Question 1

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

Accepted Answer

Focus groups provide a platform to gather feedback from consumers and can be used to gauge reactions to language in TV spots or in the creative development process.

Question 2

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

Accepted Answer

There is no evidence to suggest that marketers have ceased using physiological measures, including research on brain waves, due to the slowing economy. In fact, such measures are still commonly used in marketing research.

Question 3

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

By focusing on the primary appeal, the advertising campaign can be more targeted and effective in reaching the intended audience. It is important to identify what the audience values most and what will motivate them to take action or make a purchase.

Question 4

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

Accepted Answer

The three lifestyle categories in VALS are ideals, achievement, and self-expression.

Question 5

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

Accepted Answer

Psychology is commonly used in advertising to analyze consumer behavior and understand their underlying motives. This helps advertisers create targeted and effective campaigns that speak to consumers on a deeper level.

Question 6

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

The answer of VALS segments major consumer groups with shared...

Question 7

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.

Accepted Answer

If awareness of a brand is high but trial is low, it indicates that people may know about the brand but are not motivated or find it relevant enough to try it. This suggests that the brand may need repositioning to better resonate with its target audience.

Question 8

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

Accepted Answer

The answer of Individualists, realists, and new traditionalists are among...

Question 9

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

Accepted Answer

The primary purpose of advertising research is to provide insight into consumer behavior, attitudes, and preferences, which is then used to inform the creative development of advertising campaigns. Therefore, the statement is true.

Question 10

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

The statement is true as the traditional family life cycle has indeed undergone changes in the past 30 years, leading advertisers to reevaluate how they use it for segmentation.

Question 11

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

Accepted Answer

This statement is true, as research has shown that African-American and Hispanic consumers have higher refusal rates when it comes to participation in surveys. This may be due to various reasons, including mistrust of research or a history of negative experiences with surveys.

Question 12

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.

Accepted Answer

The answer of A(n)________ is a relatively new position advertising...

Question 13

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

Accepted Answer

Pretesting research is conducted to evaluate the effectiveness of advertising materials before launching a campaign to ensure their alignment with the agreed-upon advertising strategy. Therefore, the objectives of pretesting research should reflect the advertising strategy to measure the extent to which the materials are consistent with the strategy and meet the desired goals.

Question 14

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

Accepted Answer

Liveamatics is a marketing technique that involves live performances by actors in a theater setting to promote a product or service. Therefore, the statement is true.

Question 15

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.

Accepted Answer

Effective translation of information into effective strategy involves prioritizing important data and simplifying complexity.

Question 16

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.

Accepted Answer

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

Question 17

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 18

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

Accepted Answer

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

Question 19

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

Accepted Answer

VALS (Values and Lifestyles) is a well-known psychographic segmentation system that uses psychology and demographics to understand consumer behavior and motivations.

Question 20

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...

Quiz 15: Research in Advertising