his company's brand of facial tissue.He's only had experience conducting survey research and is not sure what an in-depth interview actually is.Explain what it is,how it's different from survey research and how it's done.

Question 76

You work in an advertising agency and have been tasked with recommending some imaginative ways to investigate consumers' relationships with the brands they buy.Briefly describe four of the more imaginative qualitative methods discussed in the chapter.

Question 77

What are the seven types of research used in advertising planning?